Adding Value by Moving PR Up the Food Chain

The competition between WorldCom and GTE Corp. to acquire MCI Corp. is only the latest in a series of massive takeovers or mergers transforming companies around the world. Not only does "global competition" drive corporate change, but governments around the world are slashing costs and restructuring in a massive effort to cut costs. With all of this change, how can PR practitioners -whether on staff or as outside consultants - "add value" to the bottom line? More and more are realizing that they have to take a more strategic view of the communications challenges facing the organization today.