Use Every Weapon You Have

One of the strongest weapons available allows business, non-profit and association managers to begin changing the behaviors of their key external audiences in ways that lead directly to achieving their primary operating objectives.

The name of that weapon? The fundamental premise of public relations: People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

In short, people in your operating areas really do behave like everyone else