Imagine you just built a gigantic new windmill. Your windmill spins proudly above your home, catching the wind as it whirls. It can be seen from miles away. It looks impressive from a distance. Yet there’s a fundamental problem: nobody has bothered to connect your windmill to a generator so that it produces the electricity you need to sustain your way of life.
Like a windmill that’s not hooked to a generator, most companies expend a lot of energy on PR at the tactical level while failing to harness the full strategic power it can produce. For PR to generate maximum impact, it must be based on sound strategy that targets the customers you need to reach and furthers the specific business goals you want to accomplish.
Authors Jennifer Gehrt and Colleen Moffitt with Andrea Carlos bring a very practical and helpful book for anybody who wants to use PR to its fullest potential!