Press releases, broadcast plugs and brochures aside, the real public relations breakthrough for business, non-profit, public entity and association managers occurs when they plan for and create the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives. And doing so by persuading those key outside folks to their way of thinking, then moving them to take actions that allow their department, group, division or subsidiary to succeed.

As the smoke of battle clears, what those managers have is a sound public relations strategy combined with effective communications tactics leading directly to the bottom line