As public relations continues to rapidly evolve, occupying a more central role in many organizations’ marketing mix, we continue to find Chief Marketing Officers who still don’t fully appreciate all the value that PR can bring. Though most CMOs recognize public relations’ relevance, especially in the digital space, they are still viewing their marketing allocations predominately through the lens of traditional media advertising.
Recognizing that the vast majority of CMOs are highly qualified, it becomes apparent that the public relations industry is missing a sizable opportunity to educate clients and organizations about the power of PR to drive real business results. For many C-suite executives, public relations still begins and ends with press releases and reputation management. Nobody has taken the time or effort to educate them about the power of public relations to drive great consumer campaigns with a host of new and increasingly powerful services—all of which can be much more effectively measured and delivered for a fraction of the cost of traditional media.
When you take a moment to consider just how dramatically public relations has changed over the past three years, it is unrealistic to expect organizations outside the industry to have kept pace with the depth and velocity of that change. Agency executives should ask themselves what they can proactively do to drive thought leadership so CMOs have a greater appreciation of PR and how it could fit into their marketing mix. Every agency wants a seat at the table to help determine how to best drive results for clients. But the only way to get invited to the table is if the CMO truly understands what PR will bring and how it will benefit their organization.