In corporate America, some leaders long to be featured in major newspapers, but the most overriding desire, says Rodger Roeser, president of The Eisen Agency, is to grow their company’s sales. Therein lies the problem with PR’s frequent misalignment with sales, says Roeser. There’s a massive misconception—much of it stemming from the communications side—that PR is more about media relations than it is about bottom-line results. “It makes my head turn to cottage cheese,” sighs Roeser. “PR’s job is to help the organization better relate to its publics, and in many cases you’re trying to tie in something that you’re doing to some level of growth.
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