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including guidelines and resource box. Robert A. Kelly © 2003.
Where is the Best PR Value?
by Robert A. Kelly
Wherever the fundamental premise of public relations is practiced.
Look at what it suggests. 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 those people whose behaviors affect the organi-
zation, the public relations mission is accomplished.
What a positive message for those business, non-profit and assoc-
iation managers who don’t really understand the role public
relations can play in helping achieve their organizational objectives.
Nor, that reliance on public relations’ fundamental premise even
identifies the tools they need to put such a plan into action.
If, sadly, you are one of those managers, here’s how you can
make up for lost time and actually boost your chances of
reaching your organizational goals.
Make the time investment needed to identify and rank, as to their
impact on your organization, those important outside audiences
whose behaviors really do help or hinder your operations. Let’s
talk about the one at the top of the list.
It’s really crucial that you know what members of that “public”
think about your organization. Obviously, you must ask them!
Interaction is really necessary if you are going to identify percep-
tions likely to lead to negative behaviors. For example, wrong-
headed beliefs, misconceptions, inaccuracies and even rumors.
And while you’re talking to these audience members, keep an eye
or an ear on local talk show and newspaper columns for the same
signs.
The results of such opinion or perception monitoring are the very
data you need to establish your public relations goal. For instance,
neutralize that rumor, clear up that misconception or correct the
inaccuracy.
And the very same goal will stand as your behavior modification
objective so that you can measure your progress.
But here, the question always arises as to just how you will get to
that goal. You need a strategy to show you the way, and you
have three choices: create opinion/perception where there may
be none, change existing opinion or reinforce it. Fortunately your
goal will identify which strategy you should select.
Still, nothing happens until you write a truly responsive message
and transmit it to members of your target audience. You must
convince them that what you discovered in the way of rumors,
inaccuracies, misconceptions or wrong-headed beliefs is simply
not true. But do try for believability and clarity. And, above all,
make your message persuasive and compelling.
Meanwhile, a whole stable of “beasts of burden” await your
pleasure – communications tactics capable of carrying that
hard-won message direct to your audience members’ eyes and
ears. And there are scores and scores of them in that stable –
articles, interviews, newsletters, personal meetings, op-eds,
emails, speeches and brochures among many others.
Impatience always grows at this point as you wait for signs that
your public relations program is working. But that’s the signal
to once again interact with members of your target audience.
The difference the second time around is that you’re looking
for signs that their perceptions of your organization have been
altered by your message through its aggressive delivery system.
So get out there and, again, ask lots of questions.
If things aren’t moving fast enough for you, you may want to
add a few more communications tactics to the mix, as well as
increasing their frequency. Your message should also be
vetted again for factual validity and clarity.
Gradually, the perceptions, and thus behaviors of your key,
target audiences will begin moving in your direction, leaving
little doubt as to where the best PR value can be found.
I can tell you from personal experience that there is no more
satisfying moment in the practice of public relations.
end
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
