The Center for PR Education: How Managers Hit PR Paydirt

The Center for PR Education: How Managers Hit PR Paydirt: "As a business, non-profit or association manager, you'll know it's PR paydirt when you're able to persuade your key external stakeholders to your way of thinking, then move them to take actions that lead to your department, division or subsidiary's success.

But to realise such results, you'll have to get personally involved with the public relations people assigned to your unit. Then shift their emphasis from communications tactics to a workable and comprehensive blueprint that will lead to your success as a unit manager.

A blueprint, for example, like this: 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."