Notes

F or many public relations professionals, a sign of having ‘arrived’ is obtaining a‘strategic’ role signified by having a seat on the board and enjoying the respectand recognition of their peers. In reality, many public relations practitioners function at a ‘tactical’ level, implementing communications tasks defined by other people. However, there is growing evidence to suggest that public relations is an important and necessary tool for strategic management (Dozier et al. 1995) and that it has had a significant role in building the reputation of some of the world’s most admired corporations (Skolnik 1994).