The profession of public relations consultant has reached a turning point. The advent of digital technology and the more direct relationship between organisations and their publics have strengthened our expertise, further increased the consultancy value of our profession and broadened our field of action. Although Public Relations (PR) is positioned at a strategic level abroad, in France the decisive role played by PR experts is insufficiently perceived and recognised.

WITH THE “WE ARE PROUD” PROJECT, I PROPOSE THAT WE IMPLEMENT A PLAN OF ACTION THAT FOCUSES ON THREE PRIORITY AREAS:

# IDENTITY

# VALUE CREATION

# VISIBILITY

The profession must redefine a common identity to be able to speak with a single voice, starting with our DNA, the content and the relationship, which enables us to protect and develop the confidence and reputation of businesses. To affirm that we are the creators of value, we must prove it. This necessarily includes the Measurement of Public Relations. To convince the public of the effectiveness of PR is a priority and today we have the tools to demonstrate it. The Guidelines for the Measurement of Public Relations, whose enriched version is to be presented on 13 September, proposes a matrix and practical cases for easier assimilation.

By affirming our identity and measuring the value created, we will gain in visibility among decision makers, institutional ecosystems, Young PR, etc. Thus, we hope that the union will attract new agencies that will want to join us and contribute to the #WeArePRoud action plan.

Pascale Azria
President