While I agree that PR can 'open doors' and that it gets people talking by repeating messages like a tibetan prayer mill, I strongly disagree with PR being only part of the marketing mix. The value of communications lies in the building of relationships and in ultimately influencing the behaviour of the target audience and stakeholders. Value is created by reputation building, fostering relationships with key stakeholders and giving the organisation license to operate. The way an organisation deals with the public sector, government sector and regulation authorities decides on its room to manoeuvre, support and eventually its business success.There is increasing recognition in business that intangible assets can be even more important than financial tangible assets – reputation probably being the most important intangible asset. Undoubtedly, communication is essential to build the reputation of the company. The key problem to why PR/communication is seen as neglectable is that it's practioners need to demonstrate how communication contributes to profitability, economic value added and shareholder value. There are some great approaches and tools out there to measure success but they have to be adopted. 23 Oct 2009
Brilliant article ... I could not disagree with a single one of your points. I was also a field engineer and Marconi Bracknell were one of my clients many years ago. 21 Oct 2009
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