The Mechanics of Effective Public Relations

The Power of Public Relations

For some, the success of public relations is measured by the visibility of their press releases or events in the media. However, others view PR as a tool to positively influence the behaviors of external audiences that significantly impact their operations. This approach is particularly effective as it allows managers of businesses, non-profits, or associations to leverage the core principle of public relations to effect change in stakeholder behavior, leading directly to the achievement of their objectives.

The Core Principle of Public Relations

So, what is this core principle of public relations? It's the idea that "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 accomplished."

This principle forms the basis of a simple plan that aligns everyone's efforts towards influencing the same external audience behaviors, ensuring that your public relations effort stays on track.

Implementing a PR Strategy

To implement this strategy, start by identifying and prioritizing the external audiences whose behaviors either help or hinder you in achieving your objectives. The next step is to understand how most members of your key external audience perceive your organization. This can be done through surveys or by directly asking members of the audience about their experiences and perceptions of your organization.

Once you have identified the specific perception to be altered, this becomes your public relations goal. To achieve this goal, you need a strategy. This could be creating a new perception where there is none, changing an existing perception, or reinforcing a current perception.

The next step is to craft a compelling message designed to alter your key target audience's perception, as dictated by your public relations goal. This message should be clear, truthful, logically explained, and believable. It should be compelling enough to hold the attention of your target audience and move their perception in your direction.

Finally, select the communication tactics that will carry your persuasive message to your target audience. These could range from letters-to-the-editor, brochures, press releases, and speeches, to radio and newspaper interviews, personal contacts, facility tours, or customer briefings.

Evaluating Progress

As your PR strategy progresses, it's important to continually monitor the perceptions of your target audience to gauge how much progress is being made. If necessary, you can accelerate the pace by adding more communication tactics, increasing their frequencies, or fine-tuning your message.

In conclusion, an aggressive public relations plan that targets key stakeholder behavior change is crucial in achieving your organizational objectives. This plan should prioritize understanding and influencing the behaviors of key external audiences, crafting compelling messages, and selecting effective communication tactics.

Public Relations Society of America, Institute for Public Relations, and PR Newswire are some of the authoritative sources for more information on public relations.