EDITORIAL: PR pros need persistence and conviction to earn a truly significant seat at the CEO table

Respect for the corporate communications function has grown, according to PRWeek's annual CEO Survey, now in its fourth year. But do in-house PR professionals see evidence of that escalating regard? No doubt in a year rife with corporate scandal, more CEOs are turning to their PR leaders to help navigate their companies through the rough media and regulatory waters. But many company PR practitioners are saying they want greater involvement in the management decisions and strategies that might prevent problems from occurring in the first place.