That leads us directly to core strength of public relations: people act on their perception of facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving an organization’s objectives.

To assess those behavior changes and, thus, degree of success core public relations program has achieved, look for evidence that your tactics have actually changed behavior. Signs should begin showing up via Internet chatter, in print and broadcast news coverage, reports from field, letters-to- the-editor, consumer and customer reactions, shareholder letters and comments from community leaders. Consider doing informal polls of employees, retirees, industrial neighbors and local businesses as well as locating feedback from suppliers as well as reaction from elected officials, union leaders and government agencies.

The point of this article is that core strength 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.

That way, only strongest tactics will be used allowing public relations to apply its core strength to challenge at hand: create, change or reinforce public opinion by reaching, persuading and moving-to-action those people whose behaviors affect organization.

What do I believe employer/client wants from us? I believe s/he wants us to apply our special skills in a way that helps achieve his or her business objectives. But 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 earn our money.

But best part is that when behavioral changes become apparent, and meet program’s original behavior modification goal, three things have occurred.

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 perfor- mance measurement. And three, when our “reach, persuade and move-to-action” efforts produce a visible, and desired, modification in behaviors of those people you wish to influence, you are using public relations’ core strength to its very best advantage.

end

Bob Kelly, public relations consultant, 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

A business with a good business plan, marketing plan, sales plan, etc. is going to have thought about how to prevent (or at least reduce risk of) other 9 items on this list.

Review this list again and ask yourself, "How prepared is my business to deal with these potential problems?" If answer is YES, then take some time to review those plans to ensure they're still valid. If answer is NO, spend some time TODAY to address those issues.