To create a collective future, communications needed to align and enable everyone to deliver on the new corporate strategy.
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Now PR agencies call themselves integrated communications firms. The transition is subtle, but it says a lot about the evolution of PR.
Many in-house PR pros have developed tools to link their performance to revenue goals. But how do you elevate the function of PR within your organization when you operate in a non-commercial sector?
There is nothing pretty about the Planned Parenthood crisis or the situation confronting Bill Cosby. Abortion and sexual assault are controversial and uncomfortable topics. Both are indicative of how society traditionally has viewed subjects that no one wanted to talk about—and how that is changing rapidly.
We noted recently that PR agencies with revenue of $10 million to $25 million (or more) took a hit on their operating profit due to increased staffs, compared with agencies with lower revenue (PR News, July 20). Now larger agencies are trying to make up for their losses.
Writing obituaries for the traditional press release has become a growth industry. Nevertheless, organizations continue to rely on press releases as a cost-effective means to disseminate their messages. Yet the nature of the press release is changing.
PR professionals need to develop corporate social responsibility (CSR) programs with messages that will differentiate their brand, demonstrate results and meet organizational goals.