Business Wise

PR pros do themselves no favors by taking a 'We're the good-news people’ approach with senior managers. They need to take a closer look at how their actions can play a role in the business.

A recurring knock on business communicators is that they, well, don’t pay enough attention to the business. That goes for PR pros working in-house as well as on the agency side. Whether it’s a failure to use language that upper management will comprehend or a lack of financial goals in exchange for (mostly useless) media impressions, communicators still have miles to go before they convince decision-makers that PR is a profit center and not a cost center. With that in mind, here are some pointers to consider that will help you demonstrate to managers how you are influencing their business strategy and growth targets. It’s the most salient PR effort to make this year. PRN