Is This the PR You Thought You Were Getting?

Comments (20)

You know, where you do something positive about the behaviors of those outside audiences that MOST affect your organization? And where you do so by persuading those important external folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed?

Yes, that's right, it's where you use the fundamental premise of public relations to produce external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives.

What it boils down to is (1) your public relations effort must involve more than special events, brochures and news releases if you really want to get your money's worth, and (2), the right PR really CAN alter individual perception and lead to changed behaviors that help you succeed!

You can do it when you bring that fundamental premise of PR mentioned above, into play. It goes like this: 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 accomplished.

What kind of results can you, as a business, non-profit or association manager, expect from such an approach? Well, for starters, improved relations with government agencies and legislative bodies, stronger relationships with the educational, labor, financial and healthcare communities; prospects starting to work with you; customers making repeat purchases; and even capital givers or specifying sources looking your way

And that's not all. You also could see progress in the form of membership applications on the rise; new proposals for strategic alliances and joint ventures; rebounds in showroom visits; enhanced activist group relations, and expanded feedback channels; as well as community service and sponsorship opportunities; not to mention new thoughtleader and special event contacts.

Yes, that's promising quite a bit but that's what this approach to public relations is capable of delivering.

Of course the PR people supporting you as a manager - agency or staff - must be real team members and committed to you, as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring.

Ask yourself how important it is that your most important outside audiences really perceive your operations, products or services in a positive light? Then assure yourself that your PR staff buys into that notion wholeheartedly. Be especially careful that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Review the PR blueprint in detail with your team, especially the plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Use questions like these: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures?

The perception monitoring phases of your program obviously can be handled by professional survey people, IF the budget is available. But keep in mind that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Clearly, you will need a well-defined goal, one that responds to the aberrations that appeared during your key audience perception monitoring. As a flexible goal, it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

Inevitably, a goal needs a strategy to show you how to get there. And here, you have three strategic choices for handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. Unfortunately, a bad strategy pick will taste like fudge sauce on your spareribs, so be sure the new strategy fits well with your new public relations goal. For instance, you don't want to select "change" when the facts dictate a "reinforce" strategy.

Changing people's minds to your way of thinking is a tough assignment, so your PR team must set down the needed corrective language. Words that are compelling, persuasive and believable AND clear and factual. You must do this if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors.

Sit down again with your communications specialists and review your message for impact and persuasiveness. Then, select the communications tactics most likely to carry your words to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.

Because the credibility of a message can occasionally depend on its delivery method, you might introduce it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances.

One good thing about doing progress reports for clients or bosses is that they sound the alert for you and your PR folks to return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, you must now stay alert for signs that the bad news perception is being altered in your direction.

If impatience shows up, you can always accelerate things with more communications tactics and increased frequencies.

It should be an irresistable premise for any manager! Do something positive about the behaviors of those outside audiences that MOST affect your organization. And do so by persuading those important external folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed.



About the Author

Bob Kelly counsels managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. Visit:


josey 14.04.2010. 23:14

are there any entertainment pr firms in Los Angeles that intern high school students for the summer? i will be in LA for the summer. my future career is to work as a PR. so i was thinking to get a head start by interning at one. i will be 17 at the time. do you know of any places?


Admin 14.04.2010. 23:14

check with your career counselor in your school offices, they will be able to direct you to a reputable firm


HelloTrix 02.07.2013. 23:04

Would my international tuition become domestic if I get married in Canada? Alright, so I'm going as an international student to study in Canada. My boyfriend is Canadian and we were thinking of getting married. I got a scholarship for the first year, so there is no problem with paying that. If i don't have money for the second year, we were planning to get married. How long would it take for my tuition become domestic tuition? I'll have temporary residency and I'll be there with my student visa already. So I'll be in a country, living with my boyfriend by the time we get married. Would that work? We're also young (around 18) if that changes anything.


Admin 02.07.2013. 23:04

It is sounding suspiciously like you are planning a marriage for the purposes of immigration or other than for a genuine marriage. Certainly I think you would need to consider this is the thought that an officer looking at your case would have.

However, if you do plan to be married because it is a genuine relationship regardless of age and your boyfriend understands his responsibility as a sponsor. He would be signing a document that states he is responsible for your financial and related needs for a period of three years even if you were to split up.

Additionally if you were approved on application which would take about 14 months total in a best case scenario the status of PR would be conditional for a two year period. You might be considered a resident when conditionally granted PR or not. That would be up to the province to determine where you attend school.

You need to use great care because there really is an element of misrepresentation/fraud in what you propose that could result in enforcement action even if you do not decide to get married.


Kelsy 19.07.2007. 16:45

I really want to be an event planner, any ideas how to get into the business? I Really want to get into the evnt planning business. I loved organizing, planning and set up for events or parties. I used to work for a non-profit and was the social planner and now I have the most borest job ever. My last said I was really good in PR and I have done a few interns at PR but like 10 years ago. Other people tell I should plan events and I would love to. Thinking of getting a certificate but since my BA has not got my anywhere not so sure. Any advice?
Event planning, like conference planning or planning parties or fundraisers?? Like sending out invitations, decorating, pre-planning, love that stuff!!


Admin 19.07.2007. 16:45

Almost all big corporations need people like you. Do you mean event planning for intercompany or for product promotion? That information is quite important.


Amber 27.12.2009. 06:17

Getting legally married before the ceremony? My fiance and I would like to get married at a resort in Puerto Rico. We live in florida. However, after looking into the details of obtaining a marriage certificate in Puerto Rico we decided that its a big hassel! It would take at least one day out of our stay in PR. So we were thinking of getting legally married in florida and then having a nice wedding ceremony in Puerto Rico. Is this possible? Would it be considered a renewal of vows? Will the officiate have to change what he says during the ceremony?


Admin 27.12.2009. 06:17

There would not need to be any difference unless you chose that. The only difference would be that you don't need to fill out a marriage cert in PR. You could will have the officiant say whatever you'd like to at your ceremony.


Alicia W 22.02.2012. 23:46

If getting a cat water fountain worth it?If so what is a good brand? I have been thinking of getting a water fountain for my two cats. I was wondering if it is really worth investing the money into one? Neither of my cats have health problems , i older cat sometimes likes licking water the hace collected at the drain of the sink.If it is worth it , what is a good brand. Right now i have been looking at the Petmate Fresh Flow Pet Fountain. Any thoughts?

Alicia W

Admin 22.02.2012. 23:46

People say it's hard to clean.
I bought a plastic water fountain a different brand and I found it impossible to keep clean and a total waste of money. I went back to the metal bowl, no problems.


Aaron 10.10.2010. 22:13

Im debating whether to get a blackberry pearl flip 8230 or an lg bliss? Ive been meaning to get a new phone. a bunch of my friends just got blackberrys so Ive thought about getting one, but the lg bliss seems like a good choice to, which is better?


Admin 10.10.2010. 22:13

I would personally recommend you with BlackBerry 8220 Flip Pearl. Good design, great features. You will surely love it. I would give you the link from you can buy it on a good price.

BlackBerry 8220 Flip Pearl ($148)

Here is an article by a user:


J . 31.01.2012. 13:35

What camera should I get for my birthday? It's my 15th birthday, and I'm stuck between getting the Canon sx40 .. which is like an advanced compact one.. its not a professional dsrl.. but i figure its still pretty good in image quality, which is what i am looking for.. and also am thinking of getting the Canon Eos Rebel Xs .. it's like a dsrl for beginners and i think that'll do exactly the trick.. what do you think i should get between those ? They are the cameras that fit my budget right now. Thanks!

J .

Admin 31.01.2012. 13:35

In this case, you should go fro Canon EOS Rebel T2i 18 MP. Whether you're new to the world of DSLRs, or are a seasoned photographer who wants to try your luck at video, the Canon Rebel T2i is perfect. Read this review that i think is very helpful:

It is really a Superb image quality in both photos and video.
You can expect image quality comparable to a Canon Pro DSLR.
And I am not just saying that. I actually did compare it to our 1Ds MkII.
This camera can produces usable images up to ISO 3200. Noise is there but they
do a good job of controlling it. With this said, it would be noted that there
really isn't that much difference between a Canon 20D and the most expensive DSLR
for photos that will be displayed on the web or in regular size prints.
I you can save yourself a lot of money and buy for more than 10% discount from Amazon:


Rahul R 28.09.2010. 02:34

What should I do with my old gaming systems? I have a ps3 and wii, and I was thinking about getting a xbox 360 too. I have an old xbox (can be replaced with 360) and a few handhelds, also a ton of xbox games. Is there any place that'll take them?

Rahul R

Admin 28.09.2010. 02:34

In my opinion, I'll just keep keep as a souvenir or a remembrance that i have this kind of console in my cabinet. Actually i still keep my family computer, Sega Mega Drive, PS2 and Game boy. I really want that Xbox 360 specially i heard some good review with the gaming console and Halo Reach.

Best Selling XBox 360 Console Bundle:

The Xbox 360 is a total media center that allows users to play, network, rip, stream and download all types of media, including high-definition movies, music, digital pictures and game content.

See here for a very good article from an actual owner, see how he says about XBox 360 latest bundle.

The Xbox 360 can also display pictures and perform slideshows of photo collections with various transition effects, and supports audio playback, with music player controls accessible through the Xbox 360 Guide button.

The Xbox 360 is available in three standard variants; the "Xbox 360 Arcade", the "Xbox 360 Premium", and the "Xbox 360 Elite". There is also the latest Xbox 360 Slim, is just the same with the great Xbox 360 experience with added features like a new sleek smaller form factor case and controller with matching color scheme, 250 GB internal hard drive. This enormous hard drive gives you more than enough room to install all your games and download endless content from the Xbox Live Marketplace. Wi-Fi is built-in for easier connection to the world of entertainment on Xbox LIVE, where HD movies and TV stream in an instant.

Full list of latest bestselling games for the XBox 360:,n:!11846801,n:14220161,n:14220271&bbn=14220161&ie=UTF8&qid=1285567970&rnid=11846801&tag=blwos-20


Lance schulman 15.08.2011. 17:27

What is the best airline to use if you have a big dog (under 100lbs) and can not have it in the cabin w/ you? I am thinking about getting a couple diffrent dogs but I work in PR half the year and NY the other half and would like to be taking my dog back and forth with me as much as 3 times a year. If I cant find a good airline to use I will be forced to get a small dog.

Lance schulman

Admin 15.08.2011. 17:27

The best thing to do is go to the websites of the airlines that fly those routes and look up their pet travel policies. To my knowledge only small dogs that can fit in carriers sized to go under the seat can fly in the cabin.
Cargo holds are pressurized, but they can get too hot for some dogs, especially those with pushed in faces like bulldogs.
Make sure to book a direct flight and travel at night or early morning in the summer. Following these precautions will help prevent over heating.
There is a new airline for pets only. You can check their web site and see if they fly PR to NY. See below


sommers 04.10.2012. 13:41

What kind of jobs will you able to get with Fashion Design Technology degree ? I am studying a fashion design degree and i don't really want to do the design side of fashion any more but i would like to get into the media side such as journalism or PR do you think i can still do that by staying on this course ?


Admin 04.10.2012. 13:41

It will help you work retail at a high end department store. At least you will recognize a good design when you see it. Maybe you can dress the mannequins.

Target stores in the US started using fashion designers in their stores and marketing. It became their trade mark, cheap as walmart but more fashionable. Everything in the store is designed to get the item off the shelf and into the shopping cart. In store advertising, how merchandise is displayed to attract attention, print media to create a buzz. But these organizations promote from within. You need to work the cash registers. If you think you are good enough, start working at a shop in the mall, note same store sales from before you joined. Get management to adopt best practices and focus on your presentation and sales help quality. Document any improvement in same store sales. If you can prove that you really get it, you can find a better job.


Write a comment

* = required field





* Yes No