Home
>
Public Relations
>
Dont Waste Money on Public Relations

Dont Waste Money on Public Relations

Demand that it pull its own weight in your boat by working to create, change or reinforce how your organization is perceived by those vital, external audiences, those groups of people who REALLY affect your business the most.

This is key to your success because, like it or not, people take action based on the facts they see before them. And that can create behaviors that impact your business, sometimes negatively.

Why take any chances? What you need to do is take steps to create, change or reinforce that key audience's opinion by reaching them, persuading them and moving them to take the actions you desire

Does it work every time? No.

Is it easy? No.

Is it necessary? Yes.

I recommend working with a local public relations specialist because your work day probably leaves little time for this activity, and you may have minimal experience to bring to the party.

So, before hiring anyone, try out this notion on him or her.

What we know is that people will act on their own perception of the facts before them. And we know that those perceptions will lead to predictable behaviors, but about which something can be done. Then, 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.

If you're met with the equivalent of a blank stare, look elsewhere.

Once you find a compatible public relations person, let's roll! For openers, you'll earn his or her enduring support when you commit to take action when your information gathering turns up troubling perceptions among those target audiences.

First, try to be a regular speaker in your marketing area, an interviewee for radio and newspapers, a sponsor of special events and an active member of local business and fraternal clubs. You put "money in the good will bank" when you do this, against the day trouble breaks out.

Start by staying in touch with groups of people whose actions help or hinder your operations. What do they believe about your products and services and your organization itself? Stay alert to potential problems. This is the fact finding, information gathering phase.

Then list your key audiences. But, at first, just the ones whose actions REALLY concern you. Begin interacting with them. They can include stakeholders like customers, employees, prospects, media, community residents, local government agencies and many others.

Make a promise to yourself to take the following actions when you discover a troubling perception.

First, set down your public relations goal. Examples: neutralize that negative rumor; pacify that activist group; restore the faith of that group of former customers, or reinforce your prospects' interest in your product or service.

In any case, left unattended, each can hurt your business.

Next, HOW will you approach the perception problem? In other words, what is your strategy?

We know there are just three ways to deal with such an opinion problem. Create new opinion, change existing opinion, or reinforce it.

Decide which it is, and proceed. But work closely with your public relations advisor by preparing persuasive messages carefully and creditably designed to counter the misconception you have uncovered. Try out the messages on a few outsiders to see just how persuasive they really are.

Now, you must select the communications tactics - "beasts of burden," I call them - to carry your persuasive message to the eyes and ears of that crucially important target audience.

You have a huge choice of such communications tactics ranging from emails, press releases, media interviews and newsletters to personal meetings, speeches, open houses and dozens of others.

But your job is still not completed. You must continue to monitor members of your target audience to measure not only awareness of your message, but how well is it being received, and even did it get there in the first place?

Then, if necessary, adjust your message content and the communications tactics.

To recap, until something better comes along, we have little choice but to track perceptions among key audiences the best way we can. Then, create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors effect the organization.

Adopting this kind of sequence puts the odds in your favor that the money you spend on public relations will not be wasted.

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

after renovation cleaning Wilmette ..

In The News:

SessionReaper vulnerability hits Magento and Adobe Commerce stores, compromising 250+ sites in one day. Hackers steal data and hijack shopping sessions.

Master essential parental controls and digital safety tools to protect your kids online. Learn screen time limits, location settings and privacy controls every parent needs.

Cybersecurity expert shares six essential steps to protect against dark web threats, including data removal services, password managers and antivirus software.

NVIDIA GPU space mission could revolutionize cloud services by enabling orbital data centers that make apps, games and AI tools faster and more efficient.

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

Microsoft warns Windows 10 users face serious security risks as 90% of ransomware attacks target unsupported systems. Learn why upgrading to Windows 11 is crucial.

Nike unveils Project Amplify, revolutionary motorized shoes developed with Dephy that add powered assistance to every step for runners and walkers.

Cybersecurity experts warn about one of the largest credential compilations ever found, urging users to check "Have I Been Pwned" and change passwords immediately.

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.