Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Know What Matters Most About PR? > NetSparsh - Viral Content you Love & Share

Know What Matters Most About PR?

When, as a business, non-profit or association manager, you are able to persuade your key external stakeholders to your way of thinking, then move them to take actions that lead to your department, division or subsidiary's success.

And again when those outside stakeholder behaviors deliver results like more people returning to buy again, new prospects sniffing around, individual capital gift levels rising, or more inquiries arriving about strategic alliances and joint ventures.

It especially matters when the emphasis of the PR team assigned to your unit shifts from communications tactics to a comprehensive blueprint that leads to your personal success as a unit manager. Particularly as it demands of you a sharper focus on the very groups of outside people who play a major role in just HOW successful a manager you will be ? your key external audiences.

But, what really matters most about your public relations is the foundation on which you build your program. For example, one like this: 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.

How you implement such a fundamental premise is the enduring key to success. Discuss it with your PR team, especially the importance of learning how your organization is perceived by those target audience members. It should be obvious to all concerned that those perceptions almost always result in predictable behaviors that can help or hinder your operation.

You need to interact with members of the key target audience and ask a lot of questions. "Do you know anything about us? What do you think of our services, products or people, if anything? Have we ever worked together on a project? Was it a positive experience? Do you have any kind of problem with us?"

If budget is not a problem, you can hire a professional survey firm to gather these data. Or, since your PR people are already in the perception and behavior business, you can put them to work doing this very important work.

Whoever does the perception monitoring work should stay alert for negativities, especially attitudes and voice levels. Watch carefully for untruths, misconceptions, inaccuracies or rumors.

Once gathered, these data will form the basis of your public relations goal. Sometimes, the goal is extremely sensitive and specific. Other times, it can be as straightforward as "clarify that misconception, correct that inaccuracy or stifle that rumor."

Since a goal without a strategy is like a pizza without a beer, you may choose from three strategies usually applied to a perception or opinion problem. Create perception where there isn't any, change existing opinion, or reinforce it. Always see to it that the strategy you select is an obvious and natural fit with your new public relations goal.

A burning need for writing ability surfaces here because you must prepare a really effective message if you are going to alter any negative perceptions among members of your target audience. Your PR team should be able to handle this assignment just fine, in particular the need for persuasiveness and a compelling writing style. It must be clearly written with excellent factual support if your message is to be believable and result in the altered perception you desire.

Message delivery, fortunately, is a simple matter as you select from among the long list of communiucations tactics available to you. You may choose media interviews, speeches or group briefings, or from among newsletters, emails or brochures. Just be certain the tactics you pick can prove they actually reach people like those in your target audience.

The question of whether progress is being made will surface rather quickly so prepare asap to again interact with, and question members of your target audience. Only this time, you'll be alert for indications that the negativities have been dealt with and that target audience perception is moving in your direction.

Should you feel the need to accelerate matters, you can always add a few new communications tactics, and increase their frequencies.

It seems safe to say right here that what matters most about public relations is your survival as a manager who uses PR to help reach his or her objectives. Which is precisely why PR demands of you a sharper focus on the very groups of people who play a major role in just HOW successful a manager you will be ? your key external audiences.

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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. Visit:

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at

Rep. Jim Jordan's campaign paid PR firm to address wrestling allegations
WASHINGTON, D.C. - Champaign County GOP Rep. Jim Jordan paid a public relations firm in Virginia $38,000 to help shoot down allegations that he knew an Ohio State University doctor had sexually abused wrestlers in his charge while he was an assistant ...

and more »

Chicago Tribune

Killing baboons is bad PR? Who knew?
Chicago Tribune
Most Americans don't hunt, but they're OK with other people doing it. It helps that it's a familiar part of American history, that it's a common source of food and that most of the harvesting occurs out of the view of those who might blanch at it. Most ...
Fish and Game commissioner hunts 'family of baboons' in Africa, faces calls to resignIdaho Statesman
Idaho Fish and Game commissioner faces backlash over Africa hunting photosIdaho State Journal
Idaho F&G commissioner gets backlash, calls to resign after hunting trip in Africa | KBOIKBOI

all 310 news articles »

Houston Business Journal

What Houston businesses should consider in PR for the fourth quarter
Houston Business Journal
Public relations is all about planning and proactively communicating to your stakeholders. Whether it's a product launch, a grand opening, a rebrand, a corporate restructuring or a community initiative, it's important to communicate this news to your ...

Report: 64% of PR Pros Have Fast Access to News, but Crisis Response Hurdles Persist
PR News - For Smart Communicators (blog)
The so-called assessment moment is at the crux of what PR News and DataMinr, a real-time information discovery company, sought to learn about from the PR professionals we surveyed earlier this year. In short, we found slightly more than 60 percent felt ...

Jaguars PR/KR Mickens on injured reserve, re-sign WR Greene
JACKSONVILLE, Fla. (AP) — The Jacksonville Jaguars have placed kick returner Jaydon Mickens on injured reserve and re-signed receiver Rashad Greene. The team announced the roster moves Monday, one day after a 40-7 loss at Dallas. Mickens broke ...

and more »

FW Business

Career Path: Daniels finds a force in community PR
FW Business
Business: Force Community, a boutique public relations agency specializing in intimate events and social media management. Age: 23. Education: Bachelor of arts degree in progress from Purdue University Fort Wayne, public relations major. Class of 2019.


PR Companies Struggle With Tech PR, More Product Than Brand
Tech PR is a multimillion-dollar industry in Australia and unlike some categories it is constantly changing making it extremly appealing to PR Companies and those who 'think' they can make a quick few dollars from this category. Today tech is on the ...

The Holmes Report

Kekst CNC Merger Is A Reminder Of Corporate PR's Enduring Value
The Holmes Report
That it has chosen to do so via a separate brand rather than under the MSL umbrella is also unsurprising, given the brand and consumer PR focus represented by Publicis Groupe's flagship PR network, which has become increasingly submerged in the ...

Bitcoin News (press release)

PR: Roger Ver Joins Azbit Crypto Exchange Advisory Board
Bitcoin News (press release)
We are elated to announce that Roger Ver, CEO of and Mate Tokay, COO of joined Azbit as our Advisors! Apparently the subject on everyone's mind today is “Roger Ver is planning to open his own cryptocurrency exchange”.

and more »

O'Dwyer's PR News

Banksy Pulls PR Stunt of the Year
O'Dwyer's PR News
The work of art, “Girl with Balloon,” was a favorite of the anonymous street artist and prankster known as Banksy; its “self-destruct” mode just the latest in Banksy's long history of eye-catching public relations stunts. The work depicted a small ...

and more »
Google News

Levines Laws For Pitching With Panache

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

Publicity: Financial Planners That Get It Follow One Rule

Advice about business and life often gets around to one... Read More

Internet Etiquette for Business Success

You're trying to recruit a downline into your program, you've... Read More

Managers, Which PR Is Right For You?

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

Five Great News Stories You?re Sitting On Right Now

Smaller companies don't always have the budget - or inclination... Read More

Business Gifts for Your Clients and Employees

Tis' the season for business and corporate gift-giving! If you... Read More

PR - More Than News Releases

Public relations and news releases are synonymous in the minds... Read More

Competition in the News Creates Spin

In larger cities with many outlets they are competing for... Read More

Dont Get Eaten Alive!

If you don't have a grip on public relations, how... Read More

Are You Sure You Know What Youre Doing?

Because when it comes to public relations, non-believers can produce... Read More

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

Publicity: A Financial Planners Best Marketing Friend

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

Do You Really Need PR?

The right kind of PR, that is, the kind that... Read More

How to Create Quality PR Results

For many of us, the word quality is closely related... Read More

The Right Hook

Have you fantasized about spreading word of your business on... Read More

A Simple Formula for Success

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

Media Releases - Helping Grow Your Business

Business people often spend time and money trying to find... Read More

How Managers Hurt Their PR Results

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

PR: Advice You Didnt Ask For

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

Underestimating the Power of In-House PR

Do small-business owners always have to rely on large PR... Read More

Managers: Super-Charge Your PR

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

PR and the Small Matter of Results

As a business, non-profit and association manager, how satisfied are... Read More

Do You See PRs Real Value?

As a business, non-profit or association manager, do you see... Read More

Imagine PR Like This Helping You

As the kids say, how cool is this?You're a business,... Read More