What else do you call a human discipline whose very nature is firmly rooted in
principle that people act on their own perception of facts, then creates, changes or reinforces public opinion by reaching, persuading and moving-to-action very people whose behaviors affect organization?I call it public relations, and clearly a natural phenomenon.
In fact, I believe it is fundamental premise of public relations. Especially when it deals with sheer survival of organization by successfully altering perceptions and, hence, behaviors of certain groups of people important to success of that organization.
Because public relations problems are usually defined by what people THINK about a set of facts, versus truth of matter, we are well-advised to focus on that fundamental premise.
Does it become any less of a phenomenon as it works its magic in real world?
No. Instead, it is degree of human behavioral change it produces – through quality planning – that defines success or failure of a public relations program.
In my experience, there is broad agreement that people really do act on THEIR perception of facts, and that how they react to those facts actually does affect their behaviors. So, to me, it follows that individual understanding of those facts must be continually informed if follow-on behaviors are to help achieve organization’s goal and objectives.
In end, a sound public relations strategy combined with effective communications tactics leads directly to bottom line – perceptions altered, behaviors modified, client/employer satisfied. In other words, when those changes in perception and behaviors clearly meet original behavior modification goal set at beginning of program, public relations effort is successful.
So, what comes first? I believe acceptance that individual perception of facts is guiding light leading to behavioral change, and that something can be done about those perceptions. While not everyone buys that, I must say that it actually helped shape my career in public relations.
I asked myself some time ago, why am I working in public relations anyway? The answers only strengthened my conviction.
Was it to create major publicity for my employer or client? Often yes, but I realized that it was only an interim step designed to alter target audience perceptions and behaviors. The same response applied to every tactic from creating newsworthy special events, effective response to crises and controversial public issues to managing investor relations or major speech appearances.
