PR Going According to Plan?

Think carefully! You're a department, division or subsidiary manager for a business, non-profit or association and you really need to achieve your operating objectives.

But even a yes response to the headline above leaves the really big question unanswered ? does your current public relations plan help persuade your most important outside audiences to your way of thinking, then move them to take actions that lead to your success?

If the answer to that question is uncertain or even no, change is in order. Change that gives you a public relations blueprint that helps lead to managerial success and, some might say, survival.

I refer here to the kind of blueprint that moves the emphasis from communications tactics to an aggressive plan for reaching those outside groups of people with a big say about how successful you're going to be ? your key external audiences.

Here's the essence of such a blueprint: 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.

Use it to deliver behavior results like lots of new inquiries, buyers coming back for more, fresh queries about joint ventures and strategic alliances, meaningful increases in capital contributions or brand new specifiers of your component products and services.

To make it work, you need to lead those public relations people assigned to your unit away from a preoccupation with communications tactics over to that new, comprehensive blueprint. As a manager, you're now prepared to create the external audience behaviors you need to achieve your department's business, non-profit or association objectives.

Charge your PR team with finding out how those key outside audiences perceive your operation. That will require interaction with members of that audience which you will identify when the team prioritizes those groups in order of their impacts on your unit. Here, your choice is, spend significant money on professional survey people to handle the perception monitoring chore, or use members of your assigned PR team to gather the data. Remember that your public relations team is already in the perception and behavior business.

Either way, questions must be asked. "What do you know about us? Have you had positive or negative contact with our folks? Do you have an opinion about our services or products?

Keep your antennae up for any signs of negativity. Did questioners note a glaring inaccuracy? Or a false assumption about your operation? How about any hurtful misconceptions or rumors? Evasive or hesitant responses should also be noted.

Now you're ready to establish your public relations goal which could be as simple as "correct that dangerous inaccuracy," or "squash that hurtful rumor" because of the damaging behaviors such negatives can create.

But how to achieve that goal? With the right strategy, of course.

Because there are just three strategies available in matters of perception/opinion, you can create perception where there may be none, change an existing perception/opinion, or reinforce it. But be certain that your strategy choice meshes with your new public relations goal.

Here's where your PR team's writing talent comes to the fore. You need a corrective message that will alter negative perceptions among members of your target audience. As unit manager, you need to stay involved in message preparation to make certain it is compelling, persuasive, well-written, fact-based and believable if your target audience's perceptions are to be altered towards your point of view.

Getting that nifty piece of writing to the attention of that audience of yours is easily accomplished. And here is where communications tactics DO matter. They'll carry your message to audience members using everything from personal contacts, brochures and media interviews to speeches, newsletters and facility tours. But be certain that your chosen tactics are known to reach people like those in your target audience.

Soon you'll need hard evidence that the negative perception is really being altered according to plan. This demands that you return to the field and remonitor the perceptions of your target audience members. This time, however, your team will be alert for indications that the offending perception is really changing in the way you planned.

By the way, things can always be moved along faster by adding new communications tactics, and by increasing their frequencies.

As noted at the outset of this article, you need to persuade your most important outside audiences to your way of thinking, then move them to take actions that lead to your success as a unit manager.

Your new public relations blueprint will help you reach that objective.

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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@tni.net Visit: mailto:bobkelly@tni.net

tidy up service Northbrook ..
In The News:

Mac malware campaign uses fake AI chat results to deliver AMOS through terminal commands, security researchers report. Attackers exploit trust in AI-generated cleanup guides.
States require AI disclosure in healthcare as California, Colorado and Utah implement laws mandating transparency when artificial intelligence influences patient care decisions.
ETA sharing on Apple Maps and Google Maps keeps contacts updated automatically while you drive safely. Learn step-by-step instructions for iPhone and Android.
Data removal from brokers protects against AI-powered scams and deepfake threats in 2026. Learn how data brokers sell your personal information to scammers.
Learn how to act against cybercriminals in 2026 with essential security steps like two-factor authentication, software updates and credit freezing.
Choose between OpenAI releasing Sora text-to-video model, the AI race heating up, or Waymo driverless cars launching in cities across the country
Learn how to set up Google Maps and Apple Maps on your phone to automatically remember where you parked. Step-by-step instructions for enabling location services and parking detection.
Phishing scammers use rnicrosoft.com domain to impersonate Microsoft by replacing "m" with "rn" in typosquatting attacks that steal login credentials.
OpenAI announces new teen safety rules for ChatGPT users under 18, blocking romantic roleplay and requiring extra caution on body image topics.
A 2025 data breach at fintech company 700Credit exposes personal information of more than 5.8 million people through compromised third-party integration partner.
Retailers lose $76.5 billion annually to return fraud as nearly 10% of U.S. retail returns involve fraudulent activity, with $850 billion in returns expected in 2025.
ShinyHunters claims responsibility for stealing 94GB of Pornhub user data affecting over 200 million records and demands Bitcoin ransom.
ChatGPT 2025 now connects to Apple Music, Canva, Expedia, TripAdvisor and OpenTable through built-in apps that help users create playlists, design graphics and more.
Apple releases emergency patches for two zero-day vulnerabilities actively exploited in attacks. iPhone and iPad users urged to update immediately.
DoorDash launches Zesty, an AI-powered social app that recommends restaurants through conversational search, now testing in San Francisco and New York.
Cybersecurity firm Infoblox reveals that over 90 percent of parked domains now redirect visitors to scams and malware, making simple typos extremely dangerous.
The Fox News AI Newsletter covers the latest artificial intelligence technology advancements, including the challenges and opportunities AI presents now and for the future.
GPT-5.2 is now live for all ChatGPT users with improved coding, writing and image interpretation, with Kurt Knutsson offering his review.
New iPhone replacement scam uses pressure tactics and fake carrier calls to steal devices from buyers. Criminals claim shipping errors and demand urgent returns.
Amazon Ring's new facial recognition feature sparks privacy controversy as Electronic Frontier Foundation critics argue the AI upgrade expands surveillance risks.
New Android banking trojan Sturnus steals credentials, reads encrypted messages and controls devices.
Denmark's 3D-printed student village proves automation builds 36 apartments faster than traditional methods. Skovsporet project shows housing future.
Discover Android's new Sound Notifications feature that alerts you to smoke alarms, doorbells, and baby cries even when wearing headphones.
New SantaStealer malware reportedly threatens holiday shoppers with password theft. This Christmas-themed info-stealer targets browsers and crypto wallets.
The Christmas season brings a surge in Netflix phishing scams targeting shoppers with fake emails. Stacey P received convincing scam but verified account first.

What I Do

I believe this about public relations.People act on their own... Read More

7 Tips to Get More Mileage Out of Your Online or Offline Publicity

You worked hard to get a story on your business... Read More

How Marketing-Minded Financial Planners Get Publicity

You've probably noticed, if you live on this planet, that... Read More

Driving Near School Buses in Company Vehicles

School BusesWhen approaching a school bus: Slow down; If the... Read More

Managers: Heres a PR Template for You

Let's start out with a caution for business, non-profit and... Read More

Marketing-Minded Financial Planners, Join Your Professional Organization to Get Free Publicity

Unlike some professionals like lawyers and doctors, financial planners aren't... Read More

Publicity for Financial Planners--Eight Tips For Success

Individual financial planners can outscore bigger competitors and gain market... Read More

Are You Sure You Know What Youre Doing?

Because when it comes to public relations, non-believers can produce... Read More

Why PR Packs a Punch

Done right, it delivers the key, target audience behaviors you... Read More

Do You Have Issues?

Every organization has issues that could affect its operation. The... Read More

Do You Have an Exclusive Market Segment?

You do if you're a business, non-profit or association manager... Read More

PR: Room at the Bottom?

When special events and communications tactics rule the PR roost... Read More

Publicity: The Best Things In Life Are... FREEE!

One portion of your marketing plan that you probably don't... Read More

Crisis Management

The Internet may have opened worlds for businesses and consumers,... Read More

When Should You Outsource Your PR Efforts?

1) Do you NEED solid, consistant media exposure...week after week,... Read More

A Powerful PR Strategy

It really is powerful when a business, non-profit or association... Read More

Marketing-Minded Financial Planners, Focus on Main Points During an Interview

You never want to inundate a reporter with information, but... Read More

PR: A Potent Force for Success

What's REALLY potent for a business, non-profit or association manager... Read More

PR - More Than News Releases

Public relations and news releases are synonymous in the minds... Read More

Financial Planners, Want Free Marketing and Publicity? The Key is Understanding the Media

The media need you. Need the information and expertise you... Read More

A Guide to Optimizing Public Relations Content

This guide to "SEOing" your PR efforts can help you... Read More

What Many PR Users Ignore

Simply that the behaviors of their most important outside audiences... Read More

5 Critical Tests Every Press Release Must Pass

You've heard "them" say it, haven't you?By "them" I mean... Read More

Want To Join the Bandwagon? Be Sure It Has Wheels!

Here are two to-the-point questions recently posed by several association... Read More

Lets Blow The Lid Off Public Relations

And show it for what it is - a humdinger... Read More

reliable home cleaners Buffalo Grove ..