Sure, as a manager, you have a talented member of the PR team assigned to your department, division or subsidiary, or housed at your agency, and s/he is darn good at placing product and service plugs on radio and in the newspaper. Which may be all you want. And that’s fine.
Unfortunately, when your PR folks concentrate primarily on tactical fixes like publicity placements, at least be aware of what you are NOT getting.
You don’t get a comprehensive effort that persuades those important outside folks to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed.
You don’t get the use of the high-impact, fundamental premise of public relations to deliver external stakeholder behavior change