Home
>
Public Relations
>
A Company That Doesnt Need Public Relations?

A Company That Doesnt Need Public Relations?

Really? You mean there are NO perceptions and behaviors peculiar to that company's outside audiences that would help or hinder it in the pursuit of its objectives?

Wow! I need to know more about a company that can ignore what its key external publics perceive about the company AND how they behave. I need to know how such a company can disregard serious negative behaviors by people who make up an influential external audience, and still reach its business objectives!

In fact, it would have to be a miracle! I don't buy it because it defies logic!

The business world doesn't believe that's possible either because it needs public relations big time, and they show it every day.

How? By staying in touch with their prime external publics and carefully monitoring their perceptions about the company, their feelings about any current topic at issue, AND the behaviors that inevitably follow.

Possibly there is an angle here for your business.

Now, with what has been learned about that audience's feelings and beliefs, the public relations goal, corrective if needed - for example, a specific behavior change -- can be established.

Which then requires that a strategy be identified. There are just three choices here, create opinion where none exists, change existing opinion, or reinforce it.

It's a logical sequence. With the strategy now set, we need persuasive messages with a good chance of moving perceptions (and thus behaviors) in the organization's direction. And we make sure the messages talk not only to the current topic at issue, but any misconceptions encountered during our information gathering, and to any problems that might be brewing.

What will we do with our new messages? We'll carry them to the attention of our priority audience. We'll use communications tactics that are credible in the eyes of the receiver, effective in reaching him or her. We'll also want tactics that stand a good chance of moving opinion in that target audience, on the topic at issue, in the direction of the industry's position..

Fortunately, there are dozens of communications tactics to choose from: newsworthy announcements, letters-to-the-editor, news releases, radio and newspaper interviews, brochures, speeches and on and on.

At this point, we're back to the monitoring mode as we interact once again with members of the key target audience. With our communications tactics hammering away, we keep one eye peeled for signs of target audience opinion shifts in the industry's direction. The other eye, (and ears) stay alert for any references by print and broadcast media, or other local thoughtleaders, to our carefully prepared messages.

Our bottom line is, are perceptions and behaviors within the target audience being modified? If not, adjustments to both message and communications tactics - often a big increase in, and wider selection of tactics -- must be made.

Gradually, you'll begin to notice changes in opinion starting to appear along with a growing receptiveness to those messages of yours. This is real progress.

Should you still need encouragement to hang in there with your brand new public relations program, consider this. A single issue - for example, a potentially dangerous, unattended perception among a key audience -- can spread like wildfire nudging any business closer to failure than success.

Now, don't you feel better about public relations?

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@tni.net.

Robert A. Kelly ? 2005.

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.

Visit: bobkelly@tni.net; bobkelly@tni.net

Chicago limo Skokie ..

In The News:

Technology expert Kim Komando gives her tips and tricks on enhancing your user experience a smartphone and other devices you use everyday.

A new camera called NUCA uses artificial intelligence to create deepfake photos of subjects by stripping away clothing in close to real time.

The Kimberley Kube trail-ready camper has a compact but spacious design and combines luxury, functionality and ruggedness for a weekend getaway.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Emails instructing you to reset your password for an account may be legitimate, or they may be scams. Kurt "CyberGuy" Knutsson explains.

Northrop Grumman's Manta Ray uncrewed underwater vehicle aims to revolutionize undersea missions — it glides through the ocean without human assistance.

Learn how to work Google's calendar application to streamline and organize your daily tasks from technology expert Kim Komando.

If you do not want Facebook to have automatic access to your private photos, follow our tips to protect yourself. Kurt “CyberGuy" Knutsson shows you how.

Kurt “CyberGuy" Knutsson goes into detail about Apple’s recent iOS update that allows iPhone users to instantly translate spoken language simply by using the Action Button.

Safeguarding your digital life with a reliable physical backup isn't just a precaution, it's a necessity. Kurt “CyberGuy" Knutsson provides the essential backup checklist.

Kurt “CyberGuy" Knutsson reveals how a Redditor exposed false recycling claims at their apartment, highlighting a report that only 21% of U.S. recyclables are processed.

Kurt "CyberGuy" Knutsson offers a travel toolkit featuring five technology tools to help you with booking flights and hotels for your summer vacation.

The bubble behind the clock on your iPhone can appear in different colors. Kurt "CyberGuy" Knutsson explains what each of those colors mean.

Scammers are using the power of artificial intelligence to mimic voices of people and are using the fake voices to commit crimes, like kidnappings.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Tech guru Kurt "CyberGuy" Knutsson explains the science behind the Invisibility Shield, a 6-foot shield that makes people become invisible.

The International Olympic Committee on Friday announced plans to use AI in various Olympic aspects, including athlete identification, training and judging.

Tech guru Kurt "CyberGuy" Knutsson explains an easy trick to avoid squinting while working or surfing the web by zooming in on your personal computer.

Streaming giant Roku has recently been targeted by a pair of cyberattacks, and the company confirmed over a half million Roku accounts were compromised.

The Land Aircraft Carrier combines an all-terrain, six-wheeled vehicle with a two-seat aircraft, which features electric vertical takeoff and landing.

The European Union has sent TikTok a "request for information" on the video sharing platform's newest app, TikTok Lite, under the Digital Services Act, with the aim to clean up social media.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

The FBI is warning the public about a recent phishing scam via text that claims its targets owe money in Pennsylvania for unpaid road toll charges.

Your Apple Music settings may be revealing to your contacts what you're listening to. Kurt "CyberGuy" Knutsson explains the process to change those settings.

Learn how to secure social media accounts, implement legacy contacts, and create a digital estate plan to protect your online assets from 'ghost hackers' after your death.