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
A Natural Phenomenon? Really? > NetSparsh - Viral Content you Love & Share

A Natural Phenomenon? Really?

Sure. What else do you call a human discipline whose very nature is firmly rooted in the principle that people act on their own perception of the facts. Then goes on to create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization?

I call it public relations, and one heck of a natural phenomenon!

In fact, I believe it's the fundamental premise of public relations. Especially when it deals with the survival of just about any organization by successfully altering the perceptions and, hence, the behaviors of certain groups of people important to the success of that organization.

Because public relations problems are usually defined by what people THINK about a set of facts, versus the truth of the matter, we are well-advised to focus on that fundamental premise.

Does it become any less of a phenomenon as it works its magic in the real world?

No. Instead, it's the degree of human behavioral change it produces - through quality planning and execution - that defines the success or failure of a public relations program.

In my experience, most agree that people really do act on THEIR perception of the facts, and that how they react to those facts actually does affect their behaviors. So, to me, it follows that individual understanding of those facts must be continually informed if the follow-on behaviors are to help achieve the business' goal and objectives.

When all is said and done, a sound public relations strategy combined with effective communications tactics leads directly to success - perceptions altered, behaviors modified, client/employer satisfied.

In other words, when those changes in perceptions and behaviors clearly meet the original behavior modification goal set at the beginning of the program, the public relations effort is successful.

So, what comes first? I believe acceptance that individual perception of the facts is the guiding light leading to behavioral change, and that something can be done about those perceptions. While not everyone buys that, I must say that it actually helped shape my career in public relations.

I asked myself some time ago, why am I working in public relations anyway? The answers only strengthened my conviction. Was it simply to create major publicity for my employer or client? Often yes, but I realized that the tactic called publicity - like all tactics -- is designed primarily as a message carrier to a target audience in order to alter its perceptions and behaviors.

Tactics are not the endgame of public relations because, fact is, NO organization - business, non-profit, association or public sector - can succeed today unless the behaviors of its most important audiences are in-sync with the organization's objectives. And that means public relations professionals must modify somebody's behavior if they are to help hit the employer/client's objective and earn a paycheck. Everything else leads to that end.

Once public relations' "phenomenonal" characteristics are understood, an action pathway begins to appear:

-- identify the problem
-- identify target audiences
-- set the public relations goal
-- set the public relations strategy
-- prepare persuasive messages
-- select and implement key communications tactics
-- monitor progress
-- and the end-game? Meet the behavior modification goal

And we get a bonus because we're using a near-perfect public relations performance standard. I mean, how can you measure the results of an activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success.

So, as we apply our tactics, we'll nurture the relationships between our target audiences and our employer/client's business by burnishing the reputation of the organization, its services and products. We'll do our best to persuade those key audiences to do what our employer/client wants them to do. And while seeking public understanding and acceptance of that employer/client, we'll insure that our joint activities not only comply with the law, but clearly serve the public interest.

Then, we pull out all tactical stops to actually move those individuals to action. And our employer/client will be pleased that we have brought matters along to this point.

But when will s/he be fully satisfied with the public relations results we have produced? Only when our "reach, persuade and move-to-desired-action" efforts have produced visible change in the behaviors of those target audiences they wish to influence.

Big words but, in my view, the fundamental premise of a natural phenomenon called public relations, and the strategic context in which we must operate.

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.

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; bobkelly@TNI.net

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

This Is a Test From PR Newswire
PR Newswire (press release)
CLEVELAND, July 20, 2018 /PRNewswire/ -- This is a test from PR Newswire. This is a test from PR Newswire. "This is a test from PR Newswire." This is a test from PR Newswire. 'This is a test from PR Newswire. This is a test from PR Newswire.' This is a ...
This is a Test Release from PR NewswirePR Newswire UK (press release)

all 3 news articles »

MLB.com

BAT working to find solutions in Puerto Rico
MLB.com
"It's a pleasure and a huge opportunity for me to work with this organization and let everybody in Puerto Rico know that we're a baseball family and our mission is to help," said Ayala, 67, who won a World Series with the Orioles in 1983 and also ...


Business 2 Community

Using PR to Tell a Story? Show it.
Business 2 Community
Whether you are pitching the media or incorporating PR tactics into your marketing strategy, it is imperative to “show it” rather than just writing it. The media are swamped with pitches just like yours and third party outlets are filled with written ...


Leading global smart card developer UBIVELOX enters cryptocurrency market with strategic alliance with Pundi X
PR Newswire (press release)
Partnership to co-develop Pundi X ecosystem and support deployment of Pundi X POS in South Korea. SEOUL, South Korea, July 20, 2018 /PRNewswire/ -- Pundi X, the developer of a blockchain-based point-of-sale ("POS") solution, and UBIVELOX ...


Pueblo City Council to decide on hiring PR firm for Electric Utility Commission
Pueblo Chieftain
Pueblo City Council will decide on Monday night whether to spend $43,000 to hire a public relations firm for the Pueblo Electric Utility Commission. The firm that has been selected following a request for quotation process has been identified as Fort ...


PR Account Executive
mediabistro.com
Our client, an ad agency in Allentown, PA is looking for a PR Account Executive to provide comprehensive PR, media relations and communication support to a broad range of clients primarily in the consumer products sector. This is an ongoing freelance ...


Turf Show Times

2018 Los Angeles Rams Roster Preview: WR/KR/PR Pharoh Cooper returns
Turf Show Times
It's a tough question because so many kick and punt returners at the NFL level have other roles. Unlike a kicker or punter or long snapper, many a return man are dual-hatted. Last year's kick return yardage leader, Seattle Seahawks WR/KR/PR Tyler ...

and more »

The Guardian

World's biggest tobacco firm under fire over 'disgraceful' PR stunt ...
The Guardian
The world's biggest tobacco firm has been accused of staging “a digraceful PR stunt” by offering to help NHS staff quit smoking to help mark the service's 70th ...

and more »

O'Dwyer's PR News

Public Relations: the Next 50 Years
O'Dwyer's PR News
Fifty years of chronicling the growth of the PR industry is certainly a milestone worthy of reflection. Jack O'Dwyer was a financial journalist at two of the biggest daily newspapers in the U.S., the New York Journal-American and the Chicago Tribune.


PR Daily

6 types of PR pros based on Starbucks drinks
PR Daily
Because of this, caffeine is often in order. Whether it's when walking through your organization's doors in the morning or after an intense strategy session, PR pros often have coffee in hand or are making a Starbucks run (settling for break room java ...

Google News

Speaking to the Press

If you get the hang of speaking to the press... Read More

How PR Helps Fiercely Competitive Managers

Fiercely combative business, non-profit and association managers use every PR... Read More

Managers: Can We Agree on This?

Your public relations effort really should involve more than press... Read More

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

It's not unusual for clients of service providers to insist... Read More

Smashing the Myth of the Press Release

A musician spends years honing his craft. He writes world-class... Read More

Where is the Best PR Value?

Wherever the fundamental premise of public relations is practiced.Look at... Read More

Do I Really Need a Publicist?

Are you hesitating about hiring a publicist or, if you... Read More

Managers Need Basic PR

True, because department, division or subsidiary managers for a business,... Read More

10 Ways to Get the Media to Love You

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

Andrew Bogut - His Big Media Blunder And What You Can Learn From It

Andrew Bogut, the Australian basketballer is now officially in the... Read More

Leveraging Your Reputation - Making PR Work for You

We rely on all kinds of tools and advice to... Read More

Killing Them Softly

The world has woken up to ethical issues in corporate... Read More

Online Business Press Release Writing Tips And Ideas

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

Making Press Releases Work - Creating News Where None Existed

Aren't you tired of hearing how extremely easy it is... Read More

When Tactics Are Not Enough

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

Media Training: When Reporters Bully You

UNDER FIREA friend whose organization is often in the media... Read More

Something New For Managers?

A new public relations blueprint could be a good idea... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... 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

10 Tips for Tantalizing News Releases

Want to get radio interviews and coverage in print publications... 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

Its CNN! They Want To Talk To You!

Being invited to appear on radio and television used to... Read More

24 Killer Press Release Secrets

1. Your press release should sound like news, not an... Read More

Why Not PR That Gets Real Results?

And not results you can measure only in terms of... 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