Understanding public relations

Public Relations is not straightforward - as a strategy it is all about creating the future you want. By developing PR as a critical element of strategic planning a company can anticipate challenges and jump on opportunities. But most see PR in a tactical sense only - media releases, speeches, product launches and don't fully harness the power of PR to make things happen. Good writing, analytical skill and creative power - these are all part of a strong PR package. Do you have one?