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Don't shoot the messenger: when the going gets tough you need good communications
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Newspaper Article
Don't shoot the messenger: when the going gets tough you need good communications
2003
Overview
There is an air of depression amongst the young companies I talk to - either because they know they should be investing in PR and cannot afford to or because they have cut expenditure to the bone and are aware that reducing the PR budget is a short-sighted move which will hamper their development. Many company directors don't understand how PR works. To get the most out of PR agencies you have to communicate with them effectively and tell them everything - no matter how trivial. I am not alone in this admiration - Innocent is currently the fastest growing food and drinks company in the UK and is now sold in over 2,500 outlets, from a starting point of zero in 1999. When the company numbered only three people and was entirely funded by its own cash, it still recruited a PR agency and assigned a respectable portion of its budget to marketing.
Publisher
NLA Media
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