Home
>
Public Relations
>
The Truth About Public Relations

The Truth About Public Relations

The truth is, you CAN attract the support of those external audiences whose behaviors have the most effect on your enterprise. But you must do it by first achieving the positive changes you need in their perceptions and, thus, behaviors.

You'll get both using this strategic approach to public relations which means your chances of achieving your organizational objectives are enhanced.

It all starts with the fundamental premise of public relations shown just below.

"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 those people whose behaviors affect the organization, the public relations mission is accomplished."

The core strength of those comments lies in the behavior changes that can take place among your key, outside audiences. When those changes occur ? and the combined perceptions of members of that important external "public" begin to move in your direction ? it can spell public relations success.

For instance, with a strong factual basis, you convince area activists gathering at your plant gate that (1) you don't dump chemicals into the river, and (2) both State and Federal investigations found that to be true. When they finally clear out, you've limited the damage an expensive and long-lasting disruption could have caused. That saved the organization cold, hard cash!

What happened? You managed to change the perception of those activists which, predictably, led to the change in their behavior that you desired. In other words, a successful use of public relations' fundamental premise.

While public relations can bring real power to bear, and while there's a well-worn path leading to each success, truth is, you can't change perceptions, and thus behaviors of your important outside audiences if you are not in touch with them on a regular and meaningful basis.

That's why it's so important to interact with members of each target audience, and ask questions. What do you think of our services, our programs, or our products? Are you satisfied? Listen carefully for signs of a misconception or a factual inaccuracy. Is there a belief alive out there that simply isn't true? Do you detect a hurtful rumor that must be squashed?

The answers you receive let you establish your public relations goal. For example, correct that inaccuracy, clear up that misconception, or get out the facts in order to neutralize that rumor.

But how will you actually reach that goal? With a clear and urgent strategy.

Fortunately, in dealing with perception/opinion, we have just three options available to us. Create perception/opinion where there is none, change existing perception, or reinforce it.

The goal you established will quickly tell you which strategy choice you must make.

But, of course, what you say to that target audience, in pursuit of your public relations goal, is crucial. Your message must be persuasive, compelling and clear as a mountain stream. It also must be credible and believable, which means truthful in all detail. It should also address the particular inaccuracy, misconception or rumor head on and not allow room for any further misunderstandings.

Now, how do you get that carefully chiseled message to the attention of members of that key, target audience? I still call them "beasts of burden" because they carry messages from Point A to Point B. Communications tactics is the answer, and you have a huge selection from which to choose. Everything from open houses, contests, news releases and speeches to brochures, community briefings, letters-to-the- editor, emails, radio/TV and newspaper interviews, and lots more.

Sooner rather than later, you will wonder whether you're making any progress. And the only realistic way to nail that down is to go back to members of that target audience again and ask them the same questions all over again.

The big difference this time around is, you're looking for signs that opinion/perceptions have begun to change in your direction. By that I mean clear indications that the miscon- ception is clearing up, or the inaccuracy has been corrected, or that a negative impression is slowly turning around.

Truth is, that's when this strategic, and powerful approach to public relations ? supported by appropriate tactical firepower ? delivers the altered perceptions and modified behaviors promised in the fundamental premise of public relations.

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

detailed home cleaning Lake Forest ..

In The News:

New TikTok malware campaign tricks users into running PowerShell commands that download Aura Stealer, which steals credentials and authentication tokens.

Gaia Family offers fixed upfront pricing for IVF cycles with unlimited embryo transfers and financial protection, partnering with over 100 U.S. fertility clinics.

The Jetsons Act aims to position Pennsylvania as a leader in advanced air mobility by establishing regulations for hybrid ground-air vehicles.

Fake Geek Squad invoice emails are targeting users with convincing charges and urgent phone numbers to steal personal information and money.

Fox News Digital's artificial intelligence newsletter digs into a robot in Russia that faceplanted, George Clooney's alarm and OpenAI's rivalry with the New York Times.

Major data breach at Conduent exposes personal information of 10+ million people. Government contractor hit by cyberattack affecting Medicaid, child support systems.

Texas startup Janta Power raises $5.5M for innovative vertical solar towers that generate 50% more energy than traditional panels while using just one-third the land.

NASA's twin ESCAPADE spacecraft launched aboard Blue Origin's New Glenn rocket Thursday afternoon from Cape Canaveral, beginning their journey to Mars with arrival expected in 2027.

Learn how to set email reminders on iPhone and Android so you never forget to reply again. Simple built-in features help you stay organized and on top of messages.

Discover how Apple's passkeys revolutionize Mac security by replacing vulnerable passwords with biometric authentication and encryption for ultimate protection.

New survey reveals 78% of parents fear AI scams targeting their kids, yet nearly half haven't discussed these threats. Learn why this dangerous gap exists.

Chrome now autofills passport and driver's license info automatically. Google's latest browser update adds official document support with encryption and user control.

Scammers impersonate Department of Veterans Affairs employees claiming veterans owe money, but real VA communications only direct to VA.gov or official channels.

The AltoVolo Sigma hybrid-electric aircraft flies 500 miles at 220 mph while operating 80% quieter than helicopters, featuring safety systems and compact design.

Google search scam alert: fake customer service numbers can give scammers remote control of your phone. Learn how to spot these traps and protect yourself.

Electric vehicles overtake gas cars in total CO2 savings after just two years of driving, with emissions benefits growing over time as power grids get cleaner.

Louvre Museum reportedly used "Louvre" as password for surveillance system during $100M jewel heist. Learn how weak passwords put even famous institutions at risk.

Bipartisan AI jobs bill from Sens. Hawley and Warner would require companies to report AI-related layoffs and hiring to Department of Labor quarterly.

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.