Have you ever thought seriously about who these groups are that can wield such power over your organization? In addition to obvious audiences such as customers, prospects and employees, would your list of key external audiences also include such “publics” as area residents, political offic

When a group of outsiders behaves in a way that hurts your business, you usually do something about it. Yet, many business people are amazingly casual about their own external audiences. To me at least, they seem to ignore the reality that those behaviors really do impact their organizations.

Even when they do realize it, they often fail to associate the damage with the one remedy likely to help – public relations, America’s behavior modification specialists.

Not surprisingly, the fundamental premise of public relations spells out why businesses need public relations. Namely, to help alter the perceptions, and thus behaviors of their key target audiences which almost always leads to achieving their business objectives.

Here’s what the premise says: 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 those people whose behaviors affect the organization, the public relations mission is accomplished.

And here’s how you can apply it to your business.

Have you ever thought seriously about who these groups are that can wield such power over your organization? In addition to obvious audiences such as customers, prospects and employees, would your list of key external audiences also include such “publics” as area residents, political offic

Even when they do realize it, they often fail to associate the damage with the one remedy likely to help – public relations, America’s behavior modification specialists.

Not surprisingly, the fundamental premise of public relations spells out why businesses need public relations. Namely, to help alter the perceptions, and thus behaviors of their key target audiences which almost always leads to achieving their business objectives.

Here’s what the premise says: 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 those people whose behaviors affect the organization, the public relations mission is accomplished.

And here’s how you can apply it to your business.

Have you ever thought seriously about who these groups are that can wield such power over your organization? In addition to obvious audiences such as customers, prospects and employees, would your list of key external audiences also include such “publics” as area residents, political offic

Namely, to help alter the perceptions, and thus behaviors of their key target audiences which almost always leads to achieving their business objectives.

Here’s what the premise says: 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 those people whose behaviors affect the organization, the public relations mission is accomplished.

And here’s how you can apply it to your business.

Have you ever thought seriously about who these groups are that can wield such power over your organization? In addition to obvious audiences such as customers, prospects and employees, would your list of key external audiences also include such “publics” as area residents, political offic

t which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving- to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished.

And here’s how you can apply it to your business.

Have you ever thought seriously about who these groups are that can wield such power over your organization? In addition to obvious audiences such as customers, prospects and employees, would your list of key external audiences also include such “publics” as area residents, political offic

Have you ever thought seriously about who these groups are that can wield such power over your organization? In addition to obvious audiences such as customers, prospects and employees, would your list of key external audiences also include such “publics” as area residents, political officeholders, minorities, fraternal groups, trade and industry leaders, nearby military personnel and union leaders? The test is, do their behaviors affect my business in any way? If they do, they belong on the list.

Now, put the names on that list into priority order and, for starters, let’s see how we might approach the group at the top of your list – your key, target public.

Can’t affect how they perceive you, or behave towards you, unless you take the time to find out how they currently perceive you and your business. Interact with several members of that important outside audience, and ask a lot of questions. Have you heard about us? Do you have a positive opinion about us? And listen carefully for any hint of negativity such as inaccurate beliefs about your product or service quality and pricing. Do you notice other misconceptions about your business, or a recurring rumor that needs to be confronted directly?

When you monitor individual perceptions this way, the responses you receive allow you to establish your public relations goal. For example, neutralize that rumor, or clear up that misconception, or correct that inaccuracy.