ABSTRACT
This chapter covers specific tools and techniques for identifying internal publics and priorities; planning communications for internal audiences; having plans, projects, and budgets approved; reporting results to internal audiences; and gaining and maintaining credibility for department. The Public Relations Society of America (PRSA) National Assembly formally adopted a definition of public relations, which remains widely accepted and used today: "Public relations helps an organization and its publics adapt mutually to each other." This rather ethereal definition is followed by a more specific list of public relations management functions. The most effective way to gain faster, easier approval of plans and projects is to have built up a solid track record of success that is well communicated through internal PR plan. While managing the relationship with agency takes time and effort, having access to an agency can greatly expand role in own organization.
