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Modify somebody’s behavior, that’s his goal, and that’s
job of public relations agency and its client’s corporate professionals. Fortunately, key to a successful effort is fact that people really DO act on their perception of facts. In so doing, and in a cumulative way, they form very public opinion that those practitioners must now inform.
So, what is their strategy? In short, to reach those perceptions with facts as they know them. Hopefully, messages they use will be clear and persuasive, and will change negative or inaccurate perceptions, then alter behaviors in client company’s direction.
Using three examples above, when activists become satisfied with explanations of company’s new, public commitment to correct their emission problems, protesters can be expected to leave plant gates.
Editorial board meetings with local newspapers and television stations will begin to bear fruit with more balanced reportage of company’s efforts to meet emission standards which, in turn, will reduce negative public opinion.
And, while agency’s briefing sessions with town council staff will do little to hasten a formal vote, a targeted communications effort is likely to lead to a community opinion poll showing positive movement in public, then official sentiment about new highway off-ramp.
In end, a sound public relations strategy combined with effective tactics leads directly to bottom line – perceptions altered; behaviors modified; client satisfied.
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
