Cut Through the Fog With Regular Forecasting

An unplanned business is not a business. The heart of my planning has been a commitment to systematic, ground-up business forecasting—year in and year out. This discipline has not only provided a roadmap for our agency’s growth, but has helped manage in the kind of uncertain economic times we are facing today. I am always surprised to discover how few public relations agencies take full advantage of the power of forecasting. Many, I suspect, consider it bureaucratic—appropriate perhaps for a big, multinational company but akin to cracking a chestnut with a steam hammer in the world of PR, where spontaneity and agility are seen to be reigning agency values.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook


This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.