South Africa, March 6 -- I have always advocated that public relations cannot drive the sales of an organisation. Not because I don't believe in the practice, but because any communications strategy should be examined for its long-term benefits and not merely its sales targets. Aspects such as brand and reputation building, supporting customer/employee communication and morale and educating its audience around not only its products - but what the company stands for - all take time and are ideally why you engage your public. An increase in sales is merely a positive outcome of this.

However, this has changed.

I recently read a comment from Gini Dietrich, founder and author, Spin Sucks, where she was quoted as saying;

While there are com...