Publicrelationistas?

Is that what we are? Fanatic, over-the-top disciples of some wretched obsession?

Well, maybe not fanatic, or even wretched or obsessive, but certainly SOLD on the reality that people act on their own perception of the facts before them, leading to predictable behaviors. And equally sold on the next step too, create, change or reinforce that perception/opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization.

Why am I sold on what amounts to a fundamental premise for public relations? Because it