While business executives long have asked their marketing teams to provide quantifiable results of campaigns, they’ve demanded considerably less proof from their PR teams. Often, this is because PR is viewed as a “soft” discipline. Executives know intuitively that media coverage of a launch or announcement provides much-needed “air cover” that helps marketing efforts score higher.

My headline is a bit over the top, I’ll admit. But for police chiefs, sheriffs and law enforcement PIOs who have tuned into the Netflix documentary, “Making a Murderer,” it may have particular resonance. Many may be following the backlash against the Manitowoc County (Wisc.) Sheriff’s Department with some dismay – along with a sigh of relief that it’s not them in the hot seat.