Do you take the core strength of public relations into account as you manage those communications tactics?

Because if you don't, you're missing the sweet-spot of public relations. The communications tactics you employ must work together to create desired behavioral change in certain groups of people important to the success of your organization. In the end, a sound public relations strategy combined with effective tactics leads directly to the bottom line - perceptions altered, behaviors modified, employer/ client satisfied.

The fact is that NO organization - business, non-profit or public sector - can succeed today unless the behaviors of its most important audiences are in-sync with the organization's objectives.

For your organization, that means public relations professionals must modify somebody's behavior if they are to help hit your objective and earn a paycheck