What Kind of PR Makes Sense?

For business, non-profit and association managers, is it publicity that delivers newspaper and talk show mentions backed up by colorful brochures and videos, combined with special events that attract a lot of people?

Or could your business, non-profit or association PR dollar be better spent on public relations activity that creates behavior change among your key outside audiences that leads directly to achieving your managerial objectives? And does so by persuading your most important outside audiences to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed?

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