By: Andy Marken When a satisfied customer tells friends and business acquaintances how great your products and/or services are, you have an immediate "in" with those few prospects. The same is true when a publication prints a story about how your customers solved a problem using your products or found your services beneficial ... with one major difference -- the readership is in the thousands or hundreds of thousands.
By: Robert A. Kelly If you manage a department, division or subsidiary for a business, non-profit or association, your primary public relations model probably should read this way: 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.
By: Robert A. Kelly Leaders in the business world need public relations big time, and they show it every day.
How? By staying in touch with their most important external audiences and by carefully monitoring their perceptions about the company, audience member feelings about hot topics at issue, and the behaviors that inevitably follow.
By: Robert A. Kelly Yes, that's what public relations really is when it tracks important external audience perceptions and follow on behaviors. And again when it does something about those perceptions and behaviors by reaching, persuading and moving to actions you desire, those people whose behaviors affect your organization the most.
By: Robert A. Kelly There are only three ways a public relations effort can impact behavior: create opinion where it doesnít exist, reinforce existing opinion or change that opinion. No surprise that the process by which those goals are realized is known as public relations. So, while behavior is the goal, and a host of communication tactics are the tools, our strategy is the leverage provided by public opinion.
By: Robert A. Kelly Shooting from the hip always creates anxiety. Especially when managers order a communications tactic here, another there, but fail to base them on a realistic public relations goal and strategy. One that could increase the chances they'll get the results they want. Why waste resources this way when a little more effort can bring public relations success?
By: Andy Marken Today, most firms and individuals practice very strong centralized control over their communications activities whether they use internal, external or a combination of resources. The question we have to ask is whether or not this approach will be equal to the challenge as we enter the 21st century global marketplace.
By: Robert A. Kelly You are if you stand by while your public relations people futz around with communications tactics instead of nailing down those outside audience behaviors that help you reach your objectives.
By: Andy Marken Thirty years ago the rudimentary personal computer crept into the industry. With each new system generation our ability to crank out volumes of paperpulp increased. Practitioners found they could produce and send more messages to more media people. Volume became a measure of productivity. The post office reaped the benefits and still they called to talk with editors.
By: Robert A. Kelly They can when they invest in the basics. The best of them obviously rely on some form of public relations fundamental premise to produce winners across business environments from rockets and orange juice to product recalls and indicted CEOs.