Strategic PR is more vital than ever

http://www.businessweek.com/magazine/content/08_39/b4101052097769.htm?chan=magazine+channel_special+report

It may be the "gutsy chief marketing officer" that invests in brand-building - but it's the wise one that invests in public relations. At a time when public confidence is eroding - in government, our financial structures, the future in general - the companies that strengthen the public's perception of their brand portfolios are the ones that will better weather this storm. Strategic PR efforts can engage consumers in a unique and targeted way - helping strengthen market support for key brands. The cost for brand-building through PR (rather than advertising as the "smooth talkers on Madison Avenue" are recommending) is far less onerous...but can produce far greater results.

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