Nothing more, nothing less, and certainly not public relations’ Mother strategy which first the resources and action planning needed to alter individual perception leading to changed behaviors among a business, nonassociation’s most
Important outside audiences.
And then, goes on to help a manager persuade those key folks to his or her way of thinking, finally moves them to take actions that allow their department, group, division phone number data or subsidiary to succeed.
The management reality behind such an achievement is the underlying premise of public relations: 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 usually accomplished.
The good news for those managers is that the right public relations planning really CAN alter individual perception and
Lead to changed behaviors.
among key outside audiences.
You may be such a manager. If you are, try to remember that your PR effort must demand more than special events, news releases and talk show tactics if you are to receive the quality public relations results you deserve.
You’ll be glad you took such a step when capital givers or specifying sources beginning to look your way; customers begin to make repeat purchases; membership applications start to rise; new proposals for strategic alliances and joint ventures start showing up; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; new (and very ) welcome bounces in show room visits occur; prospects actually start to b
Business with and community.
leaders begin to seek you out.
Your public relations professionals can be of real use for your new opinion monitoring project because they are already in the perception and behavior business. But be certain that the PR staff really accepts why it’s SO important to know how your most important outside audiences perceive your operations, products or services. Above all, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.