"This campaign is slightly different in that it's an inside-out campaign, aimed at speaking to professionals who in turn can go out and speak externally," said Michael Cherenson, chair and CEO of PRSA.
"The Business Case for Public Relations" was released October 28, and it includes online resources for PR professionals about how to communicate about the industry to the public, clients, and management, a re-categorized selection of case studies from Silver Anvil winners, and measurement tools and recommendations.
"We thought it was important that our members and PR professionals overall have the tools they need to fight for that budget, the tools they need to fight for the staff, the tools they need to fight for their agency, and the tools that all of us need to just continue to prove our value in the marketplace overall," Cherenson added.
PRSA, which partnered with the Institute of PR for this campaign, will monitor the success of this ongoing program by doing research and tracking industry analysis and benchmarks. Executives from several agencies and corporations served as thought leaders for the program, including Matthew Harrington, president and CEO of Edelman US; Michael Kempner, president and CEO of MWW group; and Mary Beth Navarro, SVP and corporate communications relationship manager for Wachovia.
To spread the word, PRSA is "using some traditional tactics in media relations, some social media, our own existing channels," Cherenson explained, "and at our conference next week in San Diego, we've put a whole track where we can educate and inform our chapter, section, and district leaders, and also our members in how to use these tools."