Home
>
Public Relations
>
What Does the Public Relations Client REALLY Want, and Why?

What Does the Public Relations Client REALLY Want, and Why?

It's not unusual for clients of service providers to insist that their budget dollars be quickly applied to a variety of flashy tactics. Yet, when pressed, many acknowledge that what they REALLY want for their money is visible, end-game change.

This is especially true in public relations where clients often second-guess careful plans for achieving that end-game change by insisting on premature use of tactics like news releases, talk-show appearances and sports sponsorships.

But obviously, flashy tactics alone will not satisfy those clients once they start looking for a return on their public relations investment. Because it is then that it becomes clear, sometimes painfully, that their goal MUST be the kind of change in the behaviors of key stakeholders that lead directly to achieving their business objectives. Thus, it is quality planning, and the degree of behavioral change it produces, that eventually captures client attention, not tactics.

These days, with public relations budgets always in mortal danger, tactical chats between a client CEO and public relations counsel probably sound like this: "Do something about those activists chaining themselves to our plant gate and yelling that our emissions go into the river. It's costing us big money each day that plant is shut down."

Or, "How are we going to calm down those Garden Club members down in the lobby waving around those cockamamie newspaper reports and talking to the TV cameras about the additives we use? Where'd that reporter get those numbers, anyway? It's costing us sales!"

Or, "Please people, what are you doing to encourage a favorable Town Council vote on our petition for that new highway off-ramp?"

What's common to each of those rants? The CEO is asking his public relations people to modify somebody's behavior. He doesn't want to talk tactics, or even strategies. He wants those activists off his property, he wants those print and broadcast reporters to do a fairer job of reporting on his production methods (hopefully getting the Garden Clubbers off his back), and he wants a real effort made to move public opinion in a way that encourages local officials to approve that badly needed vehicle ramp.

Modify somebody's behavior, that's his goal, and that's the job of the public relations agency and its client's corporate professionals. Fortunately, the key to a successful effort is the fact that people really DO act on their perception of the facts. In so doing, and in a cumulative way, they form the very public opinion that those practitioners must now inform.

So, what is their strategy? In short, to reach those perceptions with the facts as they know them. Hopefully, the messages they use will be clear and persuasive, and will change negative or inaccurate perceptions, then alter behaviors in the client company's direction.

Using the three examples above, when the activists become satisfied with explanations of the company's new, public commitment to correct their emission problems, the protesters can be expected to leave the plant gates.

Editorial board meetings with local newspapers and television stations will begin to bear fruit with more balanced reportage of the company's efforts to meet emission standards which, in turn, will reduce negative public opinion.

And, while the agency's briefing sessions with town council staff will do little to hasten a formal vote, a targeted communications effort is likely to lead to a community opinion poll showing positive movement in public, then official sentiment about the new highway off-ramp.

In the end, a sound public relations strategy combined with effective tactics leads directly to the bottom line ? perceptions altered; behaviors modified; client satisfied.

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. Word count is 720 including guidelines and resource box. 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 communi- cations, 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. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com

Culver prom limo ..

In The News:

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.

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.