[via John Cass - PR Communications]

The only downfall of this PDF download of the e-agency PR Elements Plan is that is speaks nothing of weblogs and their power to put a personal face on a corporate entitity, which, as we've seen in some cases, weblogs do pretty well in the PR world.

We often get asked what makes a successful public relations program? What does it cost? Does my organization really need it? How long do I need to do it? Can’t I do it myself? Why do my competitors always get in the papers? Why does the media get my story wrong? To answer some of these questions we have put together this booklet as a starting point for a discussion on how to develop a public relations plan.

Unless you are a celebrity good public relations just doesn’t happen on its own. It takes a lot of skill, and consistent hard work, over a period of time. It’s part art, part science and when practiced correctly the results can be very rewarding. The bottom line, public relations—versus other marketing communication tools — delivers the most bang for your buck.