I am yet to meet a PR and communications professional who has never been asked this question. This leaves us with the question of how we demonstrate value of something that cannot be grasped, literally and figuratively.

I moderated a fireside chat with Nur Sabrina Azmi at the PRCA APAC Conference where we tackled this question that weighs on the industry. Here are 3 key insights:

📊Follow the data📊
The room was in consensus that AVE or PR value is dead, and Sabrina expertly shared that data is the answer to “what is the alternative?” Data that aligns with what needs to be measured, and what needs to be measured ties into what the objectives are.

❓So what?❓
I loved that Sabrina stressed on the importance of having clear objectives for PR and communications initiatives as they allow for more accurate and real measurements. I have long said that the work that we do need to be strategic in aligning with wider company and business strategy instead of myopic efforts to ‘check boxes’. It is something that we strongly adhere to at TriOn & Co

👊 Break the silos👊

Often our instinct is to measure our work in its entirety. However, the work that we do feeds into the wider business. We are but one piece of the puzzle and a true measure of our work is to look at the holistic data from across teams. It is important to work with other departments and teams who are working towards achieving the same business objectives.

Thanks for sharing your insights so openly Sabrina. I loved chatting with you an important topic for the industry, cutting across the agency and in-house divide. The work that we do can often seem intangible and its value remains a mystery to many who do not understand what we do. However, we really do need to move forward on showing the real impact of our work and earn our seat at the table.

P.S. thanks for the support and photos Joel and Camillia!

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