PR Is Just Smart Business

The name of the game is doing our part to achieve manage- ment's objectives. And public relations best practice ? properly applied ? does just that.

How? The driving force is public relations' fundamental premise which promises to harness your most important external audiences in a way that actually helps reach those very same business objectives.

Just look at that premise: "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 those people whose behaviors affect the organization, the public relations mission is accomplished."

It strongly suggests that without the understanding of who and what your organization is all about, the behaviors of those important external audiences may hinder your efforts and, left unattended, tie your organization in knots.

This sentence sums up the bottom line. When public relations alters key audience perceptions, then reaches, persuades and moves them to an action you desire, it clearly helps achieve management's objectives.

Do you enjoy that kind of support? You can if you employ a program along these lines.

Decide at the start which outside audiences display behaviors that most impact your organization, and list them. We'll concentrate here on that #1 external audience you believe has the greatest effect on your operations. Of course, other audiences may need your attention as well.

The obvious first step is to find out how members of that "public," as we call them, actually perceive your organization. The best and quickest way to do this is to interact with those people and ask questions that probe their perceptions. Listen carefully for negative observations and remain alert to factual errors, inaccuracies, misperceptions and even rumors.

These responses enable you to create a public relations goal aimed directly at correcting the damaging perceptions, especially misconceptions and inaccuracies.

Now, you get to select one of three available opinion strategies that show you how you will reach your goal: create opinion where there may be none; change existing opinion, or reinforce it. Your public relations goal will lead you to the proper strategy selection.

The meat of the program is usually the message you will send to members of your target audience. After all, that message will be charged with the task of altering people's perceptions, and that means it must be persuasive and compelling. It must also be as clear as possible, and contain the facts and figures needed to repair the perception damage. In short, your message must be believable. You might also run it by a few members of your target audience to be sure it has the desired effect on the perception you are striving to alter.

Moving your message to many members of your #1 external audience requires aggressive and carefully targeted communications tactics. Public relations is fortunate to have dozens of such tactics from which to choose. For example, radio and newspaper interviews, letters-to-the-editor, face-to- face meetings and speeches. Or you might select tactics such as facility tours, brochures, community meetings, special events and promotional activity.

In due course, after your communications tactics have spread your message far and wide, you will want to know if you are making any progress. Experience shows that remonitoring your target audience is a must.

You will want to ask the same questions of audience members you used during your data gathering exercise at the start of the program.

Your objective, however, will be different. Now, you will be looking for signs that the offending perception has begun to be altered in the direction you desire. Should more work be necessary, a possible change in the mix and frequency of your communications tactics can be made. And, of course, you would want to review your message for clarity, impact and direction, especially with regard to your supporting facts and figures.

Because we know that predictable behaviors tend to follow changes in perception, your carefully planned public relations effort is well-positioned to create key audience support for management initiatives.

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

About The Author

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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. bobkelly@tni.net. Visit: bobkelly@tni.net

expert residential cleaners Park Ridge ..
In The News:

The Omoway Omo X features a modular design, obstacle detection and emergency braking, and can drive itself to charging stations, signaling the future of smart urban mobility.
PillTrek, a tiny wireless smart capsule created by Caltech, provides real-time gut health data by detecting electrolytes, metabolites, glucose, hormones, pH levels and temperature.
Learn to spot fake bank text messages with five warning signs of Chase phishing scams, including suspicious links and urgent deadlines designed to steal your account information.
Robot coyotes built on motorized cars reaching 20 mph are being deployed at military airfields as an innovative solution to wildlife threats to aircraft safety.
Explore Google Drive's strengths and weaknesses as a backup solution, including its encryption security, privacy concerns and comparison to dedicated backup tools.
As environmental challenges grow, underwater habitats gain momentum with DEEP's Vanguard, supporting short missions and Sentinel designed for 28-day stays at depth.
The new Urban Eyes safety vest features dual cameras, reflective panels and a wireless remote to deter harassers and provide peace of mind for outdoor workouts.
The $200 billion data broker industry tracks your personal details across websites, posing privacy risks that can be mitigated through data removal services.
UCC Holding has teamed up with COBOD to create desert-inspired, 3D-printed schools in Qatar, featuring dune-like wavy walls impossible with conventional construction.
Darkling beetles equipped with microchip backpacks can be guided through disaster areas using electrical signals, offering a biological solution for search and rescue.
Scammers use number porting to take control of outdated landlines still connected to financial accounts, bypassing two-factor authentication to steal funds while avoiding detection.
Twitter co-founder Jack Dorsey developed Bitchat, a privacy-focused messaging app that works offline via Bluetooth without requiring email, phone numbers or personal data.
Google is making a push to ensure its AI, Gemini, is tightly integrated with Android systems by granting it access to core apps like WhatsApp, Messages, and Phone.
A new green energy system is set to change how we capture clean power, and it all starts with the ocean. French startup Seaturns has designed technology that taps into the natural motion of the sea.
Cybersecurity researchers are warning that hackers have started exploiting flaws in chatbots to carry out AI phishing attacks.
Google has just made it easier than ever to regain control of your inbox with Gmail's new Manage Subscriptions tool.
Despite the benefits, residential power saver programs come with several potential drawbacks and concerns that have been raised by both customers and experts.
The Blackdot AI tattoo machine is quiet. It's steady. And according to early users, it hurts a lot less.
Attackers have started to exploit the very signals that users assume will keep them safe when it comes to add-ons to improve productivity or entertainment.
Located on Cerro Pachón in Chile, the world's most powerful digital camera is set to transform how we see the universe.
The innovative DQ Tower stands 28 feet tall with 420 square feet of living space, featuring floor-to-ceiling windows and premium amenities in a prefabricated design.
A new mmWave imaging system allows warehouse robots to scan and create 3D models of objects inside sealed containers, potentially revolutionizing shipping processes.
Family fraud endangers seniors when relatives exploit their trust, but removing personal data online and monitoring identity can prevent financial harm to aging parents.
A study analyzing 500,000 customer service interactions shows chatbots struggle with complex issues while human agents excel at matching customer communication styles.
Aigen's Element robot uses solar power and AI to provide farmers with a sustainable alternative to herbicides, working efficiently in cotton and soy fields.

If I Were Coaching You

If I were coaching you as a business, non-profit or... Read More

How To Get An Avalanche Of Free Publicity For Your Home Business!

There are many ways you can get tons of free... Read More

Public Relations Primer Part III: 10 Donts

There are all kinds of smart moves professionals can make... Read More

The Ultimate PR Scam

It happens to business, non-profit and association managers when their... Read More

Between Now and Economic Recovery

There's still time to review your public relations program like... Read More

PR Going According to Plan?

Think carefully! You're a department, division or subsidiary manager for... Read More

PR Failure Defined

I define public relations failure this way:key audience perceptions are... Read More

A Well-Oiled Strategy Machine

Yes, that's what public relations really is when it tracks... Read More

Do You Have A Press Package?

How do you make a friend of the media? A... Read More

Levines Laws For Pitching With Panache

Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More

Publicity: When Calling a Reporter, Keep it Short

When you are planning to call a reporter for the... Read More

Yes, There is a PR Sweet Spot

And here it is: public relations alters individual perception leading... Read More

10 Tips for Tantalizing News Releases

Want to get radio interviews and coverage in print publications... Read More

Time to Spruce Up Your Public Relations?

Better check out the public relations fundamental premise, then take... Read More

Tough Times, Tough Tactics

When times are tough, it's no time to ignore those... Read More

Financial Planners Get Free Publicity With Email

In previous articles for marketing-minded financial planners, I've discussed what... Read More

PR: Whats the Point?

Here's the point: people act on their own perception of... Read More

Anchor Your Relationships

I heard a speaker recently who was talking about how... Read More

PR Is Just Smart Business

The name of the game is doing our part to... Read More

Writing a Press Release: The Design Basics

Big corporations like General Motors and Coca-Cola spend thousands of... Read More

10 Secrets to Free Publicity

Public relations is popular because it is very cost-effective and... Read More

The Story The Media Really Wants

If you're like most of my clients, you're probably interested... Read More

Celebrities Cant Have It Both Ways

Corporations are willing to pay substantial amounts of money to... Read More

Monarch Health Sciences starts shipping long awaited Monavie and Monavie Active

The Acai Berry is starting to gain world wide recognition... Read More

Top 10 Tips for Successful TV Interviews

1. Appearing in other types of media is the best... Read More

green cleaning service Park Ridge ..