From Kim Harrison: One of the myths to emerge in public rela­tions in the past ten years has been the view of rela­tion­ship-building as the key measure of PR accom­plish­ment. The problem with using rela­tion­ship-building as the key measure is that it is only a process – it doesn’t measure outcomes or results. In the real world, commu­ni­ca­tion profes­sionals are judged by the results they achieve, which are measured in many more impor­tant ways than by the rela­tion­ships they build or strengthen. · Go to The myth of rela­tion­ship building as the key measure of PR →