It is a common misassumption that the decision whether or not to ‘use’ PR is one we are free to make. In fact, every business – including yours – is already doing so, through the communications and messages which they constantly and often unconsciously send out.
As a result, groups ranging from clients and potential clients to stakeholders and the media will have an opinion about your organisation. Ignore these opinions, and the consequences may be severe. Manage them well, and the benefits to your business can be immense...
