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.