Reasons why PR is everything in brand management

Boards of directors, top-level executives and brand managers, take heed: If you don't yet have a PR counselor in a position of power within your organization, you're playing Russian roulette with your brand's reputation.

PR can no longer be relegated to traditional media relations. It has never been just that. Now more than ever before, organizations are realizing that successful consumer experience depends on deploying PR to create, manage and refresh their ever-present online brands.

Here are three reasons why:
1. More than any other discipline, PR knows how to "content" effectively.
2. PR knows best how to navigate the crowded, evolving world of online influence.
3. No other discipline simultaneously promotes and protects brands and reputations.

Full text read on PRdaily.