Last week, the Counselors Academy, a PRSA Professional Interest Section, released survey results discussing the top three issues facing the profession. Check out the PRSA release describing the survey and how it was conducted. Also, for reference, the full results of the survey can be found here.
According to the survey, the top three issues facing the profession are “providing authentic strategic counsel,” “demonstrating return on investment” and “mastering social media.” While some of us may just be entering the profession and others still in college, these are the issues we will tackle as public relations practitioners. Here’s what those issues mean:
- Authenticity: In the age of transparent communications, people don’t just want to know what happened — they want to know why. Public relations practitioners advocate open and honest communication and we must continue to counsel our clients to do the same.
- ROI (return on investment): Has anyone ever asked you why a press release should be sent? Or why a company should converse with customers on Twitter? The public relations profession needs to continue to demonstrate the value of what we do, especially in times when budgets are being slashed across the board.
- Mastering social media: Understanding new trends on the digital landscape is key to offering smart counsel to clients. Even more important is being able to offer strategic and experience counsel that is measurable and goal-oriented. Mastering social media will not be easy, but it is something young practitioners can continue to learn.
In addition, there were several other stats that are important to PRSSA members. More 60 percent of respondents believe that millennials (that’s us) moving into positions of power is either somewhat important or very important. Furthermore, more than 44 percent think recruiting and retaining talent is very important.
As you can see, many issues face the profession. As students and new professionals, it is our responsibility to respond to these issues as a Society and a profession.
How can we tackle these issues? Can PRSSA play a role? I’d love to hear your thoughts on how we can improve the profession.