Home
>
Public Relations
>
Where is the Best PR Value?

Where is the Best PR Value?

Wherever the fundamental premise of public relations is practiced.

Look at what it suggests. 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 organi- zation, the public relations mission is accomplished.

What a positive message for those business, non-profit and assoc- iation managers who don't really understand the role public relations can play in helping achieve their organizational objectives. Nor, that reliance on public relations' fundamental premise even identifies the tools they need to put such a plan into action.

If, sadly, you are one of those managers, here's how you can make up for lost time and actually boost your chances of reaching your organizational goals.

Make the time investment needed to identify and rank, as to their impact on your organization, those important outside audiences whose behaviors really do help or hinder your operations. Let's talk about the one at the top of the list.

It's really crucial that you know what members of that "public" think about your organization. Obviously, you must ask them! Interaction is really necessary if you are going to identify percep- tions likely to lead to negative behaviors. For example, wrong- headed beliefs, misconceptions, inaccuracies and even rumors.

And while you're talking to these audience members, keep an eye or an ear on local talk show and newspaper columns for the same signs.

The results of such opinion or perception monitoring are the very data you need to establish your public relations goal. For instance, neutralize that rumor, clear up that misconception or correct the inaccuracy.

And the very same goal will stand as your behavior modification objective so that you can measure your progress.

But here, the question always arises as to just how you will get to that goal. You need a strategy to show you the way, and you have three choices: create opinion/perception where there may be none, change existing opinion or reinforce it. Fortunately your goal will identify which strategy you should select.

Still, nothing happens until you write a truly responsive message and transmit it to members of your target audience. You must convince them that what you discovered in the way of rumors, inaccuracies, misconceptions or wrong-headed beliefs is simply not true. But do try for believability and clarity. And, above all, make your message persuasive and compelling.

Meanwhile, a whole stable of "beasts of burden" await your pleasure ? communications tactics capable of carrying that hard-won message direct to your audience members' eyes and ears. And there are scores and scores of them in that stable ? articles, interviews, newsletters, personal meetings, op-eds, emails, speeches and brochures among many others.

Impatience always grows at this point as you wait for signs that your public relations program is working. But that's the signal to once again interact with members of your target audience. The difference the second time around is that you're looking for signs that their perceptions of your organization have been altered by your message through its aggressive delivery system. So get out there and, again, ask lots of questions.

If things aren't moving fast enough for you, you may want to add a few more communications tactics to the mix, as well as increasing their frequency. Your message should also be vetted again for factual validity and clarity.

Gradually, the perceptions, and thus behaviors of your key, target audiences will begin moving in your direction, leaving little doubt as to where the best PR value can be found.

I can tell you from personal experience that there is no more satisfying moment in the practice 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.

Robert A. Kelly ? 2003.

kitchen deep cleaning Deerfield ..

In The News:

Unlike robotaxi competitors, Tensor focuses on consumer-owned self-driving cars that adapt to highways and urban roads with full redundancy systems for safety.

Medicare scams cost $54 billion in 2024 as fraudsters target beneficiaries with fake calls demanding payments and personal information to steal benefits.

Scammers create fake Evite invitations that mimic legitimate event emails, requiring users to verify senders and use antivirus software for protection.

The new Apple Watch hypertension feature passively monitors blood pressure patterns over 30 days using sensors to detect chronic high blood pressure signs.

Chrome extension spyware disguised as a free VPN service highlights security risks after it captured private browsing data from trusted sites.

New research shows how fatty acids in cooking oil can safely dissolve and recover silver from circuit boards without harmful chemicals or environmental damage.

The Fox News AI newsletter gives you information on the latest AI technology advancements, and about the challenges and opportunities AI presents now and for the future.

Anthropic investigates alarming AI abuse case where hacker automated entire cybercrime campaign using Claude, stealing sensitive data from defense and healthcare firms.

TikTok, Meta and YouTube restrict Charlie Kirk shooting videos with age gates and warnings while X faces criticism for allowing continued circulation.

Cybercriminals use fake troubleshooting websites to trick Mac users into running terminal commands that install Shamos malware through ClickFix tactics.

San Francisco startup Fable launches Showrunner, an AI platform dubbed the 'Netflix of AI' that generates animated episodes from text descriptions with Amazon support.

Apple raised iPhone prices for some models despite receiving tariff relief from President Donald Trump, with the new lineup starting at $799 for the base model.

A two-story 3D concrete printed home in Western Australia demonstrates faster construction methods that could reshape American housing amid rising costs.

Credit scores remain important during retirement for insurance rates and housing applications, while seniors become prime targets for identity theft and financial scams.

Scammers now send unexpected packages with QR codes that redirect victims to fraudulent websites or download malicious software to steal sensitive information.

Meeting AI tools record private conversations alongside work discussions, creating privacy risks that can be managed with proper settings and awareness.

Hotel privacy concerns are valid but rare, with methods to detect hidden tech using smartphone flashlights, mirror tests and scanning apps.

Improve your Wi-Fi speed and reliability with 10 simple router optimization tips that don't require special apps or expensive subscriptions.

A Columbia University breach exposed names, Social Security numbers and academic records of nearly 869,000 people, with notifications beginning in August.

Rental car drivers use AI-powered apps like Proofr to protect themselves from unfair damage fees as major companies deploy automated inspection tools.

Fox News' AI newsletter brings you the latest on technology advancements around artificial intelligence.

OnTrac data breach between April 13-15, 2025, exposed personal information of over 40,000 people including Social Security numbers and medical records.

A woman named Wika announces her engagement to an AI chatbot sparking worldwide debate about virtual relationships and technology.

The notorious people search site National Public Data relaunches despite a previous breach affecting 3 billion individuals, raising fresh privacy concerns.

Revolutionary TRAUMAGEL gel controls life-threatening bleeding from gunshot wounds and traumatic injuries, helping first responders prevent prehospital deaths.

Where is the Best PR Value?

Public Relations