Strana 5
3
1. PR MUST TAKE PR MUST TAKE
ON A MORE ON A MORE
IMPORTANT ROLE IMPORTANT ROLE
IN BUSINESSIN BUSINESS
It’s time to stop underestimating ourselves and
start showing the driving role that PR really plays
in companies. In a world where an organization’s
reputation increasingly determines its long-term
success, our industry should not be content with
a supporting role. Storytelling and a narrative
approach are not new, but have been a natural
part of PR for decades, long before advertising
agencies started using buzzwords.