Managers: Should Your PR Budget Stress Tactics Or Strategy?
Source: ABC Article Directory
If public relations tactics like special events, brochures, broadcast plugs and press releases dominate your answer, you're missing the best PR has to offer. Such a budget would tell us that you believe tactics ARE public relations. And that would be too bad, because it means you are not effectively planning to alter individual perception among your key outside audiences which then would help you achieve your managerial objectives. It would also tell us that, even as a business, non-profit or association manager, you're not planning to do anything positive about the behaviors of those important external audiences of yours that MOST affect your operation.