Some executives assume that a high volume of media coverage will produce the results their company needs. While this may produce a thick clips binder, it doesn’t always yield results that matter. Both the quality and the quantity of media clips are significant to supporting a company’s business goals.

     The key: strategic public relations. This means that PR programs are tied into business goals and resources are allocated accordingly.

     “The most successful traditional and online companies give information generously, clearly and methodically - and they do so through their marketing, human resources, and corporate and financial communications,” wrote Connie F. Lamotta in a recent article in Direct magazine. “Integrated communications that present the core values of an organization, values that are worked through systematically and holistically, are the building blocks of that organization's standing.”

     In this issue, we’ll discuss how strategic public relations can serve as a roadmap for your company’s success.

[PRINTER FRIENDLY VERSION]