PR: can your business benefit from hiring a public relations firm? By the Alaska chapter of the public relations society of America.

In a hit song, pop singer Tina Turner posed the question, "What's love got to do with it?" Likewise, many executives question the role and even the need for public relations. As Alaska organizations strive to position themselves in the marketplace, the need for communications counsel becomes increasingly more important in affecting the bottom line. So, what does the practice of public relations have to do with running an organization?

Public relations professionals play an important and often crucial role in counseling management during the decision-making process. It is the public relations counselor, serving as the eyes and ears-and sometimes even the conscience--of the organization, who must bring balance to the management table by examining issues from both sides. When an organization invests resources in public relations, the return on investment is policies or actions that positively affect an organization both internally and externally. It is only when the public relations function is an integral part of the management process, and communications professionals are players on the executive team, that public relations is most effective.

Recognizing the intense need in today's business climate for corporate responsibility, ethical behavior and positive public perception, here is a review of what CEOs relying on public relations counsel at the top management levels can expect as they strive to become policy shapers...