Publication Date: 1998
To reach its organizational goals, today's management needs to communicate with a number of important audiences: customers, stockholders, special interest groups, the news media, employees, communities, government agencies, banks, legislators, creditors, and many others. Successful management turns increasingly to public relations counseling and the techniques of professional public relations to help enterprises to communicate effectively with those audiences.
In this article, The Counselors Academy of the Public Relations Society of America offers suggestions and information to help your organization select a firm that will be a valuable management asset. This asset can enable your organization not only to gain the vital edge it needs to both build a successful operation and keep it that way, but also, at times, to ensure an organization's survival in an environment in which communication is a priority
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