What Does the Public Relations Client REALLY Want, and Why?

It's not unusual for clients of service providers to insist that their budget dollars be quickly applied to a variety of flashy tactics. Yet, when pressed, many acknowledge that what they REALLY want for their money is visible, end-game change.

This is especially true in public relations where clients often second-guess careful plans for achieving that end-game change by insisting on premature use of tactics like news releases, talk-show appearances and sports sponsorships.

But obviously, flashy tactics alone will not satisfy those clients once they start looking for a return on their public relations investment. Because it is then that it becomes clear, sometimes painfully, that their goal MUST be the kind of change in the behaviors of key stakeholders that lead directly to achieving their business objectives. Thus, it is quality planning, and the degree of behavioral change it produces, that eventually captures client attention, not tactics.

These days, with public relations budgets always in mortal danger, tactical chats between a client CEO and public relations counsel probably sound like this: "Do something about those activists chaining themselves to our plant gate and yelling that our emissions go into the river. It's costing us big money each day that plant is shut down."

Or, "How are we going to calm down those Garden Club members down in the lobby waving around those cockamamie newspaper reports and talking to the TV cameras about the additives we use? Where'd that reporter get those numbers, anyway? It's costing us sales!"

Or, "Please people, what are you doing to encourage a favorable Town Council vote on our petition for that new highway off-ramp?"

What's common to each of those rants? The CEO is asking his public relations people to modify somebody's behavior. He doesn't want to talk tactics, or even strategies. He wants those activists off his property, he wants those print and broadcast reporters to do a fairer job of reporting on his production methods (hopefully getting the Garden Clubbers off his back), and he wants a real effort made to move public opinion in a way that encourages local officials to approve that badly needed vehicle ramp.

Modify somebody's behavior, that's his goal, and that's the job of the public relations agency and its client's corporate professionals. Fortunately, the key to a successful effort is the fact that people really DO act on their perception of the facts. In so doing, and in a cumulative way, they form the very public opinion that those practitioners must now inform.

So, what is their strategy? In short, to reach those perceptions with the facts as they know them. Hopefully, the messages they use will be clear and persuasive, and will change negative or inaccurate perceptions, then alter behaviors in the client company's direction.

Using the three examples above, when the activists become satisfied with explanations of the company's new, public commitment to correct their emission problems, the protesters can be expected to leave the plant gates.

Editorial board meetings with local newspapers and television stations will begin to bear fruit with more balanced reportage of the company's efforts to meet emission standards which, in turn, will reduce negative public opinion.

And, while the agency's briefing sessions with town council staff will do little to hasten a formal vote, a targeted communications effort is likely to lead to a community opinion poll showing positive movement in public, then official sentiment about the new highway off-ramp.

In the end, a sound public relations strategy combined with effective tactics leads directly to the bottom line ? perceptions altered; behaviors modified; client satisfied.

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. Word count is 720 including guidelines and resource box. 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 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

---

Financial Planners, Make Sure Reporters Comprehend Your Topic

Don't assume that a reporter understands financial planning. If anything,... Read More

Asian Media Relations: Increase Your Profile and Image in China

China's media is booming creating opportunities for marketing-savvy businesses. But... Read More

Online Business Press Release Writing Tips And Ideas

Press releases are one of the most cost-effective ways to... Read More

Is There a Plumber in the House?

I don't know about you but I get really frustrated... Read More

Media Training: Why Nobodys Listening to You

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

Want to Light a Fire Under Your PR?

Yes? Then do something positive about the behaviors of those... Read More

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message... Read More

Just What Kind of PR Matters to You?

Parties, videos, booklets and column plugs?Or public relations that does... Read More

Forget The Story Youre Promoting ? Heres What Journalists Really Want From PR People

Although it seems less common these days, there are still... Read More

Why News Releases Fail

Sorry about my otaku with this issue (otaku = more... Read More

Best Approach For Free Advertisement

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

TV Reporter Shares the Secrets to Getting Covered on the News

Do you have a great idea for a story, but... Read More

Anchor Your Relationships

I heard a speaker recently who was talking about how... 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 Is Just Smart Business

The name of the game is doing our part to... Read More

The Ten Ps of PR

Everyone is talking about the Ps of successful marketing, so... 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

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand... Read More

Free Radio Publicity for Marketing-Minded Financial Planners

Radio is a powerful publicity tool. Most stations offer news... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

Media Relations: Ending the Press Release Crutch

When most people think of media relations, they think of... 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

Custom Reasons for Custom Publishing

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

Right PR Empowers a Manager

Business, non-profit and association managers are in a stronger position... Read More

Grandma Says...

Southern grandmothers have often said, "there are only three... Read More

The Most Important PR In America

Just happens to be public relations activity that alters individual... Read More

Marketing-Minded Financial Planners, Focus on Main Points During an Interview

You never want to inundate a reporter with information, but... Read More

Are You PR-Challenged?

You won't be if you accept a very simple premise.... Read More

What is GuerrillaPR Anyway?

Public relations is the art, as one of my colleagues... Read More

33 Reasons To Do A News Release

News releases are not the best way to get major... Read More

How to Write News Releases that Get Noticed

What do you do with junk mail? Are you like... Read More

How Managers Hurt Their PR Results

Business, non-profit or association managers hurt their own public relations... Read More