A wide range of communicators—from public relations pros to human resources specialists—perceive measurement as their major Achilles’ heel.
A Ragan survey of 576 communication professionals reveals that most place measurement at or near the top of their weaknesses.
The survey of Ragan Communications readers asked, “Which of these are your top three weaknesses?” offering options such as pitching journalists, using video and improving one’s corporate culture.
A majority of internal communicators, PR professionals, social media specialists and human resources communicators placed “Measuring the impact of your role” at the top.
By contrast, speechwriters and media relations professionals listed “telling interesting stories about boring topics” as their top concern.
Yet when asked if they would be willing to request funds “to help educate away your weakness(es),” a significant minority of communicators of all stripes said, “No.”
Internal communicators were least willing to overturn the cushions on the corporate couch and dig for spare change for educational purposes.
Sixty percent of internal communicators said they were willing to ask the organizational seigneurs to shell out shekels to sharpen their skills. This compares with 68% of PR pros, 81% of social media specialists, 63% of speechwriters, 67% of media relations pros, 69% of marketers, and 63% of human relations communicators.
Measurement angst ran highest among social media pros: 55% apparently go to work fearing that the boss will demand numbers proving their impact.
Among PR pros, 50% confessed that measuring their impact was a weakness. Another 28% expressed concerns about their ability
Read more here: https://www.prdaily.com/survey-measurement-storytelling-cited-as-top-weaknesses/