Even better, way to do this is well-known in public relations business: select your target audience; gauge its perception levels; gauge behaviors that have resulted; set your public relations goal; set your public relations strategy; prepare persuasive message; select and implement communications tactics that will carry message to that key audience; monitor for perception change; monitor for behavior change and, hopefully, a public relations success.

What will employer/client want from us as we move ahead into 21st Century? I believe s/he will want us to apply our special skills in a way that helps achieve his or her business objectives. But, as always, no matter what strategic plan we create to solve a problem, no matter what tactical program we put in place, at end of day, we must modify somebody’s behavior if we are to deliver value to employer/client and earn our money.

Now, you ask, if public relations is so good, why do some managers shy away from it? I believe it’s because they don’t understand or believe direct connection between what public relations is capable of delivering , and their need to achieve their specific business objectives.

It’s lost opportunity of worst kind. And a shame because reason we do public relations in first place is to change behaviors of certain groups of people important to success of those very Doubting Thomases (and Thomasettes!).

When at last we come to end game, we’ll continue to ask $50 question – did we meet behavior modification goal we established up front? If we did, our public relations program is successful. If we didn’t, we must reevaluate our goal, strategy, messages, communications tactics and our audience perception data gathering methods, and adjust them for next effort.

Now, when will that employer/client of ours be fully satisfied with public relations results we have achieved? Only when our “reach, persuade and move-to-desired-action” efforts have produced visible modification in behaviors of those target audiences they wish to influence.

Let me conclude our look at Public Relations: Power Tool For The 21st Century by highlighting once again three benefits our employer/client will continue to receive when behavioral changes become apparent and meet program’s original behavior modification goal.

1. Their public relations program will be a success.

2. By achieving behavioral goal they set at beginning of program, they will be using a dependable and accurate public relations performance measurement.

3. When our “reach, persuade and move-to-desired-action” efforts produce that visible modification in behaviors of those people they wish to influence, they will be using public relations’ core value to its very best advantage ensuring that they really DO receive their “money’s worth.”

end

Bob Kelly, public relations counselor, was director of public relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.; VP-Public Relations, Olin Corp.; VP-Public Relations, 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 Speaking: http://www.ExpertsWhoSpeak.org/kelly.html

The problem today with most 50+-year-old baby boomers is that they never got started on building a retirement fund. So now, instead of having normal 30 years to build a retirement fund, they need to be there in 10-15 years. It might take one year of financial hell to come up with some cash. (That means no money for anything except accumulating cash) But after that, it can be a sweet painless ride to wealth. The best part is possibility of failure is less than 10%, if my steps are followed

First: The money is not touched for 10 years. That is why a trust fund, IRA or a self directed retirement plan is a great place to put this.

Second: I have taken my 30 years of real estate experience to develop exactly which properties will give biggest appreciation and cash flow and also be best risks. Interestingly, almost everyone I talk to picks wrong locations to buy until they hear whole list of criteria.

Now that I have told you lazy man’s way to riches, let me tell you downside. You have to have correct timing on your purchase. In Dec 2001, everything was in place to do these two programs, in Los Angeles County. Unfortunately, by July 2002, numbers didn’t work any more. They did still work in Florida, for example, but not in Los Angeles. What happens is that prices go up after rates go down. The seller sees how good a deal buyer can get and raises asking prices. So! Your timing to start these programs is very important. Do not be discouraged, though. If numbers do not work today, it will work sometime tomorrow. The system is sound, and since we are talking long-term wealth accumulation, a little patience can go a long way.