The most important pitch you will ever make won't be to a member of the media. Rather, it will be to senior management, whose support and direct involvement in your PR program
spell the difference between success and failure. Too often, PR execs fail to make an effective case for their strategies and programs, or for the budget to support them. The result
is a lack of understanding and buy-in from the top, which leads to less influence, smaller budgets, less respect and less effectiveness than you should enjoy.