#PRPays – Why PR is vital to business

The CIPR has launched a new campaign to highlight the importance of public relations to the business community. #PRPays will feature video interviews with leading chief executives, discussing the benefits of strategic public relations.

The first interview is with John Holland-Kaye, CEO of Heathrow Airport, who champions the role of PR, describing it as ‘vital to managing our reputation’. He also reveals the major role PR played in securing the airport’s third runway approval.

On Monday, we wrote about the presentation Nigel Milton, Heathrow’s director of communications, gave at Influence Live. Milton went into granular detail about its integrated third-runway campaign and why it took multiple communication disciplines to be successful.

In his video interview, Holland-Kaye explains that the communications team regularly hone and reinforce the airport’s position on a number of key issues for all stakeholders, whether they’re public, business or Government.

The campaign seeks to shift perceptions of PR from a tactical offering to a strategic discipline.

Sarah Hall, President of the CIPR, said: ‘Public relations is widely misunderstood and undervalued by businesses leaders. It shouldn’t be – our ability to manage the interests of multiple stakeholders, while speaking truth to power is an invaluable business asset.

‘I’d like to thank John Holland-Kaye for sharing his thoughts on our practice. We have a fantastic opportunity to grow the business of public relations and – through #PRPays – we will shine a light on best practice to encourage a broader shift in the way public relations is viewed by the business community.’