Much Ado About A Lot!

I say public relations can be a matter of survival for your organization.

So, to me, making your business a success is a lot over which to raise much ado!

Especially when the very people who hold your future in their hands - your key, target audiences - may harbor negative perceptions likely to hurt you by turning into negative behaviors.

Needn't happen.

In the first place, you should already be monitoring those potentially damaging perceptions by regularly interacting with those important publics. Why let them stew until they boil over?

By letting that kind of personal opinion monitoring identify what's on the minds of those important people, you can decide on a specific behavior you wish to see come about, one that flows from a specific perception.

Progress!! You've just set your public relations goal - create a specific behavior from an equally specific perception.

Let's try it out! To do so, you need a strategy to implement that goal. Fortunately, we have just three strategies from which to choose: create opinion (perceptions) if none already exist, change existing opinion, or reinforce it.

Let's decide to "create opinion." First step: we need to prepare a persuasive message. It will be designed to create awareness of your products and services among your key, target audience. Or it might explain your position on a con- tentious issue with which some members of your target audience disagree.

Now make sure the message is focused on their perceptions; that it carefully explains the facts as you see them; and that the message is believable. Read it to a colleague to check that it meets these persuasion tests.

Now, how do you get this persuasive message over which you have worked so hard, into the consciousness of those folks who make up your key, target audience?

You use our tried and tested "beasts of burden," communications tactics designed to carry messages to the right ears and eyeballs. Luckily you have a basketful at your disposal. Speeches, emailings, news releases, personal meetings, editorial board interviews, special events and scores of others.

Are we succeeding in moving opinion among our target audience in our direction?

We'll never know if the effort is succeeding unless we regularly monitor the changing perceptions and behaviors of that #1 target audience. First, we want to know if our message was received, then how many remember seeing or hearing it, and then how many can recall its content, our message!

Finally, what we need to see is the perceptions and behaviors - i.e., opinions - of the target public moving in our direction. When we do, we can say with assurance that our public relations program is succeeding.

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

Robert A. Kelly © 2003.

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; [email protected]

In The News:

4 Tips for Hiring the Right PR Agency  EntrepreneurRegardless of what stage you're at with your business, you need to attract and retain customers from key markets and demographic groups to ensure continued ...
Boutique benefits, regional idiosyncrasies and the battle for buy-in  PRWeekThe Middle East market can be a congested space for PR but small agencies can compete with global heavyweights when it comes to landing new business, ...
Middle East PR market outlook: 'Irrepressible optimism tempered by talent headache'  PRWeekA forecast of the Middle Eastern PR market has revealed optimistic industry growth and an expectation of increased profit margins in 2019, but agency heads ...
Obama and Clinton vet Kamyl Bazbaz joins The PR Week podcast  PRWeekObama and Clinton vet Kamyl Bazbaz joins The PR Week podcast.
Fashion House Prada Brings in Ava DuVernay to Help with PR Damage Control  Black EnterpriseAfter facing recent backlash over selling monkey-faced keychains that many saw as a emulating historically racist blackface, Prada is attempting to do public ...
S'pore PR, 47, poses as Romeo to get Tinder matches to give him S$500000 in last 7 years  Mothership.sgSome people find love in hopeless places. Others find love on Tinder — and get scammed. Advertisement. According to The Straits Times, that's what happened ...
Job growth lukewarm at B.C.’s biggest PR firms  Business in VancouverEmployment growth in the province's public relations industry has been somewhat lacklustre over the past five years, according to data collected for Business in ...
Boston Red Sox, Baltimore Orioles PR staff/writers honor Nick Cafardo with flowers at press box seat, breakfast for Boston media  MassLive.comThe Boston Red Sox placed flowers at Nick Cafardo's seat in the JetBlue Park complex. Cafardo, 62, died suddenly Thursday of an embolism.
Glass House PR introduces Public Relations (PR) for Small Medium Enterprises in Africa  africanewsFrustrations naturally accompany a tedious and resource consuming exercise in which results are never forthcoming despite the efforts. This is typical of small ...
Motorcycle giant Yamaha appoints UK PR and social agency  PRWeekMotorcycle giant Yamaha appoints UK PR and social agency. From PR Week.
The PR Hacks That Exceeded These Entrepreneurs' Expectations  ForbesWhen it comes to getting free media coverage for your startup, there are conventional methods and unconventional. For these entrepreneurs, it was the latter that ...
The PR Industry's FOFO Problem: "Fear Of Finding Out"  The Holmes ReportMarketing and public relations continue to focus on reach and awareness. Is that because they're afraid of finding out whether they really make a difference?
Deadline for Excellence in PR awards looms  Ireland's Marketing & Media Monthly MagazineAnyone interested in entering campaigns for this year's awards for excellence in PR, public affairs and communications organised by the Public Relations ...
PR: KuCoin Launches Platform 2.0 With Advanced API and Various Order Types  Bitcoin NewsKuCoin, one of the most popular cryptocurrency exchanges, has officially launched KuCoin Platform 2.0. In addition to brand-new interfaces for the KuCoin ...
5 Secrets For Doing Your Own PR  ForbesWith more workers moving to freelance careers, it becomes increasingly important to understand how to promote yourself and your business. Here ...
Mining rivals deride Glencore's coal pledge as 'brilliant PR exercise'  The AgeAustralia's largest coal miner Glencore's decision to cap its global coal production has been dismissed by local miners as a public relations exercise dressed up ...
Flack on Friday: What if Flack (the TV show) was more realistic? PR pros rise to the challenge  PRWeekIn Flack this week: PR pros react with irreverence to new comedy drama set in celebrity PR - and which star of the show is closely linked to a well-known industry ...
16 Tips to Succeed With Organic PR Outreach  EntrepreneurRecently, business consulting firm Frost & Sullivan nominated one of our clients for their award of excellence. Interestingly, they called the PR company instead ...
Lansons acquires US agency Intermarket in first move abroad  PRWeekLansons acquires US agency Intermarket in first move abroad. From PR Week.
Puerto Rico Open, Round 2: Leaderboard, tee times, TV times  PGA TOURRound 2 tees off today in Puerto Rico where Andres Romero is leading after Thursday's first round. Here's everything you need to know for Friday's action.
LA Auto Show Hands PR Duties To FleishmanHillard  The Holmes ReportLOS ANGELES — The Los Angeles Auto Show, one of the largest in the country, has handed its PR business to FleishmanHillard, charging the agency with ...
New PR Lead At Iris After MD Laura Weston Exits  The Holmes ReportManaging partner Vicki Harding will now head PR at the multi-specialism agency.
Former PR chief to ex-prime minister Najib Razak charged with money laundering  Channel NewsAsiaKUALA LUMPUR: A former media adviser to ex-Malaysian prime minister Najib Razak was charged on Wednesday (Feb 20) with two counts of money ...
Extended To 10 March: 2019 Global PR Rankings And Agencies Of The Year  The Holmes ReportThe deadline for our annual Global 250 PR Agency Ranking and 2019 Agencies of the Year competitions has been extended to 10 March 2019.
LEASES: Birch Coffee opens 5th ave outpost, Purple PR signs 8th ave lease  Real Estate WeeklyCity Connections Realty announced that Birch Coffee has leased a 650 s/f retail space at 1325 5th Avenue, New York. Jessica Viola and Steve Asch of CCR ...
Zion Williamson suffers knee injury after Nike shoe blows out  QuartzNike became the focus of one of the biggest US college basketball games of the season last night (Feb. 20), but not for a reason it would like. The match up was ...
Najib's British PR adviser charged with money laundering, linked to 1MDB scandal  The IndependentMalaysian ex-Prime Minister Najib Razak's British media adviser and press relations consultant Paul Stadlen has been charged with two counts of money ...
Steady Romero leads in Puerto Rico  PGA TOURRIO GRANDE, Puerto Rico – On a day with unpredictable, swirling winds it was the steady play of Andres Romero that leads the way after the first round of the ...
Exclusive ‘The Other Two’ Clip: Chase Attends a School Dance for PR, but It’s Complicated  Collider.comCheck out our exclusive clip for the latest episode of The Other Two, where Chase attends a school dance for PR, but his "team" overthinks it.
How To Align Your PR Campaign With Your Retail Strategy  ForbesNo one will know about your great product without the right PR campaign to spread the word.
Finsbury hires employee engagement expert Louisa Moreton  PRWeekFinsbury hires employee engagement expert Louisa Moreton. From PR Week.
City Council creates public relations position, City Hall restoration on track  The SaratogianSARATOGA SPRINGS. N.Y. — Last week, every Democratic member of the Saratoga Springs City Council announced their intent to run for re-election to their ...
Puerto Rico governor says 2020 Democrats must support statehood  ReutersWASHINGTON (Reuters) - Puerto Rico Governor Ricardo Rosselló said on Friday that as Democratic candidates begin visiting the island ahead of the 2020 ...
Puerto Rico Bondholders Fume for Being Shortchanged in Swap  BloombergMoney manager Glenn Ryhanych sat in his office in Virginia, waiting for a final resolution of bankrupt Puerto Rico's nearly two-year saga with its $17.6 billion of ...
VIDEO: PR officer collapses and dies right after press briefing - Entertainment News  SDE Entertainment NewsShe was rushed to a nearby hospital where the doctors pronounce her dead.
Zendesk's Roopa Ramaiya joins cryptocurrency firm Luno as global head of PR and comms  PRWeekZendesk's EMEA head of comms Roopa Ramaiya has been appointed head of global PR and communications at cryptocurrency fintech firm Luno, PRWeek can ...
Facebook's head of PR leaves amid ongoing crises  EngadgetFacebook is seemingly bouncing from crisis to crisis. It might not be happy, then, that the company's leading communications exec is heading for the exit. Rec...
What is an influencer? (Even the PR industry can't seem to decide)  PRWeekPRWeek has heard so many contrasting definitions of what constitutes an 'influencer', so we decided to ask those who really should know. The responses left us ...
The rise and rise of PR in the public sector  Stuff.co.nzGetting an answer isn't as easy as asking the question. Helen Harvey reports on the rise and rise of PR in the public sector.
Marshalls Seeks PR Agency To Help Elevate Brand The off-price retailer is currently searching for  The Holmes ReportThe off-price retailer is currently searching for project support, while MSL remains in place as the company's agency of record.
4 often-overlooked platforms for social media marketing - PR Daily  PR DailyBy Arik Hanson Feb. 22, 2019. SHARE. The social media marketing world does not end after Facebook, Instagram, Twitter and LinkedIn. The “big four” ...
Pr. George’s firefighter rescues man from burning car — twice  Washington PostDonald Fletcher Jr. was on his way home from work when he noticed a ball of fire glowing in the distance. It was about 7 p.m., and Fletcher, a battalion chief for ...
How will the world respond to climate change? Puerto Rico might have the answers.  NBCNews.comResearchers at Puerto Rico's El Yunque, the only tropical rain forest overseen by the U.S., are doing studies on how plants respond to higher temperatures and ...
Problems With Health Care Contributed To Hurricane Maria Death Toll In Puerto Rico  NPRAn estimated 3000 people died in Puerto Rico due to Hurricane Maria. Most of those deaths occurred weeks or months after the hurricane made landfall — often ...
Puerto Rico Open welcomes PGA TOUR for 11th annual edition  PGA TOURAfter a one-year hiatus in 2018 to host a charity pro-am for Hurricane Maria recovery, the Puerto Rico Open is now back and stronger than ever. (Kevin C.
PR: Bitcoin.com Partners With CryptoTag to Bring Space Grade Security to the Bitcoin.com Store  Bitcoin NewsYour security and legacy is not something to be taken lightly. This is why Bitcoin.com have partnered with the security experts at CRYPTOTAG to bring their ...
10 reasons to visit San Juan, Puerto Rico right now  AOLTraveling is no longer just a way to take a break and escape your everyday routine, it's a way to give back. Over the past couple of years, traveling to a ...
Network PR Is Seeking A PR Intern In Los Angeles  FashionistaNetwork PR is seeking PR interns to assist with Press and Marketing events throughout the Fall and Winter season.
Puerto Rico Open, Round 1: Leaderboard, tee times, TV times  PGA TOURThe Puerto Rico Open makes an official return to the PGA TOUR schedule after a one-year hiatus to recover from Hurricane Maria. Native Puerto Rican Rafa ...
PR: MoneyToken Is Launching Its Own Exchange - in Collaboration With Huobi Cloud  Bitcoin NewsMoneyToken, one of the leading global crypto-lending platforms offering crypto assets-backed loans, has announced the launch of their new MoneyToken ...
City Mayor says PR dep’t not functioning  Stabroek NewsGeorgetown Mayor Ubraj Narine on Monday attempted to convince the council that his office should have control of the Public Relations department because he ...
PR: trade.io Enables Purchase of Cryptocurrencies With USD and EUR  Bitcoin NewsMonday, February the 4th, 2019, Hong Kong, Crypto exchange trade.io has announced a partnership with payment processor Simplex, enabling clients to ...
Buhari felicitates with PR specialist, Kabir Dangogo at 70  Daily TrustPresident Muhammadu Buhari has felicitated with veteran journalism practitioner and trainer, Malam Kabir Dangogo on the occasion of his...
PR: aXpire.io Updates - AXPR HODL Initiative and CoinExchange.io Listing  Bitcoin NewsaXpire.io is proud to announce the launch of its AXPR Prime program, which is a loyalty program for HODLERS of at least 250000 AXPR. Members of the ...
Sadly, Puerto Rico recovery plan favors the affluent over the poor | TheHill  The HillNearly a year and a half after Hurricanes Irma and Maria slammed into Puerto Rico, federal funds will soon be available to restore the island's decimated ...
PR: Smartrade Launches Cryptocurrency Exchange  Bitcoin NewsFixed fees, hundreds of USD trading pairs, world class security BURLINGTON, Ontario Smartrade announces the launch and growth of their comprehensive ...
Gulzar Dar assumes office as Director Information and Public Relations, J&K  Greater KashmirGreaterKashmir: Gulzar Ahmad Dar on Thursday assumed office as Director Information & Public Relations, Jammu and Kashmir. Dar relieved Tariq Ahmad ...
It’s time to visit Vieques, Puerto Rico  Mic“You don't need more than a couple days there.” That's a sentence that seems to often come through word-of-mouth recommendations about small cities or ...
PR freight train office will be shifted to Karachi: minister  DAWN.comKARACHI: Federal Minister for Railways Sheikh Rashid Ahmed has announced that Pakistan Railways in alliance with the Ministry of Maritime Affairs is going to ...
PGA Tour players excited to return to Puerto Rico  Golf Channel7 major champions are in the field as the PGA Tour returns to Puerto Rico for the first time since Hurricane Maria.
Puerto Rico’s San Juan Marriott Gets a New Look  Caribbean JournalPuerto Rico's San Juan Marriott Resort has a new look.The property, set in the Condado area of San Juan, has completed a $20 million renovation.
Highlights: Romero (66) leads Puerto Rico Open  Golf ChannelWatch highlights from the first round of the Puerto Rico Open where Andres Romero leads the way with 66.
Cisco Consolidates Global PR Duties With FleishmanHillard  The Holmes ReportSAN JOSE, CA — Tech giant Cisco has consolidated its core global PR business with FleishmanHillard, whose remit will be to handle a range of ...
Leaky child-tracking smartwatch maker hits back at bad PR  The RegisterKids' smartwatch-pusher Enox, whose Safe-KID-One watch was pulled by the European Commission, has hit back against the bad PR – with some rather ...
Final IRP Proposal for Puerto Rico Calls for ‘Mini-Grids’ and Rapid Solar and Storage Deployment  Greentech Media NewsThe Puerto Rico Electric Power Authority this week filed a final draft of its 2019-2038 integrated resource plan, which calls for big deployments of solar and ...
Hamilton Helps Raise $14 Million for the Arts in Puerto Rico  FortuneLin Manuel Miranda's reprisal in the title role of Hamilton last month help raise more than $14 million for the arts on the island. The Tony Award-winner partnered ...
Science in Puerto Rico Still Recovering After Hurricane Maria  The ScientistScientists at the University of Puerto Rico suffered major setbacks due to damages and delays in repairs, and government austerity measures are adding insult ...
Local Banking Industry Denounces P.R.'s Inclusion in Laundering Blacklist  Caribbean BusinessEditor's note: The following originally appeared in the Feb. 21 -27, 2019, issue of Caribbean Business. For Alberto Bacó Bagué, the former director of the ...
Midwest Companies Look to Puerto Rico for Workers  FortuneMany companies in Ohio, Iowa, and Nebraska are having difficulty finding local employees. There's also a shortage of legal immigrants to work under the H-2B ...
Power Rankings: Puerto Rico Open  PGA TOURIt's been a long two years since the last Puerto Rico Open. Six months after D.A. Points secured victory in March of 2017, Hurricane Maria decimated the U.S. ...
Inside John Bolton's Month-Long P.R. Campaign Against Venezuela's Government  TIMETo hear it from National Security Advisor John Bolton, it's time for America to launch all measures short of war to push Venezuelan President Nicolás Maduro ...
'More about hope': former Fredericton principal helps rebuild school in Puerto Rico  CBC.caFormer Fredericton principal John Hamilton is sharing his experience of helping rebuild a school in Puerto Rico. The school was destroyed by Hurricane Maria.
Court decision may lead to friendlier Puerto Rico Oversight Board  Bond BuyerPuerto Rico bondholders may gain an Oversight Board more sympathetic to their interests after a federal court decision altering the method of approving board ...
Florida-based cruise ship that crashed in Puerto Rico returns wi  NBC2 NewsPassengers on board a Norwegian Cruise ship plagued with mechanical issues are finally back in Port Canaveral.
China's 'ham-handed' PR moves hurt its global image  Nikkei Asian ReviewTAIPEI -- Over the past 20 years, China has leveraged its economic growth and practiced deft diplomacy to craft an image as a responsible member of the global ...
Georgia Tech Shares Title at Puerto Rico Classic  Georgia Tech Official Athletic SiteNo. 4 Jackets finish tied with Georgia; Ogletree, Norton, Strafaci finish in top 10.
Puerto Rico to take "legal action" if Trump diverts disaster aid  CBS NewsThe president is reportedly considering diverting relief efforts funding as part of a national emergency proclamation to secure border wall funds.
Puerto Rico wins court approval for sales tax-backed debt restructuring  CNBCA U.S. federal judge on Monday approved a plan to restructure $17 billion of debt from Puerto Rico's Sales Tax Financing Corporation, known as COFINA, ...
The public relations war over freshwater has re-started  Stuff.co.nzOPINION: Around this time last year, I wrote about a seemingly innocuous PR campaign called Swim *Fresh*, which encouraged New Zealanders to appreciate ...
HUD acknowledges recent shutdown slowed pace of recovery aid to Puerto Rico | TheHill  The HillThe Department of Housing and Urban Development (HUD) acknowledged in a letter to Sen.

Media Relations: Making Your Story More Newsworthy

During my career as the head of media relations for... Read More

Oprah! How to Appear on The Oprah Winfrey Show

Do you dream of being on Oprah Winfrey's television show?... Read More

When Tactics Are Not Enough

Your public relations people are busy. The buzz is all... Read More

Same Old, Same Old PR Still Tops

Like human nature over time, the power of good public... Read More

Public Relations ? Defining Your Organization from the Inside Out

What do your customers say about your company?Would you let... Read More

Publicity - Use This System to Track Publicity Progress

Tracking your correspondence with reporters, via phone or email, is... Read More

Sound Like Your Situation?

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

How To Get Radio-Active PR For Your Non-Profit Cause: Part Three of Three

HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More

Making the News - Tips from A News Journalist

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

PR tips for business

Question: Why should your business issue a press release? Answer:... Read More

Post Your Press Release Online ? For Free!!

Are you launching a new product or website? Announcing a... Read More

Financial Planners Get Free Publicity With Email

In previous articles for marketing-minded financial planners, I've discussed what... Read More

Media Training 101: When 60 Minutes Knocks On Your Door

You never know when 60 Minutes will knock on your... Read More

Generating Publicity: Will The Media Be Interested In My Product/Business?

When it comes to launching a new business or product,... Read More

Ignore PR at Your Peril!

If you do, it means:you don't value tracking the perceptions... Read More

R.O.I. -- O.K., Heres The Deal!

You can SO measure return-on-investment for a public relations program!Try... Read More

The Story The Media Really Wants

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

What is GuerrillaPR Anyway?

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

Whats Stopping You From Getting Publicity?

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

Underestimating the Power of In-House PR

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

Dont Use PR

?lose the confidence of your key target audiences? discourage them... Read More

Public Relations: Why it Works

The short answer is, it works best when its fundamental... Read More

Top 10 Tips for Successful TV Interviews

1. Appearing in other types of media is the best... Read More

What Some Pros Know About PR

They know they had better do something positive about those... Read More

Publicity: Show a Reporter You Care by Inviting Them to Fact-Check

Just like a financial planning client fears not having enough... Read More