If I Were Coaching You

If I were coaching you as a business, non-profit or association manager on how to get the biggest bang for your public relations dollar, I would sum it up for you this way.

Use the fundamental premise of public relations to produce external stakeholder behavior change ? the kind that leads directly to achieving your managerial objectives. Usually, that outside behavior change can be created in the financial, marketing, crisis resolution, reputation management and other sectors of the public relations discipline.

Thus, you do something positive about the behaviors of those outside audiences that MOST affect your organization. And you do so by persuading those important external folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed.

The reality is, your public relations effort must involve more than press releases, brochures and special events if you expect to get your money's worth.

And that's what the fundamental premise of public relations really says when it points out that people act on their own perception of the facts before them, which leads 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 the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

Happily, this kind of public relations approach can deliver results like capital givers or specifying sources looking your way; enhanced activist group relations; expanded feedback channels; new proposals for strategic alliances and joint ventures; community service and sponsorship opportunities; rebounds in showroom visits, membership applications on the rise; not to mention new thoughtleader and special event contacts.

You could easily see improved relations with government agencies and legislative bodies; prospects starting to work with you; customers making repeat purchases; promotional contest overtures, and even stronger relationships with the educational, labor, financial and healthcare communities.

Still, the question remains, who makes the blueprint really work? Will your workers be regular public relations staff? Or people sent to you by a parent entity? Or possibly a PR agency crew? Regardless of where they come from, they must be committed to you as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring.

Now, simply because a PR person describes him/herself as a public relations specialist doesn't mean they've bought into the whole program. Convince yourself that your team members really believe deeply why it's SO important to know how your most important outside audiences perceive your operations, products or services. Be certain they buy the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Pore over the PR blueprint with your PR team, especially your plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures?

You can always invite professional survey counsel to handle the perception monitoring phases of your program, if the budget is available. But remember that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Here, you need a public relations goal to shoot for as you address the aberrations that cropped up during your key audience perception monitoring. And that goal could be to straighten out that dangerous misconception, or correct that gross inaccuracy, or stop that potentially fatal rumor dead in its tracks.

Of course what is a goal without a strategy to show you how to get there? Fortunately, there are only three strategic options available to you when it comes to handling a perception or opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like hot tea with too many teabags, so be certain the new strategy fits well with your new public relations goal. You wouldn't want to select "change" when the facts dictate a "reinforce" strategy.

Keep in mind that members of your target audience will likely react to a powerful message. Still, persuading an audience to your way of thinking is hard work. Which is why your PR folks must create some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual. Only in this way will you be able to correct a perception by shifting opinion towards your point of view, leading to the behaviors you are targeting.

Let your communications specialists review your message for impact and persuasiveness. Then, sharpen it before selecting the communications tactics most likely to carry your words to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.

It's wise to respect the fact that the credibility of a message can depend on its delivery method. So you might consider unveiling it in presentations before smaller gatherings rather than using higher-profile tactics such as news releases. Finally, please recognize that people love progress reports, a fact that will alert you and your PR team to get back out in the field and start work on a second perception monitoring session with members of your external audience. You'll want to use many of the same questions used in the first benchmark session. Only this time, you'll be watching very carefully for signs that the bad news perception is being altered in your direction.

Here's a tip for those among us who are impatient. If things aren't moving fast enough for you, try increasing the beat with more communications tactics and increased frequencies.

Yes, if I were coaching you as a manager on how to get your public relations' money's worth, I would ask only that you internalize a single reality, then build from there, as outlined above.

By all means worry about the behaviors of those key external audiences that most affect your organization, and you as a manager. Then do something positive about them by persuading those key folks to your way of thinking, moving them to take actions that help you achieve your managerial objectives.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@tni.net. Word count is 1220 including guidelines and resource box.

Robert A. Kelly ? 2004.

About The Author

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: mailto:bobkelly@tni.net

efficient cleaning crew Lake Forest ..

In The News:

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.

Fake airline texts claiming flight cancellations are targeting travelers with convincing scams. Learn how cybercriminals steal personal data and credit card info.

Discover how iOS 26's new Adaptive Power feature automatically extends iPhone battery life by learning your usage patterns and adjusting performance intelligently.

New TikTok malware campaign tricks users into running PowerShell commands that download Aura Stealer, which steals credentials and authentication tokens.

Gaia Family offers fixed upfront pricing for IVF cycles with unlimited embryo transfers and financial protection, partnering with over 100 U.S. fertility clinics.

The Jetsons Act aims to position Pennsylvania as a leader in advanced air mobility by establishing regulations for hybrid ground-air vehicles.

Fake Geek Squad invoice emails are targeting users with convincing charges and urgent phone numbers to steal personal information and money.

Fox News Digital's artificial intelligence newsletter digs into a robot in Russia that faceplanted, George Clooney's alarm and OpenAI's rivalry with the New York Times.

Major data breach at Conduent exposes personal information of 10+ million people. Government contractor hit by cyberattack affecting Medicaid, child support systems.

Texas startup Janta Power raises $5.5M for innovative vertical solar towers that generate 50% more energy than traditional panels while using just one-third the land.

NASA's twin ESCAPADE spacecraft launched aboard Blue Origin's New Glenn rocket Thursday afternoon from Cape Canaveral, beginning their journey to Mars with arrival expected in 2027.

Learn how to set email reminders on iPhone and Android so you never forget to reply again. Simple built-in features help you stay organized and on top of messages.

Discover how Apple's passkeys revolutionize Mac security by replacing vulnerable passwords with biometric authentication and encryption for ultimate protection.

New survey reveals 78% of parents fear AI scams targeting their kids, yet nearly half haven't discussed these threats. Learn why this dangerous gap exists.

Chrome now autofills passport and driver's license info automatically. Google's latest browser update adds official document support with encryption and user control.

Scammers impersonate Department of Veterans Affairs employees claiming veterans owe money, but real VA communications only direct to VA.gov or official channels.

The AltoVolo Sigma hybrid-electric aircraft flies 500 miles at 220 mph while operating 80% quieter than helicopters, featuring safety systems and compact design.

Google search scam alert: fake customer service numbers can give scammers remote control of your phone. Learn how to spot these traps and protect yourself.

Electric vehicles overtake gas cars in total CO2 savings after just two years of driving, with emissions benefits growing over time as power grids get cleaner.

Louvre Museum reportedly used "Louvre" as password for surveillance system during $100M jewel heist. Learn how weak passwords put even famous institutions at risk.

Bipartisan AI jobs bill from Sens. Hawley and Warner would require companies to report AI-related layoffs and hiring to Department of Labor quarterly.

Joe A. from Shelton, Connecticut, lost $228,000 to a ZAP Solutions cryptocurrency investment scam after his divorce, highlighting rising online fraud.

AI-powered autonomous trucks from Waabi and Volvo target U.S. freight driver shortage with Level 4 self-driving technology and NVIDIA computing platform integration.

Survive flight disruptions with expert travel tips: Book early morning flights, download airline apps and know your refund rights during service cuts.

If I Were Coaching You

Public Relations