Shaping the Problem
Public relations professionals are facing a complex and rapidly changing landscape. They must navigate the evolution of digital media, changing public expectations, and a demand for transparency and authenticity. These professionals encounter challenges such as keeping pace with the fast news cycle, managing real-time crises, and demonstrating the tangible impact of their efforts, which can be less direct than traditional marketing metrics.
Moreover, CMOs want to measure everything, but brand building and awareness are still a black box. The lack of hard metrics for news coverage means PR leaders must master skills outside their scope, including social media management and content creation, to ensure their messages resonate across all platforms. Brand building happens across a multitude of channels all the time.
