Selling Up: Proving PR’s Worth To Senior Management

These days, it's all about selling--selling a product or service to a customer, selling an idea to a client, selling yourself to a potential employer. For communications professionals, though, selling is old hat. PR's rise to prominence within organizations across all industries is a direct result of leaders within the discipline who collectively sold its value to senior management. But this collective success doesn't mean that every individual battle has been won; on the contrary, regardless of the C-suite's view of their value, communications executives need to constantly remind them of it, not through words, but through actions. "[As a communicator,] you must make yourself more valuable from management's perspective," says Jim Lukaszewski, chairman and president of the Lukaszewski Group.

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