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This is a continuation of an article that started here. 
Executives who fund the public relations function now reasonably expect professional communicators to communicate PR value and deliver a positive return on PR investment.  In the last article we defined both PR value and PR-ROI. In this installment, we describe the process by which public relations practitioners can help themselves and the organizations they serve by communicating a “return on expectations” and quantifying PR’s return on investment.
 
Uncovering the Value System within Your Organization 
The difficulty with proving the value of public relations is that values are subjective. What is more confounding is that values change not simply from organization-to-organization but from person-to-person within the same organization. The key to springing the lock of subjectivity is a simple audit among executives to acquire, assess and align their attitudes towards the objectives of the organization; their expectations and priorities for public relations in helping to achieve the organization’s objectives and their preferences for measuring and tracking success. Just like the organization’s accountants conduct an annual audit, we in PR should conduct an annual “executive audit” to ensure PR success and to minimize risk.

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