How Real PR Works

For some, public relations works well when theirrumors. Because experience shows they usually lead
news release or special event winds up in theto negative behaviors, the objective is to correct any
newspaper or on the radio.For others, public relationsof the above you encounter.Now, you're ready to
works best when it does something positive aboutselect the specific perception to be altered, and that
the behaviors of outside audiences that affect theirbecomes your public relations goal.Of course a PR
operations the most. I like this approach because agoal without a strategy to show you HOW to reach
business, non-profit or association manager can useit, is like a cheeseburger without the ketchup. That's
the fundamental premise of public relations to deliverwhy you now pick one of three strategies designed
key stakeholder behavior change - the kind thatto create perception or opinion where there may be
leads directly to achieving a manager'snone, or change existing perception, or reinforce it.
objectives.What fundamental premise of publicThe challenge here (a small one) is to insure that the
relations am I talking about here, and how can yougoal and its strategy match each other. You wouldn't
put it to good use persuading those importantwant to select "change existing perception" when
outside folks to your way of thinking, then movecurrent perception is just right suggesting a
them to take actions that help your department,"reinforce" strategy.Flexing your PR muscle, it's your
division or subsidiary succeed?"People act on theirwriter's turn to prepare a compelling message
own perception of the facts before them, whichcarefully designed to alter your key target audience's
leads to predictable behaviors about which somethingperception, as called for by your public relations
can be done. When we create, change or reinforcegoal.Remember that it may be advisable to blend in
that opinion by reaching, persuading andyour corrective message with a presentation, or a
moving-to-desired-action the very people whosenewsworthy announcement of a new product,
behaviors affect the organization the most, the publicservice or employee, which may lend more credibility
relations mission is accomplished."A simple plan thatby not overemphasizing the correction.Clarity is the
gets everyone working towards the same externalwatchword with regard to what perception needs
audience behaviors insuring that your public relationsclarification or correction, and why. Your facts must
effort stays on track.By the way, I'm talking aboutbe truthful and your position must be logically
changes in behavior like welcome bounces inexplained and believable if it is to hold the attention
showroom visits, community leaders beginning toof members of that target audience, and actually
seek you out; membership applications on the rise,move perception in your direction. In other words,
customers starting to make repeat purchases;your message must be compelling.Now you select
organizations proposing strategic alliances and jointyour communications tactics, the "beasts of burden"
ventures; waves of prospects starting to do businessyou will harness to carry your persuasive new
with you; new inquiries about strategic alliances;thoughts to the attention of your outside target
politicians and legislators starting to view you as aaudience.Your potential tactics list is ample, to say the
key member of the business, non-profit orleast. It includes letters-to-the-editor, brochures, press
association communities; higher employee retentionreleases and speeches. Or, you might select radio and
rates and even capital givers or specifying sourcesnewspaper interviews, personal contacts, facility
beginning to look your way.Meet with your PR teamtours or customer briefings. There are scores
and take the time to list those outside audiences ofavailable with the only selection requirement being
yours who behave in ways that help or hinder you inthat those you choose have a record of reaching
achieving your objectives. Then prioritize them bypeople just like your target audience members.Before
how badly they impact you, and start working withlong, questions will be raised as to how much
the target audience that heads your list.Firstprogress is being made. By which time, you'll be hard
challenge? You're not certain just how mostat work remonitoring target audience member
members of that key outside audience perceive yourperceptions. Using questions similar to those used
organization.Because there's a good chance you can'tduring your earlier monitoring session, you will now
afford professional survey work, you and your PRlook carefully for indications that audience perceptions
colleagues (don't worry, they'll be quite familiar withare beginning to move in the direction you have in
perception and behavior matters) must monitor thosemind.By adding more communications tactics,
perceptions yourself.Ask members of that outsideincreasing their frequencies or fine tuning your
audience questions like "Have you ever had contactmessage, you can always move things along at a
with anyone from our organization? Was it afaster clip.Leaving tactics to do what they do best,
satisfactory experience? Are you familiar with ourcarry messages, what should come first is an
services or products?" Stay alert to negativeaggressive public relations plan like that outlined above
statements, especially evasive or hesitant replies, andthat targets key stakeholder behavior change leading
especially for false assumptions, untruths,directly to achieving your department, division or
misconceptions, inaccuracies and potentially damagingsubsidiary objectives.