Home
>
Public Relations
>
What Is Best Practice Public Relations?

What Is Best Practice Public Relations?

Why, public relations that stays true to its fundamental premise, of course.

In a nutshell, "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."

Adhere to that, and you can't go wrong!

Even those who believe public relations is just a bunch of communications tactics, can improve their performance because the premise and its strategy will keep those tactics on the straight and narrow.

How? The premise requires that tactics be selected on the basis of (1) knowing how a target audience perceives the organization, (2) precisely who the tactics should be aimed at, and (3) and most important, what changes in perception, and thus behaviors, are desired so that you can set a goal, then tell if you achieved it or not.

That way, the tactics have a fair chance of doing some good by visibly helping you achieve your business objectives.

Happily, even when "practiced best," this isn't rocket science. All it takes is a brief but logical plan.

Decide which external audience of yours has the most serious impact on your organization. That becomes your key target audience, and off we go!

Can't do much if we don't know how they perceive you and your organization. So, you've got to get out there among members of that key target audience and ask some questions.

What do they think of you and your operation? Notice any negatives? Are misconceptions, inaccuracies or rumors becoming evident? Any undercurrents surfacing? Is there a problem coming down the pike?

When this monitoring phase is complete, you can set a public relations goal that corrects the problem you turned up. For example, your goal might try for a positive impact on individual perception by explaining your pricing policies, or replacing a damaging rumor with the truth.

Now you need to know how you're going to reach that goal. And that's where strategy comes in. You have three choices. You can create opinion (perception) where none exists, or you can change existing opinion, or simply reinforce it. Your choice will respond to what you turned up during your monitoring phase.

If there is a tough part in our brief and logical plan, this is it. You need a really good, corrective message for delivery to your key target audience. It must be clear as spring water, VERY persuasive and, of course, the unvarnished truth. Prepare a draft, then try it out on two or three members of your external audience, then adjust as needed.

Now we come to those "beasts of burden" we discussed up front, the communications tactics themselves. These foot soldiers, to mix a metaphor, will carry your corrective message to the eyes and ears of members of the target audience. A pretty important step, so choose well.

Luckily, you have a ton at your disposal. Emails, personal meetings, news releases, radio interviews and special events. Or, letters-to-the-editor, face-to-face meetings, speeches and open houses. A long list.

Your work is not quite over. How do you know whether your brief and logical plan is working?

The answer is, you will not know for certain until you and your colleagues get back into the field and talk to members of that all-important key audience population all over again.

I know, I know, that's time consuming and a powerful lot of work. But it's worth it! What you want to question those folks about, of course, is the same topics you raised the first time around. Only now, you're looking for altered perceptions.

For example, does the second set of responses indicate that you were successful in clarifying the misconception? Or that the inaccurate belief is morphing into your version? Or, that the irritating (and potentially dangerous) rumor has been laid to rest?

If, however, feedback shows more work is needed, it's back to the drawing board for a better mix and frequency of higher-impact communications tactics. Plus, another look at your message ? was it clear enough? Were the best "hot buttons" pressed? Did you include the right facts and figures to support your case?

Fact is, the Pot 'o Gold at the end of this rainbow is consistency. When you gather responses showing a consistently positive pattern, that brief and logical plan of yours is beginning to produce the success promised by the fundamental premise of public relations.

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:

Creating an email alias can help clean up your inbox by organizing emails based on purpose, like creating different aliases for shopping, newsletters and work.

A multipurpose robotic system promises to transform how items are stacked onto pallets, aiming to maximize space utilization and reduce shipping costs.

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.