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June 22, 2005
PR: finally at the strategy table
I’ve been in the public relations business more or less for 18 years. At dinner last night with a friend who runs an advertising agency, we reflected on the changes in our businesses.
For me, as a public relations practitioner, there have been two large changes. First, business decisions get made faster than they did in the late 1980s. When I left the world of political campaigns to get into the PR business, executives were amazed at how fast I could make recommendations, especially when it came to spending lots of their money. But in campaigns, the only finite resource is time. If you can’t make a decision quickly, the clock will run out. You will not preval.
The second change I’ve noticed over the years is that business executives no longer look at the public relations function as tacitical. When I first got into the PR business, I often would get a call that started something like this: “We’ve made a decision and we need to get out a press release…”
These days, companies are much more cognizant of their reputations in the marketplace of consumers, investors, regulators and employees. There is much more to public relations than issuing a press release. That’s a positive development for the PR business. But outside PR counsel and the leaders of corporate communications departments have to be smart and diligent stewards of the client’s reputation in order to retain that place at the strategy table. It’s taken too long for us to get there to let that status slip away. More on that later.
Posted Jun 22 2005 @ 05:26 AM
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