What’s the right course when your organization is being vilified? When the mission itself is at stake? I recommend six steps.
In PR one textbook started the field and changed the world. When Cutlip and Center’s 1st edition was published in 1952, it was revolutionary.
PR and marketing are in the same neighborhood, but definitely not at the same street address. Both are quite valuable in their own right.
There’s a lot of opportunity in PR, and areas to specialize in.
Just like companies manage all other assets, liabilities, risks, infrastructure and so on, it must also manage its key relationships.
