For some it's systematic and proactive, for others it's chaotic and defensive.

Listen as Michael Cherenson describes how one of the association's thousands of public relations professionals can help you plot your PR strategy for the upcoming year and beyond.

Isn't it time to take control of your organization's public perception?

Hear Mike's take on public relations and its enormous influence on business success.

Find out what public relations means to you as a business owner or leader and how you can use public relations to further your business goals.

Michael Cherenson's expertise extends to all disciplines of public relations including corporate, internal and crisis communication, government relations, event management and interactive public relations.

He serves as the chief public relations counselor and strategist for his company and serves as chair of the PRSA Advocacy Advisory Board and liaison to the Public Relations Student's Board of Professional Ethics and Standards. He has co-authored PRSA studies and represented PRSA on a mission to Croatia.

During the Strategic Conversations call, he discussed how a focused public relations strategy can help a small business achieve its business goals from both the planning and functional perspectives and tell you how to recognize the need for professional, outside public relations' assistance.

He pointed out many simple, inexspensive, best practices in the public relations field and how PRSA helps its professional members increase their skills to better assist their client organizations.

Strategic Conversations and its co-creator Henry Barbey, sponsored Hall's discussion about business brokers. Don't miss the opportunity to listen to this discussion that illustrates well how business leaders can reach out to other business leaders and strategic advisers to build on their business success.

Barbey explained that Strategic Conversations allow business leaders to tap into the collective wisdom of trusted colleagues. He says, "Their ability to communicate ideas, discuss assumptions with other capable minds allows them to make clearer assumptions in their own businesses that result in greater profits, increased efficiencies, better morale, etc."

Strategic Conversations is an interpersonal communication skill process designed to produce valuable, clear and meaningful conversations in your professional and personal interactions. Its application is wide-ranging, from business meetings and group process, to sensitive professional conversations, and highly charged emotional encounters.

To find out more about how business to business peer groups comprised of your colleagues can help you address your business concerns and challenges, help you create more effective strategic plans, and solve employee conflicts - review "Your Business Colleagues and Peers: A Fountain of Wisdom, Solutions & Advice" at and to learn more about creating your own peer group, visit this resource, "Realize Your Personal and Business Potential: The 21st Century Peer Group Process" at http://www.twentyfirstcenturypeergroups.com .