5 things PR can do to make a greater impact

The author expounds on a recent PR Daily story on the 10 reasons PR matters. In this case, he explains what the industry needs to spend more time doing.

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It got me thinking about how PR still faces major challenges, largely due to misperceptions about its role and relevance.

As an attempt to build on Doug’s great start, here are five things the PR industry can do to matter more:

1. Increase practitioners’ financial literacy.
Too few of us know how to read financial statements and talk to the “bean counters” in accounting. Increasing baseline business knowledge will bring the industry more credibility. This may involve changes to the curriculum of PR programs.

2. Keep stressing the “public” side of public relations. For a long time, we were the “media relations department,” a collection of press release hawking monkeys. Things have certainly changed, but we must continue to emphasize our skills as community builders and our adeptness at stakeholder relations.

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