How do I know this?
Consider the following points:
1. PR is more strategic than ever. There’s an increased understanding that a broader view of business is required in today’s marketplace. PR pros who fully grasp how their work directly impacts sales and marketing are sitting at the table with the C-suite. Messaging and money go hand-in-hand.
2. PR pros are communicating like project managers. We are tracking the minutiae in our assignments. We are in constant communication with team members. Our work is completed on time and under budget. That’s because we can course correct in the midst of a project instead of running out of time and resources. We’re using online spreadsheets, graphics, and images to track progress, next steps, and metrics. Communicators are getting better at this thing called communication.
3. PR pros—the good ones, anyway—are buying into the vision. These are the passionate ones; the folks who are curious and courageous. Those who lack passion, including managers, are crap magnets that are blind to the company vision. Passionate PR pros understand the work that needs to get done every day to achieve more and compete in a fierce market. They surround themselves with like-minded people, leaving no room for the mediocre.
4. PR pros are well-versed in more than just one language. The smart ones are able to speak to their clients in their own industry language. Whether it’s Software-as-a-Service, designer jewelry, healthcare, or aerospace engineering, PR stars shine brightest when they can hold their own and engage with niche clients. These PR leaders exude the confidence and knowledge to not only be invited to sit at the proverbial table, but to actually offer ideas and insights as a valued member of the team. Courtesy seats with the C-suite rarely exist.
5. PR pros recognize what is required to service business-to-business clients. Delving into the needs of the customer’s customer helps solidify B2B relationships. Creativity and projects move to deeper levels and vertical markets, which has customers coming back, and offering referrals. It’s simple. You get it.
Business and motivational speaker Denis Waitley said: ”Your success depends on how well you think. You are not paid to collect, sort, store or retrieve information, although you do these things every day. You are paid to interpret that information and create and implement new ideas.”
As we head into the last quarter of 2012, it’s clear that PR means business. Would you agree?