Wherever the fundamental premise of public relations is practiced.
Look at what it suggests. People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to- desired-action those people whose behaviors affect the organi- zation, the public relations mission is accomplished.
What a positive message for those business, non-profit and assoc- iation managers who don't really understand the role public relations can play in helping achieve their organizational objectives. Nor, that reliance on public relations' fundamental premise even identifies the tools they need to put such a plan into action.
If, sadly, you are one of those managers, here's how you can make up for lost time and actually boost your chances of reaching your organizational goals.
Make the time investment needed to identify and rank, as to their impact on your organization, those important outside audiences whose behaviors really do help or hinder your operations. Let's talk about the one at the top of the list.
It's really crucial that you know what members of that "public" think about your organization. Obviously, you must ask them! Interaction is really necessary if you are going to identify percep- tions likely to lead to negative behaviors. For example, wrong- headed beliefs, misconceptions, inaccuracies and even rumors.
And while you're talking to these audience members, keep an eye or an ear on local talk show and newspaper columns for the same signs.
The results of such opinion or perception monitoring are the very data you need to establish your public relations goal. For instance, neutralize that rumor, clear up that misconception or correct the inaccuracy.
And the very same goal will stand as your behavior modification objective so that you can measure your progress.
But here, the question always arises as to just how you will get to that goal. You need a strategy to show you the way, and you have three choices: create opinion/perception where there may be none, change existing opinion or reinforce it. Fortunately your goal will identify which strategy you should select.
Still, nothing happens until you write a truly responsive message and transmit it to members of your target audience. You must convince them that what you discovered in the way of rumors, inaccuracies, misconceptions or wrong-headed beliefs is simply not true. But do try for believability and clarity. And, above all, make your message persuasive and compelling.
Meanwhile, a whole stable of "beasts of burden" await your pleasure ? communications tactics capable of carrying that hard-won message direct to your audience members' eyes and ears. And there are scores and scores of them in that stable ? articles, interviews, newsletters, personal meetings, op-eds, emails, speeches and brochures among many others.
Impatience always grows at this point as you wait for signs that your public relations program is working. But that's the signal to once again interact with members of your target audience. The difference the second time around is that you're looking for signs that their perceptions of your organization have been altered by your message through its aggressive delivery system. So get out there and, again, ask lots of questions.
If things aren't moving fast enough for you, you may want to add a few more communications tactics to the mix, as well as increasing their frequency. Your message should also be vetted again for factual validity and clarity.
Gradually, the perceptions, and thus behaviors of your key, target audiences will begin moving in your direction, leaving little doubt as to where the best PR value can be found.
I can tell you from personal experience that there is no more satisfying moment in the practice of public relations.
About The Author
Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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. mailto:bobkelly@tni.net. Visit: mailto:bobkelly@tni.net.
Robert A. Kelly ? 2003.
Chicago limo Skokie ..How can media training help you create a successful Hispanic... Read More
You are a spokesperson for your company, representing it for... Read More
Should it be measured in "publicity by the pound," or... Read More
I've worked in media and public relations for 20 years,... Read More
For those business, non-profit and association managers committed to PR... Read More
Tis' the season for business and corporate gift-giving! If you... Read More
You know that getting publicity is vital to the health... Read More
How do press releases or interest stories have an effect... Read More
If you manage a department, division or subsidiary for a... Read More
As a business, non-profit or association manager, your public relations... Read More
As a business, non-profit or association manager, you'll know it's... Read More
"We are in the communications business, the business of conveying... Read More
Just happens to be public relations activity that alters individual... Read More
A PR product or service launching is a perfect way... Read More
Only two media in Spanish speaking countries offer RSS: the... Read More
Southern grandmothers have often said, "there are only three... Read More
Because when it comes to public relations, non-believers can produce... Read More
What makes a good media release and how do you... Read More
As the kids say, how cool is this?You're a business,... Read More
Before meeting my soon-to-be-wife for the first time, I "Googled"... Read More
I often begin my media training sessions by asking members... Read More
Everyone has an opinion on something, and you can leverage... Read More
Lights...camera...ACTION.That's what often happens when people think of using media... Read More
Some folks see the word "strategic" as a needlessly tiresome... Read More
As small businesses we have an opportunity and an obligation... Read More
limo O'Hare Bonfield ..Use journalistic styleReporters are busy. Just like you.So when you... Read More
You do not have to hire a publicist or advertise... Read More
As a business, non-profit or association manager, you'll know it's... Read More
During my career as the head of media relations for... Read More
You bet!Especially for business, non-profit and association managers who REALLY... Read More
When a group of outsiders behaves in a way that... Read More
There's still time to review your public relations program like... Read More
True, because department, division or subsidiary managers for a business,... Read More
The reason might be this simple: as a business, non-profit... Read More
It's safe to say that we live in interesting times.... Read More
Ever get the feeling that your public relations program isn't... Read More
As a business, non-profit and association manager, how satisfied are... Read More
If you get the hang of speaking to the press... Read More
Just because a publication is small doesn't mean that getting... Read More
Just about anyone who has been in the public eye... Read More
When ABC News anchor Peter Jennings announced he had lung... Read More
Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
Have you ever noticed how the same people's names always... Read More
Done right, it delivers the key, target audience behaviors you... Read More
About a year ago I read a feature story in... Read More
You have been if you're a business, non-profit or association... Read More
In fact, here are three really foolish goofs made by... Read More
Because it can alter individual perception and lead to changed... Read More
I define public relations failure this way:key audience perceptions are... Read More
News releases are not the best way to get major... Read More
Public Relations |