In an ever-changing landscape, how do we prove the value of PR?

The value of PR is being challenged as we head towards 2020. Leaders expect a new approach. Because of increasing pressure and marketplace demand, we have to prove PR’s value in new ways.

We recently tackled this topic at Communications Week, a global event that brings together the PR, marketing and media industries. Here are three key takeaways from the week on how we can prove our value:

1. Measurement is key.

To showcase our work, we have to do a better job of setting smarter goals and objectives. Measurement can help us to do just that.

Although quantifying the value of PR can be difficult, there’s an immense benefit in metrics. Traditional planning methods inhibit measurement; when you try to plan every aspect of a program 90 days in advance, you can’t react to data in real time. The ability to measure, adjust and optimize data is crucial. That’s where digital measurement comes in.

By using tools that allow us to define key performance metrics, we can see our objectives through and evaluate them in a timely manner, ultimately resulting in smarter business decisions.

2. Don’t neglect emerging technologies.