At front of classroom, an entrepreneur was practicing a pitch he would make later to venture capital firms. Specifically, he was talking about a technology his firm had developed, a respirator which had potential to save lives of many infants.

When he talked about potentially great financial returns, audience, made up of business students, sat back passively. But when he talked about getting babies through critical moments with his respirators, every single person in classroom sat up, alert and fully focused.

As he went back and forth between stories of saving babies and talking about financial results, almost every student in classroom moved with him. And what's more, it seemed students' unconscious body movements had been carefully choreographed.

We sat up together when entrepreneur talked about saving babies, and we sat back in unison when he discussed numbers. And, by way, I did it too until I become aware of how we were responding as a group.

Since that event I've been a firm believer in body language, which is idea that people unconsciously show what they're feeling or thinking through gestures or body movements.

Managers: Why Not PR Like This?

I mean public relations that presumes from get-go that right message, strategy and communications tactics can change perceptions among each of your business, non- profit or association audiences. And do so in a way that produces behaviors you need to achieve your objectives.

It all comes together when you persuade those important outside audiences to your way of thinking by doing something about their perceptions, thus moving many of them to take actions that help your department, division or subsidiary succeed.

I believe Rosetta Stone that allows such “magic” to happen is fundamental premise of public relations, and it looks like this: 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 very people whose behaviors affect organization most, public relations mission is accomplished.

And payoffs can be manifold. Welcome increases in sales floor activity; customers starting to make repeat purchases; capital givers and specifying sources showing up on your doorstep; new suggestions for joint ventures and strategic alliances; prospects sniffing around; local thoughtleaders beginning to seek you out, and new recognition of you and your operation as a key member of business, non-profit or association communities.

Meet with public relations professionals employed by, or assigned to your unit and get two matters clearly understood. Make certain they accept fact that inaccurate perceptions almost always lead to behaviors that can hinder your operation. And that they may be called upon to assist key target audience perception monitoring effort.

Because your public relations staff is already in perception and behavior business, they really should play a direct role in initial opinion monitoring project. You can always hire a professional survey firm, but that’s expensive way to do it. The objective of whoever asks questions of members of your target audience is to identify inaccuracies, false assumptions, untruths, unfounded rumors, misconceptions and other negativities.