Home
>
Public Relations
>
A Company That Doesnt Need Public Relations?

A Company That Doesnt Need Public Relations?

Really? You mean there are NO perceptions and behaviors peculiar to that company's outside audiences that would help or hinder it in the pursuit of its objectives?

Wow! I need to know more about a company that can ignore what its key external publics perceive about the company AND how they behave. I need to know how such a company can disregard serious negative behaviors by people who make up an influential external audience, and still reach its business objectives!

In fact, it would have to be a miracle! I don't buy it because it defies logic!

The business world doesn't believe that's possible either because it needs public relations big time, and they show it every day.

How? By staying in touch with their prime external publics and carefully monitoring their perceptions about the company, their feelings about any current topic at issue, AND the behaviors that inevitably follow.

Possibly there is an angle here for your business.

Now, with what has been learned about that audience's feelings and beliefs, the public relations goal, corrective if needed - for example, a specific behavior change -- can be established.

Which then requires that a strategy be identified. There are just three choices here, create opinion where none exists, change existing opinion, or reinforce it.

It's a logical sequence. With the strategy now set, we need persuasive messages with a good chance of moving perceptions (and thus behaviors) in the organization's direction. And we make sure the messages talk not only to the current topic at issue, but any misconceptions encountered during our information gathering, and to any problems that might be brewing.

What will we do with our new messages? We'll carry them to the attention of our priority audience. We'll use communications tactics that are credible in the eyes of the receiver, effective in reaching him or her. We'll also want tactics that stand a good chance of moving opinion in that target audience, on the topic at issue, in the direction of the industry's position..

Fortunately, there are dozens of communications tactics to choose from: newsworthy announcements, letters-to-the-editor, news releases, radio and newspaper interviews, brochures, speeches and on and on.

At this point, we're back to the monitoring mode as we interact once again with members of the key target audience. With our communications tactics hammering away, we keep one eye peeled for signs of target audience opinion shifts in the industry's direction. The other eye, (and ears) stay alert for any references by print and broadcast media, or other local thoughtleaders, to our carefully prepared messages.

Our bottom line is, are perceptions and behaviors within the target audience being modified? If not, adjustments to both message and communications tactics - often a big increase in, and wider selection of tactics -- must be made.

Gradually, you'll begin to notice changes in opinion starting to appear along with a growing receptiveness to those messages of yours. This is real progress.

Should you still need encouragement to hang in there with your brand new public relations program, consider this. A single issue - for example, a potentially dangerous, unattended perception among a key audience -- can spread like wildfire nudging any business closer to failure than success.

Now, don't you feel better about public relations?

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 ? 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 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

tidy up service Glenview ..

In The News:

Essential phone settings to enable before losing your device, including Find My network, location services and security features for iPhone and Android.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

Cybersecurity research shows weak passwords remain a major threat, with simple patterns and number sequences putting millions of accounts at risk.

New Android malware BankBot YNRK silences phones, steals banking data and drains crypto wallets automatically. Learn how this advanced threat works.

FDA approves first human trial for Paradromics' brain-computer interface that could restore speech for paralyzed patients through neural technology.

New phishing platform QRR targets Microsoft 365 users across 1,000 domains in 90 countries. Learn how to spot fake login pages and protect your accounts.

OpenTable now uses AI to track your dining habits and share insights with restaurants. Learn what data they collect and how to protect your privacy.

Google's discontinued Nest thermostats still secretly upload home data to company servers despite losing smart features, raising serious privacy concerns.

New Android malware NGate steals NFC payment codes in real-time, allowing criminals to withdraw cash from ATMs without your card. Learn protection tips.

DoorDash confirms data breach exposing customer names, emails, addresses after social engineering attack. Learn how to protect yourself from scams.

Concerned about Google's AI scanning your Gmail? Learn how to disable Gemini features that access your emails, Drive files and Chat messages for privacy.

Google warns Android users about dangerous fake VPN apps hiding malware that steals passwords, banking details and personal data from phones and tablets.

Apple's digital passport feature lets iPhone users breeze through TSA checkpoints this holiday season using Digital ID technology at 250+ airports.

A new phishing scam targets family photos with fake "Cloud Storage Full" alerts. Criminals steal credit card information through fake sites. Learn protection tips.

South Korean scientists create ultra-thin fabric muscles that turn clothes into robotic assistants, lifting 33 pounds while weighing under half an ounce.

Archer Aviation has acquired Hawthorne Airport for $126M to launch an LA air taxi network ahead of the 2028 Olympics, featuring AI-powered eVTOL operations and next-gen aviation tech.

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

Fake AI apps disguised as "ChatGPT" and "DALL·E" are flooding app stores with dangerous malware that steals data and monitors users without detection.

Fake buyers demand specific vehicle reports from unknown sites to steal credit card information from car sellers, but warning signs can help identify these scams before paying.

Android users can now manage apps across multiple devices more easily with Google Play Store's updated remote uninstall button in the latest update.

NASA's Perseverance rover discovers shiny metallic rock on Mars that could be a meteorite from an ancient asteroid, containing high levels of iron and nickel.

Holiday scams spike during Black Friday and Cyber Monday as criminals exploit your leaked personal data. Learn how to protect yourself from fake stores and phishing.

Commerce Department proposes TP-Link router ban over Chinese security risks. Learn how this potential prohibition could affect your home network and devices.

Hyundai AutoEver America suffered a data breach affecting 2,000 current and former employees, exposing names, Social Security numbers and driver's license information.

Washington court rules automated license plate reader images are public records, even when stored by vendors like Flock Safety, setting precedent for transparency.