Much Ado About A Lot!

I say public relations can be a matter of survival for your organization.

So, to me, making your business a success is a lot over which to raise much ado!

Especially when the very people who hold your future in their hands - your key, target audiences - may harbor negative perceptions likely to hurt you by turning into negative behaviors.

Needn't happen.

In the first place, you should already be monitoring those potentially damaging perceptions by regularly interacting with those important publics. Why let them stew until they boil over?

By letting that kind of personal opinion monitoring identify what's on the minds of those important people, you can decide on a specific behavior you wish to see come about, one that flows from a specific perception.

Progress!! You've just set your public relations goal - create a specific behavior from an equally specific perception.

Let's try it out! To do so, you need a strategy to implement that goal. Fortunately, we have just three strategies from which to choose: create opinion (perceptions) if none already exist, change existing opinion, or reinforce it.

Let's decide to "create opinion." First step: we need to prepare a persuasive message. It will be designed to create awareness of your products and services among your key, target audience. Or it might explain your position on a con- tentious issue with which some members of your target audience disagree.

Now make sure the message is focused on their perceptions; that it carefully explains the facts as you see them; and that the message is believable. Read it to a colleague to check that it meets these persuasion tests.

Now, how do you get this persuasive message over which you have worked so hard, into the consciousness of those folks who make up your key, target audience?

You use our tried and tested "beasts of burden," communications tactics designed to carry messages to the right ears and eyeballs. Luckily you have a basketful at your disposal. Speeches, emailings, news releases, personal meetings, editorial board interviews, special events and scores of others.

Are we succeeding in moving opinion among our target audience in our direction?

We'll never know if the effort is succeeding unless we regularly monitor the changing perceptions and behaviors of that #1 target audience. First, we want to know if our message was received, then how many remember seeing or hearing it, and then how many can recall its content, our message!

Finally, what we need to see is the perceptions and behaviors - i.e., opinions - of the target public moving in our direction. When we do, we can say with assurance that our public relations program is succeeding.

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

move in cleaning service Mundelein ..
In The News:

Quick iPhone and Android battery optimization techniques help your device stay powered all day by turning off hidden features that secretly drain power in the background.
Kodiak Driver autonomous truck achieves perfect 98 safety score, matching top human fleets in groundbreaking AI evaluation by Nauto's VERA system.
New 401k catch-up contribution rules in 2026 will change taxes for high earners over 50. Learn how scammers exploit these changes and protect your retirement savings.
Kurt Knutsson's guide covers social media privacy protection through location settings, account privacy controls and two-factor authentication to prevent scams and data breaches.
Revolutionary retinal implant restores central vision in 80% of patients with advanced macular degeneration, offering hope where treatments once only slowed blindness.
Learn how to use passkeys on Windows and Mac computers without cameras or fingerprint readers. Discover secure authentication methods that replace passwords.
Tesla's FSD v14.1.2 update reintroduces Mad Max mode, enabling higher speeds and more frequent lane changes than the standard Hurry profile setting.
A phishing email scam targeting American Express customers shows how cybercriminals use fake urgent messages to steal personal and financial information.
Facebook's new Meta AI feature analyzes your camera roll photos to create polished collages automatically, but requires cloud processing and raises privacy concerns.
A New Jersey teenager filed a major lawsuit against AI/Robotics Venture Strategy 3 Ltd. over ClothOff, an AI tool that created fake nude images from her social media photos.
Microsoft reports Storm-2657 cybercriminals sent phishing emails to 6,000 addresses at 25 universities to steal payroll credentials and redirect funds.
Astronomers have discovered asteroid 2025 SC79, a skyscraper-sized space rock orbiting the sun in just 128 days. the second-fastest known.
The Fox News AI Newsletter delivers the latest developments form the world of artificial intelligence, including the technology's challenges and opportunities.
A cyberattack on SimonMed Imaging exposed personal information of 1.2 million patients, including medical records, financial details and identity papers.
Spotify's managed accounts for kids under 13 now available in at least seven countries, allowing parents to filter and block explicit content and songs.
Friendly text conversations about BBQs and social events can lead to WEEX gold trading scams that target older adults with fake investment opportunities.
California company Skyeports creates self-healing glass spheres from Moon regolith that generate solar power and support plant growth for sustainable lunar living.
Cleafy researchers discover fake VPN streaming app Mobdro Pro that installs Klopatra banking Trojan, giving attackers full control over Android devices.
Police departments across the U.S. and Canada are adopting virtual reality training to better prepare officers for high-pressure, real-world situations.
House Bill 469 would prevent AI systems from owning property, serving as executives, or gaining legal personhood in Ohio under Representative Thaddeus Claggett's proposal.
Public voter records expose retirees' personal details to election scammers who create targeted cons using names, addresses, and voting history data.
Instead of fearing what comes next with artificial intelligence, think outside the box. Here are high-earning AI jobs that don't require a computer science degree.
OpenAI CEO Sam Altman says polite words like "please" and "thank you" cost millions annually, while direct prompts may improve ChatGPT accuracy by several points.
Chattee Chat and GiMe Chat exposed intimate conversations and photos, revealing users spent up to $18,000 on AI companions before the breach.
New Instagram parental controls allow families to manage teen screen time and content limits through the Family Center with stricter safety settings.

Sound Like Your Situation?

What a shame! Potentially productive public relations people resting on... Read More

Inoculate Yourself Against Bad PR

What is bad PR?Well, if you're a business, non-profit or... Read More

Is PR Right for You? 6 Questions to Ask

When most people think about marketing, they think advertising. While... Read More

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

Prior to launching a new public relations campaign, evaluate the... Read More

Promote Your Products With A Press Release

Writing an effective press release is a way to draw... Read More

33 Reasons To Do A News Release

News releases are not the best way to get major... Read More

The Key to Great PR

The Key to Great PR is PerseveranceBy Paula Gardner of... Read More

A Winning Game Plan

You want to sell your products or services, and that... Read More

Writing a Press Release: How to Write Quotes

Ideally, you will have two types of quotes in your... Read More

Financial Planner Marketing - Problems Are Good (For Financial Planners Seeking Free Publicity)

A common complaint you'll hear is that the media is... Read More

Dont Use PR

?lose the confidence of your key target audiences? discourage them... Read More

Slow Day? Create News

Sometimes there seems to be no client news worthy of... Read More

Are You Sure You Know What Youre Doing?

Because when it comes to public relations, non-believers can produce... Read More

Marketing-Minded Financial Planners, Join Your Professional Organization to Get Free Publicity

Unlike some professionals like lawyers and doctors, financial planners aren't... Read More

Dont Do This to Your News Release!

Hundreds of thousands of News Releases are sent out all... Read More

How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now

Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More

Do-It-Yourself Public Relations

"Advertising is what you pay for. Publicity is what you... Read More

Sending Samples With Your Press Release-- should you or shouldnt you? Heres a guide?

When you should send samples with your press release:1) When... Read More

Public Relations Mixup?

When you pay good money for public relations services, you... Read More

Got Publicity? How to Become a Household Name

Are you working as hard as you can in your... Read More

Effective Public Relations: Why Did Bec And Lleyton Do It At 3:15AM?

If you are in Australia at the moment, it is... Read More

Driving Near School Buses in Company Vehicles

School BusesWhen approaching a school bus: Slow down; If the... Read More

PR: Whats the Point?

Here's the point: people act on their own perception of... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

Prep for a Successful Trade Show

Well, autumn is upon us and with the onset of... Read More

insured cleaning company Highland Park ..