Maintain your old Siemens Hipath system

PR: Lets Talk Fundamentals

How much more fundamental can you get than this? As a business, non-profit or association manager, if you don't get your most important outside audiences on your side, you will fail.

To me, failure means key target audiences that don't behave as you want them to. For example, capital donors or specifying sources who look the other way, customers who fail to make repeat purchases, community leaders working closely with your competitors, prospects still doing business with others, organizations looking elsewhere to propose new strategic alliances and joint ventures, and even legislators and political leaders overlooking you as a key member of the non-profit, association or business communities.

All that can change in a New York minute when you base a public relations effort on this simple premise: 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 accomplished.

The primary benefit of that premise to you as a business, non-profit or association manager is the kind of key stakeholder behavior change that leads directly to achieving your objectives.

And that's very doable. Especially when you take the time to list your most important external audiences, then prioritize them according to the impacts they have on your organization.

The real key to success using this premise is actually gathering information as to how members of your key, external audience perceive your organization.

If you have the resources available and can afford professional survey help, fine. If, however, like most of us you don't, the best alternative is for you or your colleagues to begin interacting with audience members. Ask many questions starting with, "Have you heard of us? What do you think of us, if at all? Have you ever done business with us? Why do you feel the way you do?"

Listen carefully for signs of negativity, and watch for untruths, false assumptions, inaccuracies, misconceptions or flagrant rumors.

Obviously, the data you gather from this monitoring activity form the basis of your public relations goal. For example, correct that untruth or inaccuracy, clear up that misconception, or spike that rumor.

Now here, you encounter three forks in the road.

You need a strategy to show you how to get where you need to go. But only three choices are available to you when dealing with matters of perception and opinion: create perception where there may be none, change existing perception, or reinforce it. And make certain the strategy option you choose flows naturally from your new public relations goal.

It's writing time ? hard work preparing the actual message designed to alter people's perceptions leading, hopefully, to the behaviors you need to help achieve your objectives.

The corrective message is crucial. It must be clear about just what perception needs clarifying, and why. Your facts, of course, must be truthful, logical and believable in order to be persuasive. And the tone of the message should be compelling if it is to command attention and alter perception.

Next step is easy. Pick your "beasts of burden," the communications tactics you will use to carry that brand new, corrective message to members of your target audience.

You have a very long list of such tactics at your disposal. The only caveat is, make sure each one shows a proven record for reaching people like those who make up your specific target audience.

Tactics range from electronic magazines (called eZines!), speeches, brochures and emails to radio/newspaper interviews, press releases, newsletters, facility tours and so many more.

Shortly, you will start to wonder if you are making any progress. And that means a second round of Q&A with members of your target audience. Same questions as before, by the way, only now your focus is on signs that their perception has been altered to reflect that described in your carefully prepared message.

You can always speed up the effort by introducing new communications tactics, and by increasing their frequencies. Also, not a bad idea to check that message of yours one more time for both factual accuracy, and for how successful it was at actually impacting opinion.

Clearly, as a business, non-profit or association manager, you benefit most when your public relations program succeeds in creating the kind of key stakeholder behavior change that leads directly to achieving your objectives.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at

Robert A. Kelly © 2003.

About The Author

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about the fundamental premise of public relations. 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. Visit:

In The News:

Canary Islands volcano eruption could last for three months, experts say
Wed, 22 Sep 2021 09:36:00 +0100
A volcanic eruption in Spain's Canary Islands could last three months, experts have said.

How bad is the damage in La Palma - and why is lava meeting the ocean so dangerous?
Wed, 22 Sep 2021 06:50:00 +0100
Authorities have warned people on the island of La Palma of fresh dangers after a new volcanic vent blew open and rivers of unstoppable lava flowed towards more densely populated areas and the sea.

Mystery woman found in Croatia with memory loss identified by police
Wed, 22 Sep 2021 16:36:00 +0100
A woman found with memory loss in a remote area of Croatia has now been identified by police.

US to donate 500m extra vaccine shots - as Biden tells rich nations to share 'with no strings attached'
Wed, 22 Sep 2021 17:57:00 +0100
The US is buying a further 500 million COVID-19 vaccine doses to donate to other countries, bringing its total commitment to over a billion jabs, President Joe Biden has announced.

Throw away your Chinese phones, Lithuanian defence ministry tells citizens after software discovery
Wed, 22 Sep 2021 11:10:00 +0100
The Lithuanian Ministry of Defence has urged people to stop buying Chinese phones and throw away the ones they already possess after discovering censorship software.

Erfahrungen mit Pallhuber Wein
Agen Bola SBOBET Terpercaya

Travel in comfort and at your leisure with CT Airlink Limousine & Car Service for top quality private transportation and exceptional customer service. We operate Sedans, SUVs & Vans for CT Car Services to covering all Connecticut airports including Car Service from CT to Newark Airport , Mohegan Casino Uncasville CT, Foxwoods Casino Mashantucket CT, Manhattan Cruise Terminal NYC, Brooklyn Cruise Terminal NYC and Bayonne Cruise Terminal NJ. CT Airlink hire licensed and friendly chauffeurs who have in-depth knowledge of the Areas.

How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now

Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More

Is The Traditional Press Review Still A Business Tool Of The Future?

Press reviews are a common and basic feature for surveying... Read More

Generating Publicity: Will The Media Be Interested In My Product/Business?

When it comes to launching a new business or product,... Read More

7 Tips to Get More Mileage Out of Your Online or Offline Publicity

You worked hard to get a story on your business... Read More

Media Training - Essentials for ALL Office Professionals

Often the first point of contact the media has with... Read More

A Simple Formula for Success

Leaders in the business world need public relations big time,... Read More

Internet Etiquette for Business Success

You're trying to recruit a downline into your program, you've... Read More

For Financial Planners, Marketing and Publicity Is About You

For financial planners, getting publicity, in the end, isn't about... Read More

PR: Am I Getting a Good Deal?

You are getting a good deal when you accept the... Read More

Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it... Read More

Managers, Which PR Is Right For You?

An effort built around a string of print and broadcast... Read More

Writing A Press Release

News releases (also called press releases) are an important part... Read More

Public Relations Primer, Part I: Packaging Your Story for the Media

Imagine you're in the breakfast cereal business. You make the... Read More

PR and the Small Matter of Results

As a business, non-profit and association manager, how satisfied are... Read More

Etymology- How Words Change Over Time

Etymology is the study of the origins of words.As languages... Read More

Financial Planners Get Free Publicity With Email

In previous articles for marketing-minded financial planners, I've discussed what... Read More

Publicity - The Right Media Person to Call for Free Publicity

You won't accomplish much if you call the gas company... Read More

Interviews - Five Tips To Handle Tough Questions From Reporters

Journalists are trained and often experienced at getting information out... Read More

The Ratings are Coming

Small businesses have always known the importance of word of... Read More

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand... Read More

Achieve Media Attention for Your Business

Do you want to be quoted by the national press... Read More

Imagine PR Like This Helping You

As the kids say, how cool is this?You're a business,... Read More

Oprah! How to Appear on The Oprah Winfrey Show

Do you dream of being on Oprah Winfrey's television show?... Read More

Possibilities Of The Blogosphere For The PR Industry In Spanish-Speaking Countries

Only two media in Spanish speaking countries offer RSS: the... Read More

Austin?s Annual Charity Event with KVET

In my travels around the country while building my business... Read More