Home
>
Public Relations
>
Is This the PR You Thought You Were Getting?

Is This the PR You Thought You Were Getting?

You know, where you do something positive about the behaviors of those outside audiences that MOST affect your organization? And where 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?

Yes, that's right, it's where you use the fundamental premise of public relations to produce external stakeholder behavior change ? the kind that leads directly to achieving your managerial objectives.

What it boils down to is (1) your public relations effort must involve more than special events, brochures and news releases if you really want to get your money's worth, and (2), the right PR really CAN alter individual perception and lead to changed behaviors that help you succeed!

You can do it when you bring that fundamental premise of PR mentioned above, into play. It goes like this: 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.

What kind of results can you, as a business, non-profit or association manager, expect from such an approach? Well, for starters, improved relations with government agencies and legislative bodies, stronger relationships with the educational, labor, financial and healthcare communities; prospects starting to work with you; customers making repeat purchases; and even capital givers or specifying sources looking your way

And that's not all. You also could see progress in the form of membership applications on the rise; new proposals for strategic alliances and joint ventures; rebounds in showroom visits; enhanced activist group relations, and expanded feedback channels; as well as community service and sponsorship opportunities; not to mention new thoughtleader and special event contacts.

Yes, that's promising quite a bit but that's what this approach to public relations is capable of delivering.

Of course the PR people supporting you as a manager ? agency or staff ? must be real team members and committed to you, as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring.

Ask yourself how important it is that your most important outside audiences really perceive your operations, products or services in a positive light? Then assure yourself that your PR staff buys into that notion wholeheartedly. Be especially careful that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Review the PR blueprint in detail with your team, especially the plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Use 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?

The perception monitoring phases of your program obviously can be handled by professional survey people, IF the budget is available. But keep in mind 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.

Clearly, you will need a well-defined goal, one that responds to the aberrations that appeared during your key audience perception monitoring. As a flexible goal, it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

Inevitably, a goal needs a strategy to show you how to get there. And here, you have three strategic choices for handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. Unfortunately, a bad strategy pick will taste like fudge sauce on your spareribs, so be sure the new strategy fits well with your new public relations goal. For instance, you don't want to select "change" when the facts dictate a "reinforce" strategy.

Changing people's minds to your way of thinking is a tough assignment, so your PR team must set down the needed corrective language. Words that are compelling, persuasive and believable AND clear and factual. You must do this if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors.

Sit down again with your communications specialists and review your message for impact and persuasiveness. Then, select 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.

Because the credibility of a message can occasionally depend on its delivery method, you might introduce it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances. One good thing about doing progress reports for clients or bosses is that they sound the alert for you and your PR folks to return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, you must now stay alert for signs that the bad news perception is being altered in your direction.

If impatience shows up, you can always accelerate things with more communications tactics and increased frequencies.

It should be an irresistable premise for any manager! Do something positive about the behaviors of those outside audiences that MOST affect your organization. And 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.

Wow!

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 1125 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.

bobkelly@tni.net

Visit: bobkelly@tni.net

cleaning team near Mundelein ..

In The News:

OpenAI CEO Sam Altman says polite words like "please" and "thank you" cost millions annually, while direct prompts may improve ChatGPT accuracy by several points.

Chattee Chat and GiMe Chat exposed intimate conversations and photos, revealing users spent up to $18,000 on AI companions before the breach.

New Instagram parental controls allow families to manage teen screen time and content limits through the Family Center with stricter safety settings.

Third-party security breach at Discord exposes sensitive user information including government IDs, highlighting cybersecurity risks from external service providers.

Survey of 1,000 students shows teens using AI for personal relationships while two-thirds of parents remain unaware of their children's AI usage.

Cybersecurity experts warn about a ShadowLeak vulnerability that weaponized ChatGPT's Deep Research agent to steal personal data from Gmail accounts through hidden commands.

Tesla's Full Self-Driving system faces federal investigation following 58 reports of crashes, with six vehicles running red lights before colliding with other cars.

The Fox News AI Newsletter brings you the latest developments on artificial intelligence, with news on OpenAI moving to soon allow erotica for adult users.

Eric Schmidt alerts that hackers can reverse-engineer AI models to bypass safety measures, citing examples like the jailbroken ChatGPT variant called DAN.

Cybercriminals exploit Microsoft Teams through impersonation, malicious links and fake profiles to gather intel and deliver ransomware to personal and work devices.

Google, Dior, Allianz and dozens of other companies lost sensitive customer data in Salesforce-related breaches affecting millions of records across multiple sectors.

Apple launches iOS 26 with new Preview app that combines document editing, PDF annotation and scanning features into one streamlined iPhone experience.

New AI road monitoring system uses sensor-embedded fabric to predict infrastructure problems, potentially reducing maintenance costs and traffic disruptions for cities.

Holiday charity scams target retirees through lookalike organization names, untraceable payment requests, and data broker information to steal donations.

The Federal Trade Commission says criminals are posing as IRS agents, law enforcement officers or other officials, often over the phone or online, to steal thousands of dollars at a time.

AI phishing scams now use voice cloning and deepfake technology to trick victims, but Kurt "CyberGuy" Knutsson reveals warning signs to watch for.

Inversion Space unveils Arc, a reusable reentry vehicle that can deliver up to 500 pounds of cargo from orbit to anywhere on Earth in under an hour.

Red flags like processing fees, urgent countdowns and requests for full Social Security numbers expose fraudulent settlement sites targeting consumers.

Comprehensive analysis of Google Maps, Waze and Apple Maps examines usability, routing accuracy, data handling and features across the top navigation platforms.

Expert analysis reveals whether wired Ethernet or wireless Wi-Fi connections are safer for home internet use, plus practical steps to secure your network from attackers.

Australian construction robot Charlotte uses sand, crushed brick and recycled glass to 3D print fireproof, floodproof homes with reduced carbon footprint.

Cybercriminals are using fake invitation emails to trick recipients into downloading malware and stealing personal information and data.

Flying drones could help retailers fight a 93% increase in theft rates as Flock Safety promotes airborne security systems to track suspects and deter crime.

The Fox News Artificial Intelligence Newsletter brings you the latest news on the emerging technology every Saturday, highlighting top stories.

Hacker group Radiant stole data from 8,000 children at Kido nursery chain, demanding ransom and directly contacting parents with intimidation tactics.

Is This the PR You Thought You Were Getting?

Public Relations