|
Author: Robert A. Kelly Article source: http://www.edevcafe.com/. Used with author's permission.
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
Parenting Univeristy: Potty Training 101
When your child shows signs of potty training readiness, it's time to purchase some essential potty training items. There are many new products which can help t...
Simple and Effective Solutions for Aquarium Algae
Eradication of encrusting algae could be done simply by periodically scraping the sides of the aquarium or scrubbing the rocks...
Shingling a Roof
Shingling or roofing a house is a major undertaking for a homeowner and extreme caution is required. This said, a Do-It-Yourselfer homeowner can shingle or roo...
Proven Risk Youth Vs At-Risk & High-Risk Youth
In the fields of juvenile justice policy and programming, there are certain terms that are used to describe target populations. In terms of youth who are prone ...
Link Exchange: Good for Ranking and Internet Presence
To improve our website ranking and internet presence we need to exchange links with other websites. But to improve the page ranking we have to make sure that bi...
Why You Need a 3-Tiered Strategy For Article Submission
It is easy to simply go with the big dogs and forget the rest, but that is a big mistake. You really need to have a 3-tiered article submission strategy. Select...
Quality of Your Text Layout and Design
Why is the quality of your text layout and design important?
Setting Up Your Office For Health
If you work and are spending one third to one half of your day in an office setting then your surroundings there are as important as those in your home. Althoug...
What Are Focus Groups & How Do They Work?
Focus Groups, Surveys, & Other Market Research Opportunities Demystified
For A Pleasant Smelling Home
If you're anything like me and the scent of something pleasant can instantly lift your mood, then a house that is pleasant smelling will be a constant lift-boos...
A Thing of Beauty is a Joy Forever! And that can be You!
It is said that a thing of beauty is a joy forever. That probably explains why possessing beauty and being beautiful is one of the foremost preoccupations of hu...
Making Every Penny Count
On May 25, 2005 and retroactive back to January 1, 2005 the IRS has redefined section 415 Compensation to include post severance compensation if it's paid withi...
Teak Outdoor Furniture - Where Function Meets Beauty
The wonderful thing about choosing teak outdoor furniture is that you have such diversity. From chairs to benches to tables and more, teak is the perfect wood ...
e-Matchmaking: Can a Computer Program Find Love For You?
Find out the best way to find a match when you online date!
Canoeing Safari in an African Lake
One lake known as 'Small Momela' successful launched the canoeing safari this year. This is a great way to see the park from a new perspective. It is good to ...
Adopt A Pet
add love to your life adopt a pet!
How A Golf Trainer Can Take Your Game To The Next Level
Having a golf trainer in your corner to give you guidance, motivation and ongoing, cutting-edge golf fitness ifnformation will put you leaps and bounds above yo...
A Christmas Story – The First Christmas Lights
The history of when the first strands of colored blinking lights decorating our trees and houses were used.
Learn Piano the Easy Way!
Illustrates the difference between note reading and creating music using chords.
Affiliate Product Reviews - An Ultimate Selling Tactic
If you truly want to generate sales, one great way to do so is to create separate web pages for each of your affiliate products and include reviews of each prod...
Work Attitude Ethics For Progress
This "fruit for thought" article is for all human beings, who somehow find themselves in the role of breadwinner and striving to improve their living standards....
The Best Protein Powder
This article provides important information on how to find a high-quality
protein powder.
Maintaining Your Weight Loss Momentum Away On Vacation
Going away on holiday can mean exposure to lots of delicious looking buffets and sumptuous spreads. It can also mean having lots of time to eat and indulge. How...
Health Concerns for Goldfish
Most of the diseases that threaten goldfish can be cured. But better still these diseases can be prevented. While you should be alert to symptoms of a sick gold...
|
Print this page