Professional development and training blog of the Public Relations Society of America (PRSA)
November 6, 2009

The Business Case for Public Relations: Understanding the Value of Public Relations

More so than ever before, the perception and comprehension of public relations are suffering. At the same time, public relations is more vital than ever before, given the explosion of consumer engagement through new and social media, the collapse of reputation and trust in major institutions, and the evolving needs and concerns of corporate CEOs. To foster more accurate and better-informed internal and external perceptions of public relations’ roles, outcomes and value, PRSA is spearheading “The Business Case for Public Relations™,” an industry advocacy campaign aimed at changing attitudes and driving industry acceptance and growth.

Brandy Shapiro-Babin interviews PRSA Chair and CEO, Michael Cherenson, APR, on the value of public relations and the PRSA 2009 International Conference. Michael addresses the newly-launched PRSA campaign, the Business Case for Public Relations™ . Cherenson discusses its relevance, importance, and benefits to the public relations profession and professional, and how public relations and communications professionals can get involved.

Michael G. Cherenson, APR , PRSA chair & CEO, executive vice president, Success Communications Group, has expertise that extends to all disciplines of public relations, including corporate, marketing, internal and crisis communication, government relations, event management, and interactive public relations. At Success Communications Group, he serves as the senior public relations counselor and strategist, and is involved with all public relations activities for the firms’ diverse clientele. A 19-year industry veteran and the author of three studies on the impact of reputation, Mike holds an Advanced Certification in Political Management from the Graduate School of Political Management (GSPM) at George Washington University, Washington, DC. During his tenure on the PRSA Board of Directors, Mike served as chair of the PRSA Advocacy Advisory Board, liaison to the Board of Professional Ethics and Standards and the Public Relations Student Society of America, and co-authored a PRSA study on MBA Programs and their communication curricula. In 2005, Mike represented PRSA and the U.S. State Department and its Bureau of International Information Programs on a mission to Croatia, where he served as a keynote speaker at the 6th Annual Croatian Public Relations Association Conference. Connect with Mike on Twitter and LinkedIn.

Join Mike for the session “Building a Case for Public Relations ” the PRSA 2009 International Conference: Delivering Value , November 7-10 in San Diego, CA!  Your comments, thoughts or suggestions are welcome at

To learn more about The Business Case for Public Relations™, visit

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