Too often, business leaders assume that public relations amounts simply to an industry spokesperson spinning a message designed to benefit her organization. But the organizational functions of ...

Secondary messages support and enrich the primary message. For example, an architectural firm might implement a public relations campaign to develop support for its design proposal for a new building.

In the world of public relations, the full impact of a campaign can be difficult to track. However, it’s essential for any PR team to find ways to demonstrate the results of their efforts.