Survey highlights importance of strategic counsel, social media

NEW YORK: The top issues facing PR professionals are the ability to offer strategic counsel, demonstrate ROI, and master social media in order to help clients and advance the PR profession, according to a survey of its members by the PRSA's Counselor Academy.

NEW YORK: The top issues facing PR professionals are the ability to offer strategic counsel, demonstrate ROI, and master social media in order to help clients and advance the PR profession, according to a survey of its members by the PRSA's Counselor Academy. The group ranked these issues as the most important ones during an online survey conducted in April and May in which 20% of the membership participated - 89 in total.

Providing strategic counsel was the top issue for PR professionals, ranking 4.66 in importance, out of 5, by respondents. Mastering social media (4.65), demonstrating ROI (4.54), enhancing technology capabilities (4.43), and the economy (4.44) rounded out the top five issues.

"The top issues are related to how agencies must focus on providing value and ethically-driven, strategic, and authentic client service," said Sydney Ayers, chair of the Counselors Academy, in a statement. "

Other issues ranked in the survey included connecting PR to the C-suite (4.22), values and ethics management (4.27), and recruiting and retaining talent (4.25). The survey results were originally released to attendees of the 2009 Counselors Academy Spring Conference and more information can be found online.

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