I received this missive from the PRSA in today's email:
Most of us would agree with the statement that CEOs just don't get the concept of public relations, and this shouldn't be surprising, since most CEOs don't have a communications background. Adding to the disconnect is the fact that their objectives are very different from ours. If they don't understand how our activities meet their objectives, the value of our activities goes unperceived.
You will learn:
-How CEOs evaluate communications
-How to make your department's achievements speak their language
-How to connect your results with their objectives.
This is embarrassing for many different reasons:
1. A public relations person should have enough self-respect (personal and professional) not represent an organization that doesn't their role in an organization.
2. It is incumbent on the pubilc relations professional to ensure that their organization to appreciate what they do and respect how they do it.
3. Regarding "how CEOs evaluate communications," well, I'll give you a quick clue: do these communications help an organization make money? If so, good. If not, not so good.
