By Robert A. Kelly
As a business, non-profit or association manager, what do you want?
Publicity that delivers newspaper and talk show mentions, or behavior change among your key outside audiences that leads directly to achieving your managerial objectives?
Special events that attract a lot of people, or public relations that persuades your most important outside audiences to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed?
Zippy brochures and videos, or a way for you to do something positive about the behaviors of those external audiences of yours that MOST affect your organization?
What I believe you need to know about PR are two realities:
1) The rigght PR really CAN alter individual perception and lead to changed behaviors that help you succeed, and
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2), your public relations effort must involve more than special events, brochures and news releases if you really
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