As businesses grapple with the challenges of today’s economic environment, the public relations profession is presented with a unique opportunity. Companies are losing control of their dialogue with customers. Sources — often online — are increasingly shaping the opinions of consumers. Aedhmar Hynes, CEO of Text 100 Global Public Relations, makes the case for how public relations is often more important to brand value than advertising.

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Key steps to effective executive communications

How do you stay on your CEO’s radar and demonstrate that you understand his or her business? How can you add value to the executive team? Deborah Linggi, who has worked with leaders from Apple, Hewlett-Packard and Sun Microsystems, offers steps for you to take to become an integral member of the CEO’s inner circle.

Why public relations is a main course at Denny’s

As the CEO of one of the largest full-service restaurant chains in the United States, Nelson Marchioli credits public relations for Denny’s success. He speaks with The Strategist about reaching customers via social media, the company’s continued diversity efforts and leading during a recession.

The need for the public relations profession to deliver value and drive positive return-on-investment has never been greater. While the current environment presents challenges for all forms of business activity, it underscores public relations’ most ubiquitous challenges: proving value and connecting public relations performance with business outcomes.

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