ABSTRACT
Choices define us and our futures. With all the work done to set up the “business” of a public relations operation in any organization, as the previous chapters have explained, choices and decisions must be made and defended. Leaders and managers are paid for getting results—the results they said they and their teams could get through the plans they devised and resources they applied. The presumption behind any organizational operation is that it is valued, valuable, and adds value to the whole organization.
