Home
>
Public Relations
>
What You Dont Know About PR Can Hurt You

What You Dont Know About PR Can Hurt You

And hurt bad if you are a business, non-profit or association manager. Especially when you rely too heavily on tactics like special events, brochures and press releases to get your money's worth.

Instead, pursue public relations that does nothing less than alter individual perception and lead to changed behaviors among those key outside audiences of yours.

In other words, the best approach does something positive about the behaviors of those key external audiences that MOST affect your operation.

That approach persuades your important external folks to your way of thinking, and moves them to take actions that allow your department, division or subsidiary to succeed.

Thus it creates the kind of stakeholder behavior change that leads directly to achieving your managerial objectives.

Best part is, once you digest the underlying premise of public relations, you'll understand how the right PR really CAN alter individual perception and lead to those changed behaviors you need. Here's how it goes: 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.

Keep in mind that it requires more than good old special events, brochures and news releases if you really want to end up with your PR money's worth.

Fact is, business, non-profit and association managers who employ this kind of public relations can benefit from results such as new proposals for strategic alliances and joint ventures; rebounds in showroom visits; membership applications on the rise; community service and sponsorship opportunities; enhanced activist group relations, and expanded feedback channels, not to mention new thoughtleader and special event contacts.

Over time, you'll notice customers making repeat purchases; prospects reappearing; stronger developing relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies, and even capital givers or specifying sources glancing your way.

It goes without saying that you want your most important outside audiences to really perceive your operations, products or services in a positive light. So take pains to be sure that your PR staff has bought into the whole effort. Convince yourself that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Spend some time together and review the PR blueprint very carefully with your staff, especially regarding how you will gather and monitor perceptions by questioning members of your most important outside audiences. Questions such as: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the how things went? Have you experienced problems with our people or procedures?

Certainly you can count on professional survey people to handle the perception monitoring phases of your program IF the budget is available. But luckily, your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

We should spend a moment on your public relations goal. You need one that addresses the problems that cropped up during your key audience perception monitoring. Chances are, it will call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

Another truism is that goals need strategies to show you how to get there. And you have just three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. Unfortunately, selecting a bad strategy will taste like maple syrup on your ziti, so be certain the new strategy fits well with your new public relations goal. For example, you don't want to select "change" when the facts dictate a "reinforce" strategy.

Because persuading an audience to your way of thinking is awfully hard work, you now must create the right corrective language including words that are compelling, persuasive, believable AND clear and factual. This is a must if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors. So, meet again with your communications specialists and review your message for impact and persuasiveness.

Now you need to select the communications tactics most likely to carry your words to the attention of your target audience. Happily there are dozens available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.

Sad, but the credibility of your message could depend on its delivery method. So, consider introducing it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances.

Progress reports will suggest themselves in due course. And that probably will mean you and your PR folks should return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, watch carefully for signs that your communications tactics have worked and that the negative perception is being altered in your direction.

If you sense your colleagues or your client becoming impatient, you can always accelerate matters with a broader selection of communications tactics AND increased frequencies.

You won't get hurt when you apply your budget to public relations activity that creates behavior change among your key outside audiences that leads directly to achieving your goals.

That will demonstrate conclusively that the right PR really CAN alter individual perception. And better yet, lead to changed behaviors that help you reach those managerial objectives and come out on top.

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 ? 2004.

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 communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.

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

tidy up service Glenview ..

In The News:

Cybersecurity research shows weak passwords remain a major threat, with simple patterns and number sequences putting millions of accounts at risk.

New Android malware BankBot YNRK silences phones, steals banking data and drains crypto wallets automatically. Learn how this advanced threat works.

FDA approves first human trial for Paradromics' brain-computer interface that could restore speech for paralyzed patients through neural technology.

New phishing platform QRR targets Microsoft 365 users across 1,000 domains in 90 countries. Learn how to spot fake login pages and protect your accounts.

OpenTable now uses AI to track your dining habits and share insights with restaurants. Learn what data they collect and how to protect your privacy.

Google's discontinued Nest thermostats still secretly upload home data to company servers despite losing smart features, raising serious privacy concerns.

New Android malware NGate steals NFC payment codes in real-time, allowing criminals to withdraw cash from ATMs without your card. Learn protection tips.

DoorDash confirms data breach exposing customer names, emails, addresses after social engineering attack. Learn how to protect yourself from scams.

Concerned about Google's AI scanning your Gmail? Learn how to disable Gemini features that access your emails, Drive files and Chat messages for privacy.

Google warns Android users about dangerous fake VPN apps hiding malware that steals passwords, banking details and personal data from phones and tablets.

Apple's digital passport feature lets iPhone users breeze through TSA checkpoints this holiday season using Digital ID technology at 250+ airports.

A new phishing scam targets family photos with fake "Cloud Storage Full" alerts. Criminals steal credit card information through fake sites. Learn protection tips.

South Korean scientists create ultra-thin fabric muscles that turn clothes into robotic assistants, lifting 33 pounds while weighing under half an ounce.

Archer Aviation has acquired Hawthorne Airport for $126M to launch an LA air taxi network ahead of the 2028 Olympics, featuring AI-powered eVTOL operations and next-gen aviation tech.

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

Fake AI apps disguised as "ChatGPT" and "DALL·E" are flooding app stores with dangerous malware that steals data and monitors users without detection.

Fake buyers demand specific vehicle reports from unknown sites to steal credit card information from car sellers, but warning signs can help identify these scams before paying.

Android users can now manage apps across multiple devices more easily with Google Play Store's updated remote uninstall button in the latest update.

NASA's Perseverance rover discovers shiny metallic rock on Mars that could be a meteorite from an ancient asteroid, containing high levels of iron and nickel.

Holiday scams spike during Black Friday and Cyber Monday as criminals exploit your leaked personal data. Learn how to protect yourself from fake stores and phishing.

Commerce Department proposes TP-Link router ban over Chinese security risks. Learn how this potential prohibition could affect your home network and devices.

Hyundai AutoEver America suffered a data breach affecting 2,000 current and former employees, exposing names, Social Security numbers and driver's license information.

Washington court rules automated license plate reader images are public records, even when stored by vendors like Flock Safety, setting precedent for transparency.

Fake airline texts claiming flight cancellations are targeting travelers with convincing scams. Learn how cybercriminals steal personal data and credit card info.

Discover how iOS 26's new Adaptive Power feature automatically extends iPhone battery life by learning your usage patterns and adjusting performance intelligently.

What You Dont Know About PR Can Hurt You

Public Relations