This is Power of PR

The power of public relations is its ability to alter individual perception, resulting in changed behaviors that lead directly to your organization’s success.

Its power really lies in doing something positive about behaviors of a business, non-profit or association manager’s important outside audiences – behaviors that MOST affect his or her operation.

That’s how external stakeholder behaviors are created that help achieve managerial objectives. In particular when managers persuade those key outside folks to their way of thinking, then move them to take actions that help manager’s department, division or subsidiary succeed.

A basic public relations blueprint 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.

So, two key messages radiating from that fundamental premise are (1) your public relations effort must involve more than special events, brochures and news releases if you really want to get your money’s worth, and (2), right PR really CAN alter individual perception and lead to changed behaviors that help you succeed!

A variety of results can flow from this managerial approach to public relations. It can generate follow-on activity like customers making repeat purchases; stronger relationships with educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies; prospects starting to work with you, and even capital givers or specifying sources looking your way

You can even see results such as community service and sponsorship opportunities; new proposals for strategic alliances and joint ventures; enhanced activist group relations, and expanded feedback channels; rebounds in showroom visits; and membership applications on rise, not to mention new thoughtleader and special event contacts.

Because those kinds of results can be expected from such a high-impact blueprint, your PR staff – agency or staff – must be committed to you, as senior project manager, to PR blueprint and its implementation, starting with target audience perception monitoring.

Certainly you agree that your most important outside audiences really must perceive your operations, products or services in a positive light if you are to succeed. So be certain that your PR staff is completely onboard for whole effort. Be especially careful that they accept reality that perceptions almost always lead to behaviors that can help or hurt your unit.

KNOW WHAT YOU NEED Understand how you intend to use business financing, how much funding you need and how you intend to repay loan. Be able to communicate this clearly and confidently with prospective lenders.

UNDERSTAND YOUR CURRENT SITUATION If you are an existing business, are you profitable, and does your balance sheet have positive equity? What does your credit look like? Have a clear understanding of any existing liens and lien priority. Know your credit score and answers to derogatory credit issues (liens, judgments, slow pays, collection actions) before presenting your application. If there have been credit, profitability or equity issues in past, present a credible argument as to why these issues have been resolved or how this loan will change this situation.

KNOW YOUR OPTIONS All lending is critiqued from a risk standpoint. Certain levels of risk will qualify for certain types of financing. The level of risk is reflected in cost of financing. The more secure a lender's money is, less it costs you. Get creative. Financing takes many forms, and is available from a wide range of sources.

Standard (conventional) bank financing usually offers best interest rates, however it is most difficult to qualify for. These loans appear as a long-term liability on business balance sheet. Conventional loans are available through banks and other lending institutions and can be guaranteed in whole or part by SBA.

Revolving Lines of Credit are another form of business financing. This type of loan is secured by accounts receivable or inventory and is available from a bank or an Asset Based Lender. Credit cards are a form of revolving line of credit. An Asset-Based Line of Credit (ABL) is considered alternative financing and is available to borrowers who are too highly leveraged for a bank.