Measuring PR’s Role in Building Brand Reputation

In an era of unprecedented mergers and acquisitions, business start-ups, new product launches, technological innovations and information clutter, branding officially has been promoted from "king" to "executive king." Once a buzzword limited to marketing circles, the term now is used to signify every aspect of a corporation's identity, reputation and basic genetic makeup. PR NEWS spoke with Jim Gregory, CEO of the consulting firm Corporate Branding, LLC, about PR's role in the branding equation, and how PR can be measured as a force that influences brand equity.