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:

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