Thursday, January 25, 2007

Some Things Never Change 

One of the most important communications within any company is its budget. PR practitioners know the dreaded time of year when one prepares and submits numbers to the accounting department. No one likes doing it and often, numbers are creative as well because who can tell what will happen in the coming year? One crisis or merger can knock any communications budget out of whack.

It is amusing to read, therefore, that accounting managers still struggle in the computer age with getting line managers to do their budgets. You would think with all the computerization, networking and online assistance that this situation would be resolved. It isn't. The article gamely tries to explain why. Line managers and accountants have different points of view -- one long and the other short.

It is a story, in other words, that one finals under the heading of "some things never change."


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