How Real PR Works

For some, public relations works well when their news release or special event winds up in the newspaper or on the radio.

For others, public relations works best when it does something positive about the behaviors of outside audiences that affect their operations the most. I like this approach because a business, non-profit or association manager can use the fundamental premise of public relations to deliver key stakeholder behavior change ? the kind that leads directly to achieving a manager's objectives.

What fundamental premise of public relations am I talking about here, and how can you put it to good use persuading those important outside folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed?

"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."

A simple plan that gets everyone working towards the same external audience behaviors insuring that your public relations effort stays on track.

By the way, I'm talking about changes in behavior like welcome bounces in showroom visits, community leaders beginning to seek you out; membership applications on the rise, customers starting to make repeat purchases; organizations proposing strategic alliances and joint ventures; waves of prospects starting to do business with you; new inquiries about strategic alliances; politicians and legislators starting to view you as a key member of the business, non-profit or association communities; higher employee retention rates and even capital givers or specifying sources beginning to look your way.

Meet with your PR team and take the time to list those outside audiences of yours who behave in ways that help or hinder you in achieving your objectives. Then prioritize them by how badly they impact you, and start working with the target audience that heads your list.

First challenge? You're not certain just how most members of that key outside audience perceive your organization.

Because there's a good chance you can't afford professional survey work, you and your PR colleagues (don't worry, they'll be quite familiar with perception and behavior matters) must monitor those perceptions yourself.

Ask members of that outside audience questions like "Have you ever had contact with anyone from our organization? Was it a satisfactory experience? Are you familiar with our services or products?" Stay alert to negative statements, especially evasive or hesitant replies, and especially for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. Because experience shows they usually lead to negative behaviors, the objective is to correct any of the above you encounter.

Now, you're ready to select the specific perception to be altered, and that becomes your public relations goal.

Of course a PR goal without a strategy to show you HOW to reach it, is like a cheeseburger without the ketchup. That's why you now pick one of three strategies designed to create perception or opinion where there may be none, or change existing perception, or reinforce it. The challenge here (a small one) is to 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 a "reinforce" strategy.

Flexing your PR muscle, it's your writer's turn to prepare a compelling message carefully designed to alter your key target audience's perception, as called for by your public relations goal.

Remember that it may be advisable to blend in your corrective message with a presentation, or a newsworthy announcement of a new product, service or employee, which may lend more credibility by not overemphasizing the correction.

Clarity is the watchword with regard to what perception needs clarification or correction, and why. Your facts must be truthful and your position must be logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction. In other words, your message must be compelling.

Now you select your communications tactics, the "beasts of burden" you will harness to carry your persuasive new thoughts to the attention of your outside target audience.

Your potential tactics list is ample, to say the least. It includes letters-to-the-editor, brochures, press releases and speeches. Or, you might select radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are scores available with the only selection requirement being that those you choose have a record of reaching people just like your target audience members.

Before long, questions will be raised as to how much progress is being made. By which time, you'll be hard at work remonitoring target audience member perceptions. Using questions similar to those used during your earlier monitoring session, you will now look carefully for indications that audience perceptions are beginning to move in the direction you have in mind.

By adding more communications tactics, increasing their frequencies or fine tuning your message, you can always move things along at a faster clip.

Leaving tactics to do what they do best, carry messages, what should come first is an aggressive public relations plan like that outlined above that targets key stakeholder behavior change leading directly to achieving your department, division or subsidiary objectives.

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

---

Advertising Is Dead. Long Live PR

Although I still believe there is a place for advertising... Read More

Anatomy Of A PR Campaign

The message is determined by analyzing the brand being marketed,... Read More

PR Campaigns ? How To Get To Grips With The Media

If you're serious about getting great results from your PR... Read More

Publicity: Polls and Surveys Are a Great Path Free Publicity

When I search Google News for "surveys," I get nearly... Read More

Does Your Small Business Have a Grooming Policy?

They say that image is everything and some of us... Read More

Think Big

Would you like to be the next Dr. Phil, Suze... Read More

What Determines PR Success?

As a business, non-profit or association manager, occasions will arise... Read More

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery... Read More

Creating Event Magic through Planned Video Production

Once upon a time, there was a young, stressed out... Read More

The Ultimate PR Scam

It happens to business, non-profit and association managers when their... Read More

How To Get Zero Cost Publicity For Your Business Part 1

Would you like to expand the volume of your business?... Read More

Mind Your Own Business!

And the best way to mind your own business is... Read More

Managers: Paying for PR-Lite?

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

Public Relations Success Starts Here

For discerning business, non-profit and association managers, PR success is... Read More

Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?

Commit this to memory, please: To get in the media,... Read More

PR: Short Form for Managers

Experience tells me that too many business, non-profit and association... Read More

PR Planning: Mapping Out Your Strategies, Tactics

With all due respect to all those stereotypical males out... Read More

A New Idea For Venture Capitalists

Obviously, it hurts when a promising business project you backed... Read More

Media Training: Three Reasons to (Almost) Always Stay On-The-Record

The words are pop culture heroes.Movies such as "The Insider,"... Read More

Public Relations: Why it Works

The short answer is, it works best when its fundamental... Read More

Using Publicity As A Creative Marketing Tool

Publicity is an important and often overlooked tool of creative... Read More

Dont Be Incredible

Public relations is all about credibility and trustworthiness. If you... Read More

The Best PR Has to Offer Managers

How cool is this? You're a business, non-profit or association... Read More

Publicity Tips from the Pros

If you want to know the best way to approach... Read More

GETTING YOUR MESSAGE ACROSS

You have a story to tell. Your company has developed... Read More

Publicity: When Calling a Reporter, Keep it Short

When you are planning to call a reporter for the... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

How To Write More Powerfully For PR, Offline And Online

Years ago when my Dad owned a group of local... Read More

Making the News - Tips from A News Journalist

What makes a good media release and how do you... Read More

The Story The Media Really Wants

If you're like most of my clients, you're probably interested... Read More

Hey, Mr/Ms Manager!

Does it really make sense to bet your PR budget... Read More

Best Approach For Free Advertisement

Product/service publicity is the superhighway to business success everyone dreams.... Read More

Publicity: Five Tips for Calling a Reporter

Always ask, "Is now a good time?"Deadlines in journalism are... Read More