PR Is Just Smart Business

The name of the game is doing our part to achieve manage- ment's objectives. And public relations best practice ? properly applied ? does just that.

How? The driving force is public relations' fundamental premise which promises to harness your most important external audiences in a way that actually helps reach those very same business objectives.

Just look at that premise: "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."

It strongly suggests that without the understanding of who and what your organization is all about, the behaviors of those important external audiences may hinder your efforts and, left unattended, tie your organization in knots.

This sentence sums up the bottom line. When public relations alters key audience perceptions, then reaches, persuades and moves them to an action you desire, it clearly helps achieve management's objectives.

Do you enjoy that kind of support? You can if you employ a program along these lines.

Decide at the start which outside audiences display behaviors that most impact your organization, and list them. We'll concentrate here on that #1 external audience you believe has the greatest effect on your operations. Of course, other audiences may need your attention as well.

The obvious first step is to find out how members of that "public," as we call them, actually perceive your organization. The best and quickest way to do this is to interact with those people and ask questions that probe their perceptions. Listen carefully for negative observations and remain alert to factual errors, inaccuracies, misperceptions and even rumors.

These responses enable you to create a public relations goal aimed directly at correcting the damaging perceptions, especially misconceptions and inaccuracies.

Now, you get to select one of three available opinion strategies that show you how you will reach your goal: create opinion where there may be none; change existing opinion, or reinforce it. Your public relations goal will lead you to the proper strategy selection.

The meat of the program is usually the message you will send to members of your target audience. After all, that message will be charged with the task of altering people's perceptions, and that means it must be persuasive and compelling. It must also be as clear as possible, and contain the facts and figures needed to repair the perception damage. In short, your message must be believable. You might also run it by a few members of your target audience to be sure it has the desired effect on the perception you are striving to alter.

Moving your message to many members of your #1 external audience requires aggressive and carefully targeted communications tactics. Public relations is fortunate to have dozens of such tactics from which to choose. For example, radio and newspaper interviews, letters-to-the-editor, face-to- face meetings and speeches. Or you might select tactics such as facility tours, brochures, community meetings, special events and promotional activity.

In due course, after your communications tactics have spread your message far and wide, you will want to know if you are making any progress. Experience shows that remonitoring your target audience is a must.

You will want to ask the same questions of audience members you used during your data gathering exercise at the start of the program.

Your objective, however, will be different. Now, you will be looking for signs that the offending perception has begun to be altered in the direction you desire. Should more work be necessary, a possible change in the mix and frequency of your communications tactics can be made. And, of course, you would want to review your message for clarity, impact and direction, especially with regard to your supporting facts and figures.

Because we know that predictable behaviors tend to follow changes in perception, your carefully planned public relations effort is well-positioned to create key audience support for management initiatives.

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. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com

---

Managers: Paying for PR-Lite?

As a business, non-profit or association manager, your public relations... Read More

Managers, Which PR Is Right For You?

An effort built around a string of print and broadcast... Read More

Publicity: Show a Reporter You Care by Inviting Them to Fact-Check

Just like a financial planning client fears not having enough... Read More

What? You Havent Got a Capability Statement?

What's a Capability Statement?As the name suggests, it tells potential... Read More

How to Generate Free Publicity for Your Product, Service, or Cause

One of the most misunderstood and most underutilized promotional tools... Read More

Youve Done PR the Hard Way Long Enough

As a business, non-profit or association manager, let the tacticians... Read More

Writing a Press Release: Inverted Pyramid Style

A term you'll hear in newsrooms, in editing meetings, in... Read More

Dont Use PR

?lose the confidence of your key target audiences? discourage them... Read More

Media Training: Stop Talking, Already!

THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More

Why Not Juice-Up Your PR?

Say, from tactics like special events, brochures and press releases... Read More

Marketing-Minded Financial Planners, Create Your Very Own Story to Get Free Publicity

One big mistake that many marketing-minded financial planners make when... Read More

Killing Them Softly

The world has woken up to ethical issues in corporate... Read More

Ramp Up Your Newsletter to Build a Strong Business

To survive in business, you've got to focus your attention... Read More

The Press Release is Dead (Now Will Somebody Please Tell the Clients?)

In competing for a piece of business not too long... Read More

How To Write A Press Release

A well structured press release in an excellent way of... Read More

Possibilities Of The Blogosphere For The PR Industry In Spanish-Speaking Countries

Only two media in Spanish speaking countries offer RSS: the... Read More

Anchor Your Relationships

I heard a speaker recently who was talking about how... Read More

Media Training: Why Nobodys Listening to You

SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More

Media Relations: What To Do When Youre Misquoted

When ABC News anchor Peter Jennings announced he had lung... Read More

What Some Pros Know About PR

They know they had better do something positive about those... Read More

Marketing-Minded Financial Planners, Dont Hold Back Information From the Media

Some financial planners think that they shouldn't share their top... Read More

Go Ahead, Marketing-Minded Financial Planners, Call a Reporter

Yes, you can call a reporter.I've said it before, in... Read More

Tactics Vs. Endgame - Endgame Wins

It took me a while to see just HOW crucial... Read More

How To Get Press To Come To You

Have you ever noticed how the same people's names always... Read More

Managers, Got a Grip on Your PR?

What are you trying to do with your business, non-profit... Read More

A Winning Public Relations Game Plan

You want to sell your products or services, and that... Read More

Advertising and Community Relations -- Get the Best of Both Worlds

Have you ever noticed that in communities without big universities,... Read More

How to Work with Newspaper Photographers

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

Media Training: Exposing Reporter Tricks -- Three Tactics Designed to Get You

A reporter's job is to get the most accurate and... Read More

Do-It-Yourself Public Relations

"Advertising is what you pay for. Publicity is what you... Read More

PR: The Thrill of a Good Idea

The notion that a business, non-profit or association manager can... Read More

How To Share Your Success Story Without Sounding Like You Are Bragging

A great way to celebrate your achievements and capitalize on... Read More

Financial Planners Garner Free Publicity by Making it Easy for the Media

Would you advise clients to buy a stock based on... Read More