In the drive to survive, new revenue is oxygen. If you can't predictably help your organization convert financial C02 (expenses) to O2 (revenue), you and your programs are vulnerable to reallocation or elimination by those who need a sure bet.
Recently, many PR and marketing budgets have been slashed as executives weigh what they need to survive. But it's often not a pure cost-cutting move. In fact, most of the time, the reductions imposed on PR and marketing don't drop ...