Ask Trevor: How do I get the boss to appreciate PR?

Agony uncle and University of Westminster's visiting professor of PR Trevor Morris gives it to you straight.

Trevor Morris: PRWeek's agony uncle
Trevor Morris: PRWeek's agony uncle

How can I get my boss to appreciate the value of PR? She is very cynical about media evaluation.

The easiest way is to create a media crisis that threatens the very existence of your organisation and the career of your boss.

Much PR measurement is seen by hard-nosed bosses as self-serving and as interesting as the bought ledger (ask your financial director if you don't know what that is).

But when the dodgy doo hits the fan, your cynical boss will suddenly be in no doubt that the media are very important, reputation is business critical and the PR team is vital - the latter, if for no other reason, so that they can blame you.

Got a problem? Contact Trevor at agonyuncle@haymarket.com

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