The public relations industry has long lamented the lack of a seat at the marketing strategy table. The value of public relations was challenging to prove empirically, marketing didn’t understand the value, and the benefits of improving or maintaining a reputation were often only observable in the long run — while marketing was focused on leads for the next quarter.
In traditional business environments — especially in the B2B space — sales owned the customer relationship, and efforts to obtain story ideas, interviews, case studies and other sources of third-party validation were passed through that filter. The challenge was that sales would rather save a favor from a customer — a reference — to help them close a new deal rather than spend that chip on a media interview.
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