Beginning the Journey
4. Successful Public Relations as Results-driven, ROI-minded Business
4Successful Public Relations as Results-driven, ROI-minded Business We spoke of success in chapters 1 and 2. We hope you DID take some time to reflect on your assumptions about success, making sure to compare your thoughts about what makes a person successful to what makes an organization successful. Let’s take the discussion a bit further and examine in detail what success can mean when speaking of public relations. We hope that by the time you end this chap- ter you will have an SRC public relations strategist’s understanding of success. It should be an understanding that is self-reflexive and sensitive to the dynamics that can contextualize the idea. We also want you to have an SRC public relations understanding of business and what it means to keep the idea of results-driven initiatives, sometimes known as return on investment (ROI) in mind. We might even call it keeping an ROI vision in mind or being ROI-minded. Success and Business Because the word business appears in this chapter’s title we guess that one of your first reactions was to equate success with making money; some of you 74 | Strategic Planning for Public Relations: Beginning the Journey probably qualified that with making a lot of money. That’s a typical reaction. In fact, we surveyed students enrolled in our university’s recent Introduction to Public Relations course and found that money ranked high on their lists for business and success. While our survey results were only anecdotal, they are worth mentioning. We asked class members...
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