Public relations is firmly rooted in both principle and reality that people act on their perception of facts, and that something can be done about those underlying perceptions. When public relations activity successfully creates, changes or reinforces that opinion by reaching, persuading and moving-to-action those people whose behaviors affect organization, public relations effort is a success. In end, a sound public relations strategy combined with effective tactics leads directly to bottom line – perceptions altered, behaviors modified, client/employer satisfied.

But not everybody believes that’s job public relations is meant to do. Here, in hopes of getting closer to truth, are a few “contrasting opinions,” and a reaction to each.

“PR is all about image.” This would ring truer if it aimed that image directly at affecting individual perception leading to predictable behavior modification. And all as planned at beginning of public relations program.

“PR creates mutual understanding?” Yes, but why not take that phrase to its logical conclusion and add “leading to modifying perception and thus behavior of key audiences as planned before effort got under way.”

“PR is doing good and getting credit for it.” But most effective when that credit is expressed through altered perceptions and modified behaviors of key audiences.

“PR is management of communications between an organization and its publics.” And, as above, so much more effective when those communications are positioned to reach and alter individual perception and behaviors.