| It's not unusual for clients of service
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| | client's corporate professionals.
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| providers to insist that
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| | Fortunately, the
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| their budget dollars be quickly applied
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| | key to a successful effort is the fact
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| to a variety of flashy
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| | that people
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| tactics. Yet, when pressed, many
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| | really DO act on their perception of the
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| acknowledge that what they
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| | facts. In
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| REALLY want for their money is visible,
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| | so doing, and in a cumulative way, they
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| end-game change.This is especially true
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| | form the
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| in public relations where clients often
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| | very public opinion that those
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| second-guess careful plans for achieving
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| | practitioners must
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| that end-game
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| | now inform.So, what is their strategy?
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| change by insisting on premature use of
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| | In short, to reach those
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| tactics like news
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| | perceptions with the facts as they know
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| releases, talk-show appearances and
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| | them.
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| sports sponsorships.But obviously, flashy
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| | Hopefully, the messages they use will be
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| tactics alone will not satisfy those
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| | clear and
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| clients once they start looking for a
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| | persuasive, and will change negative or
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| return on their public
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| | inaccurate
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| relations investment. Because it is then
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| | perceptions, then alter behaviors in the
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| that it becomes clear,
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| | client
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| sometimes painfully, that their goal
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| | company's direction.Using the three
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| MUST be the
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| | examples above, when the activists
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| kind of change in the behaviors of key
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| | become satisfied with explanations of
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| stakeholders that
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| | the company's
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| lead directly to achieving their
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| | new, public commitment to correct their
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| business objectives. Thus,
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| | emission
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| it is quality planning, and the degree
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| | problems, the protesters can be expected
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| of behavioral change
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| | to leave the plant
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| it produces, that eventually captures
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| | gates.Editorial board meetings with
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| client attention,
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| | local newspapers and
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| not tactics.These days, with public
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| | television stations will begin to bear
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| relations budgets always in mortal
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| | fruit with more
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| danger, tactical chats between a client
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| | balanced reportage of the company's
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| CEO and public
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| | efforts to meet
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| relations counsel probably sound like
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| | emission standards which, in turn, will
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| this: "Do something
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| | reduce negative
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| about those activists chaining
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| | public opinion.And, while the agency's
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| themselves to our plant gate
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| | briefing sessions with town
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| and yelling that our emissions go into
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| | council staff will do little to hasten a
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| the river. It's costing
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| | formal vote, a targeted
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| us big money each day that plant is shut
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| | communications effort is likely to lead
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| down."Or, "How are we going to calm down
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| | to a community
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| those Garden Club
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| | opinion poll showing positive movement
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| members down in the lobby waving around
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| | in public, then
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| those
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| | official sentiment about the new highway
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| cockamamie newspaper reports and talking
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| | off-ramp.In the end, a sound public
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| to the TV
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| | relations strategy combined
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| cameras about the additives we use?
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| | with effective tactics leads directly to
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| Where'd that reporter
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| | the bottom line -
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| get those numbers, anyway? It's costing
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| | perceptions altered; behaviors modified;
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| us sales!"Or, "Please people, what are
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| | client satisfied.Please feel free to
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| you doing to encourage a
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| | publish this article and resource box
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| favorable Town Council vote on our
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| | in your ezine, newsletter, offline
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| petition for that new
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| | publication or website.
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| highway off-ramp?"What's common to each
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| | A copy would be appreciated at .
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| of those rants? The CEO is asking
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| | Word count is 720 including guidelines
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| his public relations people to modify
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| | and resource box.
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| somebody's behavior.
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| | Robert A. Kelly © 2005.Bob Kelly
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| He doesn't want to talk tactics, or even
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| | counsels, writes and speaks to business,
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| strategies. He wants
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| | non-profit and
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| those activists off his property, he
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| | association managers about using the
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| wants those print and
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| | fundamental premise of public
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| broadcast reporters to do a fairer job
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| | relations to achieve their operating
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| of reporting on his
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| | objectives. He has been DPR,
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| production methods (hopefully getting
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| | Pepsi-Cola Co.; AGM-PR, Texaco Inc.;
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| the Garden Clubbers
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| | VP-PR, Olin Corp.; VP-PR,
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| off his back), and he wants a real
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| | Newport News Shipbuilding & Drydock Co.;
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| effort made to
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| | director of communi-
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| move public opinion in a way that
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| | cations, U.S. Department of the
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| encourages local officials
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| | Interior, and deputy assistant press
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| to approve that badly needed vehicle
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| | secretary, The White House. He holds a
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| ramp.Modify somebody's behavior, that's
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| | bachelor of science degree
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| his goal, and
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| | from Columbia University, major in
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| that's the job of the public relations
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| | public relations.
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| agency and its
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|
