So you have to evaluate your individual organizational needs and implement a public relations program that fits within the appropriate staffing and financial parameters. A public relations program can range from a one-person, internal function to a large public relations department, such as those at the major airlines. Or, it can consist of using and relying on a small or large outside counseling firm to augment your business operation. And, depending on your particular needs, you may decide to use a combination of public relations scenarios to meet your objectives. In addition, the PR person would have kept the internal communication among departments clear and consistent with the product business plans so whenever and wherever employees represented the organization, an accurate and timely message would be given or, in some cases, no message given.
Public relations is part science and a lot of art.
Above all, it is a creative activity that, like the chameleon, changes and adapts to its environment, ensuring that public perception creates a positive business reality. You spent a whole day preparing a press release on the new product you were going to introduce at an upcoming trade show. Not a single, lousy line. Disgusted, you vow never to help or work with the media again. Well, never say never.