Jun 05

PR Pros may have access to C-suite, but their digital message isn’t getting through

USC’s Annenberg School for Communication’s GAP V survey is a timely and helpful measurementCsuite_2
substantiating PR’s rising importance within the corporate infrastructure. The main findings show that 64 percent of the 520 senior corporate communications respondents report directly to the C-suite. As a result, they are more likely to have more resources than those who don’t. OK, so far, so good.

Jerry Swerling, who heads the school’s PR studies program, says the question is no longer whether or not PR has a seat at the table, but what to do with it. No argument with that point either.

But, here’s where the Annenberg findings fall short. We’ve participated in two recent (and fairly extensive) surveys of PR pros. Both showed a huge ‘digital’ gap between the PR/communications function and the C-suite. In fact, PR pros are incredibly frustrated about the C-suite’s lack of understanding and support of digital. Respondents to our survey overwhelmingly ‘get’ digital’s importance, but cannot get the C-suite to get it. As a result, PR executives report little support to properly their fund digital initiatives.

I’m not suggesting there’s a gap in the Annenberg Gap V survey findings, but I’d love to see next year’s Gap VI probe more deeply into what I see as one of the biggest, and least well understood, pain points facing PR pros today.