Home
>
Public Relations
>
PR: Short Form for Managers

PR: Short Form for Managers

Experience tells me that too many business, non-profit and association managers pursue their goals and objectives largely without the insights, behavioral strategies and sheer power public relations can bring to the table.

Here's what I believe they're missing, i.e., the essentials that flow from the fundamental premise of public relations, namely: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. So, 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.

If you are that manager, please recognize that any organization including your own ?MUST take into account the perceptions held by those external audiences whose behaviors affect your organization, or the behaviors flowing from those perceptions can hurt.

My first question for you is, is it just a matter of "hits?" You know, articles or interviews sold to editors? Is that all there is to public relations?

Or, could there be more to it? Of course there's more to it!

Why do you want the "hits" in the first place? What are you trying to accomplish?

I believe you want the same thing every other buyer of public relations services wants: to change somebody's behavior in a way that really helps your organization reach its objectives.

So, wouldn't it make more sense to start at the beginning and save tactics like "publicity hits" for that moment when you need those "beasts of burden" to do their thing? Namely, to efficiently carry persuasive messages to a key target audience of yours?

Sure it would.

So let's start by taking a close look at those external target publics. They're so important because how they think and behave can actually determine the success or failure of your operation

Don't believe it? Look at those audiences whose behaviors directly affect your organization's operations, even those possibly unaware that your organization even exists. Are they likely to want its services or products?

No.

Look at an external audience where members harbor a serious misconception about the organization. Does this reduce their desire to work with you?

Yes.

Look at an external audience some of whose members believe a grossly negative and inaccurate set of facts about the organization. Will those people be first in line to work with you?

No.

Obviously, what members of a key target audience believes about your organization matters, and matters a lot!

Why not begin by heading-off such a situation by listing those outside groups ? those target audiences ? in order of how much their behaviors affect your organization?

Start by interacting with those people. Of course, if the budget will stand it, you could use a survey firm to gather their feelings, thoughts and perceptions.

Minus such a budget, however, do it yourself. Fortunately, your public relations colleagues are already in the opinion monitoring business and can carefully gauge how these people feel about your organization. When you interact this way, you get to ask a lot of questions and gather a lot of information you really need.

What are you hearing? Misconceptions that need straightening out? Rumors that should not be allowed to exist? Inaccurate beliefs about your products and services that could drive people away from you? Do you notice still other perceptions about you and your organization that need to be altered?

The answers to such questions allow you to create your public relations goal which will alter, and thus correct, each misconception, or inaccuracy, or rumor.

You've made some real progress by monitoring perceptions within your key target audience, and you've established your corrective public relations goal.

Now for the strategy that tells you how to reach that goal. HOW to move forward with your new PR effort is always challenging, especially when it comes to selecting the right strategy to tell you how to get where you want to go. There are just three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. Since the wrong strategy pick will taste like too much pepper in your chicken soup, assure yourself that the new strategy fits comfortably with your new public relations goal. You don't want to select "change" when the facts dictate a "reinforce" strategy.

It's time to do some more work in the form of "what you are going to say to your key external audience." If all goes well, it will alter people's inaccurate perceptions about you and the organization.

However, it must be persuasively written so that it is perceived as creditable and believable. And it must speak the truth clearly and with authority.

Your "beasts of burden" show up at this point. In two words, communications tactics that will carry your newly-minted message from your computer direct to the attention of those key target audience members whose behavior you hope to alter in your direction.

It is your good fortune that there are scores of such tactics awaiting your call to arms. You might use a speech to communicate your message, or letters-to-the-editor, press releases, emails, brochures or face-to-face meetings, and many other tactics.

To find out if you're making any progress towards your behavioral goal, you will need to REmonitor target audience members as well as local print and broadcast media.

But now, you'll be looking for perception and attitude changes hopefully produced by the combination of your persuasive messages and carefully targeted communications tactics. And you'll be asking lots of questions all over again.

Should you be fortunate enough to note considerable movement in opinion in your direction, you may consider your public relations goal as having been achieved.

On the other hand, if little movement is noted, adjustments to the frequency, quantity and tactics mix should be made. Your message also should be reviewed for its content and direction, and tested again for effect with a panel of target group members.

Either way, your public relations program is on track and preparing to deliver the key target audience behaviors your operation needs to succeed.

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 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:http://www.prcommentary.com

whole house cleaning Highland Park ..

In The News:

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

Apple's iOS 26.1 update delivers major security fixes, performance boosts and enhanced privacy controls for your iPhone. Discover why updating now protects your data.

Russian hackers use fake CAPTCHA tests to spread dangerous malware targeting governments and journalists. Learn how to protect yourself from these deceptive attacks.

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

Miami-Dade debuts America's first autonomous police SUV with AI cameras, drone deployment and real-time crime detection in groundbreaking law enforcement pilot.

Bank impostor scams cost Americans $2.9 billion as criminals use AI voices and caller ID spoofing to steal life savings. Learn nine essential fraud protection tips.

Foreign-owned apps secretly harvest personal data from seniors, making them prime targets for scams. Learn how to protect your privacy and stop data brokers today.

Sens. Josh Hawley and Richard Blumenthal introduce bipartisan GUARD Act to protect minors from AI chatbots through mandatory age verification and disclosure requirements.

Ghost-tapping scammers exploit wireless technology to drain accounts through small transactions, but RFID-blocking wallets and transaction alerts can protect you.

French pilot project demonstrates wireless charging roads that can deliver over 300 kilowatts of power to EVs while driving, potentially eliminating range anxiety.

YouTube's Ghost Network spreads information-stealing malware through thousands of fake videos offering cracked software, using compromised accounts and fake engagement.

Protect your privacy by disabling your smart TV microphone. Most TVs have hidden mics that listen even when voice commands are off. Learn quick steps to stop unwanted audio capture.

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.

PR: Short Form for Managers

Public Relations