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The Power of Public Relations

Written by: Bob Kelly

Article Overview: The power of public relations really lies in the behavior changes that can take place among your key outside audiences.

The Power of Public Relations

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The Power of Public Relations

When you use this strategic approach to public relations –
and back it up with sufficient tactical pressure – you can
achieve the positive changes you want in target audience
perceptions and behaviors.

Because that attracts the support of the very external
audiences whose behaviors have the most effect on your
enterprise, your chances of achieving your organizational
objectives are much improved.

It all flows from the fundamental premise of public relations
which you are invited to read right now.

“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 those
people whose behaviors affect the organization, the public
relations mission is usually accomplished.”

The power of those comments lies in the behavior changes that
can take place among your key, outside audiences. When
those changes occur – and the combined perceptions of members
of that important external “public” begin to move in your
direction – it can spell public relations AND organizational success.

For example, using an unassailable and clear-cut set of facts,
you convince area activists gathering at your plant gate that
(1) you don’t dump chemicals into the river, and (2) both State
and Federal investigations found that to be true. When they
finally clear out, you’ve limited the damage an expensive and
long-lasting disruption could have caused. That saved the
organization cold, hard cash!

What happened? You managed to change the perception of
those activists which, predictably, led to the change in their
behavior that you desired. In other words, a successful use of
public relations’ fundamental premise.

While public relations can bring real power to bear, and while
there’s a well-worn path leading to each success, truth is, you
can’t change perceptions, and thus behaviors of your important
outside audiences if you are not in touch with them on a regular
and meaningful basis.

That’s why it’s so important to interact with members of each
target audience, and ask questions. What do you think of
our services, our programs, or our products? Are you satisfied?
Listen carefully for signs of a misconception or a factual
inaccuracy. Is there a belief alive out there that simply isn’t
true? Do you detect a hurtful rumor that must be squashed?

The answers you receive let you establish your public relations
goal. For example, correct that inaccuracy, clear up that
misconception, or get out the facts in order to neutralize that
rumor.

But how will you actually reach that goal? With a clear and
urgent strategy.

Fortunately, in dealing with perception/opinion, we have
just three options available to us. Create perception/opinion
where there is none, change existing perception, or reinforce it.

The goal you established will quickly tell you which strategy
choice you must make.

But, of course, what you say to that target audience, in pursuit
of your public relations goal, is crucial. Your message must be
persuasive, compelling and clear as a mountain stream. It also
must be credible and believable, which means truthful in all
detail. It should also address the particular inaccuracy,
misconception or rumor head on and not allow room for any
further misunderstandings.

Now, how do you communicate that important message to the
attention of members of your key, target audience? I still call
them “beasts of burden” because they carry messages from
Point A to Point B. Communications tactics are the answer,
and you have a huge selection from which to choose.
Everything from open houses, contests, news releases and
speeches to brochures, community briefings, letters-to-the-
editor, emails, radio/TV and newspaper interviews, and
lots more.

Sooner rather than later, you will wonder whether you’re
making any progress. And the only realistic way to nail that
down is to go back to members of that target audience again
and ask them the same questions all over again.

The big difference this time around is, you’re looking for signs
that opinion/perceptions have begun to change in your
direction. By that I mean clear indications that the miscon-
ception is clearing up, or the inaccuracy has been corrected,
or that a negative impression is slowly turning around.

And that is when this strategic, and powerful approach to
public relations – supported by appropriate tactical firepower
– delivers the altered perceptions and modified behaviors
promised in the fundamental premise of public relations.

end

Bob Kelly counsels and writes for 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:www.PRCommentary.com

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