PR is about reputation, but it must do more than generate and maintain awareness and positive perception.
It should help craft a brand’s proposition.
It must create and communicate compelling positioning.
Ultimately, it must persuade.
PR must do more than nudge stakeholders to think and feel differently. It must compel them to act.
PR shapes reputations and perceptions through propositions and positioning, but ultimately its goal is persuasive communication. Controversial? It shouldn’t be.
Hat-tip Jon Clements for the link.