y leaders begin to seek you out; customers begin to make repeat purchases; new prospects actually start to do business with you; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; capital givers or specifying sources begin to look your way; welcome bounces in show room visits occur; new proposals for strategic alliances and joint ventures start showing up; and membership applications start to rise.

Be sure to spend some qual

Like many human resource, finance, distribution or manufacturing managers, do you simply view PR as able to create some publicity by moving a message from one point to another using tactics like brochures, broadcast plugs and press releases?

Or, are you a business, non-profit, government agency or association manager who needs the kind of public relations effort that leads directly to achieving your managerial objectives? That would tell me that you no longer wish to be denied the best public relations has to offer, and that you want to pursue the quality public relations results you believe you deserve.

If that sounds like you, but you feel the need to understand a little more about public relations, let’s take a quick look at a high-impact action plan designed to do something meaningful about the behaviors of those important outside audiences that MOST affect the departmental, divisional or subsidiary unit you manage.

What the plan does, is create the kind of external stakeholder behavior change that leads directly to achieving those managerial objectives of yours; in this case by persuading those key outside folks to your way of thinking by helping move audience members to take actions that help your unit succeed.

It will soon become apparent that the good news implicit in PR’s underlying premise is the reality that good public relations planning really CAN alter individual perception and result in changed behaviors among key outside audiences.

What about that underlying premise? Take it for a spin and see if it makes sense. 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 usually accomplished.

This kind of public relations can deliver the results you want: community leaders begin to seek you out; customers begin to make repeat purchases; new prospects actually start to do business with you; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; capital givers or specifying sources begin to look your way; welcome bounces in show room visits occur; new proposals for strategic alliances and joint ventures start showing up; and membership applications start to rise.

Be sure to spend some quali

relations has to offer, and that you want to pursue the quality public relations results you believe you deserve.

If that sounds like you, but you feel the need to understand a little more about public relations, let’s take a quick look at a high-impact action plan designed to do something meaningful about the behaviors of those important outside audiences that MOST affect the departmental, divisional or subsidiary unit you manage.

What the plan does, is create the kind of external stakeholder behavior change that leads directly to achieving those managerial objectives of yours; in this case by persuading those key outside folks to your way of thinking by helping move audience members to take actions that help your unit succeed.

It will soon become apparent that the good news implicit in PR’s underlying premise is the reality that good public relations planning really CAN alter individual perception and result in changed behaviors among key outside audiences.

What about that underlying premise? Take it for a spin and see if it makes sense. 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 usually accomplished.

This kind of public relations can deliver the results you want: community leaders begin to seek you out; customers begin to make repeat purchases; new prospects actually start to do business with you; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; capital givers or specifying sources begin to look your way; welcome bounces in show room visits occur; new proposals for strategic alliances and joint ventures start showing up; and membership applications start to rise.

Be sure to spend some qual

eholder behavior change that leads directly to achieving those managerial objectives of yours; in this case by persuading those key outside folks to your way of thinking by helping move audience members to take actions that help your unit succeed.

It will soon become apparent that the good news implicit in PR’s underlying premise is the reality that good public relations planning really CAN alter individual perception and result in changed behaviors among key outside audiences.

What about that underlying premise? Take it for a spin and see if it makes sense. 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 usually accomplished.

This kind of public relations can deliver the results you want: community leaders begin to seek you out; customers begin to make repeat purchases; new prospects actually start to do business with you; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; capital givers or specifying sources begin to look your way; welcome bounces in show room visits occur; new proposals for strategic alliances and joint ventures start showing up; and membership applications start to rise.

Be sure to spend some qual

that underlying premise? Take it for a spin and see if it makes sense. 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 usually accomplished.

This kind of public relations can deliver the results you want: community leaders begin to seek you out; customers begin to make repeat purchases; new prospects actually start to do business with you; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; capital givers or specifying sources begin to look your way; welcome bounces in show room visits occur; new proposals for strategic alliances and joint ventures start showing up; and membership applications start to rise.

Be sure to spend some qual

y leaders begin to seek you out; customers begin to make repeat purchases; new prospects actually start to do business with you; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; capital givers or specifying sources begin to look your way; welcome bounces in show room visits occur; new proposals for strategic alliances and joint ventures start showing up; and membership applications start to rise.

Be sure to spend some quality time with your PR people analyzing your plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Suggest queries along these lines: how much do you know about our organization? Have you had prior contact with us and were you pleased with the exchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

Happily for all, your PR staff is already in the perception and behavior business whether they come from an agency, parent company or are direct hires. So, while looking first to them to manage your data gathering activity, be certain that they really accept why it’s SO important to know how your most important outside audiences perceive your operations, products or services. In a word or two, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.

At the same time, be aware that asking professional survey firms to do the opinion gathering work, can be very costly when compared to using those PR folks of yours in that monitoring capacity. But whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

A clearcut and realistic PR goal is an absolute necessity. It must call for action on the most serious problem areas you uncovered during your key audience perception monitoring. You may decide to straighten out that dangerous misconception, bring to an end that potentially painful rumor, or correct that awful inaccuracy.

In like manner, establishing the right action-oriented