Search
Related Links

 

 

Informative Articles

Building Win-Win Alliances
Many professionals suspect there must be a more efficient way to attract customers. They wonder, "How can I shift from gathering one business card at a time to gathering thousands of customers through one initiative?" Business strategist Debra...
Buy Now, Retire Later-An Investment In Your Dreams
Owning A Second Home Is Easier Than You Think Buying a second home is a serious financial commitment, but it is can also lead to a feeling of complete freedom. It can provide you with a vacation home, a place to escape from your mundane routine and...
New Years' Resolutions for Your Business
You can meet your goals for your business this year. Consider these resolutions as ten steps to your success in 2005. 1. Develop a business plan or strategic plan. You won't get where you're going unless you know where you want to be and let your...
Tales from the Corporate Frontlines: Try, Try, Again
This article relates to the Career Opportunities competency and explores issues such as internal growth opportunities, potential for advancement, career development importance, and the relationship between job performance and career advancement....
Why have a Mortgage Coach
Why have a Mortgage Coach "To succeed you need to find something to hold onto, something to motivate you, something to inspire you." -Tony Dorsett - Planning for and achieving a goal can sometimes be difficult. This is especially true of...
 
Public Relations: A Natural Phenomenon

What else do you call a human discipline whose very nature
is firmly rooted in the principle that people act on their
own perception of the facts, then creates, changes or
reinforces public opinion by reaching, persuading and
moving-to-action the very people whose behaviors affect the
organization?

I call it public relations, and clearly a natural phenomenon.

In fact, I believe it is the fundamental premise of public
relations. Especially when it deals with the sheer survival of
the organization by successfully altering the perceptions
and, hence, the behaviors of certain groups of people important
to the success of that organization.

Because public relations problems are usually defined by
what people THINK about a set of facts, versus the truth of
the matter, we are well-advised to focus on that fundamental
premise.

Does it become any less of a phenomenon as it works its
magic in the real world?

No. Instead, it is the degree of human behavioral change it
produces – through quality planning – that defines the success
or failure of a public relations program.

In my experience, there is broad agreement that people really
do act on THEIR perception of the facts, and that how they
react to those facts actually does affect their behaviors.
So, to me, it follows that individual understanding of those
facts must be continually informed if the follow-on behaviors
are to help achieve the organization’s goal and objectives.

In the end, a sound public relations strategy combined with
effective communications tactics leads directly to the
bottom line – perceptions altered, behaviors modified,
client/employer satisfied. In other words, when those changes
in perception and behaviors clearly meet the original behavior
modification goal set at the beginning of the program, the
public relations effort is successful.

So, what comes first? I believe acceptance that
individual perception of the facts is the guiding light
leading to behavioral change, and that something can be done
about those perceptions. While not everyone buys that, I
must say that it actually helped shape my career in public
relations.

I asked myself some time ago, why am I working in public
relations anyway? The answers only strengthened my conviction.

Was it to create major publicity for my employer or client?
Often yes, but I realized that it was only an interim
step designed to alter target audience perceptions and
behaviors. The same response applied to every tactic from
creating newsworthy special events, effective response to
crises and controversial public issues to managing investor
relations or major speech appearances.

Yes, such tactics are vital cogs in the public relations problem



solving sequence but, again, only as interim steps designed
to alter target audience perceptions and behaviors.

Fact is, NO organization – business, non-profit or public
sector – can succeed today unless the behaviors of its most
important audiences are in-sync with the organization’s
objectives. And that means public relations professionals
must modify somebody’s behavior if they are to help hit the employer/client’s objective and earn a paycheck. All else are
but means to that end.

Once public relations’ natural phenomenon characteristics
are understood, an action pathway begins to appear:

-- identify the problem
-- identify target audiences
-- set the public relations goal
-- set the public relations strategy
-- prepare persuasive messages
-- select and implement key communications tactics
-- monitor progress
-- and the end-game? Meet the behavior
modification goal

And we get a bonus because we’re using a near-perfect public
relations performance standard. I mean, how can you measure
the results of an activity more accurately than when you
clearly achieve the goal you set at the beginning of that
activity? You can’t. It’s pure success.

Of course, as we develop those interim tactical activities,
we’ll be nurturing the relationships between our target
audiences and our employer/client’s business by burnishing
the reputation of the organization, its service and products.
We will do our best to persuade those target audiences to
do what our employer/client wants them to do. And while
seeking public understanding and acceptance of that
employer/client, we’ll insure that our joint activities not
only comply with the law, but clearly serve the public
interest. Then, we will pull out all tactical stops to
actually move those individuals to action. And our
employer/client will be pleased that we have brought
matters along to this point.

But when will that employer/client of ours be fully satisfied
with the public relations results we have produced? Only
when our “reach, persuade and move-to-action” efforts have
produced the desired, visible modification in the behaviors
of those target audiences we, and they wish to influence.

In my view, this is the fundamental premise of a natural
phenomenon called public relations, and the strategic context
in which we must operate.

end


About the Author

Bob Kelly, public relations counselor, 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

 

Strategic Planning (in nonprofit or for-profit organizations)
Adapted from the Field Guide to Nonprofit Strategic Planning and Facilitation. ... First, a Point About For-Profit and Nonprofit Strategic Planning ...
www.managementhelp.org
 
Basic Description of Strategic Planning (including key terms to know)
Adapted from the Field Guide to Nonprofit Strategic Planning and Facilitation. ... Strategic planning often includes use of several key terms. ...
www.managementhelp.org
 
Strategic Planning, Strategic Plan, Business Strategy, Strategic ...
Strategic planning advice with free strategic planner & sample strategic plan covering mission statement, SWOT analysis with business plan software for cash ...
www.planware.org
 
Strategic Planning
FAQs regarding strategic planning - geared primarily toward non-profit organizations but with enough detail and general information to provide useful ...
www.allianceonline.org
 
Frequently Asked Questions
Strategic Planning · Fundraising · Financial Management · Risk Management · Credit Card Acceptance. The FAQs (Frequently Asked Questions) listed on this ...
www.allianceonline.org
 
Strategic planning - Wikipedia, the free encyclopedia
Strategic planning involves defining objectives and developing ... Strategic planning uses "the big picture" to pursue large scale, long term objectives. ...
en.wikipedia.org
 
08/26/96 STRATEGIC PLANNING
You guessed it: strategic planning. Suddenly, the idea of rising above the ... But if strategic planning is back with a vengeance, it's also back with a ...
www.businessweek.com
 
Dr. Strategy - Dr. Pete Johnson, Keynote Speaker, Marketing ...
StrategicPlanning.com “Turning Change Into A Competitive Advantage”. Dr. Pete's Preview Video Click Here. Take-Away Value Sample Program Handouts ...
strategicplanning.com
 
Strategic Planning Society: Strategy Development and Implementation
Strategic Planning Society: Strategy Development and Implementation.
www.sps.org.uk
 
Guide 7
Strategic Planning in Smaller Nonprofit Organizations ... In short, as a result of a strategic planning process, an organization will have a clearer idea of ...
www.wmich.edu
 
STRATEGIC PLANNING MANUAL
File Format: PDF/Adobe Acrobat - View as HTML
Your browser may not have a PDF reader available. Google recommends visiting our text version of this document.
 
BPubs.com: Strategic Planning & Business Planning Articles
Business Publications related to Corporate Strategic Planning.
www.bpubs.com
 
Strategic Planning Tools
Strategic Planning is a method for positioning an organization to take ... A strategic planning process incorporates an in-depth planning model that takes ...
www.nsba.org
 
Center for Simplified Strategic Planning, Inc.
The Center for Simplified Strategic Planning offers training, seminars, consulting, speakers, workshops, a book and a newsletter on strategic management for ...
www.cssp.com
 
LEADERSHIP: Strategic Planning and Strategic Management
Introduction: Is strategic planning really worth it? ... The purpose of strategic planning is to encourage thinking about your organization's "big ...
vskn.ca
 
The CEO Refresher Archives - Strategic Planning
When done right, the integrated strategic planning process can take a ... Strategic Planning and Project Management: The Key to Successful Implementation ...
www.refresher.com
 
HEFCE : Publications : 2000 : 00/24 - Strategic planning in higher ...
This guide reviews good practice in strategic planning in higher education (HE). It originated in a consultation exercise which we held in 1998 to review ...
www.hefce.ac.uk
 
The Association for Strategic Planning
The Association for Strategic Planning (ASP), is a non-profit professional society whose mission is to enable people and organizations to succeed through ...
www.strategyplus.org
 
Amazon.com: Strategic Planning for Nonprofit Organizations: A ...
Amazon.com: Strategic Planning for Nonprofit Organizations: A Practical Guide and Workbook: Books: Michael Allison,Jude Kaye by Michael Allison,Jude Kaye.
www.amazon.com
 
Amazon.com: Simplified Strategic Planning: A No-Nonsense Guide for ...
Amazon.com: Simplified Strategic Planning: A No-Nonsense Guide for Busy People Who Want Results Fast!: Books: Robert W. Bradford,Robert W. Bradford,J. Peter ...
www.amazon.com
 
 

 
Content Menu

  • 10 lessons for every shoestring entrepreneur

  • 10 reasons why time and attendance systems are not just substitutes for clock cards

  • 10 tips for managing your time

  • 10 ways to help you plan your home office for productivity and comfort

  • 2005 economic update industry specific 2005 total compensation budget predictions

  • 5 steps to powerful negotiating feature article

  • 5 warning signals your business might have a cash flow problem

  • 6 steps to laying out your competitive strategy

  • 7 essential elements of leading change

  • 8 reasons the holidays are a great time to build your business

  • achieving competitive advantage through collaboration with key customers and suppliers

  • affluent market may disappoint retailers by spending less for december holiday gifts

  • affluent men spend twice as much on holiday gifts for their spouse as women do

  • affluent name recipients of december holiday gifts in new survey

  • affluent turn cautious in outlook for personal spending and the economy

  • attract and retain top talent

  • a cyber staffing solution for small businesses

  • a guide to performance management

  • a real business coach

  • a renewed view of the modern business culture

  • a strategy for success

  • balanced scorecard strategic planning

  • barriers to effective planning

  • being a home based business owner whats not to love

  • being stressed out may not be all that bad

  • best practice benchmarking the path to excellence

  • blueprint for change

  • book summary mind your own business

  • bottleneck oriented business management

  • bridge loans everything you wanted to know

  • building win win alliances

  • build winning alliances

  • business 101 passion before planning

  • business growth through strategic merger and acquisition

  • business intelligence advancements transform corporate decision making

  • business or leisure make sure you get the best stay

  • business planning 101

  • business planning myopia

  • business plans what consultants dont tell you

  • business plan basics

  • business process automation bpa

  • buying a business advice for the first time buyer investor

  • buy now retire later an investment in your dreams

  • cash flow profits and the cash conversion cycle

  • change management can lead to rigidity and resistance to change

  • change may be your ace in the hole

  • chasm of change restructuring the goliath of change

  • choking on itil a menu for success

  • client service as a competitive advantage

  • coaching an adapting tool for attaining fulfillment in the global economy

  • coaching for lawyers 10 ways a lawyer can benefit from working with a professional coach

  • collaboration not competition

  • common sources of financing for small business

  • comparing corporate and personal goal attainment programs that have developed over thousands of years with modern day programs

  • compensation committee 101 what does it do

  • competitive marketing analysis

  • creating a business strategy

  • creating a vision

  • cultivating your pathway to success dont leave your companys future to chance

  • dealing with anger

  • developing your mission

  • develop a successful business foundation second to none

  • discover the coach within you

  • does your culture support or sabotage your strategy

  • dont allow yourself to get burned

  • embrace diversity to build effective teams

  • entrepreneur to employer considerations

  • famous business strategies

  • fatal mistakes to avoid when writing a business plan

  • finding and keeping good people

  • five strategies to strengthen your companys financial management

  • focus on results not money

  • four reasons why small businesses succeed or fail

  • franchises exit strategies

  • franchises whats the exit strategy

  • generating publicity will the media be interested in my product business

  • getting and keeping good people

  • getting together the importance of business relationships

  • have you ever thought of joining or forming a consortium

  • help wanted new business leadership required to jumpstart the american economy

  • home business grants

  • how effective is your leadership style

  • how joint ventures can catapult you to success

  • how not to let powerpoint kill your presentation

  • how to accelerate the return on investment roi of your senior talent

  • how to create a great mentoring relationship

  • how to develop a successful board of advisors and why you should

  • how to develop multiple streams of 100 000 home business income

  • how to easily accelerate your profits

  • how to use graphs and charts in your business plan

  • hr off shoring outsourcing a buyers market

  • human resource communication pays off

  • ideas are free a book summary

  • identifying candidates for leadership

  • if one does not do any planning one is planning to fail

  • improve profitable roe with retention

  • index

  • investing in the czech republic outside of prague part 1 brno property

  • investments short term or long term

  • isg expands to include denovo bank consulting

  • its spring time for a compensation program tune up

  • its time to get all strategic small business marketing stategy

  • i wanna hold your hand first time homebuyers

  • i want to get a mortgage fast online

  • job search lessons from the super bowl

  • job talk the heart of productivity

  • leadership and customer service is there a link

  • leadership development turn on your employees

  • leading with power and authority energize others with deep green leadership

  • learn to manage your projects with project management training software

  • living life in a time starved world

  • lone wolf lead wolf

  • make your mark how to attract clients and grow your business

  • making the most of your year

  • making your item get the best bid on e bay

  • management span of control and the power of models

  • managers have you been shortchanged

  • managers lets call a spade a spade

  • managers should your pr budget stress tactics or strategy

  • managers you know your job but what about public relations

  • managing the human resource project

  • managing transformational change within the public sector

  • managing with vision

  • marketing planning and control systems from agency style to nerve center

  • maybe you should worry about your pr

  • meetings bloody meetings

  • merger and acquisition an engine for corporate growth

  • millionaires name top choices for holiday gift wish list

  • mission and vision statements foundational to successful change

  • new years resolutions for your business

  • non profits need new strategies to weather budget crisis

  • not another ice breaker team building with a purpose

  • oe consultants is there a future for them

  • operational excellence for wholesale distributors

  • performance measures a key to organizational success

  • planning to make a decision

  • plan for business success 6 reasons to succession plan

  • practice on purpose working on your business

  • pragmatic consulting from the clients perspective

  • preparing to be an entrepreneur

  • printing offline

  • professionalizing the family business

  • professional intervention in the family business

  • profit the goal and more than margins

  • pr lets dump the smoke and mirrors

  • public relations a natural phenomenon

  • public relations converting the non believers

  • public relations defining your organization from the inside out

  • public relations power tool for the 21st century

  • quality consulting major consumer products company

  • quick books and finances

  • ready fire aim

  • ready setwait

  • renovations and upgrades bring it to the bank part 2

  • resolve to focus on results in 2006 website results that is

  • rotator

  • rules to setting business goals and objectives why and how to be smart

  • secrets to successful publishing

  • selling your business for the best price

  • selling your technology company why earnouts make sense today

  • sell a business 10 steps to maximize selling price

  • setting goals and implementing change

  • setting you sails the mission statement

  • should you write your own business plan

  • six disciplines for excellence

  • small business planning three myths

  • small business q a swot analysis is no magic 8 ball

  • small business q a the business autopsy a fact of life

  • so you dont have a business plan why not

  • starting a small business is just like running the peachtree only tougher

  • starting your business avoiding the me incorporated syndrome

  • start thinking strategically about your business

  • strategic clarity for communication management

  • strategic internet marketing 5 basic keys to online business success

  • strategic organizational learning

  • strategic planning and consulting

  • strategic planning basics

  • strategic planning for salespeople

  • strategic planning steps for optimum business management

  • strategies to time management

  • succeeding as a seller on e bay

  • succession planning problems getting started

  • succession three tips to ease the transition

  • succss tip business plannning 101

  • survival without computers

  • surviving survival

  • swot analysis is no magic 8 ball

  • swot analysis strengths weaknesses opportunities and threats

  • tactical hints for succession planning

  • tales from the corporate frontlines try try again

  • temporary staffing agency how to start

  • ten tips for creating a terrific employee appraisal system

  • ten ways to sharpen your business edge

  • the 7 traits of an exceptional and successful entrepreneur

  • the 7 traits of an exceptional successful entrepreneur

  • the art of succession planning

  • the business autopsy a fact of life

  • the case of the vanishing technology

  • the challenges of human resource management

  • the collapse of enron

  • the crisis of modernity

  • the dos and donts of creating business partnerships

  • the five biggest mistakes an hr professional can make from the clients perspective

  • the inferno of the finance director

  • the magic and mystery of teams

  • the project management mindset

  • the role of the business model and strategy for business

  • the ten pillars of leadership and business development

  • the three factors of leadership motivation

  • thoughtleading the art of separating yourself from the pack

  • three planning myths

  • three steps to give your strategic plan traction

  • time management is a work of art

  • tips to maximize the sale of your business

  • top tips for effective time management

  • to all managers how does add affect your workplace

  • trade show exhibit booth 7 tips to improve yours

  • trade show victory

  • trend setting how office art improves productivity

  • understanding financial statements when approaching lenders

  • useful tips for evaluating your meeting venue options

  • what are we teaching pr students

  • what could macedonia learn from a tiger the asian tigers and the phenomenon of uninterrupted economic growth

  • what if peter drucker were your ceo

  • what is a trainer what is a facilitator

  • what is google adsense

  • what to consider before approaching lenders

  • what your home based business plan can do for you

  • what you must do for one whole day every week for your business

  • when and where the affluent shop for december holiday gifts

  • when tactics are not enough

  • who do you talk to

  • why bother with customer centricity

  • why have a mortgage coach

  • why just the right ppc campaign management brings in lots and lots of cash

  • writing a business plan

  • your 7 minute mba

  • your business or your life why not both

  • your online fortune is just a click away