It is important for public relations pros to think about where you fit in the value chain of an organization. In a world of always-on, instant communications, it is easy to think that organizations will automatically recognize how important building an managing relationships with stakeholders and other audiences is.
The thing to remember is that for most business people, who are busy getting their enterprise functioning, communicating is not top of mind. Rather, they are focused on what they need to do today to keep the lights on and the business moving forward.
PR pros need to know how to make the value argument – these days that means focusing on how PR contributes to strategy.