Executive always demand returns on Investment from public relations budgets. This has always being a Herculean task for many since ages. This time around Public relations practitioner has to justify their budgets or have their departments scrapped. Today’s demand is pointing to ‘no wastages syndrome’ so Public relations investment must not only be tangible but real.

In my research as a professional to help fellow colleagues or any small business owners who have invested in public relations to come out of this predicament, I stumbled on an article by Mark Weiner which I think will help greatly. Most of the things shared here are my opinion formed after going through the article. Mark begins by saying that challenges associated with Public relations activities measurement are traceable to the definition of value. Public Relations value is subjective to measure. This is due to the fact that value changes in term of definition not only from organization to organization but from person to person within the same organization. Mark then suggested that the first step in getting accurate measurement is to first seat with decision makers what value deliverables will really mean to them as well as the organization. They should also define what Public relations value will mean to corporate goal achievement. They will be able to tell what Public relations value they will appreciate most. So the Public relations professional must therefore begin his job by drawing core measurements that are clear to all about the Public relations objectives criteria in terms of planning and evaluation. The Public relations manager will then use core objective criteria to set the Public relations planning and implementation activities. Then use the above criteria to measure and evaluate as he moves on. The next step is constantly post; discuss assessment of the evaluation with the decision makers. From the above it will be easier at the end of the year to present Public relations returns on investment to the decision makers and no one will argue about the returns. Mark Weiner conclude the article in a great tone that got my buy-in when he claims that “measurement as good as it is should not be viewed as a scorecard, but as a tutor-opportunities for learning and continual refinement”.

Mark goes ahead to say “it is hard to imagine a CEO who would not respect the desire to learn and improve”.

Sometimes when one opens a webpage, one may need to refresh so that the objects, graphics in the page may become clearer, sharper etc. The refresh button is not just created to occupy space. Those who thought of that are wise. Pressing refresh button for your personal brand is also a mandatory on-going process.

Personal branding as we have noted is an on-going process. As we grow we discover more of ourselves in the process of life’s journey. The followings are some of the ways one can refresh his/her personal brand.

1. Take classes: schooling does not have to end after your degrees. Individuals must continuously take classes whether informal or formal one that can challenge you or compell you to take action, give more to what you are doing. Classes sometimes help to refresh our memories and put us in a better perspective of what needs to be done.

2. Explore new opportunities: Find a time to meditate on the progress of brand you. To determine the progress and needs for investing more, meditation may be a good way. While meditating, you are likely to hit a new opportunity that brand you is not properly annexing.

3. Read: readers are leaders are still applicable. Read about the people in your niche, what are they doing to get results. Reading gives us wings to fly. There are free opportunities now to have access to the minds of leaders. That you do not have money to buy books is no longer tenable. Go online, the materials there will take you years to consume.

4. Go for seminars: Everything worthwhile may not necessarily be free. Invest in yourself. If you invest in your stomach, it brings the stomach out, when you invest in your brain, it rejuvenates the whole body and fill your pocket with cash. Do not neglect yourself, I know we live in African setting that encourages spending for extended families.

5. Do check up: The doctors do recommend that individuals do check up at least once in a year. Brand You too needs check up. When you do personal brand check ups, you may need to re-engineer without refocusing. Just make sure that in all you do, you are true to yourself and your stakeholders. In whatever you do, ensure that your personal brand is capable of bridging the gap between the present and the future carrying your stakeholders along the transition.