A recent LinkedIn inquiry into the PR industry revealed nearly 300 hot takes from professionals, highlighting controversial views on hiring and measurement. Many believe that ex-journalists make the best PR professionals, advocating for a shift away from hiring based on personal traits and a focus on data-driven analytics instead. Criticism arose over the industry's obsession with metrics that fail to present true value, arguing that quantitative measurements often overshadow qualitative insights. The consensus is that PR requires a long-term strategy, moving beyond merely increasing brand awareness without proper measurement.
"Ex-journalists make for the best PR pros. If you want to hire the best talent, hire from an agency. PR needs less people who got into the work because they 'like people' or 'building relationships.'"
"The PR industry's self-obsession with metrics that 'prove our value' has done much, much more harm than good. PR only works if the organization is willing to play the long game and your goals go beyond sales."
"Share of voice is one of the most useless metrics, and most comms teams 'game' the system anyway. Stop trying. Most of the metrics we use are completely hollow mirages."
"We criminally underutilize qualitative metrics even if we know better. Public relations is measurable, contrary to the belief that it isn't, but it requires a change in approach."
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