Are You Sure You Know What Youre Doing?

Because when it comes to public relations, non-believers can produce a double-bummer -- missed opportunity AND a ton of wasted money. It really is a shame because we do public relations to change the behaviors of certain groups of people important to the success of those very Doubting Thomases.

And speaking of non-believers, what's the real reason some shy away from public relations? I believe it's because they don't understand, or believe, the direct connection between what public relations is capable of delivering and their need to achieve specific business objectives.

So, what do we say to non-believers?

Surely it's not that difficult a concept to understand or accept? People act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving your organization's objectives. That's pretty good!

Better yet, you can establish the degree of behavior change you want, up front, then insist on getting that result before you pronounce the public relations effort a success.

That way, you KNOW you're getting your money's worth.

But it gets better. How can you measure the results of any activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success when you meet that goal.

Public relations is no different. The client/employer wants our help in altering counterproductive perceptions among key audiences which almost always change behaviors in a way that helps him or her get to where they want to be.

But, the Doubting Thomases might ask, are we really qualified to do that job?

I think yes, because everything we do is based on the same realities -- people act on their perception of the facts, and we can do something about those perceptions. So, when public relations activity successfully creates, changes or reinforces that opinion by reaching, persuading and moving-to-desired- action those people whose behaviors affect the organization, the public relations effort is a success.

In practice, you may want people to perceive your organization more positively, thus strengthening its reputation. Or, you could communicate a company's strengths to a target audience leading them to a positive perception of the firm, in turn leading to new investments in the company's shares.

I know our non-believers are not primarily interested in our ability to communicate, paint images or schmooz with the media. Nor are they especially fascinated with our efforts to identify target audiences, set public relations goals and strategies, write persuasive messages and select communications tactics.

What I believe they DO want is a change in the behaviors of certain key audiences leading directly to the achievement of their business objectives.

Which is why I continually stress that quality planning, and the degree of behavioral change it produces, defines the success or failure of a public relations program.

Done correctly, when public relations results in modified behaviors among groups of people important to an organization, we could be talking about nothing less than its survival.

But that means public relations professionals must modify somebody's behavior if they are to help hit the objective and earn a paycheck - I believe everything else is a means to that end.

But, we can't let the Doubting Thomases off the hook without reminders that some very basic but unattended perceptions may be out there that could lead to very costly negative behaviors. For example, if sales prospects are unaware of your product or service, you will not get them as customers; if your customers don't remain convinced of the value of your product or service, you lose them; and if employees believe you don't care about them, productivity suffers.

And on and on when still more audiences like citizens, journalists, regulators, investors and legislators don't believe you.

So, what do I believe the unbelievers still want from us whether they know it or not? I believe they want us to apply our special skills in a way that helps them achieve their business objectives. But no matter what strategic plan we create to solve a problem, no matter what tactical program we put in place, at the end of the day we must modify somebody's behavior for them if we are to earn our money.

Which is why I say that when you measure our real effectiveness, you will be fully satisfied with those public relations results only when our "reach, persuade and move-to-desired-action" efforts produce that visible modificationin the behaviors of those people you wish to influence. In my view, this is the central, strategic function of public relations - the basic context in which we must operate.

As for the Doubting Thomases, I hope these remarks contain a nugget or two that assists you in leading them to a better understanding of how public relations works. Especially how it can strengthen relationships with those important groups of people - those target audiences whose perceptions and behaviors can help or hinder the achievement of their business objectives.

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 © 2005.

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 communications, 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: http://www.prcommentary.com; bobkelly@TNI.net

---

Its the Little Details that Can Make or Break a News Story

Have you ever heard of the saying, "One person's trash... Read More

6 Essentials for Doing Your Own PR: Guest Author

Today's issue of Lean Marketing Champions features tips on doing... Read More

PR Secrets for Small Business

Most small businesses do little to no public relations (PR)... Read More

Managers: Super-Charge Your PR

Ain't a gonna happen unless business, non-profit and association managers,... Read More

Whats Stopping You From Getting Publicity?

When I talk with business people, they tend to believe... Read More

PR? Why?

Well, for starters, because good public relations can alter individual... Read More

Which PR? Judge for Yourself

You are a senior business, non-profit or association manager. So,... Read More

Making Press Releases Work - Creating News Where None Existed

Aren't you tired of hearing how extremely easy it is... Read More

The 7 Deadly Sins of Press Releases

A press release is often your only chance to make... Read More

PR for Brand New Managers

Just promoted to manager?Here's something you need to know.Whether you... Read More

Financial Planner Marketing - Problems Are Good (For Financial Planners Seeking Free Publicity)

A common complaint you'll hear is that the media is... Read More

GETTING YOUR MESSAGE ACROSS

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

Hispanic Media Relations Training: What to Do When Hispanic Media Call

You are a spokesperson for your company, representing it for... Read More

Press Release, An Alternative For Paid Advertisement. Step 1

What's a press release? This is generally a one page... Read More

6 Steps to Using Trade Magazines To Reach Customers

When developing a publicity campaign for their business many owners... Read More

How to Get $1000 worth of Advertising for $60

©2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More

How To Get Press To Come To You

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

The Story The Media Really Wants

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

How To Write A Press Release

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

Editorial Calendars: A Key to Publicizing Your Business

What is the one thing that all of the best... Read More

A Simple Formula for Success

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

Promote Your Products With A Press Release

Writing an effective press release is a way to draw... Read More

Why You Should Write a Book (Even if You Really Dont Want To)

Recently, I told a friend (who's a business owner) that... Read More

Sound Like Your Situation?

What a shame! Potentially productive public relations people resting on... Read More

How To Get FREE Publicity Whenever You Want !

What you are about to read is a step by... Read More

Media Relations - Ten Essential Tips to Use The Media to Market Your Business

In the 'Age of Scepticism' gaining media coverage is one... Read More

PR Essential to Your Success

Whether you are a business, non-profit or association manager, your... Read More

Levines Laws For Pitching With Panache

Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More

For Marketing-Minded Financial Planners, Small Publications Can Have Great Publicity Impact

Just because a publication is small doesn't mean that getting... Read More

Is This the PR You Thought You Were Getting?

You know, where you do something positive about the behaviors... Read More

How to Get More Mileage Out of Your Media Coverage

Maybe it played for Kevin Costner in "Field of Dreams,"... Read More

Media Contact Lists and How to Build a Fantastic One

I got the latest issue of Internet Works in the... Read More