A recently distributed report concerning PR’s credit among executives has unexpected results as it indicates that 20% of executives do not know what PR stands for, and 40% fail to believe that it contributes benefits to their business. Releasd, a PR services firm, publicly released its study on 19 June after measuring a range of 300 executives with professions in an array of enterprises and divisions with over 1,000 employees.

These startling statistics only go to prove how critical of an issue recognition for PR teams is. This must be tackled if PR departments hope to ameliorate budgets, support, and avenues of cooperation within their organisations.

The fundamental conclusion drawn from the report is that a massive disparity of communication and understanding must be in place between figureheads and those in public relations. Two in 10 executives failed to identify what PR was an abbreviation for, “suggestions included: press relations, publicity remit, press release and protecting reputation.” 

Furthermore, over a third of surveyed executives could not explain PR’s function within their business; this was commonly more prevalent among more substantial companies. Moreover, only 15% of administrators requested to name the professional roles they had the most robust understanding of and placed communications (including PR) in their top five. Interestingly, 80% of the officials who had an understanding of PR, also believed it presented high-grade value to the company; such findings exhibit a direct link between understanding and the perceived merit of PR. 

Notwithstanding, the observed worth of PR did increase by the rank of the surveyee. “30% of c-level execs indicated that they did not think PR delivered good value, compared to 40% of directors and 45% of senior management,” says Releasd’s study. In order to represent their value to big businesses, it will become crucial for PR teams to support chiefs in comprehending the work and contributions deriving from communications teams. PR, it’s time to strengthen your PR.

For more from Communicate magazine, sign up for the Communicate newsletter here and follow us on Twitter @Communicatemag.