And show it for what it is: an incredible strategy.
machine using cutting-edge communication tactics that
lead directly to the success of the program. and all because
perceptions were altered, behaviors were modified, and
employer/client satisfied with the end result.

When everyone benefits like this, blowing the lid
public relations is not only justified, it is necessary!

Does it take the core strengths of public relations into
account while handling those communication tactics?

Because if you don’t, you’re missing the sweet spot of
public relations. The communication tactics you use
must work together to create the behavior change that
want in certain groups of people important to success
of your business

Purpose NO organization: company, non-profit, association
or public sector – can be successful today unless the behaviors
of your most important audiences are in sync with the
the objectives of the organization.

For your operation, that means public relations professionals.
you must modify someone’s behavior if you want to help beat their
goal – everything else is a means to that end.

So when public relations becomes successful
create, change or strengthen public opinion by reaching,
persuade and move to the desired action those persons whose
behaviors affect the organization, it fulfills its mission.

How can we be so sure? Question: how can you measure
the results of an activity with greater precision than when
clearly achieve the goal you set yourself at the beginning of that
activity? you can’t define success.

Public relations is no different. The client/employer wants
our help to change self-defeating perceptions among
key audiences that almost always change behaviors in a
way that helps you get to where you want to be.

Now, to achieve that goal, public relations professionals
must be skilled in many tactical disciplines. All
from media relations, public speaking and a dozen other types
from writing to financial communications, special events,
issue tracking and crisis management, to name just a few.

But all too often, the employer/client tendency is to see little
beyond the immediate impact of a tactic. For example, a speech
and how it was received, a press release and how it was
picked up and featured in a newspaper or on television, or a
special event and audience reaction.

Of course, those concerns are understandable and should not
dismissed lightly. But you also have to ask yourself the question,
To what end are we applying these tactics?

Well, why do we employ public relations tactics anyway?
Is it for the pure pleasure of doing surveys, doing
speeches or editing company magazines? Not likely. Us
employee public relations so that, at the end of the day,
someone’s behavior changes.

That brings us directly to the central force of public relations:
people act on their perception of the facts; those perceptions
lead to certain behaviors; and something can be done about it
those perceptions and behaviors that lead to achieving a
the objectives of the organization.

To assess these changes in behavior and, therefore, the degree of
success that the central public relations program has achieved, look at
looking for evidence that their tactics have actually changed behavior.
Signs should start appearing via internet chatter, in print.
and broadcast news coverage, reports from the field, letters to
the publisher, reactions of consumers and clients, shareholder
letters and comments from community leaders.

Consider doing informal surveys of employees, retirees,
industrial neighbors and local businesses as well as the collection
feedback from vendors, elected officials, union leaders and
governmental agencies.

The point of this article is that the core strength of the
relationships places a special charge on each selected tactic to
get the message across to a target audience: does/will it
a tangible, action-producing contribution to altering
perceptions and behaviors of the target audience? If not, it must be
dropped and replaced with a tactic that does.

That way, only the strongest tactics will be used that allow the public
relationships to apply your core strength to the challenge at hand:
create, change or strengthen public opinion by reaching,
persuade and move to the desired action those persons whose
behaviors affect the organization.

What do I think the employer/client wants from us? Yo
you think you want us to use our expertise in a way that helps
achieve your business goals. But regardless of what
strategic plan that we create to solve a problem, regardless of what
tactical program that we put in place, when all is said and done,
we must change someone’s behavior if we want to earn our keep.

So not one, not two, but three benefits result when the behavior
the changes become evident and comply with the original program
behavior modification objective: first and foremost, the public
effort is a success.

Second, by achieving the behavioral goal you set at the beginning,
you are taking advantage of a reliable and accurate public relation
performance measurement.

Finally, when the “reach, persuade and move to the desired action”
efforts produce a visible and desired change in behaviors
of those people you want to influence, you are using public relations’
core strength to its maximum benefit.

Feel free to post this article and resource box on your
ezine, newsletter, offline publication or website. A copy would be
be appreciated at [email protected].

Robert A. Kelly © 2005.