The international corporate communications executive search firm found that PR leaders see success primarily at three levels: individual, organizational and the group/work
unit, in that order. "The 'best' PR executives understand and realize success at multiple levels," said Bill Heyman, president-CEO of the firm. The three-month study, conducted in
concert with the University of Alabama's advertising and PR graduate program, involved telephone interviews with 97 senior PR execs at U.S. companies, PR agencies, nonprofit
organizations and universities, averaging 23 years of service in the communications field. The interviewees defined success in more than 90 ways, including being a trusted
adviser, gaining personal financial rewards and growing the organization.
Speaking of their own success, managers cited more than 60 factors, ranging from having particular skill sets to risk-taking. Another pattern: the relationship between on-the-
job excellence and professional services. This includes problem-solving, meeting objectives and providing valuable counsel. The findings also hinted that network relationships may
provide more power to PR pros than their titles or formal positions within organizations. And, in a less-than-earth-shattering statement, one executive polled said, "Executives
don't have a good understanding of what PR can do. We are always an afterthought." Why? Lack of resources, for one, and (surprise), as another, lack of PR measurements to quantify
the value of communications...Contact: Marianne Donahue, 212.784.2700.