COMMENT: EDITORIAL; The key to the boardroom

The need for better evaluation is frequently invoked when thoughts turn to getting PR recognised as a top management function. But while better evaluation will help paint a more convincing picture of PR’s effectiveness as a communications discipline, it will not open the boardroom door by itself.

The need for better evaluation is frequently invoked when thoughts turn

to getting PR recognised as a top management function. But while better

evaluation will help paint a more convincing picture of PR’s

effectiveness as a communications discipline, it will not open the

boardroom door by itself.



Ultimately, it is the senior management who must be persuaded to use PR

advice in formulating their overall business strategy. And if PR people

want to win them round, they need to know what makes them tick. That is

why we will be running a series of interviews with business leaders over

the coming months - starting this week with Microsoft - in order to get

their undiluted views on business and public relations.



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