Originally Published PR Week
Most chief communications officers right now are coming under intense pressure to streamline their budgets. CEOs and CFOs seem to be preparing for a further downturn in 2009.
One area that often gets attention is outside agency spending. Having held senior positions with Burson-Marsteller, Ketchum and GCI Group, and as a former client-side CCO, I know something about this subject.
Let me offer some tips. If you’re a CCO, before you focus on the agency, focus on your own practices. Some things to think about: