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
Are You Sure You Know What Youre Doing? > NetSparsh - Viral Content you Love & Share

Are You Sure You Know What Youre Doing?

Because when it comes to public relations, non-believers can produce a double-bummer -- missed opportunity AND a ton of wasted money. It really is a shame because we do public relations to change the behaviors of certain groups of people important to the success of those very Doubting Thomases.

And speaking of non-believers, what's the real reason some shy away from public relations? I believe it's because they don't understand, or believe, the direct connection between what public relations is capable of delivering and their need to achieve specific business objectives.

So, what do we say to non-believers?

Surely it's not that difficult a concept to understand or accept? People act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving your organization's objectives. That's pretty good!

Better yet, you can establish the degree of behavior change you want, up front, then insist on getting that result before you pronounce the public relations effort a success.

That way, you KNOW you're getting your money's worth.

But it gets better. How can you measure the results of any 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 when you meet that goal.

Public relations is no different. The client/employer wants our help in altering counterproductive perceptions among key audiences which almost always change behaviors in a way that helps him or her get to where they want to be.

But, the Doubting Thomases might ask, are we really qualified to do that job?

I think yes, because everything we do is based on the same realities -- people act on their perception of the facts, and we can do something about those perceptions. So, when public relations activity successfully creates, changes or reinforces that opinion by reaching, persuading and moving-to-desired- action those people whose behaviors affect the organization, the public relations effort is a success.

In practice, you may want people to perceive your organization more positively, thus strengthening its reputation. Or, you could communicate a company's strengths to a target audience leading them to a positive perception of the firm, in turn leading to new investments in the company's shares.

I know our non-believers are not primarily interested in our ability to communicate, paint images or schmooz with the media. Nor are they especially fascinated with our efforts to identify target audiences, set public relations goals and strategies, write persuasive messages and select communications tactics.

What I believe they DO want is a change in the behaviors of certain key audiences leading directly to the achievement of their business objectives.

Which is why I continually stress that quality planning, and the degree of behavioral change it produces, defines the success or failure of a public relations program.

Done correctly, when public relations results in modified behaviors among groups of people important to an organization, we could be talking about nothing less than its survival.

But that means public relations professionals must modify somebody's behavior if they are to help hit the objective and earn a paycheck - I believe everything else is a means to that end.

But, we can't let the Doubting Thomases off the hook without reminders that some very basic but unattended perceptions may be out there that could lead to very costly negative behaviors. For example, if sales prospects are unaware of your product or service, you will not get them as customers; if your customers don't remain convinced of the value of your product or service, you lose them; and if employees believe you don't care about them, productivity suffers.

And on and on when still more audiences like citizens, journalists, regulators, investors and legislators don't believe you.

So, what do I believe the unbelievers still want from us whether they know it or not? I believe they want us to apply our special skills in a way that helps them achieve their business objectives. But no matter what strategic plan we create to solve a problem, no matter what tactical program we put in place, at the end of the day we must modify somebody's behavior for them if we are to earn our money.

Which is why I say that when you measure our real effectiveness, you will be fully satisfied with those public relations results only when our "reach, persuade and move-to-desired-action" efforts produce that visible modificationin the behaviors of those people you wish to influence. In my view, this is the central, strategic function of public relations - the basic context in which we must operate.

As for the Doubting Thomases, I hope these remarks contain a nugget or two that assists you in leading them to a better understanding of how public relations works. Especially how it can strengthen relationships with those important groups of people - those target audiences whose perceptions and behaviors can help or hinder the achievement of their business objectives.

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 © 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 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

Forbes

How PR People Can Be Better Resources To Journalists
Forbes
A recent study (registration required) from MuckRack and Zeno Group found that nearly a quarter (24%) of U.S. journalists would describe their relationship with PR people as a “necessary evil,” and another 21% as “antagonistic.” Only 4% consider it a ...


CNNMoney

Papa John's is helping out franchisees hurting from the PR crisis
CNNMoney
Sales have plunged since former CEO and chairman John Schnatter -- the original Papa John -- created a PR crisis for the company. But now Papa John's (PZZA) is helping out its struggling restaurant owners. The company announced late Friday that it was ...
Papa John's is bailing out franchisees hurting from the PR crisiserienewsnow.com
Papa John's announces franchisee assistance planSeeking Alpha
Papa John's International, Inc. - PZZA - Stock Price Today - ZacksZacks
Nasdaq
all 194 news articles »

Military Times

White House called toxins contamination 'PR nightmare'
Military Times
In this Aug. 1, 2018, photo, Lauren Woehr hands her 16-month-old daughter Caroline, held by her husband Dan McDowell, a cup filled with bottled water at their home in Horsham, Pa. In Horsham and surrounding towns in eastern Pennsylvania, and at other ...
Philly suburban towns among toxic water 'PR nightmare'The Philadelphia Tribune
Per- and Polyfluoroalkyl Substances (PFAS) | US EPAEPA
Drinking Water Health Advisories for PFOA and PFOS | Ground Water and Drinking Water | US EPAEPA

all 80 news articles »

CBS News

EPA urged to act on toxic chemicals White House called "PR ...
CBS News
At "community engagement sessions" around the country, people are demanding the EPA act quickly to clean up local water systems testing positive for PFAS.
Per- and Polyfluoroalkyl Substances (PFAS) | US EPAEPA

all 127 news articles »

Variety

Pandora Hires PR Vet Heidi Anne-Noel – Variety
Variety
Pandora announced today that it has named veteran music PR exec Heidi Anne-Noel as its new senior manager of communications. According to the ...

and more »

PR: GaxCoin ICO Launches Private Sale
Bitcoin News (press release)
We are pleased to announce the start of the sale of GaxCoin. The launch of our Initial Coin Offering is scheduled for 11 August 2018; a fundamental date for all those who wish to contribute to our Startup Blockchain project, to the creation of the ...


mediabistro.com

Consumer PR Agency - Social Media Influencer Specialist
mediabistro.com
Hunter PR is looking for a seasoned social media pro with a proven track record of working on influencer-driven programs on behalf of clients. The right candidate has 3-5 years experience in the social/influencer sphere and is able to write a strategic ...


Forbes

How To Align Your Content Marketing And PR Strategies
Forbes
This swirling fusion of three industries — journalism, content marketing and PR — has, I would argue, allowed those working in all fields to shore up their weaknesses. Journalists today are digging into content marketing metrics. Content marketers ...


PR Daily

Prove you're a PR powerhouse and bring this iconic event to your organization
PR Daily
Every spring, we bring our PR & Media Relations Conference to NYC to show industry professionals the latest trends and best practices. Could your organization's headquarters be its next home? You'll be joining the ranks of such past hosts as KPMG and ...


Jewish Telegraphic Agency

If Israel has such bad PR, why does it remain so popular?
Jewish Telegraphic Agency
(JTA) — The first mention in JTA of the Hebrew word “hasbarah” was in 1988, at the height of the first intifada. The article focused on Israelis and American Jews and their deep concern that the media were distorting the unrest and showing the Israeli ...

and more »
Google News

The PR And Marketing Expert Has A Smattering Of Knowledge Regarding Nearly Everything And Is Certain

PR, that is public-relations, leads the way to effective advertising;... Read More

Something New For Managers?

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

Do-It-Yourself Public Relations

"Advertising is what you pay for. Publicity is what you... Read More

PR Planning: Mapping Out Your Strategies, Tactics

With all due respect to all those stereotypical males out... Read More

Make the Media Your Friend

The media (newspaper, radio, television) can be of enormous help... 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

Can Your PR Game Plan be Salvaged?

If, as is often the case, you are preoccupied with... Read More

How To Get FREE Publicity Whenever You Want !

What you are about to read is a step by... Read More

Publicity - The Right Media Person to Call for Free Publicity

You won't accomplish much if you call the gas company... 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

The Worst PR Mistakes

For a business, non-profit or association manager, they could be... Read More

Managers, Got a Grip on Your PR?

What are you trying to do with your business, non-profit... Read More

3 Essential Elements For Turning Your PR Pitch Into Publicity Exposure

1) Establish Rapport, then get the editor/producer excited.There's not a... Read More

Can Media Coverage Build An Online Business? You Bet It Can!

As someone with expertise in media relations, I've been asked... Read More

6 Steps to Using Trade Magazines To Reach Customers

When developing a publicity campaign for their business many owners... Read More

Why Not Juice-Up Your PR?

Say, from tactics like special events, brochures and press releases... Read More

How to Create Quality PR Results

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

Publicity: The Best Things In Life Are... FREEE!

One portion of your marketing plan that you probably don't... Read More

Interviews - Five Tips To Handle Tough Questions From Reporters

Journalists are trained and often experienced at getting information out... Read More

Which PR? Judge for Yourself

You are a senior business, non-profit or association manager. So,... Read More

13 Publicity Ideas for Retailers

If you're trying to promote your store, but you don't... Read More

A Simple Formula for Success

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

Why PR Can be Effective Medicine

When properly applied by business, non-profit and association managers, public... Read More

The Working Case Study

Next to white papers, case studies are the most popular... Read More

Financial Planners, Want Free Marketing and Publicity? The Key is Understanding the Media

The media need you. Need the information and expertise you... Read More