What is PR’s unique value for today’s company?

With all the changes in the last decade—from the rapid rise of social media to the slow demise of local newspapers—how can PR pros make their case for bigger budgets?

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It’s an age-old question for PR pros, but one that has gotten more urgent in modern times: What is the value of PR for an organization?

In Muck Rack’s 2019 State of PR survey, 72% of respondents said measurement remains a top challenge. In short, PR pros are having a hard time showing their value.

As previously was reported on PR Daily:

PR pros say the best way for them to prove their value internally is to offer media coverage (73%) or measurable results (68%). However, just offering data and press clippings isn’t enough for many in the PR industry. According to the Barcelona Principles, PR pros should measure the outcomes they achieve, not the inputs or assorted tasks they complete.

In the modern media landscape, with all the business challenges today’s companies face, what are the purpose and worth of a PR pro?

The case for earned media

Many PR pros still believe in the value of earned media, despite newsroom attrition and consumers’ changing media diets.

Dick Grove, founder and CEO of INKinc Public Relations, says the more things change, the more they stay the same.

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