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

---

This is the Power of PR

The power of public relations is its ability to alter... Read More

Anatomy Of A PR Campaign

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

The Press Release Method to Get Great Publicity

If you have had any experience in public relations or... Read More

Managers: Paying for PR-Lite?

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

How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now

Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More

Publicity: A Financial Planners Best Marketing Friend

There's an old African proverb:"If you think you are too... Read More

What People Believe Can Bring You Success

Just think about it.If I come to believe that you... Read More

Custom Reasons for Custom Publishing

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

How to Tie-In With News Events to Score Publicity

It's safe to say that we live in interesting times.... Read More

How Would You Ever Know?

Your important outside audiences behave in ways that stop you... Read More

Hispanic Media Training: How It Can Benefit You

How can media training help you create a successful Hispanic... 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 Buyers Beware!

It can bite you and waste your public relations budget... Read More

Media Relations: When Numbers Lie

NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More

10 Ways to Get the Media to Love You

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

Auto Detailing Public Relations; United Way Withholding

As a mobile detailing company it is important to have... 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

E-Mail Media Releases

E-mail is becoming the preferred way to receive media releases.... Read More

Austin?s Annual Charity Event with KVET

In my travels around the country while building my business... 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

Make Front Page News By NOT Inviting The Media

Not a single reporter showed up at our news event.... Read More

Watch Your Attitude

So many restaurants spend money on publicity and then practically... Read More

Managerial Survival Key

For business, non-profit or association managers like yourself, survival pretty... Read More

Are You PR-Challenged?

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

Dont Put Up With Junk PR

In public relations, "junk" is more about attitude and lack... Read More

She Who Has the Gold...

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

How to Get a Story About You or Your Business in USA Today

I am often asked by clients to target USA Today... Read More

Seven Tips To Get Your Press Release Noticed

If you're seeking to promote yourself or your new business... Read More

PR: How Sweet It Is!

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

Talk Radio Success

You do not have to hire a publicist or advertise... Read More

Slow Day? Create News

Sometimes there seems to be no client news worthy of... Read More

Public Relations Productivity

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