Creating a PR strategy and integrating it into the wider organisational strategy
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Description: Our PR strategy sits on a shelf, the main reason being, I think, that it hasn't been conceived as being part of the wider strategy of the organisation (or integrated into it) and also that PR isn't seen as being of that much value to the organisation (certainly compared to fundraising, marketing etc). Some guidance on how to make a PR strategy that is owned and understood and supported by the rest of the staff (including the CEO, trustees etc) would be really useful. Thanks.
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