Why PR is an Engine for Economic Growth

Business, non-profit and association managers committing their public relations resources to (1) doing something about the behaviors of those important outside audiences that most affect their operation, (2) creating the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives, and (3) doing so by persuading those key outside folks to their way of thinking by helping to move them to take actions that allow their department, division or subsidiary to succeed ? greatly increase the chances of success for their operation.

Thus, feeding the engine of their own economic growth AND that of the nation at large.

But, in reality, it takes more than good intentions for any manager to alter individual perception leading to changed behaviors, something of profound importance to ALL business, non-profit and association managers.

What they need is a simple PR blueprint that gets everyone working towards the same external audience behaviors insuring that the organization's public relations effort stays sharply focused.

For example, a blueprint like this: 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.

In that way, those same business, non-profit and association managers can see results such as new proposals for strategic alliances and joint ventures; customers making repeat purchases; prospects starting to work with them; membership applications on the rise; capital givers or specifying sources looking their way, and even bounces in showroom visits.

But HOW those managers pull that off forms the real challenge.

Here's how the best of them can do it. They find out who among their key external audiences is behaving in ways that help or hinder the achievement of their objectives. Then, they list them according to how severely their behaviors affect their organization.

But precisely HOW do most members of that key outside audience perceive their organization? If the budget to pay for what could be costly professional survey counsel isn't there, Ms. or Mr. manager and his or her PR colleagues will have to monitor those perceptions themselves. Actually, they should be quite familiar with perception and behavior matters.

Getting that activity under way means meeting with members of that outside audience and asking questions like "Are you familiar with our services or products?" "Have you ever had contact with anyone from our organization? Was it a satisfactory experience?" And if you are that manager, you must be sensitive to negative statements, especially evasive or hesitant replies. And watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. When you find such, they will need to be corrected, as they inevitably lead to negative behaviors.

The job now is to select the specific perception to be altered which then becomes your public relations goal. You obviously want to correct those untruths, inaccuracies, misconceptions or false assumptions.

One of the painful aspects of the whole drill is that a PR goal without a strategy to show you how to get there, is like a three-bean salad without the beans. So, as you select one of three strategies (especially constructed to create perception or opinion where there may be none, or change or reinforce it,) what you want to do is insure that the goal and its strategy match each other. You wouldn't want to select "change existing perception" when current perception is just right suggesting that "reinforce" strategy.

The moment has come when you must create a compelling message carefully constructed to alter your key target audience's perception, as specified by your public relations goal.

Keep in mind that you can always combine your corrective message with another news announcement or presentation which may give it more credibility by downplaying the apparent need for such a correction.

The content of the message must be compelling and quite clear about what perception needs clarification or correction, and why. Of course you must be truthful and your position logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction.

Some allude to the communications tactics necessary to move your message to the attention of that key external audience, as "beasts of burden" because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.

Actually, we have a wide choice because the list of tactics is long indeed. It includes letters-to-the-editor, brochures, press releases and speeches. Or, you might choose radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are scores available and the only selection requirement is that the communications tactics you choose have a record of reaching people just like the members of your key target audience.

Of course, things can always be accelerated by adding more communications tactics, AND by increasing their frequencies.

It won't be long before those around you will be asking about progress. But you will already be hard at work remonitoring perceptions among your target audience members to test the effectiveness of your communications tactics. Using questions similar to those used during your earlier monitoring session, you'll now become beady-eyed looking for signs that audience perceptions are beginning to move in your general direction.

Yes, performed in this manner, public relations obviously does feed the engine of YOUR economic growth and, thus, that of the nation at large.

But do keep your eye on the core of this approach: persuade your most important outside audiences with the greatest impacts on your organization to your way of thinking. Then move them to take actions that help your department, division or subsidiary prevail.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1085 including guidelines and resource box.

Robert A. Kelly © 2004.

About The Author

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. mailto:bobkelly@TNI.net

Visit: http://www.prcommentary.com

---

Media Relations: How to Get Your Letter to the Editor Published

You may remember Forrest Gump's Vietnam pal ? the one... Read More

5 Critical Tests Every Press Release Must Pass

You've heard "them" say it, haven't you?By "them" I mean... Read More

Television Reporters - Questions to Ask Before Agreeing to an Interview

Prior to a TV interview it is guaranteed the journalist... Read More

Do You See PRs Real Value?

As a business, non-profit or association manager, do you see... Read More

Publicity: Financial Planners That Get It Follow One Rule

Advice about business and life often gets around to one... Read More

10 Ways to Get the Media to Love You

So you've put yourself "out there" with a public relations... Read More

Can Small PR Firms Deliver Huge Results?

They can when they invest in the basics. The best... Read More

The Medias Muscle: Make it Work for You

The least expensive, most effective way for you to promote... Read More

Networking: 17 Essential Strategies In The 21st Century

It is virtually impossible to succeed professionally and personally without... Read More

Is The Traditional Press Review Still A Business Tool Of The Future?

Press reviews are a common and basic feature for surveying... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

Get PR Off the Bench

Something that results in your most important outside audiences doing... Read More

PR and the Small Matter of Results

As a business, non-profit and association manager, how satisfied are... Read More

How to Work with Newspaper Photographers

The next time a newspaper photographer takes your photo, remember... Read More

A Blueprint for Managing your PR

OK, as a manager, your goal is to show a... Read More

The Four Seasons of Publicity - Building an All-Year Publicity

If you're like most publicity seekers, you probably think oneproject... Read More

She Who Has the Gold...

?makes the rules, of course.But when the gold takes the... Read More

Media Relations: When Google Got Googled

Before meeting my soon-to-be-wife for the first time, I "Googled"... Read More

3 Essential Elements For Turning Your PR Pitch Into Publicity Exposure

1) Establish Rapport, then get the editor/producer excited.There's not a... Read More

Monarch Health Sciences starts shipping long awaited Monavie and Monavie Active

The Acai Berry is starting to gain world wide recognition... Read More

PR: Am I Getting a Good Deal?

You are getting a good deal when you accept the... Read More

A PR Question For Chinese Managers

As the practice of public relations in China continues to... Read More

Press Releases for Every Occasion

To many marketers, the press release is something of a... Read More

Recessions Dont Last Forever!

It could, but what if it doesn't?Will you be prepared?Will... Read More

Custom Reasons for Custom Publishing

Once considered the stepchild of the publishing industry, custom publishing... Read More

Passing the PR Bar

The public relations bar, should such a proficiency measure ever... Read More

PR: Lets Cut to the Chase

If your key ? that's KEY ? outside audiences don't... Read More

In PR, You Pay When You Stray

Don't let yourself be diverted by communications tactics playtime. You... Read More

A Simple Formula for Success

Leaders in the business world need public relations big time,... Read More

Nows The Time To Get Christmas Media Coverage

Publicity seekers know that Christmas can provide a bonanza of... Read More

Publicity: Write a Letter to the Editor for Free Publicity

Ever wonder why papers devote a page or more to... Read More

Public Relations Productivity

Should it be measured in "publicity by the pound," or... Read More

Whats Important About PR?

Quite a bit, actually. Public relations helps business, non- profit... Read More