

	PR Information

PR Information

What I Do

I believe this about public relations.People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done.

What People Believe Can Bring You Success

Just think about it.If I come to believe that you really didn't dump those chemicalsin the river, I'll probably stop picketing your business.

When Tactics Are Not Enough

Your public relations people are busy. The buzz is all about hits on a radio show or mentions in a newspaper column.

Managers, please take a minute and read two sentences: People act on their own perception of the 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 the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

Public Relations: Power Tool for the 21st Century

I address this article to businesses, associations, non-profits and public entity managers seeking a direct connection between the money they're planning to spend on public relations, and the achievement of their organizational objectives.We can save a lot of time - you and I - if we can agree onone point: I believe that deep down - and I mean DEEP down - most chief executives understand that doing something about thebehaviors of their most significant external audiences can rank inimportance right up there with increased sales and earnings.

How To Write A Killer Press Release

One of the primary tools still used by PR professionals to garner media coverage is the press release. Now understand the purpose of a press release is to grab the attention of an editor, not to offer a word for word story to a publication.

Can Your PR Do This?

Can your PR do something positive about the behaviors of those outside audiences that most affect your business, non-profit or association?Can your PR deliver external stakeholder behavior change-- the kind that leads directly to achieving your managerial objectives?Can your PR persuade those important outside folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed?Or does the money you spend on public relations pretty much buy personnel mentions in the newspaper and product plugs on radio talk shows?If you want the real thing - the public relations performancedescribed above - start with this reality: people act on their own perception of the 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 the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

Mind Your Own Business!

And the best way to mind your own business is to insure that those audiences whose behaviors have the greatest effect on your enterprise keep thinking about you in the most positive way. Reason is, bad behaviors often follow bad perceptions, so what your external audiences think about you can mean success or failure.

Much Ado About A Lot!

I say public relations can be a matter of survival for your organization.So, to me, making your business a success is a lot over which to raise much ado!Especially when the very people who hold your future in their hands - your key, target audiences - may harbor negative perceptions likely to hurt you by turning into negative behaviors.

Pressure From the Top?

Yes, and that pressure often comes from a CEO who knows what a public relations investment SHOULD produce.And do public relations folks fear such pressure? Not thosewho've got the answers!For example, "we're spending your public relations investment in the most effective way - insuring that our most important external audiences perceive us accurately, understand what we do, and end up taking those actions we desire.

Public Relations Going O.K?

Yes?Good!Still, as a business, non-profit or association manager, if you're not getting the behavior changes you paid for, you're wasting your money.Here's why I say that.

A Natural Phenomenon? Really?

Sure. What else do you call a human discipline whose very nature is firmly rooted in the principle that people act on their own perception of the facts.

Public Relations: Converting the Non-Believers

What's the real reason some managers shy away from public relations? I believe it's because they don't understand, or believe, the direct connection between what public relations is capable of delivering and their need to achieve specific business objectives.It's lost opportunity of the worst kind.

Is PR All About Image? NO!!

That's like asking if advertising is all about type faces and photography. The answer to both questions is a teeth-clenched"of course not!"What public relations IS all about, rather than hollow images,is the very real business of dealing effectively with targetaudience perceptions and behaviors that have a major effect onan organization.

Public Relations: The Fundamental Premise

It seems difficult to believe at the dawn of the 21st Century, that there exists a major discipline with so many diverse, partial, incomplete and limited interpretations of its mission. Here, just a sampling of professional opinion on what public relations is all about:* talking to the media on behalf of a client.

More Articles from PR Information:
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