Author: Mario R Churchill

Samantha Jones, the wild one in “Sex and the City”, is in public relations. Public relations is the method of communicating among organizations. Through this industry, a business builds up, sustains and manages the image it would want to project to other establishments.

With that definition of public relations, it is clear why Samantha has that kind of personality. Being an extroverted individual and open to new possibilities and situations are the two prime factors needed in public relations.

By tabulating public attitudes depending on the procedures, policies and interest of an organization, a public relations officer is able to execute actions or programs that would allow them to mediate and work with one another on the best possible way. It is also the process of grouping together the varied perceptions of a business’ targeted audience when it comes to dealing with real prospects and entities.

Public relations involve the evaluation of the opinions and attitude from the generating public. It also implements and formulates the procedures and policies for the organization in order to communicate well. This coordination in the programs develops good will and rapport with other industries.

Public relations must always be two-way. By fostering a good relationship between the two establishments, the public constituents (in this case the public relations officers) were able to do their jobs.

To give you a clearer picture on how public relations work, here are some examples.

1. There are some corporations that utilize the MPR or the marketing public relations in order for them to share information the information on the products they distribute and manufacture to their possible clients. Normally, the sales of these products are short or long term, but because of the public relation process, the corporation has branded it on the market.

2. Corporations can also serve as the vehicles in reaching out to the politicians and legislators who could help in regulations, taxes and other public relations communication, as long as these people are fully supporting the program.

3. Non-profit organizations like hospitals, social services, human service agencies, schools and universities turn to public relations in order to spread the word of their fund-raising programs, awareness programs and staff recruitment. It also helps in increasing the patronage of what they are providing to society.

4. When running for public office, politicians resort to public relations so that they can attract a good number of votes and raise money. If they are able to be successful in the ballot box, then they use this to promote their means and to also defend their position in the office.

Public relations have been defined over and over again throughout the years but it redefines itself. This is because the clients involved in this industry constantly evolve in terms of goals and aspirations, thus most people who are not in the business often misconstrued what the profession is all about.

Basically, the general idea of public relations is advertising, branding and marketing. Anything that involves the media is the responsibility of the public relations officer. He encourages magazines, newspapers, radio and TV to print or air good things about the services and the products. This promotion will reach their targeted customers therefore generating an increase on sales and patronage.

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Author: Robert A Kelly

Public relations changes minds in the process of deliveringwhat business, non-profit and association managers needmore than almost anything else – the kind of key stakeholderbehavior change that leads directly to achieving theirmanagerial objectives.

It happens when the right kind of public relations altersindividual perception, thus doing something positive aboutthe behaviors of those outside folks that MOST affect amanager’s organization.

Minds end up changed when managers follow a blueprintsomething like this: people act on their own perception ofthe facts before them, which leads to predictable behaviorsabout which something can be done. When we create,change or reinforce that opinion by reaching, persuadingand moving-to-desired-action the very people whosebehaviors affect the organization the most, the publicrelations mission is usually accomplished.

Sure, 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 objectives. A blueprint like this can make itclear to you that the right public relations really CANalter outside audience perception and lead to the kind ofbehaviors that help any manager win.

The payout for the manager can be very satisfying. Forinstance, prospects reappearing; customers making repeatpurchases; rebounds in showroom visits; new proposalsfor strategic alliances and joint ventures; membershipapplications on the rise; new community service and sponsorshipopportunities; enhanced activist group relations, and expandedfeedback channels, not to mention capital givers or specifyingsources looking your way.

But you need a quality PR team behind you, one thatpursues more than special events, brochures and newsreleases as you seek your PR money’s worth. The reasonbeing, you want your most important outside audiencesto really perceive your operations, products or services in apositive light. So be certain that your PR staff has boughtinto the whole effort. Convince yourself that they accept thereality that perceptions almost always lead to behaviorsthat can help or hurt your unit.

Talk with your public relations people about how you willgather and monitor perceptions by questioning members ofyour most important outside audiences. Questions likethese: how much do you know about our organization?How much do you know about our services or productsand employees? Have you had prior contact with us andwere you pleased with the how things went? Have youexperienced problems with our people or procedures?

The perception monitoring phases of your program canalways be handled by professional survey people IF thebudget is available. However, you are fortunate that yourown PR people are also in the perception and behaviorbusiness and can pursue the same objective: identifyuntruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception thatmight translate into hurtful behaviors.

Now, you’ll need to spend some time considering whatthe goal of this activity should be. You need one thataddresses the problems that cropped up during your keyaudience perception monitoring. Chances are, it will callfor straightening out that dangerous misconception, orcorrecting that gross inaccuracy, or doing something aboutthat damaging rumor.

Obviously you’ll need the right strategy to show you howto reach that goal. But you have just three strategic choiceswhen it comes to handling a perception or opinion challenge:create perception where there may be none, change theperception, or reinforce it. Unfortunately, selecting a badstrategy will taste like mint sauce on your eggs Benedict,so be certain the new strategy fits well with your new publicrelations goal. For example, you don’t want to select “change”when the facts dictate a “reinforce” strategy.

Preparing the right, corrective language is a must. Especiallywhen you need to persuade an audience to your way ofthinking. You need words that are compelling, persuasive,believable AND clear and factual. This really is a must ifyou are to correct a perception by shifting opinion towardsyour point of view, leading to your desired behaviors. So,meet again with your communications specialists and reviewyour message for impact and persuasiveness.

Here, you need vehicles certain to carry your words to theattention of your target audience, so you select thecommunications tactics most likely to reach them. Happilythere are dozens of available tactics. From speeches,facility tours, emails and brochures to consumer briefings,media interviews, newsletters, personal meetings and manyothers. Just be sure that the tactics you pick are known toreach folks just like your audience members.

Here’s an alert: because the credibility of your message candepend on its delivery method, consider introducing it tosmaller gatherings rather than using higher-profilecommunications such as news releases or talk show appearances.

In due course, the subject of progress reports will come upstrongly suggesting that it’s probably time for you and your PRfolks to return to the field for a second perception monitoringsession with members of your external audience. Using manyof the same questions used in the first benchmark session,stay alert for signs that your communications tactics haveworked and that the negative perception is being altered inyour direction.

If you feel the program is dragging, things can always beaccelerated with a broader selection of communicationstactics AND increased frequencies.

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