Too often communication goals and business objectives are hopelessly out of alignment. It’s a vicious cycle where PR professionals work hard on a campaign, but it misses the mark or they can’t demonstrate the value of the strategy.  Then communications becomes an afterthought for business managers and PR teams are left out of the loop.I hear PR teams complain that they don’t get respect, but with goals like “more stories in the mainstream media,” what can we expect?  Our goals have to boost sales and we need to be able to prove our value. As communications professionals we have to start setting goals that match business goals.  We have to talk like business professionals and we have to step up and demonstrate the value of what we do by measuring it. Only then can we expect a seat in the boardroom.