PR must be able to describe their function clearly and understandably.
The low level of CEO trust in public relations (PR) does not only occur in Indonesia, but also in other country such as England.
JAKARTA, PRINDONESIA.CO – Quoted from PR Daily, Releasd, a survey institute from London, England, conducted a study of 300 company leaders from various industries. The result, 40 percent of top leaders is not convinced that the existence of PR can improve their company business. Even more surprising, two out of ten leaders do not even understand what PR stands for.
Releasd further revealed the fact that all this time the gap is the lack of confidence about what professional PR practitioners are able to offer to the organization/company and what is believed by most leaders about the ability of PR. As a result, many leaders do not understand how strategic the PR function is. This condition makes the company place PR in an un-strategic position because it is considered not to have a significant role to improve business.
This study also showed that there is a wide gap between management level and PR. Another problem is that the PR profession tends to be identical as a spin doctor.
Improve Image
This condition makes PR professionals move to improve the image of the profession. Of course, this is not an easy task. Responding to the result, Richard Benson, CEO of Releasd, said that certainly PR must be able to describe their functions clearly and understandably.
Moreover, PR must have a clear measurement of the works that have been carried out and can be accounted for. Do not hesitate to participate in various awards. Also show case studies that you have worked on and completed. “This is the right time for PR to create more in order to improve the image of their industry and profession,” Richard said.
Additionally, now is the right momentum for PR practitioners to routinely write opinions or contribute as a guest writer on the media about the industry where they work. Also use social media and other online platforms to attract new audiences. “Don’t ever think that everyone knows about you. Don’t also let your work speak for itself. Master the metric to emphasize that you have value,” concluded Richard. (ais)
.jpg&w=100&h=88 "Memahami Citra, Trust, Reputasi, dan Kredibilitas")
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.jpeg&w=417&h=289 "Afifudin, IndiHome: Orchestrating Empathic Communication")
The low level of CEO trust in public relations (PR) does not only occur in Indonesia, but also in other country such as England.
JAKARTA, PRINDONESIA.CO – Quoted from PR Daily, Releasd, a survey institute from London, England, conducted a study of 300 company leaders from various industries. The result, 40 percent of top leaders is not convinced that the existence of PR can improve their company business. Even more surprising, two out of ten leaders do not even understand what PR stands for.
Releasd further revealed the fact that all this time the gap is the lack of confidence about what professional PR practitioners are able to offer to the organization/company and what is believed by most leaders about the ability of PR. As a result, many leaders do not understand how strategic the PR function is. This condition makes the company place PR in an un-strategic position because it is considered not to have a significant role to improve business.
This study also showed that there is a wide gap between management level and PR. Another problem is that the PR profession tends to be identical as a spin doctor.
Improve Image
This condition makes PR professionals move to improve the image of the profession. Of course, this is not an easy task. Responding to the result, Richard Benson, CEO of Releasd, said that certainly PR must be able to describe their functions clearly and understandably.
Moreover, PR must have a clear measurement of the works that have been carried out and can be accounted for. Do not hesitate to participate in various awards. Also show case studies that you have worked on and completed. “This is the right time for PR to create more in order to improve the image of their industry and profession,” Richard said.
Additionally, now is the right momentum for PR practitioners to routinely write opinions or contribute as a guest writer on the media about the industry where they work. Also use social media and other online platforms to attract new audiences. “Don’t ever think that everyone knows about you. Don’t also let your work speak for itself. Master the metric to emphasize that you have value,” concluded Richard. (ais)
Source:
https://www.prdaily.com/study-executives-dont-recognize-the-value-pr-can-offer