OP-ED: PR must focus on selling the fact that it can help sales

Public relations budgets will continue to get slashed and agencies will continue to lose business if, in tough economic times, clients continue to see PR as a practice that doesn't support their primary objective. And during difficult economic times, that primary objective is to make sales. If clients are not convinced that PR can help them accomplish this objective, if they are not convinced that PR will deliver a demonstrable return on investment, they won't hesitate to cut their PR budgets - period.