Virtually every practitioner has his or her own definition of what public relations is and how it fits into the communications picture.

Here, we believe that public relations - or relationship management as we call our version - is the development, management and maintenance of relationships with all audiences that can affect your organization.

It should not be confused with relationship marketing, which is solely a one-way sales strategy that can be a component of a relationship management program.

A fully executed relationship management program is a two-way communications program that can touch any audience, such as:

• Customers and prospects
• Managers and workers
• Distributors and retailers
• Government regulators
• The media

Like a stone dropped into a pond, our message travels from your organization's central audiences outward to each successive audience. Our inside-out approach ensures the audiences with the most to gain are on board first and act as brand ambassadors to carry the message outward for bottom line results.