It's your work that precedes your use of tactics that will determine the success of your public relations effort.

It's a bullseye when the right public relations alters individual perception leading to changed behaviors among key outside audiences.

Can you honestly say you are doing something positive about the behaviors of those important external audiences of yours that most affect your operation?

You probably should expand your view of public relations to emphasize the behaviors of your unit's key outside audiences rather than publicity placements, special events, brochures and press releases.

This why the pros let the tacticians handle the special events, brochures and press releases. The pros have better things to do.