It is often believed that PR is about press releases and publicity. Good stories on the front page mean I did well, I know how to handle the media. Bad stories mean fire the PR company. This is just some of the everyday fare.
Just as much as CEOs need to understand the function of human resources, finance and marketing, they need to understand how public relations contributes to the bottom line.
You will certainly involve the head of finance in all things pertaining to expense and revenue, the head of human resource for talent and so on.
But there seems to be limited understanding of what value communication adds and where it fits in. And that is no fault of anyone but the management schools that do not include public relations in its current avatar in their curriculum.
Infosys is an example of a company that is hugely successful, the likes of which we haven
