Corporate Success vs. PR Success

One of the articles that I found for the literature review has proven to be an extremely useful source for my paper. The article, entitled “Navigating a Path to Smart Growth” found in the Spring 2007 MIT Sloan Management review, discusses corporate growth and explains the importance of balancing a company’s inherent need to grow with the management’s ability to handle the growth. The article cites Wal-Mart as a prime example of a company that has “grown smart.” It provides statistical information, including the corporation’s net worth, and associates that as success. The article, however, ignores all the highly public problems that Wal-Mart has experienced. As I stated in my paper, this article depicts a dangerously selfish measurement of corporate success, which often leads corporations into the much-needed hands of public relations professionals. As my research has clearly indicated, the definition of success differs significantly whether you seek out a business journal or a public relations book.

This article has helped to define my thesis, which is that public relations techniques should be inherently incorporated within business models. Because public relations takes community, social responsibility, and image so seriously, the inclusion of these ideals within corporate management would help to prevent crises. Currently, the majority of major corporations seek out public relations assistance once a crisis has already surfaced. I believe that the intertwining of business plans with “management by objective,” a public relations program plan, can greatly benefit businesses, in terms of profit and reputation.

The goals of public relations plans and businesses are very similar. Hence, their definitions of success should be similar as well. In order for this to happen, I submit that strategic public relations should be an inherent part of corporations’ managements.