A public relations colleague at a local Fortune 500 company recently posted on social media about how happy she was not having to worry about generating revenue — as if PR shouldn’t feel the pressure of showing ROI in the same way marketing and advertising efforts are bound to bottom-line analytics. While marketing and advertising professionals are obsessed with lead generation that results in sales, far too many PR professionals and agencies have lured themselves into a false sense of security and created a disconnect that isn’t doing themselves or their brands any favors.

Last week, I remembered a poem I love by William Butler Yeats. “The Second Coming” is a work of dark genius. Here is the first verse of the poem:

I’m reading Disrupting Digital Business by R “Ray” Wang right now. It’s a good book, and I recommend it. You should read it, too. You can buy it here.