Managing PR to Save Time and Money—While Increasing Results
http://www.iabc.com/cwb/archive/2006/0506/cohen.htm

Cohen, Ephraim
Communication World Bulletin
2006

Abstract:

Public relations tactics are supposed to be cost-effective, but all too often, programs seem to come at a high price tag with questionable returns. This is often due to the fact that too many public relations functions are inefficient and too many programs are not targeted.