There's a lot of change happening in the PR industry. Those changes are forcing agencies and brand-side marcom teams to adapt or slowly lose their place in the marketing stack.

That evolution is causing disruption.

Though PR has largely been thought of as a media relations engine, today's successful PR pro must adapt to a wide range of new responsibilities. More often, PR is taking over all owned content, social media, and data analysis on PR outcomes. And in many cases, PR is expected to do all that with the same resources and budget.

Therein lies the problem. PR agencies rightfully want a bigger piece of the budget for all that extra responsibility. But CMOs are hesitant to spend any more money on a field they feel lacks proper measurement. PR teams expect budget growth to slowly over the next five years, according to the 2016 Global Communications Report, produced by the Holmes Report. That is because of lack of PR measurement that ties back to business impact.

All that change means PR organizations need to change the way they build their teams, and more importantly, how they structure their measurement models. And making changes requires investments in new PR measurement tools and performance skills.

Here are some things that can help you prove your PR services are worth more than what is currently invested.

Benchmarks

Intelligent measurement is built on a foundation that often goes ignored: benchmarks.

When defining a winning media relations program or an impressive social media campaign, many PR teams rely on assumptions, guesswork, or intuition. Yet none of those standards can really tell how well you're performing.

Benchmarks, on the other hand, use relevant comparisons and factual data to put your results in context. They are the only valid reference points that can accurately show you (and your budget decision-maker) where you stack up in terms of performance.

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What Can Help You Prove the Success of Your Company's PR Investment

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ABOUT THE AUTHOR

image of Aly Saxe

Aly Saxe is CEO of Iris PR, a cloud-based SaaS platform designed by PR pros for PR pros.

LinkedIn: Aly Saxe