Sure. What else do you call a human discipline whose very nature is firmly rooted in the principle that people act on their own perception of the facts. Then goes on to create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization?
I call it public relations, and one heck of a natural phenomenon!
In fact, I believe it's the fundamental premise of public relations. Especially when it deals with the survival of just about any organization by successfully altering the perceptions and, hence, the behaviors of certain groups of people important to the success of that organization.
Because public relations problems are usually defined by what people THINK about a set of facts, versus the truth of the matter, we are well-advised to focus on that fundamental premise.
Does it become any less of a phenomenon as it works its magic in the real world?
No. Instead, it's the degree of human behavioral change it produces - through quality planning and execution - that defines the success or failure of a public relations program.
In my experience, most agree that people really do act on THEIR perception of the facts, and that how they react to those facts actually does affect their behaviors. So, to me, it follows that individual understanding of those facts must be continually informed if the follow-on behaviors are to help achieve the business' goal and objectives.
When all is said and done, a sound public relations strategy combined with effective communications tactics leads directly to success - perceptions altered, behaviors modified, client/employer satisfied.
In other words, when those changes in perceptions and behaviors clearly meet the original behavior modification goal set at the beginning of the program, the public relations effort is successful.
So, what comes first? I believe acceptance that individual perception of the facts is the guiding light leading to behavioral change, and that something can be done about those perceptions. While not everyone buys that, I must say that it actually helped shape my career in public relations.
I asked myself some time ago, why am I working in public relations anyway? The answers only strengthened my conviction. Was it simply to create major publicity for my employer or client? Often yes, but I realized that the tactic called publicity - like all tactics -- is designed primarily as a message carrier to a target audience in order to alter its perceptions and behaviors.
Tactics are not the endgame of public relations because, fact is, NO organization - business, non-profit, association or public sector - can succeed today unless the behaviors of its most important audiences are in-sync with the organization's objectives. And that means public relations professionals must modify somebody's behavior if they are to help hit the employer/client's objective and earn a paycheck. Everything else leads to that end.
Once public relations' "phenomenonal" characteristics are understood, an action pathway begins to appear:
-- identify the problem
-- identify target audiences
-- set the public relations goal
-- set the public relations strategy
-- prepare persuasive messages
-- select and implement key communications tactics
-- monitor progress
-- and the end-game? Meet the behavior modification goal
And we get a bonus because we're using a near-perfect public relations performance standard. I mean, how can you measure the results of an activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success.
So, as we apply our tactics, we'll nurture the relationships between our target audiences and our employer/client's business by burnishing the reputation of the organization, its services and products. We'll do our best to persuade those key audiences to do what our employer/client wants them to do. And while seeking public understanding and acceptance of that employer/client, we'll insure that our joint activities not only comply with the law, but clearly serve the public interest.
Then, we pull out all tactical stops to actually move those individuals to action. And our employer/client will be pleased that we have brought matters along to this point.
But when will s/he be fully satisfied with the public relations results we have produced? Only when our "reach, persuade and move-to-desired-action" efforts have produced visible change in the behaviors of those target audiences they wish to influence.
Big words but, in my view, the fundamental premise of a natural phenomenon called public relations, and the strategic context in which we must operate.
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
bedroom cleaning professionals Bannockburn ..Some financial planners think that they shouldn't share their top... Read More
Sure, as a manager, you have a talented member of... Read More
Radio is a powerful publicity tool. Most stations offer news... Read More
How do press releases or interest stories have an effect... Read More
Just about anyone who has been in the public eye... Read More
China's media is booming creating opportunities for marketing-savvy businesses. But... Read More
If you own a franchise and have company vehicles, be... Read More
They say that image is everything and some of us... Read More
Just happens to be public relations activity that alters individual... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
If your product or service can be given as a... Read More
Have you ever heard of the saying, "One person's trash... Read More
How you answer questions depends on many factors. Example what... Read More
PR, that is public-relations, leads the way to effective advertising;... Read More
?2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More
You know, where you do something positive about the behaviors... Read More
A Press Release is a captive story that can be... Read More
Can you honestly say that your business, non-profit or association's... Read More
Photographs are essential for getting good publicity in the print... Read More
Shooting from the hip always creates anxiety.Especially when managers order... Read More
Stripped down to its core, publicity is little more than... Read More
Yes, that's what public relations really is when it tracks... Read More
You want to sell your products or services, and that... Read More
What is the true purpose of public relations and how... Read More
Got a huge need for publicity and a tiny publicity... Read More
Airbnb cleaning service Bannockburn ..Have you ever gotten one of those letters from your... Read More
Your public relations effort really should involve more than press... Read More
So you've put yourself "out there" with a public relations... Read More
When your book is mentioned on television, sales go up.... Read More
If your product or service can be given as a... Read More
While scoring anice story in BusinessWeek or USA Today is... Read More
What you are about to read is a step by... Read More
It's hard to imagine a reporter working today who doesn't... Read More
And here it is: public relations alters individual perception leading... Read More
Here are two to-the-point questions recently posed by several association... Read More
?2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More
Does it really make sense to bet your PR budget... Read More
To many marketers, the press release is something of a... Read More
Business, non-profit and association managers committing their public relations resources... Read More
Question: Why should your business issue a press release? Answer:... Read More
As a business, non-profit or association manager, occasions will arise... Read More
"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More
If you are in Australia at the moment, it is... Read More
It's difficult enough running the day-to-day aspects of a business,... Read More
Sometimes there seems to be no client news worthy of... Read More
News releases are not the best way to get major... Read More
There are a lot of things that make a business... Read More
Public Relations |