Public Relations: Why it Works

Written by Robert A. Kelly


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 570 including guidelines and resource box. Robert A. Kelly © 2003.

Public Relations: Why it Works

The short answer is, it works best when its fundamental premise isrepparttar guide, which insures thatrepparttar 105129 primary focus of your public relations program isrepparttar 105130 behaviors of your most important outside audiences. Not less urgent matters like personalities, communi- cations tactics or administrative concerns.

PR strives to effectively managerepparttar 105131 perceptions and behaviors of your outside audiences withrepparttar 105132 goal of helping you achieve your organizational objectives.

Pretty important stuff.

But not difficult or complex.

Particularly when you get started onrepparttar 105133 right foot.

Namely, do an inventory and identify those groups of people whose behaviors have a clear impact on your organization.

Because how those folks think about you and your organization usually leads to those helpful/hurtful behaviors, job #1 is, find out how they perceive you right now.

You and your colleagues must monitor those perceptions, interact with those target audience individuals and pose lots of questions. What do you think of us? Have you ever had a problem with our service? But remain alert to signs of negativity like hesitant or evasive responses, misconceptions, rumors or inaccuracies.

With those responses in hand, you establish your public relations goal. For example, correct a specific inaccuracy, clear up that misconception, or neutralize a damaging rumor.

Next question: how do I get from here to there? You need a strategy. But in dealing with opinion change, you have just three possibilities. Create opinion/perception where there may be none, change existing opinion, or reinforce it.

Mr

Written by Alex MacCaskill


Zapit News, Issue No. 1 - Date: 17th August 2003

Zapit News takes a fresh, thought-provoking look at how to save money, time and stress at work, while conserving natural resources. It contains practical ideas from twenty years’ experience with thousands of people acrossrepparttar world. Zapit News is made possible by your Zapit subscriptions. If you have not subscribed so far, you can at: http://www.zapit.org © Migration Solutions (Kelsall) Ltd, August 2003. All rights reserved

In this historic first issue: 1. Two more held in Paper Arrests 2. Microsoft Windows "MT - Matter Transfer" platform debuts 3. Children visit an "Office" 4. Taxes to rise to pay for "Earth onrepparttar 105127 Rocks" Initiative

Two more held in Paper Arrests, New York, 16th August 2030 Two men are in custody in New York today for allegedly using paper to send a printed sales letter to their customers. Police were alerted by several companies who had receivedrepparttar 105128 two-page flyer in contravention of paper usage laws ratified byrepparttar 105129 US senate in January 2028 prohibitingrepparttar 105130 use of paper for all commercial communications. Readers will remember this was in response torepparttar 105131 need for forest conservation. The letters, copies of which have been seen by this publication, seem genuine and, amazingly, compoundrepparttar 105132 error by using coloured ink, itself outlawed in related after concerns about pollution. Detective Maloney, 17th Precinct, said, "We are investigating many aspects of this disturbing case, includingrepparttar 105133 use of printers to producerepparttar 105134 letters. Everybody knows that only specimen printing devices are now retained in museums for educational reasons and other use is strictly prohibited. Probable fines will includerepparttar 105135 cost of replacement trees, energy and other consumables, plusrepparttar 105136 usual $100,000 "Green" fine for contravening environmental legislation. These guys use shock advertising tactics to get customers' attention and hope to get away with it. As you know, this is top of our priorities and Mayor Ramirez is being kept informed." The letters are not inrepparttar 105137 category of recent industrial sabotage cases where Company A sends out printed flyers advertising Company B's products to ensnare Company B inrepparttar 105138 relevant legislation. The investigation is ongoing.

See more articles and relevant information at http://www.zapit.org

Microsoft Windows "MT - Matter Transfer" platform debuts - Bangalore, 9th August 2030 Rory John Gates, son of recently retired father Bill Gates and newly-appointed Chairman of Microsoft Corporation, announced atrepparttar 105139 company's worldwide HQ in Bangalore, India, yesterday that trials ofrepparttar 105140 company's new Windows MT ("Matter Transfer") device had proved "more than satisfactory". "Although, as with any new technology, there are teething troubles atrepparttar 105141 outset, we are broadly satisfied with progress to date and aim to releaserepparttar 105142 device to beta testers next month." The MT platform is intended to allow customers to place articles as large as a basketball in a container connected to their PCs which can then be attached to an email and sent to someone else possessing an identical device anywhere inrepparttar 105143 world. Possible applications includerepparttar 105144 transmission of valuable objects, such as items of jewellery, scientific and IT devices. Technical staff explained that at present it is only possible to "Move" objects, not "Copy", even to one person, as matter imbalances could occur withinrepparttar 105145 planet. One cynical correspondent asked Mr Gates if releasingrepparttar 105146 device torepparttar 105147 mass market wouldn't just encourage lazy people to send multiple cups of coffee to co-workers, even if working at home, thereby increasingrepparttar 105148 obesity pandemic, currently affecting 93% ofrepparttar 105149 world's population, through almost total lack of physical movement in daily life. Mr Gates replied that, "It would indeed be wonderful ifrepparttar 105150 MT device could send multiple cups of coffee (or, more importantly, create new forests to resolverepparttar 105151 global crisis), but technically it is not possible to create matter, only transfer it. Anyway, how wouldrepparttar 105152 system handle different versions ofrepparttar 105153 same cup of coffee for those who take milk and sugar?" It was pointed out thatrepparttar 105154 system could also prove a blessing for drug smugglers. However, future releases will contain software filters to check forrepparttar 105155 digitised chemical representation of an object to prevent drug transfer. This should also prevent thieves from transferring items from victims' houses to temporary addresses. Similarly, people sending objects anonymously of a romantic nature, such as bunches of flowers on St. Valentine's Day, could have problems. It is thought that flowers are now so expensive due to rarity that this would not be an issue. Mobile versions ofrepparttar 105156 device, allowingrepparttar 105157 transfer of forgotten sportswear or packed lunches to children, are thought to be far off due to power requirements and portability issues. Quite what happens ifrepparttar 105158 platform crashes half-way through a transfer is not known. Wouldrepparttar 105159 recipient get half a coffee, or a whole, transparent cup? As Microsoft systems are now so reliable, however, this was not thought to be likely. Inrepparttar 105160 demonstration, a 1,000 dollar bill, with serial number noted by video link, was transferred from a customer's prototype device in Los Angeles to Microsoft HQ. Reporters were struggling to understand quite howrepparttar 105161 world had changed, although at least, as some remarked, "MT" did not stand for "empty", as originally suspected.

See more articles and relevant information at http://www.zapit.org

Children visit an Office - Berlin, 15th August 2030 A group of astonished 5th grade children were shown round Germany’s only remaining "history-office" ("Historischesarchivmuseumarbeitsbüro") this week on a school trip designed to show changes in working practices inrepparttar 105162 recent past. "The children were amazed to see that even as recently as twenty years ago people travelled every day, sometimes for over an hour, to a place far from their homes to work", said teacher Fräulein Grüber (age not given). "The children’s astonishment alternated with loud bursts of spontaneous laughter atrepparttar 105163 absurdity ofrepparttar 105164 idea." Venerable museum curator Gerhard Gräber, 71, remarked, "Offices such as these sawrepparttar 105165 playing ofrepparttar 105166 famous ‘German bureaucrats’ game, of whichrepparttar 105167 only rule was thatrepparttar 105168 first person to move, loses. The game’s popularity saw it spread quickly to all other public and private offices world wide and it is still, apparently, practised by some employees in their home offices. People would mainly get together inrepparttar 105169 ‘office’ to chat aboutrepparttar 105170 previous night’s television at locations inrepparttar 105171 building called ‘coffee points’. Light banter called ‘office gossip’ and flirting would take up many blissful hours, speculating who would be promoted or sacked in between sending email jokes to co-workers and looking for holidays (or other things) onrepparttar 105172 Internet. We were so ‘busy’, but really we got very little done, particularly whenrepparttar 105173 computers were down. Ha! Ha! Ha! Happy days!" One ofrepparttar 105174 children, Gottlieb Gröber, 10, said, "We could not believe that special buildings were made just for people to work in! All that land, heating, lighting, air-conditioning and then to fill them with desks, paper and carpets!" "When our teacher said that 70% ofrepparttar 105175 space in these ‘offices’ remained unoccupied during ‘office’ hours, we did not believe her. So this is where pollution came from - driving to these places! Imaginerepparttar 105176 time and effort it must have taken every day just to get there and stare at a computer likerepparttar 105177 one at home. Just how did companies make any money?" Part ofrepparttar 105178 visit covered a time almost pre-Internet when people could not get free, 3-D video conferencing on demand and, of course, Sensotron technology had not been invented, so people could not digitally feel, smell and taste anything. Young Gröber remarked that using one of their three annual SocialKid days to visitrepparttar 105179 ‘office’ as a group had been a bit like recreating those far-off times and said his friends quite liked all being together, instead of learning remotely alone at home. A return ofrepparttar 105180 ‘office romance’? For better or worse, not for these young people.

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