Parties, videos, booklets and column plugs?

Or public relations that does something positive and directly about those important outside audiences of yours whose behaviors most affect your operation?

How happy are you -- as a business, non-profit or association manager -- when you see your PR folks futzing around with special events, brochures, press releases and TV talk show mentions?

Especially at a time when you probably need to create the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives?

What it comes down to is this: are you simply looking for publicity, or do you want public relations that really CAN change individual perception and lead to equally changed stakeholder behaviors that help you get your PR money