Pressure From the Top?

Yes, and that pressure often comes from a CEO who knows what a public relations investment SHOULD produce.

And do public relations folks fear such pressure? Not those who've got the answers!

For example, "we're spending your public relations investment in the most effective way - insuring that our most important external audiences perceive us accurately, understand what we do, and end up taking those actions we desire.

"We're operating from a solid foundation," Mr/Ms Chairman, or Executive Director. Namely, people will act on their own perception of the facts before them. And those perceptions will lead 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 folks whose behaviors affect your business, the public relations effort is a success.

So, what actions flow from that underlying premise?

First, we run a kind of G-2 operation by interacting with our most important external audiences - customers, members, prospects, technical specifiers and employees, among others. Here, we ask questions and gather information.

We need to know how they perceive our operation and our management. We listen carefully to what they say about us, especially our products or services. At the same time, we track print and broadcast media and other feedback sources.

We believe it's important to watch for developing misconceptions and inaccuracies. Particularly potential problem areas that may need corrective action. Problems like suggestions of technical difficulties with our products, personnel questions, perceptions of obsolescence, or trouble-making competitive rumors.

Once we've identified perceptions that need correcting, the question is, what is our strategy for getting it done? Here, we must ask ourselves whether we need to create a certain perception where none exists, change an existing perception, or merely reinforce it.

This is really important because the answer obviously will affect the persuasive messages we're about to prepare to correct the misperceptions.

So we carefully put together what we hope will be really compelling messages. Then, we aim them at those key target audiences we discovered are harboring misconceptions that, left unattended, will certainly result in behaviors we don't like. Our objective will be to move that opinion in our direction.

Now, not surprisingly, we must select communications tactics, known in some quarters as "beasts of burden," that are carefully structured to carry those persuasive messages directly to the attention of members of that key target audience.

Communications tactics range from one-on-one meetings, newspaper and radio interviews and press releases to open houses, speeches, brochures, newsletters and promotional events. There are literally scores of such tactics available to you.

Finally, we must gauge the impact of our communications activity by continuing to meet with members of that key target audience, and by monitoring our other feedback sources. We will watch and listen for signs of developing awareness of you, your operation and how it functions. But especially for indications that any misconceptions, or other problems we discovered, have been resolved.

"Mr/Ms Chairman, at the end of the day, I believe you want us to use our expertise in a way that helps you achieve your business objectives."

Thus, regardless of what strategic plan we create to solve a problem, regardless of what tactical program we put in place, when all is said and done, we must modify somebody's behavior if we are to earn our keep.

And that is our certain path to public relations success.

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

In The News:

Fitness centers and workout studios are starting to establish policies that prohibit shooting phone videos to protect people's privacy.

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

Apple recently notified a small number of iPhone customers in 92 countries that their phones may be under attack by mercenary spyware.

An artificial intelligence-powered home security system can fire paintballs and tear gas at trespassers. The camera identifies human faces and animals.

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.

Pressure From the Top?

Public Relations