It’s back to the future for PR executives who wish to boost their value.
Marketing and communications pros now spend a growing amount of time trying to monetize companies’ social channels and distribute messages in ever-thinning digital formats. Yet amid the rise of online marketing, it turns out that written communications and media relations—two of the more traditional facets of public relations— remain the most important skills to advancing within an organization.
That’s one of the major takeaways from PR News’ 2016 Salary Survey. The survey, which took the pulse of more than 1,100 PR and marketing executives, also found that strategic marketing and collaboration are considered the key “soft” skills/attributes needed to advance within an organization.
- Survey Overview and Key Findings
- Compensation and Benefits Survey Results
- Workplace Insights
More responsibility for PR execs doesn’t necessarily translate into more salary, higher compensation or bigger bonuses, however. For example, many PR execs, regardless of title, commanded salary increases of just 1%-3%, while others (particularly on the corporate side) weren’t even eligible for a salary increase, according to the survey. What is more, most PR salaries and compensation packages in 2014 were flat, compared with 2013 results.
Still, having more strategic responsibility is a relatively new piece of business for PR execs. An opportunity lies in PR pros’ ability to strengthen that role, sharpen their skill sets and, in time, generate bigger salaries and more overall compensation.
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