Of the past CEOs I served in my career, how many bosses truly understand PR? Very few leaders do.
The gross underestimation is a reflection of how CEO use PR as strategic levers to achieve business objectives. Strategic PR deployment hardly crosses their minds; media management is all they can think of; and many PR heads are still not influencing the right way, as they continue to be excluded from management meet!
While mindset change needs to occur with the leaders, PR professionals must show their value. The art of effective engagement is the key to successful PR. Setting communications protocol to have meaning, training leaders in the principles, consistently providing analysis, sound judgment, wisdom, and don't forget practical follow-up.
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Lili, my latest understanding is that companies who engage PR firms want them to do social "sensing"; which is just a roundabout way of saying they want you to find out what people are saying about their company or brand on popular forums, Facebook and blogs. There is a whole new service called Socialstics, which is basically analyses of social media using stats. I call it statistics voodoo. (Francis)
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