Home
>
Public Relations
>
Public Relations Success Starts Here

Public Relations Success Starts Here

For discerning business, non-profit and association managers, PR success is pretty much a matter of achieving their managerial objectives by altering perceptions leading to changed behaviors among those important external audiences that MOST affect their department, group, division or subsidiary.

Period.

If, however, as a manager you choose to view public relations as simply a collection of tactics, you might see PR success through the lens of press release pickups, successful special events, or newspaper columns mentioning your chief executive.

I don't believe the underlying premise of public relations allows such a limited interpretation. See for yourself: 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 usually accomplished.

I believe that premise implies that the work that precedes such tactics will determine the success of your public relations effort.

It also implies that you might want to broaden your view of public relations requiring that you do something meaningful about your key external audiences instead of concentrating on a brochure versus a DVD versus a broadcast interview.

There's really no end to the benefits that may come your way. Prospects starting to do business with you; community leaders beginning to seek you out; welcome bounces in show room visits; rising membership applications; customers making repeat purchases; fresh proposals for strategic alliances and joint ventures; and new approaches by capital givers and specifying sources not to mention politicians and legislators viewing you as a key member of the business, non-profit or association communities.

Will an outside PR agency team do all this work for you? Or folks assigned to your operation? Or, ideally, your own public relations people? No matter where they come from, they need to thoroughly understand this approach to public relations, AND, be really committed to the program beginning with key audience perception monitoring.

Nothing beats sitting down and having (as the Brits say) a good chin wag with your people in order to be sure that those assigned to you are clear on why it's vital to know how your most important outside audiences perceive your operations, products or services. They must accept the reality that perceptions almost always lead to behaviors that can help or hurt your operation.

Go over the details as to how you plan to proceed, especially when and where you will monitor and gather perceptions by questioning members of your most important outside audiences. For instance, how much do you know about our chief executive? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

Don't hesitate to use professional survey firms in the perception monitoring phases of your program if your budget can stand it. If the money isn't there, remember 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.

You can be pretty sure that you will prevail over the worst distortions you discovered during your key audience perception monitoring. Actually, your new PR goal will probably require straightening out that dangerous misconception, or correcting that gross inaccuracy, or stopping that potentially fatal rumor cold.

You also really need the right strategy. One that lays out how to proceed. Do not forget that 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. The wrong strategy pick will taste like rice vinegar on your scones, so be certain 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.

What's needed now is a strong message aimed squarely at members of your target audience. Admittedly, crafting action-forcing language to persuade an audience to your way of thinking is not an easy job. That's why you will need a heavy-hitter writer because s/he must create some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual if they are to correct something and shift perception/ opinion towards your point of view leading to the behaviors you are targeting.

At last, one of the more entertaining chores -- selecting the communications tactics most likely to carry your message to the attention of your target audience. You might do this after you run a final draft by your PR people for impact and persuasiveness. There are dozens of tactics available to you. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. Only caveat: be certain that the tactics you pick are known to reach folks just like your audience members.

As a message's believability has been known to rely on the credibility of the means used to deliver it, you may think about unveiling it before smaller meetings and presentations rather than using higher-profile news releases.

Someone, somewhere will ask when a progress report will be available. Your smartest reaction is to take yourself and your PR team back to the field and begin a second perception monitoring session with members of your external audience. Many of the same questions used in the first benchmark session will fit perfectly the second time around. But now, you will be on keen alert for signs that the problem perception is being altered in your direction.

As we know, any program can slow down for one reason or another. Tuck this away for future use: if program momentum peters out, you can always speed things up by adding more communications tactics, and increasing their frequencies.

The reason we say up front that public relations success CAN start right here with this article, is that, in our view, managers must pursue their managerial objectives by concentrating on the work outlined here that precedes their use of tactics.

That will determine the success of their public relations effort.

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

Airbnb cleaning service Glenview ..

In The News:

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.

San Francisco Giants invite Jamie Grohsong to throw ceremonial first pitch at Oracle Park after he learned to play baseball with a bionic hand following an injury.

FBI warns cybercriminals are stealing family photos from social media to create fake proof of life images in virtual kidnapping scams targeting victims.

Instagram's new 'Your Algorithm' tool lets you control your Reels feed in real time. The app now gives you power to customize what videos you see.

Major Marquis fintech breach exposes 400,000-plus Americans' data through unpatched SonicWall vulnerability, with Texas hardest hit at 354,000 affected.

Free up iPhone storage fast by clearing large photos and videos from Messages app. Simple steps for iOS users to delete attachments without losing chats.

Scammers are flooding inboxes with fake tracking alerts that mimic real carriers, exploiting the holiday rush to steal logins and personal data.

The Fox News AI Newsletter brings you the latest news on AI technology advancements and the challenges and opportunities AI presents now and for the future.

Texas family reunites with missing 11-year-old cat Grayson after 103 days using Petco Love Lost's AI photo matching technology and community help.

Tired of AI customer service loops? These insider tricks help you escape "frustration AI" and get real human help when you need it most for urgent issues.

Unlock richer audio from your streaming apps with simple tweaks to volume normalization, equalizer settings, and quality preferences for cleaner sound.

Scammers are sending fake Facebook settlement payout emails that mimic legitimate notices from the privacy settlement administrator to deceive users.

Holiday shopping scams surge as fake refund emails target distracted consumers during Black Friday and holiday seasons, costing Americans billions annually.

The AI-powered IRMO M1 exoskeleton features four modes, including turbo, eco, training and rest for hiking, running, cycling and sports with eight-hour battery life.