Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 775 including guidelines and resource box. Robert A. Kelly © 2003. Why PR Packs a Punch
Done right, it delivers
key, target audience behaviors you know you must have to achieve your organizational objectives.
I refer to perceptions of your organization, and resulting behaviors such as:
…customers making repeat purchases; …prospects starting to do business with you; …employees really valuing their jobs; …suppliers doing all possible to expand your relationship; …community leaders strengthening bonds with you; …businesses seeking beneficial joint ventures; …unions bargaining more frequently in good faith; …and legislators and political leaders viewing you as an important member of business community.
Yes, public relations indeed packs a punch, but only when it’s based on a solid foundation. Namely, its fundamental premise. 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
And, notice, please, implication is that when managers start looking for a return on their public relations investment these days, many will want to see kind of key stakeholder behavior change that leads directly to achieving their objectives.
Does your public relations program pack such a punch?
It can if you commit to action steps like these:
The list of key audiences shown above is a good one, but only you can create ideal list of most important external “publics” whose behaviors affect your organization most.
Then, prioritize them as to impacts on your enterprise, and let’s work on target audience at top of list. By way, test for listing an audience is, does its behaviors affect my operation in any way? If it does, list it.
Do you know for a fact how they perceive your organization? Why take chances? Interact with members of that audience and ask many questions. What do they think of your enterprise? Do you notice negativity in their responses? How about rumors, misconceptions, inaccuracies?
