Kathy Cripps' recent column on how to link PR with sales merely perpetuates the flawed concept that the quest for PR's Holy Grail of delivering valid, universally accepted measurement and ROI is attainable through everyday practices.
The column unfortunately trivializes the solution into six message points that speak to fundamental PR activities, rather than offer solutions that might solve the measurement/ROI conundrum.
There's nothing new in raising awareness or building brand loyalty; PR already has been doing this and more. ...