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
