Are PR people really key organisational strategists

News - Public Relations Institute of Australia.

PRIA National President Tracy Jones said the title of the Conference was "The New Communicator". ..."PR professionals are increasingly becoming key strategists in organisations, driving business decisions at the highest level. At the same time, they have a broader range of tools available to them than ever before, and an audience that is consuming more media than ever before."

Really? We've been hearing about this elevated role for PR for a decade or two now and I'm not convinced that it is anything more than a plea to be taken more seriously. Most of the time, I'm thinking well over 90 percent, PR just gets told to 'sell' whatever the organisation decides to do. The main exception would be during a crisis when normally 'in control' managers suddenly start listening to other voices.