I was glad to see my favorite quote from Socrates in Professor Jasso’s class, “The way to gain a good reputation is to endeavor to be what you desire to appear.” From the perspective of a PR professional, this quote means that the most significant factor of doing a good job is following your goal, and having a measurable outcome. No matter how fascinating you say, the PR campaign is, only a real and good measurable result matters.
Measurable outcomes are one of the key components of our job and make PR a visible function in a company. From my experience, the review reports are an essential part of this job; they give you an excellent opportunity to show the highlights of your work. However, today we cannot justify our work by simply showing a cover story on Bloomberg BusinessWeek, the company’s name in a news article, or media clippings generated from insignificant and irrelevant news sources. We need measurable standards for story angles, media types and target audiences we can reach, etc.
How to gain a good measurable result? According to Professor Jasso, this involves several core axioms of public relations, including:
- “Takes a broad view of an organization’s environment by attending to a wide range of issues and relationships.”
- “Strategic management, seeking to avoid or solve problems through a goal-oriented process.”
- In my opinion, a PR professional should be a “detective” and a “doctor.”
- “Begin by identifying the conditions, contributing forces, actors, objectives, and overall program goal. “
- “Outline how the organization will get from where it is, to where it wants to be. “
- “Seek senior management’s support and cooperation.”
- In my opinion, if we do not have a clear goal to direct us, we cannot measure the result; if we do not align with company goals or marketing plan instead of doing it only by ourselves, we will be lost.
- “What the organization DOES than on what it SAYS.”
- “All actions, communication and outcomes are ethical, legal, and socially responsible.“
- “Success is based on the organization’s impact on society and culture.”
To do a good job as a PR professional, particularly in a firm or an agency, we cannot forget that PR is a function that requires strategic management with a clear goal. The goal should be followed by careful analysis. Leading with a clear goal and an evaluative criterion, we will know if our PR campaign is feasible, and whether the results are good or bad. PR is a goal-oriented job even though the fascinating part is the process.