Sound Like Your Situation?

What a shame! Potentially productive public relations people resting on their oars in a large organization. Just kind of tinkering with tactics and leaving target audience perceptions (and behaviors) to pretty much do their own thing.

Big pain on the way!

Unattended, key public perceptions can morph into painful behaviors that hurt the organization.

Just plain shouldn't happen.

In military-speak, all it takes is some ongoing "intel."

First, insist that that potentially productive public relations team get busy by prioritizing your most important audiences. They can't work on everything at once. So for starters, they can identify that really key target audience.

Then monitor perceptions by interacting with some folks who make up that audience, and do it on a regular basis. Same with other important external publics, when time allows.

What's on their minds? Any negative feelings? See or hear anything that needs correcting? Is there a problem on the horizon that may come your way?

The answers to those questions help your crew form the public relations goal ? altered perceptions leading to altered behaviors. For example, correct the impression that you sell shoddy merchandise; or a perception that you favor one particular ethnic group; or a belief that your services aren't worth the price you charge.

Setting the public relations goal let's your public relations team focus on which strategy they want to employ to reach that goal.

There's not a big choice. In fact, just three are available. They can choose between creating perceptions (opinions) when none exist, or changing existing opinion, or reinforcing it.

But their ammo will be the persuasive messages they prepare for communication to that key target audience. Messages designed to affect perceptions in a way that leads to the behaviors you desire.

The message must outline what the problem is and what some members of that target audience believe. Then it must clearly set down the truth of the matter omitting any exaggeration or hype. In other words, it must be believable, credible and especially persuasive and compelling.

Enter "beasts of burden," the communications tactics your people will use to move your message to the attention of members of your key, target audience.

There is a vast array of communications tactics from which your public relations people can choose. They include everything from face-to-face meetings, emailings, op-eds and news releases to special events, speeches, trade show appearances and town hall meetings.

Wait a minute, not so fast! How will your public relations team measure progress? Best way is to put on the monitor hats again and fan out among members of the target audience.

Using the persuasive message as a guide, are respondents aware of the message? If so, what is their reaction to it? Does your crew find evidence that prior opinion (perception) has moved in your direction? If so, to what extent? Was the create/change/reinforce strategy choice correct, or must it be adjusted? Are refinements in the message in order, meaning there is still considerable work to be done?

Obviously, the problem solving sequence must be carefully retuned as progress is made in order to keep it on target ? alter perception, change behavior, and achieve not only a successful, but the desired public relations result.

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. mailto:bobkelly@tni.net Visit: mailto:bobkelly@tni.net

Biggsville limousine Chicago airport .. Lockport Chicago limo O’Hare
In The News:

A new debate has emerged about whether airlines should charge passengers based on their weight to help reduce fuel consumption and lower emissions.
Tech expert Kurt “CyberGuy" Knutsson says Hipshipper, which is used by eBay, Shopify and Amazon sellers, exposed millions of shipping labels.
Boxabl’s Baby Box is a 120-square-foot foldable home that can be set up in 60 minutes and has off-grid features. Kurt “CyberGuy" Knutsson says it's designed to maximize functionality.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Major IoT data breach: Mars Hydro database with 2.7 billion records exposed. Kurt “CyberGuy" Knutsson says the breach is a reminder of the risks that come with using IoT devices.
Unitree H1 robots dance at gala, blending AI and tradition. Tech expert Kurt “CyberGuy" Knutsson examines the convergence of cutting-edge technology and traditional culture.
For the first time ever, SpaceX launched a rocket into space from Florida and landed the booster the Bahamas, allowing for future polar-orbit spaceflight missions.
Attackers use caller ID spoofing and AI voices to steal money. Tech expert Kurt “CyberGuy" Knutsson provides seven ways to protect yourself.
Tech expert Kurt “CyberGuy" Knutsson talks about the Genesis GV60 MIV, an electric rescue EV with snow tracks for extreme missions.
Tech expert Kurt “CyberGuy" Knutsson helps you ensure a smooth online experience with a reliable, secure home network setup.
Kurt “CyberGuy" Knutsson talks about Vollebak’s Shielding Suit, which blocks EM radiation, infrared and tracking for privacy.
Even Apple products are vulnerable to cybercriminals, and a new report suggests the owners of Mac products will have to be more vigilant this year.
An inflatable six-person tiny house from a firm called 2001 looks like a space station with its inflatable dome that is transportable and eco-friendly.
Scams cost Americans an estimated $159 billion every year and average about $3,500 in losses per victim. The CyberGuy has advice to protect yourself.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents
Zeekr and Waymo are joining forces for the world's first mass-produced autonomous vehicle, combining an electric vehicle with self-driving technology.
A humanoid robot training center has opened in Shanghai, a big step in China's efforts to become a global leader in robotics and artificial intelligence.
Security experts have discovered that hackers are targeting apps on the App Store to spread malware that steals information from saved screenshots.
A new luxury SUV combines military-inspired design and high-end luxury transportation and includes two military-grade gas masks to protect against chemical warfare.
80% of stalking victims are tracked using tech. GPS trackers, like AirTags, are among the most popular ways to do it. Here's how to protect yourself.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Kurt "CyberGuy" Knutsson explains how to protect yourself against artificial intelligence-fueled romance scams, which have become the most common type of fraud in 2025.
Kurt "CyberGuy" Knutsson explains the steps to declutter text messages on a Mac or iPad. Apple offers ways to do this more efficiently.
Here's how to take control of the algorithms on Facebook, YouTube, Instagram and TikTok if your social media feeds aren't showing you content you want to see.
Beware of iCloud scams using urgent messages. Tech expert Kurt “CyberGuy" Knutsson helps you spot the red flags to protect yourself.

Do You Really Need PR?

The right kind of PR, that is, the kind that... Read More

Pressure From the Top?

Yes, and that pressure often comes from a CEO who... Read More

Preparing For Your Media Interview

Media interviews are an important part of an overall public... Read More

Can Media Coverage Build An Online Business? You Bet It Can!

As someone with expertise in media relations, I've been asked... Read More

Cutting Down Your Trade Show Budget

Whenever a recession or volatility threatens the economy, companies immediately... Read More

PR Essential to Your Success

Whether you are a business, non-profit or association manager, your... Read More

Publicity and Marketing Magic For Financial Planners: The Four Mores

Publicity will take your financial planning practice, your business, and... Read More

In PR, You Pay When You Stray

Don't let yourself be diverted by communications tactics playtime. You... Read More

The Working Case Study

Next to white papers, case studies are the most popular... Read More

Anxious About Your Public Relations?

Shooting from the hip always creates anxiety.Especially when managers order... Read More

If Your PR Cant Do This, Bag It!

As a business, non-profit or association manager, why continue a... Read More

Want To Join the Bandwagon? Be Sure It Has Wheels!

Here are two to-the-point questions recently posed by several association... Read More

How Real PR Works

For some, public relations works well when their news release... Read More

How To Write More Powerfully For PR, Offline And Online

Years ago when my Dad owned a group of local... Read More

When Managers Play the PR Card

The payoff for business, non-profit or association managers can be... Read More

Ignore PR at Your Peril!

If you do, it means:you don't value tracking the perceptions... Read More

The Ratings are Coming

Small businesses have always known the importance of word of... Read More

Managers: Why Not PR Like This?

I mean public relations that presumes from the get-go that... Read More

Turn Your Business? New Year Resolutions in PR Revolutions

As eyes look forward to a new business year, many... Read More

Say What?

As the comedian Steve Martin once said, "some people have... Read More

Publicrelationistas?

Is that what we are? Fanatic, over-the-top disciples of some... Read More

Using Publicity As A Creative Marketing Tool

Publicity is an important and often overlooked tool of creative... Read More

A Winning Public Relations Game Plan

You want to sell your products or services, and that... Read More

Mission-Critical Public Relations?

As a business, non-profit or association manager, any tool that... Read More

How To Make Time For Public Relations

"Don't say you don't have enough time. You have exactly... Read More

to o hare transportation Arthur ..