C-Level Executives Don’t Understand PR. Does That Surprise You?

 

The recent survey confirms what PR pros might already suspect. Many high-level executives don’t understand PR.

More than half of executives (59 percent) do not fully understand the role and capabilities of PR, according to a survey by Wakefield Research.

Fewer than half (44 percent) of c-level executives surveyed say they were “very involved” in establishing PR goals in 2014, according to the survey done in partnership with the Public Relations Society of America New Jersey Chapter.

Three-fourths say they spend a half hour or less each week discussing their PR strategy. Although the survey covered a small sample of 100 executives in a single state, its results may be indicative of c-level executives in general.

Seventy percent of executives say they do not feel their PR partners have articulated PR goals and strategies “very well,” and 64 percent say they would support increased investments in PR if goals and strategies were more clearly defined.

They Don’t Know What They Don’t Know About PR

“Our survey shows that CEOs don’t know what they don’t know,” said Nathan Richter, partner at Wakefield Research and lead pollster for the study. “Good reputations don’t just appear out of thin air. A more well-defined articulation of how PR can benefit their companies is a must, but executives also need to get involved.”

PR personnel have work to do to educate executives about what they can realistically expect from PR, as well as its practices and value. These are some points PR practitioners may wish to make in educating decision-makers.

• Honestly sharing information with the PR staff is the best approach for ensuring successful publicity.

• Good PR cannot make up for a mediocre product. PR can inform the target audience about a brand; it can create leads and customer interest, but it cannot persuade customers to purchase a poor product – and it cannot create customer loyalty.

• The press coverage you want is not necessarily effective, even if positive. PR clients and top executives typically want immediate coverage in The Wall Street Journal or New York Times. Besides probably being unrealistic, that might not be best strategy for many businesses. Effective PR aims to get placements in news and social media outlets that cater to the brand’s customer base. Few video gamers read the New York Times; they are glued to gamer websites and online publications.

• Better to be successful than sexy. Sometimes – perhaps frequently – businesses can succeed by targeting mundane, B2B markets instead of trying to be the social media phenomenon.

• Media coverage is not guaranteed. Media outlets might reject PR’s pitches no matter how well-crafted and targeted they are. Their reasons might have nothing to do with the product or the PR effort.

• Product launches are gambles. Snazzy product launches may flop, while some products may thrive following low-profile product introductions.

• PR takes time. Researching publications, contacting journalists, completing follow-ups is time-consuming. Journalists may be too busy to listen or run the release. They may intend to write about your business but might postpone coverage due to a backlogged work schedule. A lack of instant results doesn’t mean PR has failed. PR is a marathon, not a sprint.

Bottom Line: A new survey indicates, perhaps not surprisingly, that many c-level executives are under-informed about PR. But PR holds some of the blame. Many executives believe PR has not clearly explained its goals and strategies. Many say they would support increased investments in PR if goals and strategies were more clearly defined.

What other teaching points about PR would you add? Please comment below.

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What Every Start-up Should Know about PR
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