Especially if your public relations budget is all about tactics like brochures, special events, talking to reporters and press releases.
Please dont get me wrong. Communications tactics are valuable devices which we call upon from time-to-time to move a message from here to there.
But, as a business, non-profit or association manager, you can omit the best public relations has to offer, the crme de la crme of PR!
Try this on for size. The core public relations mission pulls together the resources and action planning needed to alter individual perception leading to changed behaviors among a business, non-profit, or associations most important outside audiences. Then it goes on to help a manager persuade those key folks to his or her way of thinking, and then, moves them to take actions that allow their department, group, division or subsidiary to succeed.
Now, theres a real theory behind that mission, and its the underlying premise of public relations: People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching,...
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