…makes the rules, of course.But when the gold takes the form of top-notch public
relations, she AND he get to make rules like these:Our PR concentrates on delivering what we really need.Our PR does something positive about the behaviors of
those outside audiences that MOST affect our organization.Our PR persuades those key outside people to our way of
thinking, then moves them to take actions that allow our
department, division or subsidiary to succeed.In other words, our PR uses its fundame.