by Robert A. Kelly

Without a solid, well-designed foundation, few buildings successfully withstand ravages of time and weather. And so it is with public relations, ever-dependent upon how well its practitioners understand discipline.

Yet, some public relations people manage to go through their entire career without a firm grasp of what public relations is all about. Their response to crises, or to requests for well thought-out solutions to public relations problems, reveals a serious lack of understanding. They confuse basic function of public relations with any number of tactical parts that make up whole, such as publicity, crisis management or employee relations. Understandably, they feel unsure in approaching public relations problems, then uncertain about what counsel to give their clients. Many, relying on career-long misconceptions about public relations, forge ahead anyway advising client ineffectively sometimes with damaging, if not dangerous counsel.

If you are new to business, grasp early-on The Rosetta Stone of public relations, i.e., a guide to understanding discipline and its core strength. Namely, people act on their perception of facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that lead to achieving an organization's objectives.

The fact is that NO organization business, non-profit or public sector can succeed today unless behaviors of its most important audiences are in-sync with organization's objectives. Which is why, when public relations goes on to successfully create, change or reinforce public opinion by reaching, persuading and moving-to-action those people whose behaviors affect organization, it accomplishes its mission.

By all means discuss public relations' strategic role in any organization with professionals whom you respect. But do it early, do it seriously, and do it now so that you create that solid foundation of understanding about this business that will help you make a meaningful contribution to field of public relations for many years to come.

Once that foundation of understanding is firmly set, an action pathway begins to appear:

by Robert A. Kelly

Who wants to face challenges of a business recovery without a ton of firepower? Especially when getting your piece of action almost certainly depends upon how well you modify behaviors of your target audiences.

That’s why public relations had better play a central role in your business planning. Particularly since any recovery that takes place will be result of industrial, commercial and individual consumers alike starting to behave like buyers, whether of luxury real estate, frozen pizzas, industrial transformers or information technology.

So, before this train leaves station, if you are unsure how best to use public relations in expected recovery, consider its basic mission firmly rooted in principle that people act on their own perception of facts. Then 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, program has succeeded.

But what comes first? How about a real acceptance that (1) individual perception of facts is THE guiding light leading to behavioral change, and (2) that something really CAN be done about those perceptions. Think about that for a moment – not every one buys it. For me, I can tell you it was an epiphany of immense proportion that actually helped shape my career in public relations.

First, we set goal whether it be to move consumers to try a new soft drink flavor; or to perceive your organization in a new light thus strengthening its reputation; or to lead them to a positive perception of company in turn leading to new investments in company’s shares.

Next, what strategy will it take to reach that goal? Opinion Creation, Change or Reinforcement?

Creation

Now real public opinion work begins. The public relations squad must decide whether opinion among key audiences is to be created from scratch, requiring a lot of basic data, information and interpretation from which a person can form an initial opinion.

Change

Or, are we talking about a change in opinion, a nudge in one direction or other requiring a clear, credible and well-supported explanation of, and rationale for why anyone should alter their current views?

Reinforcement

Or, do we simply reinforce opinion that pretty much tracks with opinion level we desire? Here, we use simple corroboration and additional third-party support to strengthen existing public opinion.

But for each of three choices, information and data to be communicated must be creditably sourced, crystal-clear and logically presented.

On to reach, persuade and move-to-action

Reach

Now, it’s time to actually reach your key audiences, people whose behaviors will affect your organization. Among others, these stakeholders include customers, employees, prospects, retirees, media, legislators, regulators, and both financial and plant communities.