What I Do
I believe this about public relations.People act on their own perception of the facts before them,
which leads to predictable behaviors about which something
can be done.
What People Believe Can Bring You Success
Just think about it.If I come to believe that you really didn't dump those chemicals
in the river, I'll probably stop picketing your business.
When Tactics Are Not Enough
Your public relations people are busy. The buzz is all
about hits on a radio show or mentions in a newspaper
Does the PR Blueprint Work?
Managers, please take a minute and read two sentences:
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 the very people whose
behaviors affect the organization the most, the public
relations mission is accomplished.
Public Relations: Power Tool for the 21st Century
I address this article to businesses, associations, non-profits and
public entity managers seeking a direct connection between
the money they're planning to spend on public relations, and the achievement of their organizational objectives.We can save a lot of time - you and I - if we can agree on
one point: I believe that deep down - and I mean DEEP down -
most chief executives understand that doing something about the
behaviors of their most significant external audiences can rank in
importance right up there with increased sales and earnings.
How To Write A Killer Press Release
One of the primary tools still used by PR professionals to garner media coverage is the press release. Now understand the purpose of a press release is to grab the attention of an editor, not to offer a word for word story to a publication.
Can Your PR Do This?
Can your PR do something positive about the behaviors
of those outside audiences that most affect your business,
non-profit or association?Can your PR deliver external stakeholder behavior change
-- the kind that leads directly to achieving your managerial
objectives?Can your PR persuade those important outside folks to
your way of thinking, then move them to take actions that
help your department, division or subsidiary succeed?Or does the money you spend on public relations pretty
much buy personnel mentions in the newspaper and product
plugs on radio talk shows?If you want the real thing - the public relations performance
described above - start with this reality: 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 the very people
whose behaviors affect the organization the most, the public
relations mission is accomplished.
Mind Your Own Business!
And the best way to mind your own business is to insure that
those audiences whose behaviors have the greatest effect on
your enterprise keep thinking about you in the most positive
way. Reason is, bad behaviors often follow bad perceptions,
so what your external audiences think about you can mean
success or failure.
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
Pressure From the Top?
Yes, and that pressure often comes from a CEO who knows
what a public relations investment SHOULD produce.And do public relations folks fear such pressure? Not those
who've got the answers!For example, "we're spending your public relations investment
in the most effective way - insuring that our most important
external audiences perceive us accurately, understand what we
do, and end up taking those actions we desire.
Public Relations Going O.K?
Yes?Good!Still, as a business, non-profit or association manager, if
you're not getting the behavior changes you paid for, you're
wasting your money.Here's why I say that.
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.
Public Relations: Converting the Non-Believers
What's the real reason some managers 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.It's lost opportunity of the worst kind.
Is PR All About Image? NO!!
That's like asking if advertising is all about type faces and
photography. The answer to both questions is a teeth-clenched
"of course not!"What public relations IS all about, rather than hollow images,
is the very real business of dealing effectively with target
audience perceptions and behaviors that have a major effect on
Public Relations: The Fundamental Premise
It seems difficult to believe at the dawn of the 21st Century, that there exists
a major discipline with so many diverse, partial, incomplete and limited interpretations of its mission. Here, just a sampling of professional opinion
on what public relations is all about:* talking to the media on behalf of a client.
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