A lot of people say that many C-suite executives don’t truly understand and appreciate the value public relations brings to an organization. There’s lots of talk about the PR industry being chock full of strategic communicators who can’t or haven’t successfully communicated their own worth to the business world.
My friend Arik Hanson and I were talking about this on Twitter a few weeks ago.
Neither of us claim that the lack of understanding about our profession is the sole fault of PRSA nor that educating others about the value we bring is the sole responsibility of PRSA. But I think we’d all agree that, as the main association in our industry, it does certainly play a role.
You’ll notice that I ended the conversation with Arik pointing out that PRSA surely is taking steps to help overcome this challenge that I don’t know about. What I thought we could do is help spur new ideas that the organization may not have thought of yet. You know, be part of the solution instead of part of the problem. I’ll kick it off.
Start at the Beginning. This is a long-term plan, but too many schools aren’t adequately preparing PR majors to understand Business – sales cycles, financials, product development, etc. And too many business majors never learn the benefits that PR can bring to companies beyond writing press releases. These are the business leaders of tomorrow. Could PRSA work with universities to help bridge this gap and require a class or two for each major that focuses on these areas?
Start a Roadshow. Think desk-side briefings for C-suite executives. We’re supposed to be strategic communicators and expert storytellers. Could PRSA create a compelling, 30-minute case for PR and take it on the road?
What ideas do you have? Share them in the comments and then let’s share the cumulative ideas with PRSA.
*Image by Isobel T.