From the Director

By thinking of Public Relations (PR) as an ​extension of marketing, CEOs and CMOs can ​weaken and destroy their own brand.

PR is a marathon, not a sprint. It’s a long-​term process that drives the credibility of ​your company and the visibility of your ​executives. PR does help amplify your ​marketing efforts. However, that’s only a ​fraction of the true benefit.

A single media hit can be a great stamp of ​approval, but it won’t have your salespeople’s ​phones jumping off the walls. A one-off press ​hit can bring eyes to your product much like ​a one-off marketing campaign. But longer — ​even multiyear — PR campaigns can do ​something much more powerful.

They can create brand equity.

Brand equity, unlike a marketing campaign, ​affects not just the entire funnel from top to ​bottom but also all other areas of your ​business, from executive visibility to ​recruitment to funding to customer retention.

PR isn’t a marketing function; it supports all ​areas of your business if done right. Brand ​equity and visibility are critical to the survival ​of any business.

This is something Bill Gates understands, ​as he famously said, “If I was down to my last ​dollar, I’d spend it on public relations.”

- Jessica

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