Pressure From the Top?

Yes, and that pressure often comes from a CEO who knows what a public relations investment SHOULD produce.

And do public relations folks fear such pressure? Not those who've got the answers!

For example, "we're spending your public relations investment in the most effective way - insuring that our most important external audiences perceive us accurately, understand what we do, and end up taking those actions we desire.

"We're operating from a solid foundation," Mr/Ms Chairman, or Executive Director. Namely, people will act on their own perception of the facts before them. And those perceptions will lead 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 folks whose behaviors affect your business, the public relations effort is a success.

So, what actions flow from that underlying premise?

First, we run a kind of G-2 operation by interacting with our most important external audiences - customers, members, prospects, technical specifiers and employees, among others. Here, we ask questions and gather information.

We need to know how they perceive our operation and our management. We listen carefully to what they say about us, especially our products or services. At the same time, we track print and broadcast media and other feedback sources.

We believe it's important to watch for developing misconceptions and inaccuracies. Particularly potential problem areas that may need corrective action. Problems like suggestions of technical difficulties with our products, personnel questions, perceptions of obsolescence, or trouble-making competitive rumors.

Once we've identified perceptions that need correcting, the question is, what is our strategy for getting it done? Here, we must ask ourselves whether we need to create a certain perception where none exists, change an existing perception, or merely reinforce it.

This is really important because the answer obviously will affect the persuasive messages we're about to prepare to correct the misperceptions.

So we carefully put together what we hope will be really compelling messages. Then, we aim them at those key target audiences we discovered are harboring misconceptions that, left unattended, will certainly result in behaviors we don't like. Our objective will be to move that opinion in our direction.

Now, not surprisingly, we must select communications tactics, known in some quarters as "beasts of burden," that are carefully structured to carry those persuasive messages directly to the attention of members of that key target audience.

Communications tactics range from one-on-one meetings, newspaper and radio interviews and press releases to open houses, speeches, brochures, newsletters and promotional events. There are literally scores of such tactics available to you.

Finally, we must gauge the impact of our communications activity by continuing to meet with members of that key target audience, and by monitoring our other feedback sources. We will watch and listen for signs of developing awareness of you, your operation and how it functions. But especially for indications that any misconceptions, or other problems we discovered, have been resolved.

"Mr/Ms Chairman, at the end of the day, I believe you want us to use our expertise in a way that helps you achieve your business objectives."

Thus, regardless of what strategic plan we create to solve a problem, regardless of what tactical program we put in place, when all is said and done, we must modify somebody's behavior if we are to earn our keep.

And that is our certain path to public relations success.

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

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. He holds a bachelor of science degree from Columbia University, major in public relations.

Visit: bobkelly@tni.net; bobkelly@tni.net

whole house cleaning Highland Park ..

In The News:

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.

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.

Pressure From the Top?

Public Relations