SureFire Recipe for a Successful Public Relations Career
SureFire Recipe for a Successful Public Relations Career
offline publication or website. Only requirement: you must
use the Robert A. Kelly byline and resource box. Word count
is 915 including title; guidelines and box.
Robert A. Kelly © 2006.
Sure-Fire Recipe for a Successful Public
Relations Career
Without a solid, well-designed foundation, few buildings
successfully withstand the ravages of time and weather.
And so it is with public relations, ever-dependent upon
how well its practitioners understand the discipline.
Yet, some public relations people manage to go through
their entire career without a firm grasp of what public
relations is all about. Their response to crises, or to
requests for well thought-out solutions to public relations
problems, reveals a serious lack of understanding. They
confuse the basic function of public relations with any
number of tactical parts that make up the whole, such as
publicity, crisis management or employee relations.
Understandably, they feel unsure in approaching public
relations problems, then uncertain about what counsel to
give their clients. Many, relying on career-long
misconceptions about public relations, forge ahead anyway
advising the client ineffectively sometimes with damaging,
if not dangerous counsel.
If you are new to the business, grasp early-on The Rosetta
Stone of public relations, by that I mean a guide to
understanding the discipline and its core strength. Namely,
people act on their perception of the facts; those perceptions
lead to certain behaviors; and something can be done about
those perceptions and behaviors that lead to achieving an
organization's objectives.
The fact is that NO organization -- business, non-profit,
association or public sector -- can succeed today unless the
behaviors of its most important audiences are in-sync with the
organization's objectives. Which is why, when public relations
goes on to successfully create, change or reinforce public
opinion by reaching, persuading and moving-to-desired action
those people whose behaviors affect the organization, it
accomplishes its mission.
By all means discuss public relations' strategic role in any
organization with professionals whom you respect. But do it
early, do it seriously, and do it now so that you create that
solid foundation of understanding about this business that will
help you make a meaningful contribution to the field of public
relations for many years to come.
Once that foundation of understanding is firmly set, an action
pathway begins to appear:
-- identify the problem or challenge
-- identify target audiences
-- set the public relations goal
-- set the public relations strategy
-- prepare persuasive messages
-- select/implement key communications tactics
-- monitor progress
-- and the end game? Meet the behavior
modification goal.
A bonus: you are using a near-perfect public relations
performance measurement. I mean how can you measure
the results of an activity more accurately than when you
clearly achieve the goal you set at the beginning of that
activity? You can't. It's pure success.
So, if you are a newcomer to the business, can you expect to
avoid the pitfalls listed above? Yes, and here's why:
-- With proper preparation, you will not confuse action tactics
with the basic mission of public relations because you will
know precisely what each is and just what fits where in the
public relations problem solving sequence outlined above.
-- You will feel more confident about providing counsel to the
employer/client because the public relations problem at hand
can be clearly identified allowing you to select solutions that
obviously fit into the action sequence above. You will
accurately identify your target audiences because you will
know exactly who your employer/client wants to reach, and
the necessary action tactics will then be self-evident.
-- You realize that you have gone through your entire career
WITH a firm, successful grasp of what public relations is
all about.
But, on the way you must do everything necessary to reach
your target audiences, and to nurture the relationships between
those audiences and the employer/client by burnishing the
reputation of the organization, its products or services. You'll
do your best to persuade those audiences to do what the
client/employer wishes them to do. And, while seeking public
understanding and acceptance of your client/employer, you'll
insure that your joint activities not only comply with the law,
but clearly serve the public interest. Then, you will pull-out
all tactical stops to actually move those target individuals to
action. Your client will be pleased that you have brought
matters to this point.
When that client measures your real effectiveness, I suggest
that he or she will be fully satisfied with those public relations
results only when your "reach, persuade and move-to-desired
action" efforts produce a visible, and desired, modification in
the behaviors of those people your client/employer wishes to
influence. In my view, this is the central, strategic function of
public relations and the basic context in which you must pursue
that successful public relations career, a lesson best learned at
the beginning of your career.
end
Bob Kelly counsels, writes and speaks to business, non-profit and
association managers about using the fundamental premise of public
relations to achieve their operating objectives. He has authored 245
articles on the subject which are listed at EzineArticles.com, click
Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola
Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport
News Shipbuilding & Drydock Co.; director of communications,
U.S. Department of the Interior, and deputy assistant press secretary,
The White House. He holds a bachelor of science degree from
Columbia University, major in public relations.
mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com
SureFire Recipe for a Successful Public Relations Career - To learn more about this author, visit Bob Kelly's Website.
Like this article? Share it with your friends
Please feel free to publish this article in your ezine, newsletter,
offline publication or website. Only requirement: you must
use the Robert A. Kelly byline and resource box. Word count
is 915 including title; guidelines and box.
Robert A. Kelly © 2006.
Sure-Fire Recipe for a Successful Public
Relations Career
Without a solid, well-designed foundation, few buildings
successfully withstand the ravages of time and weather.
And so it is with public relations, ever-dependent upon
how well its practitioners understand the discipline.
Yet, some public relations people manage to go through
their entire career without a firm grasp of what public
relations is all about. Their response to crises, or to
requests for well thought-out solutions to public relations
problems, reveals a serious lack of understanding. They
confuse the basic function of public relations with any
number of tactical parts that make up the whole, such as
publicity, crisis management or employee relations.
Understandably, they feel unsure in approaching public
relations problems, then uncertain about what counsel to
give their clients. Many, relying on career-long
misconceptions about public relations, forge ahead anyway
advising the client ineffectively sometimes with damaging,
if not dangerous counsel.
If you are new to the business, grasp early-on The Rosetta
Stone of public relations, by that I mean a guide to
understanding the discipline and its core strength. Namely,
people act on their perception of the facts; those perceptions
lead to certain behaviors; and something can be done about
those perceptions and behaviors that lead to achieving an
organization's objectives.
The fact is that NO organization -- business, non-profit,
association or public sector -- can succeed today unless the
behaviors of its most important audiences are in-sync with the
organization's objectives. Which is why, when public relations
goes on to successfully create, change or reinforce public
opinion by reaching, persuading and moving-to-desired action
those people whose behaviors affect the organization, it
accomplishes its mission.
By all means discuss public relations' strategic role in any
organization with professionals whom you respect. But do it
early, do it seriously, and do it now so that you create that
solid foundation of understanding about this business that will
help you make a meaningful contribution to the field of public
relations for many years to come.
Once that foundation of understanding is firmly set, an action
pathway begins to appear:
-- identify the problem or challenge
-- identify target audiences
-- set the public relations goal
-- set the public relations strategy
-- prepare persuasive messages
-- select/implement key communications tactics
-- monitor progress
-- and the end game? Meet the behavior
modification goal.
A bonus: you are using a near-perfect public relations
performance measurement. I mean how can you measure
the results of an activity more accurately than when you
clearly achieve the goal you set at the beginning of that
activity? You can't. It's pure success.
So, if you are a newcomer to the business, can you expect to
avoid the pitfalls listed above? Yes, and here's why:
-- With proper preparation, you will not confuse action tactics
with the basic mission of public relations because you will
know precisely what each is and just what fits where in the
public relations problem solving sequence outlined above.
-- You will feel more confident about providing counsel to the
employer/client because the public relations problem at hand
can be clearly identified allowing you to select solutions that
obviously fit into the action sequence above. You will
accurately identify your target audiences because you will
know exactly who your employer/client wants to reach, and
the necessary action tactics will then be self-evident.
-- You realize that you have gone through your entire career
WITH a firm, successful grasp of what public relations is
all about.
But, on the way you must do everything necessary to reach
your target audiences, and to nurture the relationships between
those audiences and the employer/client by burnishing the
reputation of the organization, its products or services. You'll
do your best to persuade those audiences to do what the
client/employer wishes them to do. And, while seeking public
understanding and acceptance of your client/employer, you'll
insure that your joint activities not only comply with the law,
but clearly serve the public interest. Then, you will pull-out
all tactical stops to actually move those target individuals to
action. Your client will be pleased that you have brought
matters to this point.
When that client measures your real effectiveness, I suggest
that he or she will be fully satisfied with those public relations
results only when your "reach, persuade and move-to-desired
action" efforts produce a visible, and desired, modification in
the behaviors of those people your client/employer wishes to
influence. In my view, this is the central, strategic function of
public relations and the basic context in which you must pursue
that successful public relations career, a lesson best learned at
the beginning of your career.
end
Bob Kelly counsels, writes and speaks to business, non-profit and
association managers about using the fundamental premise of public
relations to achieve their operating objectives. He has authored 245
articles on the subject which are listed at EzineArticles.com, click
Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola
Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport
News Shipbuilding & Drydock Co.; director of communications,
U.S. Department of the Interior, and deputy assistant press secretary,
The White House. He holds a bachelor of science degree from
Columbia University, major in public relations.
mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com
SureFire Recipe for a Successful Public Relations Career - To learn more about this author, visit Bob Kelly's Website.
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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