What's Important About PR?

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What's Important About PR?

By: Robert A. Kelly

Quite a bit, actually. Public relations helps business, non-profit and association managers achieve their managerial objectives with results like these. New proposals for strategic alliances and joint ventures; rebounds in showroom visits; customers making repeat purchases; stronger relationships with educational, labor, financial and healthcare interests; enhanced activist group relations; new membership applications; capital givers and specifying sources looking their way, as well as improved relations with government agencies and legislative bodies; both new thoughtleader and special event contacts; and expanded feedback channels.

Here are some of the public relations strategies they use.

They accept the fact that the right PR really CAN alter individual perception and lead to the very changed behaviors they need. And they recognize that, because people DO act upon their perceptions of the facts they hear about these managers and their operations, they have little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move those key external audiences of theirs to actions they desire.

What these business, non-profit and association managers are doing is taking steps to do something positive about the behaviors of those important outside audiences of theirs that MOST affect their operations.

So they create the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives. Interestingly, they'll be able to accomplish this when they persuade those key outside folks to their way of thinking, and then move them to take actions that allow their department, division or subsidiary to succeed.

Undergirding the whole effort is the fundamental 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 accomplished.

There is no doubt that you want your most important outside audiences to perceive your operations, products or services in a positive light. So, reassure yourself that your PR staff accepts the basic truth that perceptions almost always lead to behaviors that can help or hurt your unit.

Talk to your PR people regarding how you will gather and monitor perceptions by questioning members of your most important outside audiences. 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 how things went? Have you experienced problems with our people or procedures?

Clearly, the perception monitoring phases of your program can be assigned to professional survey people to handle, IF the budget is available. If not, you are fortunate that you can depend on your own PR people who 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.

Problems that appeared during your key audience perception monitoring will be the basis for your public relations goal. No doubt it will shoot to straighten out that dangerous misconception, or correct that gross inaccuracy, or do something about that wretched rumor.

You can't avoid the fact that every goal must have a strategy to show you how to get there. But you have just three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. As luck would have it, selecting the wrong strategy will taste like sauteed bologna ends, so be certain the new strategy fits well with your new public relations goal. For example, you don't want to select "change" when the facts dictate a "reinforce" strategy.

Here you'll be looking for words that are compelling, persuasive, believable AND clear and factual. Structuring your corrective message is crucial because persuading an audience to your way of thinking is awfully hard work. But a must if you are to correct a perception by shifting opinion towards your point of view, leading to the behaviors you desire. Take the time to go over your message with your PR folks for its impact and persuasiveness.

Time to select the precise communications tactics most likely to attract the attention of your target audience. Happily, you can pick from dozens of available tactics. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. Just be very sure that the tactics you pick are known to reach folks just like your audience members.

It's a fact that your message credibility can depend on the way you deliver it. Try introducing it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances.

Because a progress report will be unavoidable, you can expect you and your PR folks to move back to the field for a second perception monitoring session with members of your external audience. Same questions used in the first benchmark session, will do the trick again. But you must stay alert for signs that your communications tactics have worked and that the negative perception is being altered the way you want it to be altered.

By the way, you can always speed things up with a broader selection of communications tactics AND increased frequencies.

Public relation's single most important contribution to a business, non-profit or association manager is building the resolve to do something positive about the behaviors of those important outside audiences that most affect their operations.


Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1060 including guidelines and resource box.

Robert A. Kelly Copyright 2004.)

About The Author

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 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. He holds a bachelor of science degree from Columbia University, major in public relations.


Visit: http://www.prcommentary.com


Satya 18.02.2008. 15:59

What is important qualification or capability? What is important qualification or capability?

Can any one elaborate on this?


Satya C. N.
Is it really important to have high qualification or excellent work experience and capability.


Admin 18.02.2008. 15:59

*In todays world , full of competition, its very necessary that u have good qualifications..... to get hired in the first place !!!
If u are not hired, how can u display yr capability ?
Secondly, today, PR [public relations } is more imp. than the work itself !!!!
If u have good relations with yr boss or the people who matter in the organisation, then even with limited capability , we see people climbing high on the corporate ladder !!!
While the so called experienced & capable people languish in the same position for years !!!!
Sad state of affairs , but true !!!


dbESt 27.06.2011. 16:26

In a laptop what is more important and what brands are better ? Im planning on buying a laptop but i wanna know whats more important the memory or the hard drive ? like if the Memory is 4gb and another one is 6gb the 6 gb memory is better but what if it has a 6gb and 640 gb hard drive that one is better ?


Admin 27.06.2011. 16:26

I will strongly recommend you Dell Inspiron 17R 1599MRB 17.3-Inch Laptop. As it is under your budget and fulfills your all requirements under reasonable price. You will experience HD graphics and good quality sound. This laptop is best for gaming and all kind of stuff due to its high specifications. When you are getting all things at reasonable price in this laptop then dont go for expensive one like Apple. You can check this out at


Also see these customer reviews which will help you to make decision



Aaron 24.07.2009. 21:35

What's more important to focus on endurance or intervals to be a better runner? I want to take time off my 5k time my pr last year was 20:55, I want to get that down to the 17s this year.


Admin 24.07.2009. 21:35

Hmm, that's kinda a crazy goal. But who am I to tell you what you can and can't do, if you want it bad enough, I believe in you :).

But anyways, seeing as its summer, you definitely want to focus on endurance. If you started doing repeats and intervals, it would cause you to peak. Which you would not want since its not even a season.
So, my best advice is this:
Get in some really long runs. Only when your ready, don't suddenly do crazy mileage, you'll get injured. Work up to it (start with 2 miles, then 3 the next week, then 4.. etc.) 4-5 miles is a good range to stay in for daily runs. But then have a longer run every so often. And also, lots of tempo runs-- ie. a 3 mile run at a faster pace than what you normally do.
And just run everyday :)
Best of luck!


Shay 17.08.2012. 19:14

Is an A level in English literature more useful than English language for Advertising and PR? I wanna go into advertising and PR In the future but I don't know whether to choose English literature or language. Which a level is more useful for PR and advertising and which one do universities look at at and are more interested in??
In gcse's I got c's in both.


Admin 17.08.2012. 19:14

I don't think universities favour one over the other, unless you want to do a degree in English in which case you usually need literature. However, for advertising and PR I'd say A level language is more appropriate since you'll learn how language is used to create different meanings. Advertisers are always looking for the most effective ways to sell their products with words, hence the connection with language.

I didn't do literature but as far as I'm aware all you really do is study books. I'm not saying it wouldn't be useful at all, but I think you get more of an insight into the way language works with English language and, as an advertiser, it's important to know how best to send a message in order to sell products.


Adam 07.07.2012. 03:09

How important is press release for web traffic? I have tried to use press release for my web traffic. How and what is important to get approved the Press release.


Admin 07.07.2012. 03:09

Press release is very important for web traffic because thousands of visitors comes to Press Release sites and look for important information of business and other concern issues. Whenever, you release a good contents you will get a number of visitors to your site which is good for web traffic.

If you are a professional writer you may write yourself, some uses press release writing services from different organizations and professionals. By taking effort yourself or taking PR writing service, you may get good result from PR.


dolllxface 28.02.2010. 21:16

What should I major in if I want to work at a PR firm? I want to work at a PR firm, preferably one like People's Revolution or Command PR. One that has to do with fashion or major events, things like that. Those are just examples though, not saying I want to work there or that I'd even get the opportunity to work there. I'm not sure what people in PR would major in though. I'd like to go to NYU or a college near the Manhattan area. What do people in public relations major in?


Admin 28.02.2010. 21:16

Majors that relate somewhat to the field are journalism and business administration, however your major will not matter as much as your skills, intelligence, and experience will.
PR requires good writing skills, among other things; so It will help if you choose something writing-intensive, like sociology, history, (something) studies, or political science.
Whatever you choose, it will be very important that you get a proper internship while still in school or shortly after graduation. This will get you on track to becoming an Account Assistant afterwards.
Good luck!


Daisy Buchanen 04.10.2007. 12:36

Better chance having a successful job as a cosmetologist or going into PR/marketing in Michigan? I'm planning a career change, but since I live in Michigan (where the economy is in a really pitiful condition), I'm not sure what would be a better option--going back to college for PR/marketing or doing what a majority of my friends have done and getting my cosmetology license. I know that people will always need their hair cut--but can you really make a successful career out of it? And with PR/marketing, would I be paying for school just to end up having to move out of state to find a job? Serious responses, especially from those in Michigan, greatly appreciated.

Daisy Buchanen

Admin 04.10.2007. 12:36

Think very carefully, what do you really enjoy doing rather than what makes more money or where the best employment opportunities are. These things may change next year, what is most important is to have a fulfilling and enjoyable job and I am sure you will be successful and happy there. Good luck!!


rko7x 13.08.2008. 02:16

If I was a public relations specialist would I be more capable of meeting important people? My dream is to be an actor but I know to fufill that, I must have connections. If I was a public relations specialist, would I be able to meet alot of important people in the movie industry?


Admin 13.08.2008. 02:16


But NOBODY respects the PR guy.

So you'll make an impression, but a bad one.


qtpie34 15.05.2007. 22:55

What are some elements of a PR campaign? What is their relevance to a PR campaign? Why is it important to have a PR campaign? What is a real world example of a situation that illustrates the importance of a PR campaign.


Admin 15.05.2007. 22:55

Controll the flow of information


oakandgorskinoob 30.07.2010. 04:25

What is a good entry level job in the PR industry? I'm beginning a career in the PR industry, what specific job title should I look out for?


Admin 30.07.2010. 04:25

Deciding on a career is one of the most important decisions you can take in life. My son wanted assistance with his career choices recently, so he went to the site in the box below, which has some sensible instruction on career decision-making. It really worked for him because he now knows perfectly what he wants, and more importantly what he needs to do to get there!


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