We’re one quarter into 2009 and it seems like the only certainty we will have this year is uncertainty. Marketing has often been one of the first budgets trimmed in this tough economy and marketers have not been immune to pink slips and severance pay.
That said, the economy is not the only challenge we face, which made me wonder what you think is the biggest obstacle the PR industry needs to overcome this year to move forward.
It’s hard to pick the toughest opponent, but I think better measurement should be at the top of the list. When sharp pencils are aimed at budgets, the first things typically scaled back or cut out altogether are those which seem to provide the least return on investment. That’s why we need to find better ways to measure our efforts and quantify the value we bring to the marketing mix than simply relying on impressions and advertising value equivalencies. If CEOs and CMOs have a better understanding of PR’s value, then we’ll have a better chance at keeping – or increasing – our budgets and getting a seat at the infamous “table.”
What about you? Which of the challenges below do you think should receive top attention this year? If you select “other,” please share what your “other” is in the comments.
*Image by Damien du Toit.