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Like the human resources department, PR is frequently viewed as a cost center rather than a revenue generator. Because of this perception, it’s important to prove value to the C-suite.
Most communicators understand the importance of contributing to a positive ROI, but at the same time, they’re stumped about how to assess and measure outcomes.
Every other department in any company must generate and demonstrate a measurable contribution to business goals; the same is expected of PR. Implementing a basic set of measures that are tied to business objectives and aligned with company objectives and strategy is the key.
– Kathryn Heller, Ghidotti Communications