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.

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