Decide once and for all that instead of your business, non-profit, government agency or association public relations staff spending most of their time moving messages from one point to another using simple communications tactics, you really want the best PR has to offer.

And that almost always means doing something both positive and meaningful about the behaviors of those important outside audiences of yours whose behaviors MOST affect the departmental, divisional or subsidiary unit you manage.

This assumes, by the way, that you are a manager who needs and wants the kind of public relations effort that leads directly to achieving your managerial objectives.

You can do this by persuading key outside folks of yours to your way of thinking by helping move them to take actions that help your department, group, division or subsidiary succeed. But it can only happen when you as a manager require more than tactics like special events, news releases and broadcast plugs. That