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.