My friend shared an article with me today called “Why PR Remains the Most Important Marketing Tool” which was appropriate, since theauthor and I both work in PR. In reality, I believe that PR is the most important marketing tool available. I find it hard constantly communicating to people (CEOs even) that say, “but what exactly is Public Relations?”
I fear that those questions are asked because we as PR professionals do not communicate the benefits of PR at the executive level. We also fail to demonstrate measurable results. One of my favorite organizations, Institute for Public Relations, publishes a number of papers related to public relations measurement. But are PR practitioners reading them? I don’t think so! If this was the case, then more companies would be deploying effective PR campaigns.