Which is precisely why this article is titled “A Winning Public Relations Game Plan for 2002.” Winning, because plan is based squarely on reality that people’s perceptions of facts directly affect their behaviors. And that something CAN be done about those underlying perceptions, especially in a land celebrated for free exchange of ideas.

I believe this is Rosetta Stone of public relations, i.e., a clue to understanding that has provided knowledge and experience needed to effectively address both positive and negative challenges posed by public opinion in a free society.

Fortunately, public relations will continue to create, change or reinforce public opinion by reaching, persuading and moving-to-action those people whose behaviors affect organization. When behavioral changes become apparent, and meet program’s original behavior modification goal, that public relations venture can be called a success.

And so it will be again in 2002, hopefully a year in which American economy again points to growth and expansion.

Prioritize Your Audiences

If you follow a game plan similar to this one, you would start with a priority-ranking of those audiences with an interest in your organization, often referred to as stakeholders or “publics.” Included would be customers, prospects, employees, media, business community and local thought- leaders as well as a number of other possible interest groups.

What Do They Think of You?

As time allows, interaction of one kind or another with key audiences will provide you with their impressions of your organization, in particular areas where problems may be brewing. This is information gathering, opinion sampling, informal polling if you will, but essential to any public relations effort. If resources are available, a modest opinion poll of priority audience would be helpful.

How Much Behavioral Change is Needed?

With opinion sampling underway, it’s a good time to focus on possibly negative behaviors these impressions, these perceptions have created. Once they are identified and understood, a marker can be set down establishing degree of behavioral change that realistically can be expected and monitored.

This becomes program goal against which program will finally be measured.

The reason public relations finds itself in behavior business is because it’s firmly rooted in principle that people act on their own perception of facts. It strives to create, change or reinforce public opinion by reaching, persuading and moving-to-action those people whose behaviors affect organization. When behavioral changes become apparent, and meet program’s original behavior modification goal, a public relations venture can be deemed a success and, in this case, even show first signs of economic recovery.

Even in these recessionary times, when you start looking for a return on your public relations investment, it becomes clear that your goal MUST be kind of change in behaviors of key stakeholders that leads directly to achieving your operating objectives. So, it is quality planning, and degree of behavioral change it produces, that defines success or failure of a public relations program.

In good times or bad, think about some of perceptions out there that could actually hurt your organization. Perceptions that, if ignored long enough, could well result in behaviors that run counter to those you may desire.

At root of it all, is that simple truism we all know but tend to forget: people really DO act on their perception of facts and behave accordingly. But, if a manager is to have an effect on those perceptions and behaviors, he/she must deal with them promptly and effectively whether economy is down or up.

Imagine how many audiences your organization may have to depend upon at one time or another? Would your list include insurance carriers, journalists, minorities, customers, prospects, employees, legislators, community residents and others whose perceptions of your organization, if left unattended, may hurt or help?

Here’s one approach to informing those perceptions (and, thus, behaviors) out there that you may wish to consider.

List your important audiences in priority order. For example, customers, prospects, employees, local and trade media, local business and community leaders, and so forth.

As time permits, meet with members of each audience and jot down their impressions of your business, especially problem areas. Here, you’ll have opportunity to decide to what degree you will try to alter opinion and perception among each audience.