|
Let_Public_Relations_Do_The_Job_Its_Meant_To_Do
| Let Public Relations Do The Job Its Meant To Do
Here’s one view of the job its meant to do.
Public relations is firmly rooted in both the principle and
reality that people act on their perception of the facts, and
that something can be done about those underlying perceptions.
When public relations activity successfully creates, changes or
reinforces that opinion by reaching, persuading and
moving-to-action those people whose behaviors affect the
organization, the public relations effort is a success. In the
end, a sound public relations strategy combined with effective
tactics leads directly to the bottom line – perceptions altered,
behaviors modified, client/employer satisfied.
But not everybody believes that’s the job public relations is
meant to do. Here, in hopes of getting closer to the truth, are
a few “contrasting opinions,” and a reaction to each.
“PR is all about image.” This would ring truer if it aimed that
image directly at affecting individual perception leading to
predictable behavior modification. And all as planned at the
beginning of the public relations program.
“PR creates mutual understanding?” Yes, but why not take that
phrase to its logical conclusion and add “leading to modifying
the perception and thus the behavior of key audiences as planned
before the effort got under way.”
“PR is doing good and getting credit for it.” But most effective
when that credit is expressed through altered perceptions and
modified behaviors of key audiences.
“PR is the management of communications between an organization
and its publics.” And, as above, so much more effective when
those communications are positioned to reach and alter
individual perception and behaviors.
“PR is the science of cultivating a presence in the community.”
As long as that presence impacts groups of people important to
the organization and results in altering their perceptions and
modifying their behaviors, as planned at the outset.
“PR is talking to the media on behalf of a client.” An important
means to an even more important end – communicating, as planned,
with target audiences in order to alter their perception and
modify their behaviors.
“PR is the art and science of helping clients or employers
communicate more effectively and persuasively with audiences
that impact them.” Good, as far as it goes. But, it would be
better if it said “the science of helping clients or employers
achieve the behavior modification they REALLY want,” rather than
stopping at the interim communications step.
And finally, “PR is the ability to influence public opinion.”
Which displays a trait common to most of these pronouncements –
it stops short of a clear description of what people who are
paying for public relations really want.
Employers and clients are not primarily interested in our
ability to schmooze with the media, communicate or paint images.
Nor are they especially fascinated with our efforts to identify
target audiences, set public relations goals and strategies,
write persuasive messages, select communications tactics, et al.
What they invariably DO want is a change in the behaviors of
certain key audiences which leads directly to the achievement of
their business objectives. Hence, the emphasis in this article
on careful planning for altered key audience perceptions and
modified behaviors.
Which is why quality planning, and the degree of behavioral
change it produces, defines success or failure of a public
relations program.
Done correctly, when public relations results in modified
behaviors among groups of people important to an organization,
we’re talking about nothing less than its survival.
end
About the author:
Bob Kelly, public relations consultant, was director of public
relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.;
VP-Public Relations, Olin Corp.; VP-Public Relations, Newport
News Shipbuilding & Drydock Co.; director of communications,
U.S. Department of the Interior, and deputy assistant press
secretary, The White House. mailto:bobkelly@TNI.net
|
|
| |
| |
