Home
>
Public Relations
>
Something New For Managers?

Something New For Managers?

A new public relations blueprint could be a good idea if you're a business, non-profit or association manager who's not getting the important external audience behaviors you need to achieve your department, division or subsidiary objectives.

You know, behaviors like more people interested in your services or products, or more capital contributions coming in the door, or more corporate membership applications hitting your desk.

While those kinds of behaviors may warm the cockles of a manager's heart, they're not going to happen for you if you encourage, or allow the public relations team assigned to your unit to concentrate on simple tactics to the exclusion of a workable and comprehensive action blueprint.

In other words, a strategy, say, like this one: 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.

Now that's not only a blueprint, it's a foundation for a public relations effort that can persuade those important external stakeholders to your way of thinking. Then move them to take actions that lead to your success as a manager working for a business, non-profit or association.

Here's one way to do it. Decide that you're going to spend some quality time with your PR folks and tell them you really want to find out what those outside audiences, those with the behaviors that really impact your operation, actually think about you. Next, put your target audiences in priority order so we can get to work on your #1.

By the way, because your PR people could be surprised at this kind of public relations blueprint, you had best stay personally involved as the effort gets off the ground. Another good reason to do so, is that actually doing something about key audience behaviors can have a positive effect on your own organizational success.

Now, as you find out how your operation is perceived by these important outside audiences, you will need to make an immediate choice. Spend a large chunk of your budget for professional survey people to ask questions of members of your target audience, or ask your PR team, and other employees to do it.

Interacting with outside audience members lets your people ask questions like "How do you feel about us? How recently have you had contact with our personnel? Have you actually used our services or products? Do you have any questions or problems with regard to our organization?"

The data gathered by this exercise is the raw material you need to establish your public relations goal. For instance, correct that inaccuracy, clear up that misconception or spike that rumor.

To achieve such a public relations goal, you'll need the right strategy to show you how to do it. And the choice of strategies is not complex because there are just three available when you address matters of opinion and perception: change existing opinion, create perception where none exists, or reinforce an existing perception/opinion. Always be careful that your chosen strategy flows naturally from your public relations goal.

Now, what will you say to members of that key target audience that, hopefully, will alter the inaccurate perception you discovered? You want your message to be crystal-clear as it details why that perception is just not true. From such clarity should come believability and a compelling delivery that can lead to the target audience behaviors you need to meet your department, division or subsidiary objectives.

Actually delivering the message is the least complex step in the public relations problem solving sequence. Fortunately for you, there is a large collection of communications tactics available to you ranging from your own personal contacts, service or product promotions, news announcements and consumer briefings to newsletters, media interviews, emails and dozens of other tactics.

In due course, you, your team and other interested parties will want to assess how your public relations effort is faring at altering the offending perception. Best way to determine that is to duplicate your earlier benchmark monitoring session putting similar questions to the members of your target audience. The important difference now? You're watching carefully for signs that the troublesome perception is being altered in your direction.

That altered perception, leading inevitably to predictable behaviors, is the bottom line. And a strong indication that a workable department or division public relations blueprint can help a unit manager achieve his or her operating objectives.

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

bathroom cleaning service Northbrook ..

In The News:

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.

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.

Something New For Managers?

Public Relations