Study: 42 percent of European PR pros think the term ‘PR’ is discredited

If you’re anything like nearly half of the PR practitioners surveyed for the 2011 European Communication Monitor—which surveys 2,209 communications and PR professionals across 43 countries—then you’re unsure of its credibility.

According to the survey, 42 percent respondents think the term “public relations” is a discredited label for the profession. Many of the PR pros who believe the term’s reputation is damaging to the profession prefer alternative labels, such as corporate communication, strategic communications, and communication management.

Other findings from the survey:

• 47 percent did not agree with the standard definition of return on investment (ROI) as the ratio of financial profit resulting from an activity against its actual cost, and only 38 percent knew that it has to be defined in monetary terms.

• 55 percent said “coping with the digital evolution and the social Web” continues to be the most important issue facing communication professionals, whereas 44 percent identified “linking communication efforts with business goals” as the top challenge.