By Robert A. Kelly
Unfortunately, there are managers who define public relations by its applications. Which explains neither its underlying strengths nor what PR is all about.
The casual observer is left with a confusion of tactical, application-oriented definitions of the public relations function: Is it publicity? Crisis management? Special events? Reputation management? Promotion? Or a slew of other tactics in which we engage from time to time?
Which is it? More important, just what lies at the core of managerial public relations anyway?
I believe the core lies in doing something positive about the behaviors of those important outside audiences of yours that most affect your operation.
In other words, create external sstakeholder behavior change ? the kind that leads directly to achieving your managerial objectives.
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