As a manager, does your current business, non-profit or association public relations effort concern itself primarily with radio and newspaper publicity? Or does it concentrate on a specialty area like financial communications or trade relations? Or, possibly, it deals each day with sales support or government affairs?
Actually, maybe your PR effort should concentrate on delivering what you really need?
For example, PR that really does something positive about the behaviors of those outside audiences that most affect your organization?
PR that uses its fundamental premise to deliver external stakeholder behavior change