Sure. What else do you call a human discipline whose very nature is firmly rooted in the principle that people act on their own perception of the facts. Then goes on to create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization?
I call it public relations, and one heck of a natural phenomenon!
In fact, I believe it's the fundamental premise of public relations. Especially when it deals with the survival of just about any organization by successfully altering the perceptions and, hence, the behaviors of certain groups of people important to the success of that organization.
Because public relations problems are usually defined by what people THINK about a set of facts, versus the truth of the matter, we are well-advised to focus on that fundamental premise.
Does it become any less of a phenomenon as it works its magic in the real world?
No. Instead, it's the degree of human behavioral change it produces - through quality planning and execution - that defines the success or failure of a public relations program.
In my experience, most agree that people really do act on THEIR perception of the facts, and that how they react to those facts actually does affect their behaviors. So, to me, it follows that individual understanding of those facts must be continually informed if the follow-on behaviors are to help achieve the business' goal and objectives.
When all is said and done, a sound public relations strategy combined with effective communications tactics leads directly to success - perceptions altered, behaviors modified, client/employer satisfied.
In other words, when those changes in perceptions and behaviors clearly meet the original behavior modification goal set at the beginning of the program, the public relations effort is successful.
So, what comes first? I believe acceptance that individual perception of the facts is the guiding light leading to behavioral change, and that something can be done about those perceptions. While not everyone buys that, I must say that it actually helped shape my career in public relations.
I asked myself some time ago, why am I working in public relations anyway? The answers only strengthened my conviction. Was it simply to create major publicity for my employer or client? Often yes, but I realized that the tactic called publicity - like all tactics -- is designed primarily as a message carrier to a target audience in order to alter its perceptions and behaviors.
Tactics are not the endgame of public relations because, fact is, NO organization - business, non-profit, association or public sector - can succeed today unless the behaviors of its most important audiences are in-sync with the organization's objectives. And that means public relations professionals must modify somebody's behavior if they are to help hit the employer/client's objective and earn a paycheck. Everything else leads to that end.
Once public relations' "phenomenonal" characteristics are understood, an action pathway begins to appear:
-- identify the problem
-- identify target audiences
-- set the public relations goal
-- set the public relations strategy
-- prepare persuasive messages
-- select and implement key communications tactics
-- monitor progress
-- and the end-game? Meet the behavior modification goal
And we get a bonus because we're using a near-perfect public relations performance standard. I mean, how can you measure the results of an activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success.
So, as we apply our tactics, we'll nurture the relationships between our target audiences and our employer/client's business by burnishing the reputation of the organization, its services and products. We'll do our best to persuade those key audiences to do what our employer/client wants them to do. And while seeking public understanding and acceptance of that employer/client, we'll insure that our joint activities not only comply with the law, but clearly serve the public interest.
Then, we pull out all tactical stops to actually move those individuals to action. And our employer/client will be pleased that we have brought matters along to this point.
But when will s/he be fully satisfied with the public relations results we have produced? Only when our "reach, persuade and move-to-desired-action" efforts have produced visible change in the behaviors of those target audiences they wish to influence.
Big words but, in my view, the fundamental premise of a natural phenomenon called public relations, and the strategic context in which we must operate.
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 ? 2003.
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
taxi o'hare Wisconsin Dells ..The public relations goal and strategy make sense; the message... Read More
If you have had any experience in public relations or... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
When starting a successful business venture or launching a new... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
Everyone has an opinion on something, and you can leverage... Read More
Southern grandmothers have often said, "there are only three... Read More
When it comes to launching a new business or product,... Read More
If you own a franchise and have company vehicles, be... Read More
Because PR can be difficult to control, it is often... Read More
How can media training help you create a successful Hispanic... Read More
Big corporations like General Motors and Coca-Cola spend thousands of... Read More
For those business, non-profit and association managers committed to PR... Read More
Because good public relations can alter individual perception and lead... Read More
If a reporter approached you about an interview, would you... Read More
You worked hard to get a story on your business... Read More
The least expensive, most effective way for you to promote... Read More
Always ask, "Is now a good time?"Deadlines in journalism are... Read More
As a business, non-profit or association manager, let the tacticians... Read More
You never want to inundate a reporter with information, but... Read More
OK, as a manager, your goal is to show a... Read More
The media live by the calendar. Your story pitch might... Read More
It behooves you to know and remember the names of... Read More
Recently someone asked me why so many restaurants go out... Read More
When a group of outsiders behaves in a way that... Read More
bmw rental chicago Ackley ..The truth is, you CAN attract the support of those... Read More
Think that you aren't big enough for national media coverage?... Read More
In previous articles for marketing-minded financial planners, I've discussed what... Read More
How cool is this? You're a business, non-profit or association... Read More
Corporations are willing to pay substantial amounts of money to... Read More
Yup -- it's hot and sticky and you don't feel... Read More
The least expensive, most effective way for you to promote... Read More
They say that image is everything and some of us... Read More
A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More
Although it seems less common these days, there are still... Read More
As a business, non-profit or association manager, you have a... Read More
Whether you are a business, non-profit or association manager, your... Read More
Press releases are a useful tool for announcing news and... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
Business people often spend time and money trying to find... Read More
When do you use the newspaper for publishing announcements for... Read More
You worked hard to get a story on your business... Read More
PR that really does something positive about the behaviors of... Read More
China's media is booming creating opportunities for marketing-savvy businesses. But... Read More
Not a single reporter showed up at our news event.... Read More
Say, from tactics like special events, brochures and press releases... Read More
How much more fundamental can you get than this? As... Read More
Business, non-profit and association managers are in a stronger position... Read More
Created properly, an extremely effective marketing tool.It's a great concept,... Read More
Question: Why should your business issue a press release? Answer:... Read More
Public Relations |