Can Newbies Avoid the Pitfalls

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Can Newbies Avoid The Pitfalls?

Yes indeed! If you are a young person who has decided

that a career in public relations will be your Latte Grande

in life, here are four situations in which you do not want

to find yourself:

1. You confuse the basic function of public relations with

sub-parts that make up the whole like publicity,

crisis management or employee communications.

2. You feel unsure in approaching public relations problems,

then uncertain about what counsel to give your

employer/client.

3. As the years pass, you rely on career-long misconceptions

about public relations but forge ahead anyway advising

the employer/client ineffectively sometimes with damaging,

if not dangerous counsel.

4. You realize too late that you have gone through your entire

career without a firm grasp of what public relations is

all about.

Newcomers can avoid those pitfalls by grasping early-on

The Rosetta Stone of public relations, i.e., a guide to

understanding the discipline and its core strength. Namely,

people act on their perception of the facts before them. Those

perceptions lead to certain behaviors; and something can be

done about those perceptions and behaviors that lead to

achieving an organization’s objectives.

Which is why, when public relations goes on to successfully

create, change or reinforce that opinion by reaching,

persuading and moving-to-desired-action those people whose

behaviors affect the organization, it usually accomplishes its

mission.

NO organization – business, non-profit or public sector –

can succeed today unless the behaviors of its most important

audiences are in-sync with the organization’s objectives. And

that means public relations professionals must modify

somebody’s behavior if they are to help hit the employer/client’s

objective and earn a paycheck. All else are but means to that end.

And here’s one way to get there:

-- 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 your own 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, as a beginner, can you expect to avoid the four 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.

-- 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

outlined above. You will 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.

Of course, on the way you will also nurture the relationships

between your target audiences and your employer/client’s

business by burnishing the reputation of the organization,

its service and/or products. You will do your best to persuade

those target audiences to do what your employer/client wants

them to do. And while seeking public understanding and

acceptance of that employer/client, 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 individuals to action. And your

employer/client will be pleased that you have brought matters

along to this point.

But when will that employer/client of yours be fully satisfied

with the public relations results you have produced? Only

when your “reach, persuade and move-to-desired-action”

efforts have produced that visible modification in the behaviors

of those target audiences you, and they wish to influence.

In my view, this is the fundamental premise of public relations,

its central, strategic function and the basic context in which

you must operate in your pursuit of a successful and satisfying

public relations 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 Authors, 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

Author:.

Bob Kelly counsels and writes for business, non-profit, government agency and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published 245 articles on the subject which are listed at EzineArticles.com, click ExpertAuthor, 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...

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