Where is Best PR Value?

by Robert A. Kelly

Wherever fundamental premise of public relations is practiced.

Look at what it suggests. 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 organi- zation, public relations mission is accomplished.

What a positive message for those business, non-profit and assoc- iation managers who don’t really understand role public relations can play in helping achieve their organizational objectives. Nor, that reliance on public relations’ fundamental premise even identifies tools they need to put such a plan into action.

If, sadly, you are one of those managers, here’s how you can make up for lost time and actually boost your chances of reaching your organizational goals.

Make time investment needed to identify and rank, as to their impact on your organization, those important outside audiences whose behaviors really do help or hinder your operations. Let’s talk about one at top of list.

It’s really crucial that you know what members of that “public” think about your organization. Obviously, you must ask them! Interaction is really necessary if you are going to identify percep- tions likely to lead to negative behaviors. For example, wrong- headed beliefs, misconceptions, inaccuracies and even rumors.

And while you’re talking to these audience members, keep an eye or an ear on local talk show and newspaper columns for same signs.

An important facet of flash / shockwave glossed over by most people is that these technologies are a packaged scripting environment: In other words - most of what you can do in flash, you can do in DHTMl with a liitle effort. A question that pops up at this stage is: Why would I want to go through all of that? The answer is simple and is illustrated by way of practical example.