The order of present century and the forthcoming century exits in total
interdependence or reliance on each other. This has created the need for a new
discipline and philosophy as a function of management which is termed as Public
Relations.
Public relation as a concept was critical evolved in business and industry and
it subsequently spread to other areas of human activity. This profession is
immensely applicable in government and public institutions like Corporations,
Municipalities, Universities, Hospitals, Professionals and social service
organizations. Public relations was in practice in people’s daily life even before the
emergence of industry, business and government. Public relations is the result of
the action inherent in an individual, an institution or an organization.
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MEANING OF PUBLIC RELATIONS:-
Public:
Public has its own likes and dislikes which sometimes can even be strong.
Employees are one form of public and employers another form. Other members of
the public are dealers, wholesalers, brokers and investors. Each of these groups
tries to attract a distinct audience with its varied tools and techniques.
Relations:
Public Relations:
By the integration of the above two human element viz. public and relations
we get public relations. It is a profession that is a part and parcel of management
function.
INTERNAL PUBLIC AND EXTERNAL PUBLIC
The internal staffs who work within the organization constitute the internal
public. An organization is complex consisting of group of individuals. There is
interaction between individuals & groups within an organization & relationship is
established. It is the responsibility of the public relation manager to provide
effective public relations.
The employees expect higher pay, company’s stability & opportunity for
advancement. The employers expect increase production & employees’ loyalty.
b) Internal public must be well informed of the board objectives and policies of the
top management and also about their mutual interest in the organization.
c) Free flow of upward and downward communication should be emphasized. The
department of public relations is responsible to create a climate conductive towards
the free flow approach to communicate freely.
External public is the one who buys the products or the services of the company.
This category includes dealers, wholesalers, brokers, supplies, investors,
consumers, government, department, financial institutions, creditors, debenture
holders, subsidiary companies etc. Every organization is linked with their external
parties. Under all the circumstance a smooth two-way communication channel
external to the organization must be maintained for running the business
effectively.
(6) Product publicity: the public relation department has to develop and excute
the promotional product publicity campaign. Corporate publicity is different from
product publicity. In product publicity the focus is on the product and how to
popularize them it includes announcement of new product through the editorial
channels of communication media.
(4) Ability to see other person’s point of view and to be as critical of oneself of
other.
(5) Objectivity
(6) Institution.
(11) Terming in the social science and in the mechanics of public relations.
(3) To conduct education and training programmer for the staff of the PR
department.
(5) To develop effective internal and external communication system for timely
interaction.
(8) To instruct the company’s financial advertising agents an all matters relating
to financial and annual reports, advertising, publicity etc.
Knowing how to set goals and objectives in the planning of your communication
activities makes you much more effective.
Setting communication goals and objectives creates several benefits. It lets people
know what is expected of them, it lets others know what is planned, it helps to
quantify the resources that are needed and when, it helps to improve
communication between the participants, and it creates measurable results.
A widely held myth for many years was that public relations performance could
not really be measured and therefore couldn’t be expected to undergo the
performance and budget scrutiny that other areas of the organization were obliged
to accept. These days you can prove the value of your PR work by setting and
achieving measurable objectives for your activities.
Goals are the means to express the end points towards which effort is directed.
They are broad, relatively abstract and may be difficult to quantify (“Our goal is to
increase our share of the marketplace for [our product].”)
• Reputation management goals, which deal with the identity and perception
of the organization. Example: “We aim to improve stakeholder opinions of
our organization significantly within the next year.”
• Relationship management goals, which focus on how the organization
connects with its stakeholders. Example: “We aim to improve
communication with our shareholders during the coming year. ”
• Task management goals, which are concerned with achieving tasks.
Example: “Our goal is to increase attendance at our staff ‘town hall’
meetings.”
Many public relations practitioners are satisfied to express their intentions in the
broad terms of goals. This allows them to rationalize the outcomes, to ‘gild the
lily’ and take the credit for the results. However, in tough times, they can’t actually
prove their worth and therefore senior management may subjectively question their
contribution.
But if you can show that you have achieved specific, measurable targets, you are
able to prove your worth. Setting measurable objectives helps the planning of
future campaigns and offers you the political benefit of enabling you to justify
more resources for your subsequent activities. Specifying objectives is also the
best practical way to make senior managers understand the public relations role.
Also, the setting of challenging but realistic objectives can be a difficult exercise
requiring arbitrary selection of target figures that depend on a range of underlying
assumptions.
Life seldom consists of black and white issues; it largely consists of shades of grey.
Accordingly, objectives should never be ‘all or nothing’ – they should refer to the
extent of accomplishment along a continuum of performance. An ‘all or nothing’
approach to objectives will subvert the value of the process because people will
always go for ‘low hurdles’ to maximize the chances of attaining them. If someone
achieves 95% of an objective, how can they be considered a failure? To treat
anything less than 100% as a failure…will surely lead to game playing, ‘low-
balling’ and the massage and manipulation of data. To use objectives…in such a
simplistic way invites reactions inconsistent with execution success. ”1
• an infinitive verb
• a single outcome stated as a receiver of a verb’s action
• the magnitude of the action expressed in quantifiable terms
• a target date or timeframe for achieving the outcome.
The messages should link the ‘big picture’ with the ‘little picture’ so that staff can
see how their individual efforts can make a difference to the end result. Research
shows that organisations are more effective when their employees know the
direction in which the organisation is heading and their own personal role in
helping the organisation achieve its goals and mission. This is also called ‘line of
sight.’
The time of most managers is largely spent in dealing with the local, short-term
issues. The focus of the managers is on their daily, weekly, monthly and quarterly
needs as they deal with employees, customers and other stakeholders. Short-term
thinking is fine as long as it directly supports long-term, strategic thinking. This
point may seem to be basic, but the translation of strategy into short-term
measurable objectives is often incomplete or faulty. Managers usually need
assistance in breaking down the key issues, elements and needs of the business
strategy into tactical, short-term operating objectives and action plans. This
translation process is an integral and vital part of the execution of strategy.
Ask the managers what they intend to say to the staff about strategic direction.
Ideally, the CEO would have already led the way with a summary presentation of
the corporate plan. The aim is to translate how the strategy becomes fulfilled
through completion of daily tasks.
Making the connection between the daily workplace and corporate strategy is
easier said than done, but with a little thought, the tasks of even a personal
assistant, coordinator or cost clerk can be linked to goals. By reviewing their job
description or getting them to list their activities, their manager can link their tasks
to measurable work objectives supporting the various goals at the departmental,
divisional and organisational level.
“What activities and objectives do you routinely work to in your department [unit,
branch]?”
The answers will quickly show the extent to which the respective manager is
succeeding in their strategic role.
Senior managers tend to use acronyms and management jargon in the strategic
planning process as well as in their daily workplace. As they are surrounded by
other senior managers, they take for granted that everyone else is familiar with
their terminology. This is seldom the case, especially with frontline staff.
Therefore it is important to define terms when using them in communication or not
use them at all. Even common terms like ‘mission’, ‘values’, ‘culture’ and
‘strategy’ are widely misunderstood by lower-level employees.
To be effective, work back from the frontline level. The best way to check about
employee understanding of important terms is to ask them about the acronyms and
jargon words used in their workplace. Ask a sample of frontline staff individually
in each workplace what is meant by terms such as ‘mission,’ ‘goals’ and ‘KPIs.’
etc. Sit in on their team meetings and listen for jargon. Become a jargon detector!
Make a note of the acronyms and jargon words used in the discussion about
strategic direction and get the manager to explain the terms in subsequent team
meetings. Staff would probably be reluctant to admit in front of others that they
don’t know, especially if their boss uses the words every day. They wouldn’t want
to look dumb in front of their peers.
The idea is for PR staff to be catalysts or enablers – to equip local managers and
supervisors with the right tools to enable them to communicate effectively with
their own staff.
If you are a PR manager, how can you get better performance from your staff? And
if you are a PR officer, what should you expect from your boss? If you know good
techniques for performance management, you can get better results.
Only 20% said their company helped poorly performing workers improve. And
only 39% could see the connection between their day-to-day work and corporate
goals. On a more positive note, around 40% said their system established clear
performance goals or generated honest feedback.
It is difficult for many PR managers to find out the most effective ways of
managing the performance of their staff because it is difficult to find satisfactory
KPIs to use. KPIs are repeated activities that can be measured from one period to
the next. Many PR activities have intangible or complex outcomes or are not
repeated actions that can be compared from one period to the next, which is the
fundamental requirement for KPIs. This makes it difficult to identify suitable KPIs
for PR practitioners.
In view of all this, most PR KPIs tend to relate to stakeholder opinions canvassed
from one period to the next.
Research shows that the best supervisors informally monitor the performance of
their staff during their daily duties and give 50% more feedback about their work
than poor supervisors do. The worst supervisors tend not to give feedback to the
individual until they are obliged to in an uncomfortable formal review. So the
moral is there – give frequent feedback!
A key issue to understand is that performance reviews and pay reviews should be
mutually exclusive. Unfortunately, in most organisations the employee’s
performance review and pay review are conducted in the same meeting. This is
completely counter-productive because it creates an adversarial environment –
with the employee trying to convince the boss that he or she performs miracles and
deserves a maximum rise while the boss tries to find arguments, such as finding
fault with the employee’s performance, to minimise a pay increase.
The boss is essentially the person’s performance coach. The broad thrust of the
performance review meeting should be along the lines of the boss asking, “How
can I help you to do your job more effectively?” as the two parties work through
their discussion agenda.
1. Update the staff member’s personal details, eg home address and telephone
number (15-20% of people change address every year).
2. Review the staff member’s job title, and review their job description, line by
line, and jointly identify any changes in the role that need to be shown on an
amended job description.
3. Establish the key successes – review the job description line by line, identify
where the objectives have been met and clearly establish the extent to which
they have added value to the organisation.
4. Review the key performance indicators to:
o ensure they are still relevant,
o determine that the way of measuring them is still valid
o determine how the staff member performed in relation to the KPIs
o determine whether any skills training is required or whether more
resources could be applied to help that person improve their KPI
results.
5. Identify the key challenges – only after completing the previous step should
the areas of below-expected performance be addressed. Identify what factors
are contributing to those problems and develop a strategy for dealing with
them.
6. Complete the performance review record by entering the information from
the above steps, using the job description as a reference.
7. Sign off – once the performance review record has been updated and agreed
by both parties, the staff member signs the document, which is included in
their personnel file
The staff member should always be involved in the construction and regular
updating of their job description – it gives them a greater sense of ‘ownership’ of
their job.
One thing that should be understood is that poor performers are not nearly as
prevalent as mythology may make out. Actual numbers of poor performers are well
below the levels perceived by other employees. When there is a poor performer,
they have a greater nuisance and irritant effect on other employees, which tends to
magnify perceptions of the extent of the problem.
Each person should have up to five KPIs of repeated, measurable activities that
support the goals of their workplace. It is virtually impossible to accomplish more
than five well-constructed KPIs. If more than five can be found for an individual
then they are most likely to be subsets of larger KPIs. An individual’s KPIs could
stem from the PR branch’s KPIs as outlined in earlier in this chapter.
Six monthly stakeholder satisfaction survey shows at least 75% positive response.
Quarterly evaluation report on extent of positive media coverage.
Monthly report on PR stationery stocks showing stock levels at least 50%.
Quarterly running review and update of PR strategy plan completed.
Monthly report on corporate advertising committed against budget shows no
budget over-runs.
Monthly employee publication contains agreed proportions of content on
organisational strategy, human interest, local production achievements, safety
results and staff promotions.
What’s the best way to recognize an employee for work well done? The best
formula for recognizing an individual for their efforts is:
Despite the unquestioned benefits arising from employee recognition, one of the
mysteries of the workplace is that recognition invariably is done badly, if done at
all. Few organizations have well-established and accepted formal or informal
employee programs in place. Therefore, employee recognition remains an
undervalued management technique.
You can communicate about good achievements and their long-term benefits:
In addition, you can communicate about the long-term benefits that come to high
achievers in the workplace:
• Conduct interviews with the staff who manage your organization’s career
advancement programs, with the aim of publicizing the opportunities for
advancement.
• Include high-achieving employees in special features in print or online
publications that outline ways to get ahead. (You will probably find
government departments are reluctant to single out individuals, but persist
because this is an important issue.)
• List employees who have been promoted, proving that career advancement
is possible from achieving good results in the workplace.
• Include a career management section on your organizational intranet, which
summarizes all information and resources about career advancement.
• Ensure that senior managers reinforce positive messages about high
achievers and career advancement opportunities when they speak to
employee groups.
You can play a valuable role by training or arranging training in presentation skills
to assist supervisors and managers to improve the way they recognize their staff for
work well done. Many managers have never had such training, and because good
communication skills are expected as a ‘given’ in a job, some are reluctant to admit
they need assistance in this area.
The concept of employee recognition is basically simple, but most managers are
poor at it. They need reinforcing and coaching. They need a program, principles
and procedures to help them apply recognition effectively within their area of
responsibility.
Crisis Management:
Since 9/11, the world has become a more dangerous place. Every day we see in the
media the latest terrorism incident that has been thwarted or happened in countries
around the world. And, of course, there are all the types of corporate crises that
could happen, many related to the Internet and information technology.
55% terrorism
It’s not easy to get senior management to actively support crisis communication
plans. Most of them don’t want to know about crises. They know the chance of
being caught up in a crisis is tiny and they don’t want to take time away from their
daily work priorities to deal with something that just might happen one day, and
then again, it might not. And crisis preparation costs money in staff time, in
equipment and other resources.
What’s more, many executives perceive crises and emergencies only in terms of an
operational response (“put the fire out and return to full operations ASAP”). They
look at communication only as an afterthought to the real work. This is an
extremely frustrating attitude to encounter. Those executives will need to be
convinced of the impact on your organization’s operations and therefore
profitability before they take full notice of your communication plan. (In a
government agency the discussion would need to be about the impact on output
and the fallout from politicians to a public shambles.)
One fatal assumption many organizations make is to think their own IT and server
will be available during a crisis. You need to ensure you can communicate with
key stakeholders from your back up system for a significant time during a crisis.
Lack of thought in this area could come back to bite you. Save your crisis response
material on a separate server and regularly update it so that you can use it during a
crisis, even from other premises.
A great crisis communication plan is only as good as the extent to which it is
implemented. Here are some ideas to get senior management to respect your crisis
communication plan and support its implementation:
Organizations can withstand crises better if they have established sound, long-term
relationships with stakeholders, the people and organizations who are at risk from
the decisions and actions of the organization. No organization has enough
resources to engage in the ideal two-way symmetric dialogue with every
stakeholder, so management needs to allocate resources in priority order.
Stakeholder relationship management should be a priority task of management.
Stakeholders can be assessed and prioritized according to their impact on the
organization.
One important fact to remember is that public companies – those listed on the
Stock Exchange – are obliged to follow the rules of their home exchange in
releasing information into the public arena. All information that relates to the
financial performance of the company has to be announced simultaneously to
shareholders through the exchange, analysts, the media and other stakeholders. By
definition, a crisis will have a bearing on the future financial performance of a
company, so crisis communication plans should make full allowance for releasing
information to interested parties simultaneously.
SPONSORSHIP:
The best way to improve the quality of proposals and reduce the number of
unwelcome approaches is to communicate – tell people what you want! Spell out
to potential applicants what you are looking for in their proposals. Your corporate
website is the best avenue to outline your sponsorship policy and guidelines. More
advice on this in a forthcoming e-book on giving corporate sponsorship.
Sponsorship guidelines
Prepare a concise paper that outlines your sponsorship policy and guidelines, and
make it widely available. Consider where sponsorship seekers contact your
organization about sponsorship. Typical approaches are made to your:
Head office
Regional offices
Website
Sponsorship department
Public relations department
Marketing department
Community relations department
Advertising agency
Chairman or CEO’s office
Managers in discussion with others on operational issues
Other staff who may be personally known to the sponsorship seeker
Also, your employees will better understand your sponsorship strategy if you
circulate the document internally to them. They will be able to provide useful
advice to people who may raise the possibility of sponsoring groups they are
associated with. Sometimes employees themselves suggest sponsorship activities
to you and therefore the guidelines can assist them to understand what is required.
If you receive proposals from people who have obviously not read your
sponsorship guidelines, return their application with a copy of your guidelines and
a form letter requesting them to revise their application to fit your selection
criteria. They may not be pleased about being obliged to do more work, but they
will start to realize that tailored approaches are essential if they have any chance of
getting to first base.
Negotiation with potential major sponsors tends to be a one-sided process. The
sponsor invariably holds the upper hand because they know there are dozens of
other sponsorship opportunities being offered in the marketplace at any given time.
Therefore some sponsor negotiators ruthlessly use their bargaining power to force
a stronger position. You can follow these guidelines to help overcome a weak
negotiating position:
1. Don’t reveal the full extent of your weak position. It is a common, costly
mistake to let slip the fact that you are desperate to complete the deal. Don’t
give them the impression you are desperate because you have called them
three times to check if they have received the proposal! Try not to let the
potential sponsor know the full truth of your situation. A weak position is
not so dire if the other party doesn’t know your real position. Don’t let them
know you are under pressure to sign the deal or that the deal is vital to you.
Don’t get drawn into any discussion that allows the potential sponsor to infer
that you are desperate. Instead, continue highlighting your strengths, even if
they are few, or turning the focus to the advantages they will gain from a
deal with you.
2. Don’t let them intimidate you by trying to beat you down on price or
conditions. If you have done your homework and know your proposal offers
good value for money that stands up with other deals in the marketplace,
point to the other similar deals and stand firm. If they want a lower price, tell
them you can oblige, but only for a correspondingly lower combination of
sponsor benefits.
3. Increase the other side’s dependence on you. When in a weak position, too
many negotiators focus exclusively on themselves and fail to consider the
other party’s position. Most negotiators have something valuable to offer the
other side. The important thing is to identify the unique value you bring to
the negotiating table. Try to understand all the potential sponsor’s needs,
interests and priorities by communicating with them at multiple stages and
through multiple people during the lead-in process. If your negotiations are
proceeding to a crucial point, you are well advised to meet with or at least to
telephone people from different business units within the sponsor company
to get access to their point of view. Their comments may help you gain
crucial insights that you didn’t have before and allow you to offer new
benefits rather than being caught on the back foot and feeling obliged to
lower your asking fee due to the other party’s tough line. This is especially
helpful if you are seeking to renew an existing sponsorship deal. However,
be politically savvy about this. Some sponsors may feel you have gone
behind their back, so be careful about how you discuss the sources of such
information.
4. Don’t promise a major sponsor everything up front. Keep some benefits in
reserve to ‘sweeten the pot’ if the potential sponsor is pressing for a better
deal. This is far better than reducing the amount of money you are asking.
You could keep these extra benefits in hand as an unexpected bonus for the
sponsor after the deal is signed. Also, some reserve benefits could be spread
to other sponsors if the benefits haven’t been used in the deal with the major
sponsor.
5. Collaborate with other sponsors to put a proposal together to a potential
major sponsor. If you already have smaller, happy sponsors in place, you
could increase your negotiating power by teaming up with them to offer a
greater number of joint benefits to the main sponsor. The new benefits
could, for instance, provide access to a bigger target audience in a wider area
or in a juicy niche market that otherwise would be difficult to access.
6. Use psychology. You can use two psychological principles to help your
cause. Firstly, get the sponsor to like you. Two things reliably increase
liking – similarity and praise. People are more willing to buy from those
who are similar to them in various ways such as age, sport, politics and who
have other areas of personal common ground such as interest in a hobby,
sport or television program. Create the bond early because it paves the way
for goodwill and trust in every later encounter.
Social Responsibility:
Every PR manager working in a corporate entity has certain social obligations
towards it. It means it involves observing certain norms of behavior which have
social acceptance. Looking from this angle the PR manager who have code of
conduct also do have an obligation in terms of social objectives and upholding the
values of the society.
Corporate public relation officers are also part of a society, so their functioning is
governed and influenced by the obligations towards the society.
Social Responsibility:
Shareholders are the owners of the company but the management of the
company lies in the elected representatives known as the Board of Directors. It
is the responsibility of the PR managers to maintain good relations with the
shareholders. Regular and accurate financial information about the company
should be given to them. By creating a better understanding between the
company and the shareholders, the PR managers raise the goodwill and prestige
of the organization.
1. Adulteration of products.
2. Profiteering.
3. Poor quality
5. Misleading advertisements.
The government has enacted a number of legislations which govern the business. It
is the duty of PR managers to manage its affairs according to the laws affecting it.
The PR policies should be formulated taking into consideration the provisions
made in the various legislations and the policy guidelines issued by the
government from time to time. The public relation manager has to be well versed
with the various legislations and acts governing the business.
The progress of the business is mainly dependent upon the positive attitude and
cordial relations of the employee. Therefore, it is imperative that PR must sincerely
promote their interest.
The interest of the employee are fair wages, good working conditions, adequate
service benefits, job security opportunities for career development and so on. In
addition to this every employee spends a major part of his time, in the
organization.
Hence, the PR should endeavor to build good employer- employee relations, high
morale and above all generate mutual understanding at all levels.
They have to take an active part in the community life social and cultural activities,
encourage education promote health and provide facilities for recreation and
entertainment.
In order to get the support of the community and secure their acceptance there is a
need for a community relation programme policy.
2. Profit main motive: the sole objective of traditional management was profit
maximization. The responsibilities towards different social groups were
rather neglected.
Role of PR in Technology:
Disruptive technologies are positively impacting the world in which we live,
creating new wealth and reshaping economic and social policy.
Having clear messages and public relations programs in place that enable
technologists, scientists and other experts to distinctly articulate their vision can
not only help them become industry leaders and advance their technologies, but
provides organizations with a voice in the marketplace of ideas, facts, and
viewpoints to aid informed public debate.
Most all of today's technologies rely on public awareness and support. If people
misunderstand the value of technologies, entities will struggle for support. Jobs
will be eliminated, budgets cut, and support will be directed elsewhere.
Public relations campaigns have the potential to turn possibilities into favorable
actions. And executives are well advised to put their words in someone else's
mouth.
The use of front groups can enable scientists, technologists and corporations to
take part in public debates and government hearings behind a cover of community
concern. These front groups often times lobby governments to legislate in the
corporate interest, to oppose environmental regulations, or to introduce policies
that enhance corporate profitability.
There may be times when a position being advocated, no matter how well framed
and supported, will not be accepted by the public simply because of the messenger.
Any institution with a vested commercial interest in the outcome of an issue has a
natural credibility barrier to overcome with the public, and often times with the
media.
Media advocacy is the process of working with the media to influence healthy
public policies through shaping debate about a specific topic. Successful media
advocacy ensures that issues include a public perspective, emphasize the social,
cultural, economic and political dimensions of an issue, and stress the importance
of participation and empowerment in promotion of the issue.
Media advocacy provides the all important third party credibility, and has means
for more quickly and furthering a crucial messages.
The old saying, "Luck is what happens when preparation meets opportunity" has
never been so accurate as with media advocacy. It encompasses the right
combination of preparation and opportunism in the strategic use of mass media to
advance an initiative. Having systems and planning in place before campaign
commencement is at least as important as the media work itself.
It is essential to:
Know the territory. Good media advocacy requires some surveying of the terrain
and a system for tracking coverage and media outlets. Maintain an updated media
list with names and track coverage regularly.
Define the issue. The issue is the overarching concern that drives the initiative.
Whether it's a problem or vision statement, the issue defines the boundaries from
which the initiative is shaped. Issues should reflect the mission, core values and
concerns of the organization or coalition -- and should incorporate an institutional
angle.
Issues should be presented by turning facts, scientific knowledge, and analysis into
symbols, pictures, sounds, and labels. As an example, as a public health advocate,
it's understood that cigarette smoking is linked to asthma in children who live
around second-hand smoke. Instead of writing a story that gives only the statistics -
e.g. how many new cases of childhood asthma are reported - one might present the
media with the idea (or picture) of an adult trying to hand a baby a lit cigarette to
illustrate the dangers of secondhand smoke.
Public opinions on technology issues are also greatly influenced by strong symbols
and labels that capture a widely held, and supposedly correct, attitude. News
sources often use positive images and labels to highlight viewpoints they support
and negative images and labels to derogate view points they oppose.
At the center of any public debate or media outreach is a mass of information,
statistics, and / or numbers. Making that information easy to understand entails
making the content real and vivid. Media advocates often use "creative
epidemiology" to make scientific, technological or academic information more
understandable for the media and general public.
1. Localization
Localization is presenting overwhelming statistics and numbers in such a way that
the media and public in a particular community can easily relate to them.
Localization illustrates a story's numbers in terms of how many people in a certain
neighborhood or community are affected by a problem; it makes statistics human
and local.
2. Relativity
Relativity compares the effects of one problem with those of another, usually more
dramatic, problem.
Whatever technique is used, the goal is to make statistics and numbers more
understandable and meaningful so the audience comprehends the message and
supports the initiatives.
Regardless of the technology or the issue, success in working with the media is
most likely to occur when it is a strategically planned effort. It's the game plan for
developing the influence and public awareness that will help achieve the
organization's strategic goals, and furthering its technology.
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reports, notes.