How to Measure the Value of Public Relations – USC Study

Global Communications Report 2017 – USC Annenberg School for Communications and Journalism

By Jon Davis

There’s a new study out of USC that breaks down the value of public relations. The 2017 Global Communications Report was conducted by the USC journalism and communications departments, trying to identify trends in PR. One section of the report asked executives how they believed PR brought value to their business.

As their above chart shows, The survey found that executives overwhelmingly believe that PR helps their business achieve its objective.

Specifically, roughly 89 percent of those surveyed said they believed PR helped achieve their overall marketing objective.

PR Agency vs In-house PR – Which brings better value?

Another interesting value PR brings to business, according to this report, involved identifying creative solutions. In this area, PR agencies had the biggest influence: 43 percent of those surveyed said they felt their PR agency delivered creative solutions compared with 30 percent for their in-house PR team.

Another end of the spectrum focused around the value PR brings to their business leadership. Roughly 52 percent of executives cited leadership and creativity as value adds to their business. Of course, creativity and leadership are hard to quantify, but at least this gives us a view into what executives are thinking.

Macias PR was named the 2015 and 2016 top PR Firm of the Year – USA by Finance Monthly. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.