PR Buyers Beware!

It can bite you and waste your public relations budget when the program emphasizes communications tactics instead of how to make certain your key outside audiences understand who and what you are.

Especially sad when tactics are placed in motion before you really know how your key target audience views your organization, and exactly at whom those tactics should be directed. Things can really fall apart if you then fail to decide up front what changes in perceptions, and thus behaviors you desire at the end of the program.

That