Does communications play a strategic role in not-for-profit organisations?
Do senior management appreciate the value of communications?
What influence do PR professionals really have?
I can't say these questions keep me awake at night but they are a real source of concern and debate for the PR profession. So, I wasn't surprised to find myself locked in conversation with a fellow PR professional (Louise Morriss of Amazon PR) about the lack of strategic influence PR seems to have in the not-for-profit sector.
By the end of the evening (we were at a rather good party I seem to recall) the essence of the Get Heard report had been conceived. We would investigate the extent to which PR and communications is fully understood and valued at a senior management level in the sector.
Quantitative and qualitative research amongst more that 120 senior PR and communications staff in charity and voluntary sector organisations across the country has enabled us to see the extent to which communications is a valued discipline in the voluntary sector, the advantages of recognising and valuing good communications and the impact on both parties of communications professionals not being heard.
While it is encouraging to see the impact of the work of PR, for many senior management teams and trustees it is still seen as an afterthought – a way to get an extra bit of free publicity! Sadly the report shows that more than a third (38%) of senior communications professionals in the sector feel the role of PR and communications is not valued by their organisation.
We found that three quarters of those who say communications is not valued by their organisation, feel that communications are confused, inconsistent and lacking a clear strategy as a result. The respondents identified not being involved in strategic decisions as the clearest indication that they are not being heard (92%).
Two thirds (65%) felt this lack of involvement could damage the reputation of their organisation because they would not be aware of, or be able to manage, risk situations. Around half of those questioned also felt not being heard would affect the organisation's ability to meet its aims (53%) and make it more difficult to attract donations (44%).
It is disappointing to see the lack of involvement PR professionals have in strategic decision making. However it's encouraging to see the impact of PR savvy CEOs.
The report found that the attitude of the chief executive in an organisation is key to how valued communications professionals feel, and how they are viewed by colleagues in other departments.
More than three quarters (78%) of those who feel their professional voice is heard within their organisation attribute it to the CEO understanding the importance of communications. Similarly, amongst those do not feel acknowledged, 83% say this is because the chief executive does not understand communications and the role it has to play.
Public relations has a fundamental strategic role to play in the success of an organisation. In the charity and not-for-profit sectors, where effective stakeholder engagement is paramount, underestimating the strategic role PR has to play is very short-sighted.
So as well as analysing the results of both quantitative and qualitative research, the report puts forward recommendations for improving the situation to both senior management and communications professionals.
This report however is only a snapshot and identifying the issues is only the start. We still have a long way to go in communicating and demonstrating the strategic role and value of PR and earning our place at the top table.
If we are going to improve the strategic impact of communications within our sector we need to be part of the solution – we need to get heard!
Gill Dandy is chairwoman of Fifth Estate
To download a free copy of the report please visit www.amazonpr.co.uk/resources
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