PR Information


PR: How Sweet It Is!


The public relations goal and strategy make sense; the message is persuasive and compelling; the communications tactics are aggressive and well-targeted. YES!!

For those of us in public relations, how sweet it is when members of an important target audience appear to understand why the rumor was wrong and what they believed about the organization is simply not true.

While that happy result can be yours, including the inevitable improvements in behavior, it doesn't just happen. And especially before somebody in the organization even recognizes the importance of doing something about what those key audiences think about you.

When that epiphany does occur, it's usually because target audience perceptions have led to behaviors that just hurt too much.

Why wait? Get hold of your target audiences now before they do damage and possibly affect the survival of your organization.

And I'm talking about damage such as prospects who decide not to do anything with you; existing customers who stop doing business with you, or community leaders who lose faith in your organization's value to their constituents.

It's not worth it to ignore beginning an aggressive public relations effort a minute longer.

Start by listing those two or three outside audiences whose behaviors can ruin your day. Let's take the one at the top of the list and see how we can get organized to change the perceptions of members of that group and, thus, their behaviors.

Can't look to improve perceptions if you don't know how key audience members currently view you and your organization. Get out there and interact with them. Ask questions like "What do you think about our organization?" You must stay alert to factual errors in their responses as well as inaccuracies that need to be corrected. And don't overlook misconceptions or rumors that are just plain wrong.

Now you're in position to set a corrective public relations goal. And make sure it zeros in on a specific problem. For example, shoot down that rumor. Or clarify that misconception. Or correct that inaccuracy.

Here, you come to three forks in the road to a workable strategy that will show you how to get to your public relations goal. When it comes to altering opinion (perceptions), you have just three options available to you: create opinion where there may be none; change existing opinion, or reinforce it.

Pick one that obviously is required by the public relations goal you selected.

Now we come to real work, preparing the persuasive and compelling message you need to alter perceptions, and thus behaviors in your direction. For example, if members of your target audience are persuaded that you in fact offer quality service instead of the inferior service they believe you provide, their behaviors will signal change when they begin doing business with you again.

But your message must not only be persuasive and compelling, it must be easily understood, completely factual and, of course, truthful in all details. That's the only way your message will be believable enough to alter perceptions.

Is there a difference of opinion about how to get your message to the eyes and ears of members of your key target audience? Not really because there are so many communications tactic "foot soldiers" available to carry that message for you. They range from fraternal club speeches, newspaper and radio interviews and awards ceremonies to brochures, face-to-face meetings, plain old emails and dozens of others.

Once you fire the communications tactics gun, and give it several weeks to sink in, you must return to monitoring what members of your key target audience are NOW thinking about you. And that means more questions.

If you fail to do so, you will never know for certain if your public relations effort is making any progress.

You should use the same questions as you did for your first information gathering session. The difference now is your objective: have perceptions been altered in your direction because, if so, a change in behavior cannot be far behind?

And so, your public relations goal and strategy will make sense; your message will be persuasive and compelling, and your communications tactics will be aggressive and well-targeted.

A sure path to public relations success.

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

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. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com


MORE RESOURCES:
Making The Case For Diversity In Marketing And PR  Forbes

The ingredients of an effective and even spectacular campaign are many, but one critical consideration for any promotion must be diversity. In fact, when a ...


16 Tips to Succeed With Organic PR Outreach  Entrepreneur

Recently, business consulting firm Frost & Sullivan nominated one of our clients for their award of excellence. Interestingly, they called the PR company instead ...


Glass House PR introduces Public Relations (PR) for Small Medium Enterprises in Africa  CNBCAfrica.com

*Content* provided by APO Group. CNBC Africa provides *content* from APO Group as a *service* to its readers, but does not edit the articles it publishes.


Are marketers really more romantic than PR pros?  PRWeek

Marketers are more romantic than PR pros. Or so says a study by online marketplace OnBuy.com, which found that 78% of people in marketing and sales did ...


PR Awards 2019 shortlist: Which are the agencies leading the pack?  Marketing Interactive

Being in the PR field is not easy. In fact, we dare say it is one of the hardest fields to work in and recruit for. Our journalists work with you guys day in and out, and ...


Agency Exec On How Real Estate PR Has Evolved  Forbes

Emily Johnson positions public relations firm Taylor Johnson as a resource to the real estate industry.


Alleged sex abuser's former PR guru now working for Benny Gantz  The Times of Israel

Israel Resilience party spokeswoman points out Ronen Tzur no longer works on Malka Leifer's behalf; woman's accusers 'shocked' to learn of prominent new ...


With these sweet names, Minnesota couple is 'Hershey PR team's dream come true'  Minneapolis Star Tribune

For Minnesotans Jenny Ries and Craig Hirschey, first comes love, then comes a combo candy bar.


How This College Dropout Created a Fast-Growing But 'Culture-First' Hollywood PR Agency  Entrepreneur

In the Women Entrepreneur series My First Moves, we talk to founders about that pivotal moment when they decided to turn their business idea into a reality ...


PR and ad agencies don't understand their clients - Chris Moerdyk  Bizcommunity.com

One of the greatest disconnects in the world of marketing is the lack of understanding by PR and advertising agencies of their clients...


Black PR Spotlight: Gloria Jones  Afro American

By Micha Green, AFRO Washington, D.C. Editor, mgreen@afro.com. For a person of color in the workforce, more often than not, it might seem hard to get a ...


Documents: Purdue Pharma hired PR firm for covert campaign  KOKH FOX25

The office of Attorney General Mike Hunter released a statement saying he has obtained previously confidential documents pertaining to the state's case against ...


PR Push for White Officer Accused of Killing Armed Black Man  U.S. News & World Report

NASHVILLE, Tenn. (AP) — The attorney for a white police officer charged with fatally shooting an armed black man is calling for legal discovery documents to be ...


Universal Brand Development And The LEGO Group Create New Jurassic World Adventures With "LEGO® Jurassic World: Legend Of Isla Nublar"  PRNewswire

NEW YORK, Feb. 15, 2019 /PRNewswire/ -- AMERICAN INTERNATIONAL TOY FAIR -- Universal Brand Development (Universal) and the LEGO Group today ...


Heterochromatin anomalies and double-stranded RNA accumulation underlie C9orf72 poly(PR) toxicity  Science Magazine

How dipeptide repeats cause pathology. A repeat expansion in the chromosome 9 open reading frame 72 (C9orf72) gene is the most common known cause of ...


Infectious PR - Head of Music PR (UK)  Music Business Worldwide

Infectious is a full-*service* music PR agency working with artists including Tiësto, Sonny Fodera, CamelPhat, Jess Glynne, Solardo, Snoop Dogg and Major Lazer ...


Video shows Norwegian cruise ship destroy dock in Puerto Rico  New York Post

A Norwegian cruise ship slammed into a pier in Puerto Rico and obliterated two mooring points amid high winds on Tuesday, video shows.


Winning the PR Battle—Without Losing the War of Words | Daily Business Review  Law.com

If an attorney or law firm is looking for a strategy to compete in the court of public opinion Washington D.C. is providing a mixed model.


Bukalapak in PR Disaster After CEO's 'New President' Tweet  Jakarta Globe

Jakarta. Bukalapak, one of Indonesia's four unicorn startups, is facing a public relations disaster after its founder and chief executive, Achmad Zaky, expressed ...


5 Secrets For Doing Your Own PR  Forbes

With more workers moving to freelance careers, it becomes increasingly important to understand how to promote yourself and your business. Here ...


Steel lobby's PR blitz can't paper over damaging effects of tariffs | TheHill  The Hill

In the face of increasing opposition from Congress and its own manufacturing industry customers alike, the U.S. steel industry recently launched a PR campaign ...


Events: Museum of PR Celebrates Female Leaders; IPR to Hold Bridge Conference in April; USC Annenberg Event to Look at Tech's Future - Thu., Feb. 14, 2019  O'Dwyer's PR News

The women who became some of the PR industry's first female leaders will be the subject of a March 7 event presented by the Museum of Public Relations and ...


Union PR push, move to seal documents tangle Nashville officer's case  WMOT

NASHVILLE, Tenn. (AP) — The attorney for a white police officer charged with fatally shooting an armed black man is calling for legal discovery documents to be ...


Is Rwanda Great At PR?  Taarifa Rwanda

There's this myth that Rwanda is great at PR. It is not. On the contrary, it's many achievements are unknown to outsiders. Great PR would have ensured that they.


Publicist’s Playful Kettner Coffee Supply Opens With Free Soft Serve Ice Cream  Eater Nashville

Nicaraguan coffee, soft serve, and pastries on the menu.


Hakeem al-Araibi case shows limits of football as a PR tool for repressive regimes  CNN

Hakeem al-Araibi's 76-day prison ordeal ended Tuesday when the former Bahrain international footballer was flown from Thailand to Australia, where he has ...


Visiting Puerto Rico, and Finding the Up Beat  The New York Times

On the first stop of his yearlong journey, the 52 Places Traveler makes it his mission to get off the beaten path and into the island.


China's 'ham-handed' PR moves hurt its global image  Nikkei Asian Review

TAIPEI -- 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 ...


Office Envy: Lola Red PR  Twin Cities Business Magazine

The public relations agency's new HQ is a shining star in the Warehouse District—literally.


3 Monkeys Zeno head of digital integration exits  PRWeek

Burrows had been at the agency for six-and-a-half years. He was previously head of digital until last August, when his role changed to head of digital integration ...


Jussie Smollett Hires Harvey Weinstein's PR Firm, Gives Tearful First Interview Following Alleged Attack  The Daily Wire

"Empire" star Jussie Smollett, who claims to have been the victim of a brutal hate crime that took place several weeks ago in Chicago, has hired a public ...


PR firm Edelman names Leo Burnett ad exec behind #LikeAGirl campaign as chief creative officer  Chicago Tribune

Public relations giant Edelman has named Judy John, the advertising executive behind the groundbreaking #LikeAGirl campaign, as its first global chief creative ...


Global Spain vs. Catalan separatists: The ultimate PR battle  POLITICO.eu

Ahead of a high-stakes criminal trial, Madrid wants to fight the narrative of secessionist leaders on the international stage.


Levi Strauss brings on TrailRunner International to support IPO  PRWeek

SAN FRANCISCO: Levi Strauss & Co. has selected TrailRunner International as lead PR agency to support its IPO. The account is being handled by TrailRunner ...


Facebook’s Top PR Exec Is Leaving the Toughest Job in Tech  WIRED

Caryn Marooney is the latest in a series of high-profile departures from Facebook's communications department at a time when the company is perpetually ...


Amazon's Departure from New York City Is a PR Fiasco  CityLab

The mega-company has bucked dealing reasonably with New York City, Seattle, and any community that asks them to pay for its freight.


Study: Marketers have PR pros beat as the 'most romantic' on Valentine's Day  PRWeek

Can't buy me love? Maybe you can, if you're a marketing professional. People working in marketing and sales were crowned the "most romantic on Valentine's ...


Council committee advances $38M financing plan for P.R. Mallory site  Indianapolis Business Journal

A nearly $38 million project to transform much of the abandoned P.R. Mallory site on East Washington Street into the home of Purdue Polytechnic High School ...


Yemenis deny role in Benjamin Netanyahu's apparent PR stunt at Warsaw summit  The National

It may or may not have been an accident. On Thursday, Yemen's foreign minister was pictured sitting directly next to Israeli Prime Minister Benjamin Netanyahu ...


Madrid launches PR campaign ahead of Catalan separatist trials  Financial Times

'This is the real Spain' advert aims to combat disinformation from secessionists.


Paterson BOE sending recruiters to Puerto Rico to find Spanish-speaking teachers  NorthJersey.com

Paterson school district is sending a group of officials to Puerto Rico to recruit Spanish-speaking teachers.


Was Netflix's Fyre Fest Documentary A 'Shadow P.R. Campaign' For Jerry Media?  Gothamist

2019 kicked off in fine fashion with Hulu surprise-releasing FYRE FRAUD, their documentary about the disastrous Fyre Festival, a few days before Netflix ...


Longtime PR director Chase leaves Twitch  PRWeek

Longtime PR director Chase leaves Twitch. From PR Week.


A cruise ship was filmed crashing into a pier in Puerto Rico  Business Insider

On Tuesday, a Norwegian Cruise ship voyage took an unexpected turn. The 4,100-passenger Norwegian Epic, which was headed on a week-long journey from ...


Hedge Funds See Windfall From Bets on Puerto Rico After Storm  Bloomberg

In late 2017, while Puerto Rico was reeling from Hurricane Maria, the government's bonds went into a free fall as Wall Street speculated that much of the ...


City Mayor says PR dep’t not functioning  Stabroek News

Georgetown Mayor Ubraj Narine on Monday attempted to convince the council that his office should have control of the Public Relations department because he ...


Scientology should get no PR help from Clearwater police, editorial board writes  Tampa Bay Times

The Clearwater police chief should be neutral, and nothing more, in dealings with the church.


Israelis may be about to choose a PR nightmare to represent them at Eurovision  Haaretz

Israel thought the song contest would be a great opportunity to showcase itself, but a fierce debate over cultural appropriation threatens to go global if the singer ...


Visit Florida Floats PR RFP - Thu., Feb. 14, 2019  O'Dwyer's PR News

Visit Florida is floating an RFP for PR services in the US and Canada to keep the Sunshine State top of mind among its target audiences and to increase the ...


What is an influencer? (Even the PR industry can't seem to decide)  PRWeek

PRWeek 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 PR Agency Behind Warby Parker, Everlane and Glossier Goes International  The Business of Fashion

NEW YORK, United States — Derris, the communications agency behind a lengthy list of direct-to-consumer brands including Warby Parker, Everlane, ...


Leaky child-tracking smartwatch maker hits back at bad PR  The Register

Kids' smartwatch-pusher Enox, whose Safe-KID-One watch was pulled by the European Commission, has hit back against the bad PR – with some rather ...


Arizona's charter school board spends $4K a month on crisis PR expert  AZCentral

Opinion: The Arizona State Board for Charter Schools should spend less on PR and more on demanding changes to this year's charter school "reform" bill.


Navy captain who moonlighted as Fat Leonard's PR man is going to prison  NavyTimes.com

Retired Capt. Jeffrey Breslau was sentenced Friday in a San Diego courtroom.



Elias  PRWeek

Elias "Buck" Buchwald, former vice chairman of Burson-Marsteller, joins PRWeek's podcast to share stories from his long career and explain why PR, at its best, ...


HUD acknowledges recent shutdown slowed pace of recovery aid to Puerto Rico | TheHill  The Hill

The Department of Housing and Urban Development (HUD) acknowledged in a letter to Sen.


Breakfast Briefing: Amazon fallout; Hulu's self-aware influencer campaign  PRWeek

Observers are assessing the fallout from Amazon's decision, announced via blog post, to cancel its plans for a second headquarters in New York's Long Island ...


In Need of Workers, the Midwest Recruits From Puerto Rico  The Wall Street Journal

Midwest employers have stepped up recruiting in Puerto Rico after finding it hard to secure workers locally or via the H-2B visa program.


Puerto Rico to take "legal action" if Trump diverts disaster aid  CBS News

The president is reportedly considering diverting relief efforts funding as part of a national emergency proclamation to secure border wall funds.


Talker Tailor hires former Freuds deputy MD as partner  PRWeek

Talker Tailor hires former Freuds deputy MD as partner. From PR Week.


Huawei launches a charm offensive — but PR execs say it may face a 'literally impossible' task  CNBC

A Huawei board member said the company is committing to being more transparent for "the foreseeable future."


Drinks brands' changing strategy to attract Gen Z  PRWeek

New research by Red Brick Road and Opinium says today's 18- to 25-year-olds have a radically different relationship with alcohol than older generations. News.


How Technology Drives Public Relations Businesses  Business.com

Technology has had a significant impact on the world of public relations. However, smart public relations professionals, like Emma Smith of Three Lions Public ...


How NYU and Food-Service Giant Aramark Stumbled Into a Black History Month PR Fiasco  New York Magazine

Last February, a rather intense controversy erupted at New York University over the menu offered by one dining hall as part of a Black History Month celebration.


Louisville PR firm played a key role in Covington Catholic controversy  Courier Journal

Louisville public relations firm RunSwitch PR confirmed helping Covington Catholic student Nick Sandmann and his family after viral video's backlash.


Minico shoots past Hillcrest 57-47  Post Register

BOISE--During the last practice before leaving for the 4A girls basketball state tournament in Boise, Hillcrest head coach Alan Sargent described first-round ...


Facebook’s esports dreams face the privacy PR nightmare  VentureBeat

It's no secret that Facebook's mishandling of consumer data has landed it in hot water. This forced the social-media behemoth's CEO Mark Zuckerberg a date ...


Brolly hammers Cork's five-year plan as 'sugary PR'  RTE.ie

Joe Brolly has slammed Cork's strategic report aimed at reviving Rebel football as 'gobbledegook, waxy nonsense and sugary PR'. At the start of the year Cork ...


The Mountain Proved He's the World's Strongest Man, Again  Men's Health

Hafþór Júlíus Björnsson, who plays The Mountain on 'Game of Thrones,' hit a new deadlifting PR of 472 kilograms, or 1041 pounds.


\'See You in Court\': Puerto Rico Governor Threatens Legal Action Over National Emergency  Governing

Puerto Rico Gov. Ricardo Rosselló on Thursday threatened legal action against President Trump if American citizens foot the bill for his long-desired border ...


Western Media Fall in Lockstep for Cheap Trump/Rubio Venezuela Aid PR Stunt  Common Dreams

The Trump administration's now completely overt effort to overthrow Venezuelan President Nicolás Maduro had a very successful public relations effort this week ...


Holly Richardson: The Alpine School District and a PR fail  Salt Lake Tribune

This week, we got a whopper of a winter storm. At my home in northern Utah County, we got almost 18 inches of snow. It was beautiful! Alas, it was also ...


Investors Trust opens new insurance company in Puerto Rico  International Investment

Investors Trust has announced the opening of ITA International Insurer in the US territory of Puerto Rico, in the latest expansion of the wealth management group ...


Ogilvy UK Hires Matt Buchanan As Head of PR & Influence  The Holmes Report

Buchanan joins from One Green Bean to take on the new role of leading Ogilvy's PR capability in London.


Arizona State Charter Board Shells Out for Crisis PR  Phoenix New Times

The Arizona state board that oversees charter schools is spending nearly $4,000 per month for crisis public relations work by an outside contractor, adding up to ...


A Kentucky PR firm was reportedly behind high schooler Nick Sandmann's statement on his viral confrontation with a Native American protester  INSIDER

A Kentucky public-relations firm was reportedly behind the statement from the high schooler at the center of a confrontation with a Native American protester at a ...


Flu widespread in US with 17.8 million cases since October, but experts see 'low-severity' season  USA TODAY

With the flu season still in full swing, as many as 17.8 million people — including 2 million more within the last week — have fallen sick with influenza since ...


Puerto Rico delegate seeks to roll back cockfighting ban | TheHill  The Hill

Puerto Rico's delegate to Congress wants to roll back a law passed last year that banned cockfighting on the island and in other United States territories.


A&W hires PR firm Go Communications for brand revival in Malaysia  Mumbrella Asia

PR firm Go Communications has won the mandate for A&W in Malaysia, the country's first ever fast food restaurant. The mandate includes publicising its ...


Meghan Markle sister Samantha attacks 'PR C**P' and 'imaginary' friends supporting Duchess  Express

Samantha Markle launched a *fresh* attack against the Duchess of Sussex on Wednesday, claiming the anonymous sources speaking up in favour of Meghan ...


Cruise Ship Collides with Mooring in Puerto Rico  The Weather Channel

A cruise ship was pulling into a port in Puerto Rico when it collided with a mooring, and a passenger on another ship recorded the entire incident. Created with ...


PUMA Retains Berk Communications To Lead Public Relations Efforts In North America  PRNewswire

NEW YORK, Feb. 7, 2019 /PRNewswire/ -- Berk Communications, one of the leading boutique public relations firms specializing in sports, consumer lifestyle,...


Zuckerberg Stumbles Headfirst into Apple’s P.R. Buzz Saw  Vanity Fair

Another day, another privacy controversy for Facebook. This one comes after TechCrunch reported Tuesday that the company had paid users as young as 13 ...


Vodafone is best PR Organisation in telecoms sector  Myjoyonline.com

Vodafone Ghana has been voted the “PR Organisation of the Year” in the telecoms sector at the 7th Institute of Public Relations (IPR) Excellence Awards.


Inside John Bolton's Month-Long P.R. Campaign Against Venezuela's Government  TIME

To 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 ...


Disney PR Vet Kevin Brockman to Step Down Post-Acquisition  Hollywood Reporter

Veteran communications executive Kevin Brockman, who has been with Disney for 22 years, will be departing following the close of Disney's 21st Century Fox ...


Judge seeks documents in Puerto Rico tutoring program investigation  CBS News

San Juan, Puerto Rico — Puerto Rico's Department of Education said Wednesday a U.S. judge issued an arrest warrant for the agency's boss, but later withdrew ...


Puerto Rico's Utility PREPA Plans To Divide Island Into Renewable Energy Microgrids  Forbes

After the catastrophe caused by 2017's Hurricane Maria, many Puerto Ricans were left without electricity for months. Now, the Puerto Rico Electric Power ...


How Facebook Trains Content Moderators to Put Out ‘PR Fires’ During Elections  Motherboard

Internal Facebook documents obtained by Motherboard show specific steps and strategies taken by the company to fight *content* moderation issues that may ...


The Growing Popularity of Student-Run PR Agencies - Tue., Jan. 22, 2019  O'Dwyer's PR News

An explosion of student-run public relations agencies at universities has not only raised the bar for higher education in PR but has put more skilled, qualified ...


Turkey's Erdogan Uses Khashoggi in PR War, But Some Look to His Record  Newsmax

James Phillips, a Heritage Foundation Senior Research Fellow, tells Newsmax that Turkey appears intent on using the Khashoggi murder to hurt the Saudi ...


Councillor’s attack on city’s Public Relations Division unwarranted  Stabroek News

Dear Editor, The Senior Officers and general administrative staff of the Mayor and City Council are utterly disgusted with the emotionally charged statements of ...


Browns Risk Massive PR Sack By Signing Troubled Running Back Kareem Hunt  RealClearLife

Hunt was released by the Chiefs in December after a video showing him shoving and kicking a woman last February at a Cleveland hotel was obtained by TMZ.


Cruise ship crashes into pier in Puerto Rico  Sky News

Norwegian Cruise Line says the crash was caused by prevailing winds, which drove the ship into two mooring points.


Thieves steal handicapped-accessible parking placards in Pr. George’s Co.  WTOP

Almost once a day every day for the last six months in Prince George's County, Maryland, thieves have been breaking into parked cars and stealing ...


PR-B elementary raises more than $9000 for cancer research  Brainerd Dispatch

Pine River-Backus Elementary School students joined forces to raise, penny by penny and dollar by dollar, $9,559 for the Leukemia and Lymphoma Society in ...


PR set to launch train tracking system  DAWN.com

RAWALPINDI: Pakistan Railways (PR) will introduce a train tracking system and relaunch Thal Express from Rawalpindi to Multan on Feb 12 (Tuesday) after a ...


Free Running Program Will Offer Hope to Thousands of Kids in Puerto Rico  runnersworld.com

Olympian Beverly Ramos is helping to bring the restorative power of running to an island that's still reeling from months of loss.


PR to run four new passenger trains: Sheikh Rashid  The News International

LAHORE: Minister for Railways Sheikh Rashid Ahmad Saturday said that four new passenger trains were in pipeline and announcement to this effect would ...


home | site map
© 2007