Is PR Batting Clean-Up?

I know you’ve heard it all before: In order to get a C-suite seat, PR pros have to think more like, and speak the language of, the CEO. Communicators also have to somehow show the top brass that PR is moving the business needle—which is the topic of my lead story in the upcoming July 25 issue of PR News. In talking to the Metrics Man—Don Bartholomew of Fleishman-Hillard—for the story, I learned something that I think is rather ironic: crisis/reputation management is what’s really bringing PR and the C-suite together. Think about it: Right now News Corp., it’s own communications team and the four or five PR agencies it has hired are working closely to avoid being put out of business. They all feel as one. Since I’m forever the pessimist, how can this be a good thing? Is PR being pulled away from the things it does best like furthering the brand and creating awareness, and becoming more known for cleaning up messes? Let me know what you think.

–Scott Van Camp
































  • Shad Boots

    I do think that a PR team will need to serve both functions in today’s business world. There is, I think, room for specialization in being a Fixer or Cleaner within the PR field.

    As they say, “It’s a dirty job, but somebody has to do it.”

    In reality, this may be why PR is moving upward in the business world. Image is becoming ever more important and, because you can’t hide anything anymore and can’t dampen mistakes, you’re going to need someone to refurbish your image.