Think Like a COO

Research designed to prove PR's value is most relevant when it can be correlated with a corporation's overall business objectives, according to Donna Coletti, worldwide media
relations director for Texas Instruments. "Awareness is not allowed as a goal," she told attendees at the Institute for PR's April 3 symposium, "Putting the Yardstick to PR"
(PRN, April 10). Corporate boards measure success in terms such as: