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
Ignore PR at Your Peril! > NetSparsh - Viral Content you Love & Share

Ignore PR at Your Peril!

If you do, it means:

  • you don't value tracking the perceptions of important outside audiences whose behaviors could sink your ship:

  • you don't care about setting a public relations goal designed to correct misconceptions, inaccuracies or rumors that can hurt you;

  • you care even less about strategies to get you from here to that PR goal you already don't care about;

  • and you certainly don't value the persuasive messages you need to convince your key outside audiences that their damaging perceptions of your enterprise are dead wrong.

    Man, that's risky and an awful lot not to care about!

    Actually, I don't believe you don't care, and I don't believe you're really ignoring public relations. If you were, by now your organization would be on its last legs, Kaput!, Morto!

    In fact, you may be a closet PR person who knows better. Why you may even buy the fundamental premise of public relations:

    "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 those people whose behaviors affect the organization, the public relations mission is accomplished."

    I'll bet you're also pretty darn good at monitoring what that #1 external audience thinks about you and your organization. And that you regularly interact with them asking questions like What do you think of us? Why? while watching for negative undertones, wrong-headed beliefs or misconceptions.

    And that means you'll be anxious to create a public relations goal that corrects such misconceptions because they can lead directly to negative behaviors that will hurt you.

    In practice, your goal may be focused on pacifying an activist group, reinforcing prospect interest in your product or service, or even countering a painful rumor.

    You're probably ahead of me in forming the strategy you need to reach that goal. For better or worse, there are only three ways to deal with opinion or perception problems. Create some all-new opinion where none exists, change existing opinion, or reinforce it.

    With goal and strategy both in hand, you now have some real work to do. What will you need to say to your key audience members to persuade them to your way of thinking? You must be clear about what should be corrected or clarified. You must also be persuasive, and your facts and figures believable. And if appropriate, try to be compelling, perhaps with a certain sense of urgency.

    Your "foot soldiers" ? communications tactics ? can now carry that hard-won message to the attention of your #1 target audience, and there are scads of them just waiting for you to send them into action. For example, speeches, news releases, brochures, special events, radio interviews and one-on-one meetings.

    One question remains. How do you tell whether or not you are making any headway with your public relations effort?

    You again interact with members of that key audience of yours. And yes, with questions very similar to those you asked during your original information gathering exercise at the start of the program. Only this time, you are more interested in whether your communications tactics have moved perceptions in your direction.

    Do the new responses show signs that your were successful in changing that inaccurate belief? Or correcting that misconception? Or killing that dangerous rumor for good?

    Not enough movement? Take another look at your message to see if it is really compelling. Is it honestly persuasive? Are your facts supportive of your goal and strategy? Is it written clearly enough?

    I want to reemphasize that what you are looking for at this stage is a strong indication that your efforts have clearly moved perceptions and target audience behaviors in the desired direction.

    When this second monitoring drill allows that conclusion, you will have good reason to value highly your public relations goal, strategy, message and communications tactics.

    Together, they will have made it possible for you to say, as promised in the fundamental premise,"My public relations mission is accomplished."

    Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at

    Robert A. Kelly © 2003

    About The Author

    Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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.


    In The News:

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

    PR Daily

    In this divisive era of outspoken messaging, PR's best days are yet to come
    PR Daily
    Organizations large and small are increasingly compelled to speak up regarding societal and industry crises. Those of us in PR and corporate communications are uniquely qualified to shape, guide and mediate that discourse. We are the storytellers, and ...

    and more »


    Why the PR world needs journalists' skills more than ever
    On one hand, the poll noted, some of the strongest agencies in the industry are led by former journalists; on the other, "most former journalists in top roles made the transition years ago, when PR was much more about media relations." The voting ...

    Trump Challenges PR Basics: Let's Affirm Them
    For better and for worse, the Trumpian approach to communication is a real-time public relations case study. On one hand, Trump's spontaneous, inconsistent, sometimes truth-challenged and usually one-way approach to sharing information has emphasized ...

    Catapult PR Named Agency of Record by Platform9
    PR Newswire (press release)
    BOULDER, Colo., Sept. 25, 2018 /PRNewswire/ -- Catapult PR-IR (, a high-tech public relations and Strategic Narrative Marketing agency, today announced it has been selected by Platform9 ( as its PR agency of record.

    Spectrum Named 2018 Medium PR Firm of the Year by PR News
    PR Newswire (press release)
    24, 2018 /PRNewswire/ -- Spectrum Science Communications, a leading independent health and science public relations agency, has been named PR News' 2018 Medium PR Firm of the Year. This win comes during a pivotal year for the firm, during which it ...

    and more »


    Agency CEOs on the biggest changes in PR in the past 20 years
    "We've had to fundamentally repurpose ourselves," said Richard Edelman when asked how PR has changed in the past 20 years. As part of PRWeek's 20th Anniversary, representatives from some of the top agencies in the industry, discussed some of the ...

    The Holmes Report

    Ubisoft UK Appoints M&C Saatchi PR For New Game Launch
    The Holmes Report
    Ubisoft senior PR manager Stefan McGarry said: “With M&C Saatchi PR, we found an agency who can build on this, driving strategic insight, combined with their passion and gaming experience. We felt that they were the right agency to help us deliver for ...

    and more »

    Media Update

    Infographic: Six Signs a PR career is right for you
    Media Update
    Are you thinking of going into the public relations industry? A job in PR is high pressure, but highly reward. Before you make that career move, see if you recognise any of these signs and find out if it's the right fit for you. Infographic: Six Signs ...


    Celebrity Cruises promotes Jo Vaughton to director of brand and PR
    The newly created role encompasses all aspects of brand marketing – including trade and consumer PR, events, social, insights and content creation. One of Vaughton's first priorities will be to drive launch communications of the Celebrity Cruises' most ...
    RCL head of PR moves across to new role at Celebrity CruisesCruise Trade News
    Royal Caribbean's head of PR switches brands to Celebrity CruisesTravel Weekly UK

    all 21 news articles »

    The Jerusalem Post

    Qatar's cynical PR strategy: AJ+
    The Jerusalem Post
    Qatar's cynical PR strategy: AJ+. Qatar's agenda is obvious with Al Jazeera and all their platforms. The efforts to whitewash terrorism and minimize (even promote in Arabic) antisemitism. By Emily Schrader. September 24, 2018 22:39. 3 minute read.

    Google News

  • Foolproof Publicity for Marketing-Minded Financial Planners

    They'd hate to admit it, but the media is pretty... Read More

    Whats Stopping You From Getting Publicity?

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

    Publicity: A Financial Planners Best Marketing Friend

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

    She Who Has the Gold...

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

    The Non-business Business

    Think for a moment! If you were to do a... Read More

    Do You Have an Exclusive Market Segment?

    You do if you're a business, non-profit or association manager... Read More

    How Would You Ever Know?

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

    Writing a Press Release: The Medias Dirty Secret

    There's a dirty little secret about press releases that the... Read More

    Youve Done PR the Hard Way Long Enough

    As a business, non-profit or association manager, let the tacticians... Read More

    Time Your News Release For Maximum Publicity

    "Cindy, where's that story? I need it yesterday!""Coming right up,... Read More

    Financial Planning Publicity: When Talking to the Media, Dont Fake What You Dont Know

    Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More

    Not Getting the PR Results You Want?

    The reason might be this simple: as a business, non-profit... Read More

    PR: Whats the Point?

    Here's the point: people act on their own perception of... Read More

    Talk Radio Success

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

    Making the News - Tips from A News Journalist

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

    How to Work with Newspaper Photographers

    The next time a newspaper photographer takes your photo, remember... Read More

    7 Tips to Get More Mileage Out of Your Online or Offline Publicity

    You worked hard to get a story on your business... Read More

    Media Relations: How to Get Your Letter to the Editor Published

    You may remember Forrest Gump's Vietnam pal ? the one... Read More

    Effective Media Relations Tips- What To Do After The Media Interviews You!

    Effective Media Relations Tips - What To Do After The... Read More

    Publicity: Nailing a Media Interview, Part I

    The most important thing to remember for any interview: stay... 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

    Business - How to Build it Using the Media

    Have you ever noticed that when someone is interviewed on... Read More

    Tactics Vs. Endgame - Endgame Wins

    It took me a while to see just HOW crucial... Read More

    PR Buyers Beware!

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

    Managers: PR More Than Tix and Plugs?

    You bet! And in three ways vital to you as... Read More