Key to any worthwhile public relations effort, Mr. Werner believes, is getting to facts about what people actually think about an organization, product or cause. “They are ingredients which are far more important to an organization’s standing with the public than all of the tactical stunts of publicity that stick out and create attention as a program.
“The north star of your course should be other people’s opinions. Walk across the street and look at your store as other people see it. Instead of thinking about a broad, hazy public, think rather in terms of the many different publics your organization meets and serves, their differing needs, likes and dislikes.
“Good public relations thinking – two-way thinking – digs up the reasons why the public feels as it does about a business.”
http://badpitch.blogspot.com/2011/08/pr-time-capsule-can-take-you-back-to.html