Measurement Value

Yet another value of public relations is reality that all-important behavior changes can be clearly monitored and assessed as to their degree of success, i.e., gathering evidence for those paying bill that communications tactics have actually changed behaviors.

We look for signs of this success via Internet chatter, in print and broadcast news coverage, reports from field, letters-to-the-editor, consumer and customer reactions, shareholder letters, comments from community leaders, informal polls of employees, retirees, industrial neighbors and local businesses as well as feedback gathered from suppliers and reaction from elected officials, union leaders and government agencies.

Of course this places a special burden on each tactic selected to carry message to a target audience: does it/will it make a tangible, action-producing contribution towards altering target audience perceptions and behaviors? If not, it should be dropped and replaced with a tactic that does. This kind of rolling evaluation is one of public relations’ less obvious values, but a value, nonetheless, to employer/client.

Not surprisingly, this again spotlights basic value served-up by discipline – we deliver bacon to our employer/client who, first and foremost, wants a change in behaviors of certain key audiences leading directly to achieving his or her business objectives

The End-Game For This Value-Rich Discipline?

When you as employer/client measure our real effectiveness, you will be fully satisfied with those public relations results only when our “reach, persuade and move-to-action” efforts produce that visible modification in behaviors of those people you wish to influence. In my view, this is central, strategic function of public relations, basic context in which we must operate and primary value we provide.

Still, 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 provide that primary value.

But best part is that when behavioral changes become apparent, and meet program’s original behavior modification goal, three satisfying values are realized:

One, public relations program is a success. Two, by achieving behavioral goal you set at beginning, you are using a dependable and accurate public relations performance measurement. And three, when our “reach, persuade and move-to-desired-action” efforts produce a visible modification in behaviors of those people you wish to influence, you are using public relations’ core value to its very best advantage.

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 Website: http://www.prcommentary.hssites.com

4) Persistence.

Despite hype sometimes used to try to sell "instant, lazy-man's way to riches" types of products, success in business rarely comes easily or overnight. Fact is, it takes persistent effort and plain old fashioned work. Be wary of promises to contrary.

I empathize with those that must commute 5 or more days a week to a job they don't like. However, that can be a plus. It was a strong motivation for me to persist at my own business until I went full-time. Whatever your own motivations to persist may be, they will prove useful.

Tip: It will be much easier to persist if you select a field of business that you like, as opposed to pursuing something just for money. Then your work can be fun, not drudgery.

5) Focus on presenting solutions, not just on selling products and services.

I'm a believer in business philosophy of "succeeding by helping others succeed." Focusing on helping clients solve their problems and achieve their goals through your products and services contributes more toward long-term success than just focusing on "selling" them products and services.

6) Self-discipline.

Now that my "office" is just a few steps away when I awake in morning, it's easy to sleep in. With no boss to "crack a whip" over you as a self-employed entrepreneur, self-discipline is definitely needed. Since likely no one will see that things get done but yourself, you need to be a self-starter.

7) Marketing skills.

Regardless of what business you're in, marketing is tool used to present solutions that your products or services offer to rest of world. As saying goes, in business "Everything is marketing."

Marketing is a skill. And like any other skill, it can be developed through knowledge and practice. Entrepreneurs can never learn too much about successful marketing.

You, Too, Can Leave The "Rat Race"!

As more and more employees of large corporations have been discovering to their dismay, neither seniority - nor years of company loyalty - guarantee any real job security. In view of this, staking one's claim in digital Wild Wild Web seems even more attractive.

Of course, there's much more involved in leaving rat race than can be covered in this article, but I've shared seven of most important keys to success.

No, leaving rat race may not come easily, nor overnight, but it's certainly possible and can be well worth effort. If followed, these keys can help you leave rat race, too.

More Helpful Resources...

Marty Foley's Internet marketing techniques and resources have helped set standard in e-commerce, and have often been imitated by famous Internet marketers. They can truly help you succeed online: http://ProfitInfo.com/cf/img.htm