When your public relations results pretty much depend on whether your news item gets used in a newspaper column or on a radio talk show, you may be ready for a fresh approach.

Why not shoot for a 1-2 PR punch?

First, focus sharply on those external audiences who play a major role in just how successful a business, non-profit or association manager you will be.

And second, use the proactive public relations blueprint outlined below to help you persuade those important outside stakeholders to your way of thinking. Then move them to take actions that lead to the success of your department, division or subsidiary.

You need a simple plan -- the fundamental premise of PR, as it turns out -- that gets everyone working towards the same external audience behaviors, and puts your public relations effort back on track.

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