Strategic PR and the value chain, pt 2

Yesterday, I talked about how PR pros have to make the value case for their services to business people. Let’s unpack that idea a little more today.

To anyone who works in the public relations, the idea that you should focus on building relationship as a new or on-going business seems obvious. However, that isn’t the conception that many business people have of PR.

My anecdotal experiences have led me to believe that many business people still equate PR with media relations or even publicity. This means that business people are not necessarily thinking about PR as a strategic function that should be included in the initial planning process when starting a business, launching a campaign or managing business development.

The strategic practice of PR focuses on relationships. That’s its core strategic value now.

More tomorrow.

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