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Article: Companies: The Agency Business - MBAs help PR pros to stand out with C-suite execs.
- Article from:
- PR Week (US)
- Article date:
- June 2, 2008
CopyrightCOPYRIGHT 2008 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When the economy stumbles, PR is typically one of the first places that skittish companies make cuts. But as PR agencies work to gain the confidence of C-suite executives, those PR pros with MBAs are better positioned to make a compelling case for preserving the marketing budget during lean times. Even though only 4.4% of respondents to PRWeek's 2008 Salary Survey held MBAs, PR pros are increasingly leveraging MBAs to gain clout inside the C-suite.
PR has traditionally aligned with 'soft skills' like writing and media relations. Lori Teranishi, CEO of Van Prooyen Greenfield (VPG), who holds an MBA, says that even if a PR pro doesn't regularly use the analytical ...