OK, as a manager, your goal is to show a profit for yourbusiness unit, or meet certain expectations of yourassociation membership, or achieve your non-profit'soperating objective. In each case, you'll need publicrelations activity that creates behavior change amongyour key outside audiences. Behavior change that leadsdirectly to achieving your managerial objectives. Here's how you can make it happen. Accept the fact that the right PR really can alter individual perception andlead to those chang More..

What I Do

I believe this about public relations. People act on their own perception of the facts before them,which leads to predictable behaviors about which somethingcan be done. So, when we create, change or reinforce thatopinion by reaching, persuading and moving-to-desired-actionthose people whose behaviors affect the organization, the publicrelations mission is accomplished. That fundamental premise grew out of many years in the publicrelations business. A time when I became increasingly appalledat More..

Read more About Doubt PRs Clout? Dont!

Between Now and Economic Recovery

There's still time to review your public relations programlike Navy flight crews go over a fighter jet. Reason is, you need to fine-tune your public relations activity looking forward to a snap-back in the economy, when you'llneed all guns blazing. First thing to check? Do you know for certain what your most important externalaudiences think about you and your organization? Your answeris central to your success because those key perceptions lead to predictable behaviors, good or bad. Here's More..

In PR, You Pay When You Stray

Don't let yourself be diverted by communications tacticsplaytime. You know, straying from the main Public relationsgame plan by juggling a press release against a radiointerview, or a brochure against an op-ed. Those "beasts of burden" who will carry your message to you target audiences will come in handy at the right time. For you, the main public relations consideration must be attracting the support of those external audiences whosebehaviors have the most effect on your enterprise. But youm More..

Tough Times, Tough Tactics

When times are tough, it's no time to ignore those externalaudiences whose behaviors matter so much to your organization. In your own best interest, are you seeing to their care andfeeding? I mean, if a certain group of outsiders behaves in waysthat really help or hinder your operations, they do rate yourattention, right? Of course they do! That's why we call them key target audiences,or publics. Either way, what they think about you, then howthey behave, can support or derail the best laid pl More..

A Company That Doesnt Need Public Relations?

Really? You mean there are NO perceptions and behaviorspeculiar to that company's outside audiences that would helpor hinder it in the pursuit of its objectives? Wow! I need to know more about a company that can ignorewhat its key external publics perceive about the companyAND how they behave. I need to know how such a company candisregard serious negative behaviors by people who make up aninfluential external audience, and still reach its business objectives! In fact, it would have to be a mi More..

A New Idea For Venture Capitalists

Obviously, it hurts when a promising business project youbacked financially goes down the tube. But while you point to many possible causes, seldom do youattribute the wreckage to a lack of effective communicationsthat might have modified the behavior of sales prospects in apositive way, thus averting a money-losing shutdown. Is it not possible, Mr. or Ms. Venture Capitalist, that aggressivepublicity and promotion might salvage the occasional, marginalinvestment? I believe it could, so here i More..

A Winning Public Relations Game Plan

You want to sell your products or services, and that meansgood money management, top quality products or services,and hard work on your part. But, for REAL success, theicing on the cake is public relations. Here's why. People act on their perception of the facts aboutyou; those perceptions lead to certain, predictable behaviors;and, best of all, something can be done about both that willlead to achieving your objectives. First, public relations creates, changes or reinforces publicopinion -- y More..

All Youve Got To Lose Is Everything

Everything, that is, if you ignore those folks whose behaviorshave the greatest effect on your business. What those people see and believe about your enterprise, prettywell determines what their follow-on behaviors will be - forexample, do business with you, or move on to someone else. Is that what you want? Of course not. So let's do somethingabout it. While I recognize that there are other factors bearing on thesuccess of your business, this one is simply too important, andits impact too se More..

Are You Dissing Public Relations

If you leave a star player sitting on the bench, you could bethe loser. Look at it this way. Because you push hard to reach your salesand marketing objectives, you need the help of your top externalaudiences. If you agree, what are you doing to insure their support? At theleast, you need to prioritize those key target audiences and workthem hard from the top down because few of us can do them allat once. When I say work them hard from the top, I mean start bymonitoring carefully how members o More..

Are You Sure You Know What Youre Doing?

Because when it comes to public relations, non-believers canproduce a double-bummer -- missed opportunity AND a tonof wasted money. It really is a shame because we do publicrelations to change the behaviors of certain groups of peopleimportant to the success of those very Doubting Thomases. And speaking of non-believers, what's the real reason someshy away from public relations? I believe it's because theydon't understand, or believe, the direct connection betweenwhat public relations is capabl More..

Can Newbies Avoid The Pitfalls?

Yes indeed! If you are a young person who has decidedthat a career in public relations will be your Caviar andChampagne in life, here are four situations in which youdo not want to find yourself: 1. You confuse the basic function of public relations with sub-parts that make up the whole like publicity, crisis management or employee communications. 2. You feel unsure in approaching public relations problems, then uncertain about what counsel to give your employer/client. 3. As the years pass, More..

Can Your PR Game Plan be Salvaged?

If, as is often the case, you are preoccupied with comm- unications tactics instead of working a plan to activelypursue those outside audience behaviors that stop youfrom achieving your objectives, the answer is yes. Fortunately, it's no big deal making the switch to a publicrelations problem-solving sequence that works. Simplyaccept this reality: People act on their own perceptionof the facts before them, which leads to predictablebehaviors about which something can be done. When wecreate, cha More..

Dont Get Eaten Alive!

If you don't have a grip on public relations, how your mostimportant outside audiences behave really CAN eat you alive. But that needn't happen, and for a simple reason: people likethose who make up your key target audiences, act on theirperception of the facts (like everybody else) which leads topredictable behavior, good or bad, about which somethingcan be done. The way to address target audience perceptions is to regularlymonitor how members perceive your organization, especiallyany existin More..

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