Company executives do not typically think of public relations as a vehicle for marketing and selling a product.  They view public relations as an expense associated with problems - a non-revenue generator. 

Where do they get this idea?  They get it from the public relations industry itself.  The public relations practitioners and counselors of today think of themselves as ivory-tower intellectuals, rather than salespeople.

It's hard to imagine an industry more off track than public relations.  The industry is so grounded in the past it's a wonder business uses PR at all.  That needs to change if PR is to flourish.  The Internet now provides a wonderful opportunity to sell products through a full explanation of features and benefits.  But will PR firms rise up to control Internet content?  Only time will tell. Media Hypnosis, by Lonny Kocina