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January 05, 2011

Fiske: Five Questions Every CEO Must Ask About PR — Op-Ed in CommPro.biz

PRSA had an op-ed published Jan. 5, 2011, in CommPro.biz. Authored by PRSA Chair and CEO Rosanna Fiske, APR (@Fiskey), the opinion piece offers a primer of the essential points every CEO should know about public relations and its business value.
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Memo to Corporate America: Five Questions Every CEO Must Ask About PR in the WikiLeaks Era
By Rosanna Fiske
CommPro.biz
Published: Jan. 5, 2011


In the course of running a local, regional, national or even multi-national business, today’s CEOs have a multitude of concerns and issues coming at them at ever-increasing speed. From the cost of health care to meeting quarterly figures to facing the new realities of corporate reputation management in the “WikiLeaks Era,” modern executives have rarely faced as many unique challenges.
 
That means CEOs, CMOs, IROs and other C-suite execs are increasingly turning to public relations and communications professionals to help them manage these issues, while simultaneously building trust with the public, engaging their audiences and enhancing their company’s reputations for long-term growth and success.
 
Before advising a CEO to revamp a company’s public relations campaign, or even engage in its first one, what are the basic components—the foundational principles—of successful PR every CEO should know?
 
1. How do you accurately and efficiently measure public relations’ value?
 
2. What are some of the differences between consumer and B2B public relations?
 
3. What should CEOs look for when hiring their first chief communications officer (CCO)?
 
4. What should CEOs look for and what questions should they ask when beginning to work with external public relations agencies?
 
5. How can public relations build and enhance my company’s reputation and trust with the public, media and analysts?

Read the rest of the op-ed here.
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