Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 725 including guidelines and resource box. Robert A. Kelly © 2003.
Where is Best PR Value?
by Robert A. Kelly
Wherever fundamental premise of public relations is practiced.
Look at what it suggests. People act on their own perception of facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to- desired-action those people whose behaviors affect organi- zation, public relations mission is accomplished.
What a positive message for those business, non-profit and assoc- iation managers who donít really understand role public relations can play in helping achieve their organizational objectives. Nor, that reliance on public relationsí fundamental premise even identifies tools they need to put such a plan into action.
If, sadly, you are one of those managers, hereís how you can make up for lost time and actually boost your chances of reaching your organizational goals.
Make time investment needed to identify and rank, as to their impact on your organization, those important outside audiences whose behaviors really do help or hinder your operations. Letís talk about one at top of list.
Itís really crucial that you know what members of that ďpublicĒ think about your organization. Obviously, you must ask them! Interaction is really necessary if you are going to identify percep- tions likely to lead to negative behaviors. For example, wrong- headed beliefs, misconceptions, inaccuracies and even rumors.
And while youíre talking to these audience members, keep an eye or an ear on local talk show and newspaper columns for same signs.
The results of such opinion or perception monitoring are very data you need to establish your public relations goal. For instance, neutralize that rumor, clear up that misconception or correct inaccuracy.