The PR Week Power Book is a compilation of some of the most influential (as decided by PR Week) boys and girls in the PR Industry in the UK. As disappointed as I was not be included (ha ha!), it provides an interesting insight into the people that make the PR industry tick.
I was delighted to see some current and former colleagues included, and it set me wondering just how you can define influence in an offline world.
On Twitter, for example, you can ascertain someone’s influence using the likes of Twitter Grader (97, bring it on) or Twinfluence. But there is nothing of this sort to measure how influential a person is in real life.
So how do you determine how much clout a PR actually has?
You would need to take into consideration the length of time they’ve been in the industry, how quickly they’ve got to their current position, the amount and quality new business they’ve won, the number of employees they manage and the clients they work for.
These factors would give you an estimate of their industry reach and the amount of respect they have from their colleagues. Could you even work out a score for each person? Let’s have some fun and try.
Length of time in the industry
Very simple, take the number of years as your first number, so for me this would be 1.5 years.
This would be the level at which you sit in your current organisation on a scale of 1-10, so at AE in Edelman this gives a level of 2, an AM would be 5 and an AD would be 9. Multiply this by how long you’ve been in PR.
This would need to be split by the number of pitches you’ve been involved with and won and the quality of those new clients. Each client would need to be categorised into small worth 5 points, medium worth 10,, large worth 15 and huge MNC valued at 20 points. Multiply this by the number of new biz wins and add to your time and position scores.
Number of Managed Employees
This is where the influence stacks up – if you manage 200 people across four divisions, you are likely to be working for a big agency, whereas if you look after just 10 in one division, in all probability you own a small agency. Take the number of people you manage and multiply this by the divisions you work across. Add this to your score.
Finally, look at the clients you work for and split them into the new biz client categories as defined above. Do this for all the accounts you’ve worked across and add these together – then add this to your score and you should hopefully get a grand total!
I’ve had a go and my score is: 108
The breakdown comes in as 1.5 years multiplied by position level of 2 to give me 3. I have been in 1 winning pitch for a medium sized company worth 10 points – these added gives me 13. I don’t manage any employes so i get a big fat 0 for that. My client score was 95 – 1 huge MNC (20), 1 large company (15), 2 medium companies (20) and 8 small companies (40).
I’d be interested in hearing your thoughts on this, and please remember before you start flaming, that it’s only a pie in the sky attempt, at what is essentially, top trumps. Happy scoring!