Remaking PR's image

Hill & Knowlton Inc CEO Robert Dilenschneider has helped the company become the biggest public relations (PR) firm in the world under his lead. Since 1985, Hill and Knowlton's billings have increased from $80 million to $145 million, but Dilenschneider is still not satisfied. He believes that US corporations are just now beginning to understand that PR is as significant for a company's welfare as marketing or financial management. He feels there are six specific reasons why PR is critical to corporations including: increasing speed of communications; increasing oversight by governments; and increasing mergers and acquisitions. Dilenschneider guides his company by the two watchwords 'specialization' and 'globalization', and has worked to recruit experts from various professional fields to help promote specialization in an era of worldwide markets.