 Category :: PR Articles |
Author :: Robert A. Kelly  |
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| Article Title :: Don't Put Up With "Junk PR" |
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| In public relations, “junk” is more about attitude and lack of understanding than a measure of quality.Hopefully, if your public relations mission is yet to be accomplished, you agree that its primary thrust MUST be to take advantage of the fact that people act on their own perception of the facts before them leading to predictable behaviors. Then create, change or reinforce that perception/opinion by reaching, persuading and moving to actions YOU desire, those people whose behaviors most affect your organization.If you buy that idea, you might also agree that a preoccupation with things like brochures versus press releases versus newsletters could be seen as a (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Public Relations Mixup? |
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| When you pay good money for public relations services, you have a right to expect its primary focus to be on your most important outside audiences, those people whose behaviors have the greatest impact on your operation.Often, however, that primary focus is limited to a communi- cations tactics debate about the relative merits of brochures versus press releases versus newsletters instead of planning how to achieve those key audience behaviors that directly support your business objectives and make the difference between success and failure.Nothing wrong with communications tactics. They fit in just fine later in the effort, as you will see. Only point here? Use them for what (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Get PR Off the Bench |
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| Something that results in your most important outside audiences doing what you need them to do should not be warming the bench.But that’s exactly what’s happening at organizations that allow their public relations people to play games with tactics like newsletters, press releases and brochures instead of aggressively pursuing the major benefits PR can provide.If this describes your public relations program, why not give real PR a chance, especially since you’re already paying for it?Tell your public relations counsel you want to see the plan for how s/he will take advantage of the fact that people act on their own perception of the facts before them leading to p (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Why PR Packs a Punch |
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| Done right, it delivers the key, target audience behaviors you know you must have to achieve your organizational objectives.I refer to perceptions of your organization, and resulting behaviors such as:customers making repeat purchases;prospects starting to do business with you;employees really valuing their jobs;suppliers doing all possible to expand your relationship;community leaders strengthening bonds with you;businesses seeking beneficial joint ventures;unions bargaining more frequently in good faith;and legislators and political leaders viewing you as an important member of the (read full article) |
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| Category :: PR Articles |
Author :: Todd Brabender |
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| Article Title :: I Can't Afford A PR/Publicity Campaign -- Can I? |
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| It’s a phrase I hear over and over again from many entrepreneurs, small businesses owners and inventors: “I’d love to hire someone to launch our publicity campaign professionally, but we can’t afford it, so I’m just going to have to do it on my own.”Over the past several months, I have been conducting an informal survey among entrepreneurs and business owners who have contacted me about my services. I have found that due to their lack of information or knowledge on the topic, many businesses typically over-estimate or over-budget the cost of a prospective public relations/publicity campaign. During my PR consultation with them, I asked: “How much do you think it will (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Public Relations: Why it Works |
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| The short answer is, it works best when its fundamental premise is the guide, which insures that the primary focus of your public relations program is the behaviors of your most important outside audiences. Not less urgent matters like personalities, communi- cations tactics or administrative concerns.PR strives to effectively manage the perceptions and behaviors of your outside audiences with the goal of helping you achieve your organizational objectives.Pretty important stuff.But not difficult or complex.Particularly when you get started on the right foot.Namely, do an inventory and identify those groups of people whose behaviors have a clear impact on (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: PR: Ouch! Tells the Tale |
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| Ever get the feeling that your public relations program isn’t doing much about the behaviors of your important outside audiences? Those audiences whose actions have the greatest impacts on your business?Chances are your PR effort is focused primarily on communi- cations tactics and not on the process needed to really move those key audience perceptions, and thus behaviors in your direction.Which means you’ve missed out on the sweet spot of public relations.Ouch!That sweet spot can be summed up in just two sentences:People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Can Small PR Firms Deliver Huge Results? |
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| They can when they invest in the basics. The best of them obviously rely on some form of public relations fundamental premise to produce winners across business environments from rockets and orange juice to product recalls and indicted CEOs.But, chances are the top producers among small PR firms have built their businesses on a premise like this one: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 accomplish (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: How Would You Ever Know? |
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| Your important outside audiences behave in ways that stop you from reaching your objectives.Because you haven’t paid much attention to their care and feeding, is it likely you’ll know they are placing a hammer lock on your business in time to limit the damage?With some luck, you might save the day, but why let matters fester until you have a bad situation like this on your hands?Especially when a proven sequence can help you alter the perceptions, and thus behaviors of your most important external audiences making the achievement of your business objectives much easier.Take a quick look at what makes it all possible, the fundamental premise of publi (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: It's Just Common Sense! |
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| 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 alway (read full article) |
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