You are a senior business, non-profit or association manager. So, chances are you call the shots for your department, division or subsidiary.

Which means you can make your decisions stick.

Like deciding whether a publicity placement is more important to you than creating external stakeholder behavior change leading directly to achieving your managerial objectives.

Like deciding to do something positive about the behaviors of those important outside audiences of yours that MOST affect your operation instead of concentrating on tactics like videos and brochures.

Or even to persuade those key outside folks to your way of thinking, and move them to take actions that allow your department, division or subsidiary to succeed.

Might be time to expand your view of public relations to emphasize the behaviors of your unit