Comms professionals add genuine value to the bottom line

I'd like to take this opportunity to introduce myself and say how thrilled I am to be the new editor-in-chief of PRWeek.

I'd like to take this opportunity to introduce myself and say how thrilled I am to be the new editor-in-chief of PRWeek.

The PR industry faces many challenges and opportunities, some hardy perennials, some a function of developments in communications – especially digital media.

The professionalism and effectiveness of modern communications professionals - both in-house and at agencies - means PR is less and less perceived as a “cheap” alternative to advertising.

PR is also shedding itself of accusations of manipulation and spin and genuinely demonstrating the effectiveness it brings to businesses and their bottom lines. It is firmly ensconced in the boardroom and has the ear of the business leaders shaping corporate America and beyond.

The fact is that CEOs are just as likely to seek the counsel of their head of communications as any other senior colleague when they need top-level advice on the big business issues they face – possibly more so.

In agency-land the integration between advertising, media, and PR presents an opportunity as much as a threat, as PR agencies increasingly lead the way in marketing communications. Social media is an excellent example of this, with PR agencies blazing a trail in advising their clients how best to position their brands and corporate profiles in an environment fraught with exceptional opportunity as well as danger if it isn't handled properly.

PRWeek is here to lead, reflect, and navigate a trail through these and many other issues, through a multi-platform approach that delivers business-critical information and analysis where and when our community of users needs it.

I inherit a fantastic editorial team, led by executive editor Erica Iacono, and look forward to working with all of them to drive PRWeek forward as the economy recovers and the green shoots of recovery continue to blossom.

Whether in print, online, or via mobile, at events, forums, roundtables, or virtual conferences, PRWeek informs and brings the PR and communications industries together.

I look forward to meeting as many of you as possible in the coming months and sharing ideas with you about the future of PR and communications and how PRWeek can continue to best serve the information needs of you, our consumers and most important stakeholders.

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