The survey of 464 CEOs and chief financial officers from organisations with more than 250 employees, conducted in June, found 82 per cent view PR as "important" or "very important" to protecting and strengthening corporate reputation.
The study, commissioned by Yolo Comms, shows PR is represented at board-level at 71 per cent of the FTSE 500 firms.
Yolo Comms managing director Nik Harta said: “I believe this research clearly supports the value large organisations currently place on their PR teams. Not only will two-thirds of those organisations be involving public relations, communications and corporate affairs with their COVID-19 business strategy, it is reassuring to see that they are valued still further as they provide strategic counsel to senior leadership.”
As part of the #PowerOfPR campaign, running for the next fortnight, PRWeek will publish case studies that showcase the value of PR, while the PRCA has called on PR practitioners globally to share videos championing PR practice using #PowerOfPR.
Below is a preview of some of the early video contributions:
How you can take part
- Record a 30- to 60-second video of yourself (filmed in landscape/horizontally) revealing why you’re proud to work in public relations.
- Post on social media using #PowerOfPR while tagging us on Twitter, Instagram and LinkedIn.
- Submit a 400- to 600-word blog post for the campaign, focusing on the positive impact PR creates for business or society, via email to Michael.Collins@prca.org.uk.
PRCA director-general Francis Ingham said: “The power and purpose of PR has never been more visible, and now is the perfect time for our industry to show its pride in the work it delivers.”
PRCA Fellows chair Alison Clarke said: “Our value is proven and it’s time to shout about it! I look forward to many in the industry getting behind our campaign to give a voice to the power of PR.”
Danny Rogers, PRWeek editor-in-chief, UK & EMEA, said: "The essence of public relations is reasserting its importance at a time in history where fear and isolation have become prevalent. Good PR is about powerful connections and the valuable exchange of ideas, opinions and organisational purpose. These characteristics are more vital than ever in 2020."