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This article on the Harvard Business Review web site is something PR practitioners have said all along.  Public relations is what you do and not what you say about yourself.  Good PR might not have a media component at all.  There is less need to defend oneself publicly if one is doing the right things for employees, customers and investors.  The challenge is structuring and implementing an organization that achieves the purpose it is proclaiming.  Intents go off the rails over time.  Business gets in the way. The profit motive supersedes a desire to do good.  CEOs gauge themselves against share price rather than customer and employee satisfaction.  It is a normal course of events but one that distorts the published goals and mission of a company.  PR in its best implementation should be a constant reminder of what an wishes to be and of its progress in achieving that.