What Is “Best Practice” Public Relations?

Why, public relations that stays true to its fundamental premise, of course.

In a nutshell, “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 those people whose behaviors affect organization, public relations mission is accomplished.”

Adhere to that, and you can’t go wrong!

Even those who believe public relations is just a bunch of communications tactics, can improve their performance because premise and its strategy will keep those tactics on straight and narrow.

How? The premise requires that tactics be selected on basis of (1) knowing how a target audience perceives organization, (2) precisely who tactics should be aimed at, and (3) and most important, what changes in perception, and thus behaviors, are desired so that you can set a goal, then tell if you achieved it or not.

That way, tactics have a fair chance of doing some good by visibly helping you achieve your business objectives.

Happily, even when “practiced best,” this isn’t rocket science. All it takes is a brief but logical plan.

Decide which external audience of yours has most serious impact on your organization. That becomes your key target audience, and off we go!

Can’t do much if we don’t know how they perceive you and your organization. So, you’ve got to get out there among members of that key target audience and ask some questions.

What do they think of you and your operation? Notice any negatives? Are misconceptions, inaccuracies or rumors becoming evident? Any undercurrents surfacing? Is there a problem coming down pike?

When this monitoring phase is complete, you can set a public relations goal that corrects problem you turned up. For example, your goal might try for a positive impact on individual perception by explaining your pricing policies, or replacing a damaging rumor with truth.

Recessions Don’t Last Forever!

It could, but what if it doesn’t?

Will you be prepared?

Will those key external audiences of yours, whose behaviors REALLY affect you, look favorably at you and your business?

Because, once economy emerges from recession, if they don’t, you’ll have one arm tied behind your back.

Don’t let that happen. Instead, decide now which groups of people outside your organization can help or hurt you most. For our purposes, that #1 group is your key target audience.

What’s going through minds of members of that audience? You and your people must monitor those perceptions by interacting with these important folks, and asking questions. Yes, that takes time, but you must do it!

Take this approach when you actually meet those members. Start with questions. What do you think of our operation, products or services? Stay alert for wrong thinking, misconceptions and inaccuracies that can hurt. Watch for rumors or beliefs that can lead to behaviors that will pain you. And be especially sensitive to negative conversational tone. Does it suggest that a problem may be on horizon?

The answers you gather will let you create a corrective public relations goal. It may call for straightening out a damaging misconception about your service quality, or it may seek to replace an inaccurate perception with truth. Sometimes, your public relations goal will zero in on a particularly hurtful rumor with plans to lay it to rest. For that matter, even a less than positive overall impression of your organization can be targeted for improvement by your public relations goal