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Communicators know the value PR brings an organization, but that insight isn’t making it to some top decision-makers.
A new study from Releasd reveals a chasm between what PR pros can offer an organization and what most leaders believe PR can accomplish.
The study polled over 300 leaders from a range of industries, all in senior roles within their organizations. The results show that many executives either aren’t aware of PR or place shockingly low value on PR’s potential to boost the bottom line.
You know the problem is bad if many leaders don’t even know what the shorthand PR stands for. (It’s public relations, everyone.)
The downside of shorthand
This data reveals a branding problem for the PR industry and highlights the dangers of using jargon or industry slang when describing your function and value to outside clients or stakeholders. However, most industry pros could be forgiven for thinking that everyone knows what PR stands for—right?
Perhaps the knowledge gap also illustrates another industry trend: PR pros are trying to rebrand the industry. In recent years, PR has taken on a negative connotation for many consumers who assume these corporate spin doctors are warping the truth. Some PR pros are also trying to find a moniker that better encapsulates the full breadth of their functions.
The problem doesn’t have an easy answer. Look no further