Home
>
Public Relations
>
Time to Spruce Up Your Public Relations?

Time to Spruce Up Your Public Relations?

Better check out the public relations fundamental premise, then take action in your own best interest.

The premise reads this way: "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."

Here's how you can reap its benefits.

Do you REALLY know what your most important outside audiences think about your organization? Are you actually aware of which external audience has the most serious impacts on your operations?

Better find out by interacting with members of those target audiences whose behaviors affect you the most, then ask lots of questions. "Have you done business with us? Was it a satisfactory experience? What do you think of us and our products and services?" And watch carefully for any negatives, even undertones that may need corrective action.

The responses you receive allow you to set your public relations goal. For instance, correct that inaccuracy, straighten out the misconception, or challenge that rumor.

Not surprisingly, reaching that goal requires that you set a strategy, and only three are available to you: create opinion where there is none; change existing opinion, or reinforce it. The goal you set will lead you to the right strategy choice.

The "bullet for your gun," so to speak, will be the message you carefully craft and send to members of your target audience. It needs to be very clear as to meaning. It must be believable and it should be compelling. Above all, your message must be persuasive since it seeks to alter perception in order to modify somebody's behavior. Make your message very specific to your strategy: create opinion, or change opinion, or reinforce opinion.

Moving that message to members of your target audience is next, and you have a wide choice of communication tactics to do the job. Everything from speeches, emails and personal contacts to press releases, radio and newspaper interviews, special events and lots more.

By this time, you'll be wondering whether you're making any progress. Best way to tell is to interact once again with members of that key target audience. Ask much the same questions you used during your first perception monitoring session.

The difference the second time around is that you're watching carefully for altered perceptions. Were you successful in straightening out that inaccurate belief? Does it appear that you turned around that awful rumor, or made headway in clarifying that misconception?

Not enough progress to suit you? Take another look at your communication tactics and consider expanding both the mix and frequencies. And review your message. Is it clear enough? Were your supporting facts and figures as strong and persuasive as they might be?

As you increase the tactical pressure, you'll begin to notice positive changes in the perceptions of members of your target audience. In time, this will lead to the kind of behaviors you seek and, thus, the successful completion of your 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 ? 2003

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

limo prices to midway Crystal Lake west of Randal .. Lockport Chicago limo O’Hare

In The News:

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

The number of people affected by a UnitedHealth data breach in February 2024 was actually higher than previously reported and was the largest medical data breach in U.S. history.

A phishing campaign uses Google Calendar to schedule fake meeting invitations that appear legitimate, redirecting targets to phishing sites.

Toll road text scam: Fake messages claim unpaid fees, seek payment via fraudulent links. Kurt “CyberGuy" Knutsson says this scam is becoming increasingly sophisticated and widespread.

Kurt “CyberGuy" Knutsson says these steps ensure that your friends and family get to the exact moment you want them to see. Try it out and streamline your sharing experience.

Tech expert Kurt “CyberGuy" Knutsson offers tips on how to protect your identity: Be vigilant, monitor accounts, use smart security, know theft response.

Tech expert Kurt “CyberGuy" Knutsson says cybercriminals are exploiting iMessage phishing protection, tricking users to reactivate links.

It's hard to imagine life without in-flight Wi-Fi these days – but sky-high web surfing comes with its own set of privacy concerns. Here's how to protect yourself.

Over 400,000 cases of credit card fraud were reported in 2024 to the Federal Trade Commission. The CyberGuy explains how to protect against becoming another victim.

A nondescript metal box transforms into a fully functional electric motorcycle that blurs the line between vehicle and urban infrastructure.

Many apps unrelated to location still ask users for tracking permission, and Texas Attorney General Ken Paxton has filed a lawsuit seeking to end this alleged practice by Allstate.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Melody, the artificial intelligence-powered robot, is life-sized and represents a move toward creating robots that resemble people in appearance and interaction.

Here are five easy smartphone rules from the National Security Agency that you can follow to better protect your mobile device from hackers and scammers.

A U.S. robotics company has developed "Jennie," a robotic pet powered by artificial intelligence that's designed to comfort those facing mental health challenges.

Healthcare records for more than 184 million Americans were breached in 2024, but you can take steps to minimize that risk. Kurt the CyberGuy explains.

The Skyrider X1 from Rictor claims to be the "first amphibious flying passenger motorcycle," and it combines land and air travel in one sleek design.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Home inventory and restoration apps help itemize and track every item in your home in the event you have to make an insurance claim after a natural disaster.

The White House launched a new cybersecurity safety label, the U.S. Cyber Trust Mark, intended to help consumers make informed decisions on smart device safety.

Today's tech can help make life so much easier — if you know how to use it. Here are a few tips on the quickest and best ways to make your phone, laptop and other devices work for you.

Tech expert Kurt “CyberGuy" Knutsson offers Windows 11 restart fixes: Update drivers, run system scans and check hardware.

Sony and Honda's Afeela 1 EV launches with advanced tech and entertainment for $89,900. Tech expert Kurt “CyberGuy" Knutsson gives his takeaways.

With limited hard drive space, tech expert Kurt “CyberGuy" Knutsson offers these tips for storing large video files and photos.

Tech expert Kurt “CyberGuy" Knutsson says the $236,000 Yangwang U9 electric hypercar boasts 1,287 horsepower and can jump obstacles.