PR involves more than just damage limitation exercises

The days of using PR as a channel for just selling products or services or managing damage limitation are long gone (MW last week), and looking at it purely from this view undervalues the massive role that it can play in driving new business, developing brand identity, improving brand loyalty and educating customers.

Social media have created new ways of allowing us to reach our target audiences in a more engaging and timely way, but it has to be integrated into the strategic plan to ensure that the customer experience is being monitored, measured and improved along the way.

John McCambley, Head of Brand Marketing and Communications, McCallum Layton

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