And not results you can measure only in terms of magazine circulation, TV audience numbers, or news release pickups.

But rather, results that come from a public relations effort that creates the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives.

In other words, results that come from doing something positive about those important outside audiences whose behaviors most affect your operation. Particularly as you persuade those key external audiences to your way of thinking by nudging them to take actions that allow your department, division or subsidiary to succeed.

When you think about it, public relations boils down to these realities: the right PR really CAN alter individual perception and lead to changed behaviors that help you win. But your public relations effort must involve more than parties, videos, booklets and column mentions if you really want to get your money