It is more important than ever for public relations professionals to become advisers to corporate executives, including clients and bosses. To do so, we must become proficient in subjects relevant to their businesses.
To claim a seat at the table, position yourself as a strategic counselor. How? Explore the business or industry side of the company, and make a case for how communications fit in. While you do not need an MBA, you do need to understand business fundamentals, then develop strategies to support them.
Understand the company’s priorities and then how communications can best advance those goals and objectives.