It's a question that businesses have been asking for decades. In the recession of 1923, ad executive Roland S. Vaile tracked 200 companies and found that the biggest sales increases were rung up by those who advertised the most. After World War II, sales were plotted through the recessions that followed, as were annual marketing expenditures. Then findings were compared with sales and profit trends before, during and after recessions through to the 1980s. By 1985, McGraw Hill's research of 600 business-to-business companies showed that sales of aggressive recession marketers had risen 256% over those that didn't keep up.
An increasing number of journalists now view PR people as nothing more than email spam artists that use untargeted pitching techniques to the detriment of their clients Chris Anderson, editor-in-chief of Wired magazine and author of The Long Tail, gets 300 emails a day. He's blocked PR people who spam him and has even published a list of the email addresses of violators, which includes names from some of the largest PR agencies in the world: Edelman, Weber Shandwick, Waggener Edstrom, and Fleishman Hillard.
Record numbers of journalists are being assaulted and murdered worldwide but I see no interest in this by any PR group although there would be no such thing as PR without journalists. Where is the sympathy of PR people? The Committee to Protect Journalists lists its contributors but none are PR organizations.
The direct quote is "sometimes, you just have to stand up there and lie. Make the audience or the reporter believe that everything is ok. How many times have you heard a CEO stand up and say 'No, I'm not leaving the company' and then - days later - he's gone. Reporters understand that you 'had' to do it and they won't hold it against you in your next job when you deal with them again."