To create a collective future, communications needed to align and enable everyone to deliver on the new corporate strategy.
Now PR agencies call themselves integrated communications firms. The transition is subtle, but it says a lot about the evolution of PR.
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.
PR professionals need to develop corporate social responsibility (CSR) programs with messages that will differentiate their brand, demonstrate results and meet organizational goals.
“I see communications as a team sport, with people working together on big projects across the organization. I seek candidates who are leaders but won’t need all the credit and those who create opportunities to help junior staff grow.”
Named VP, corporate marketing at Splunk in 2012, Sherry Lowe doesn’t mince words describing the software company’s corporate marketing department at the time she took charge.
Despite numerous calls to use measurement to assess PR’s effectiveness, enhance its reputation and develop strategy, a new study shows more than half of PR professionals devote little or no time to measurement.
A business crisis can cause myriad disruptions for customers and partners before PR even has had a chance to assess the situation.
To be effective, PR, internal communications, marketing, advertising and government affairs need to be integrated. Consistent messaging through all channels is essential and employees should not be lost in the mix.