Organizational effectiveness through public relations practices - a behavioral approach
- 2000
- p.59-70
- Jan-Mar
This article is an attempt to understand existing dilemma and differences in the perception of public relations practitioners. The major thrust is on defining it as a full-fledged department, which acts as a `change agent'. Its activities are experience-based attempts to improve organization's problem-solving and renewal process. This paper precisely emphasises that public relations is essentially a business oriented philosophy concerning the management of people in order to obtain added value for them and thus achieve competitive advantage. - Reproduced