You know, I am a relative newcomer to the PR field, but I think I see where executives have a hard time with PR. Executives are concerned with value, and PR, unlike advertising, doesn’t always bring immediate results–especially big immediate results. Ask Russ how long it took to get articles published about his clients in top tier publications, it is very much a relationship process, and how many of us can go out and become best friends with someone in only one day? (Execs and shareholders don’t want to wait that long)

PR’s eternal struggle will be to bring and show value. I had a manager who believed that PR was not measurable. As desireable as this was, it simply wasn’t true. If PR wants to keep its seat at the C-suite table, it needs to show results, it needs to show how it meets the bottom line. Where I see a struggle today is with new and emerging communication channels, how do you measure the effect of a YouTube video for your client? How do you measure the value of a Podcast or blog? The PR Pros who succeed in demonstrating value in these media will be very successful.