This indicates difficult to believe at the dawn of the 21st Century, that there exists a major discipline with so many diverse, partial, incomplete and limited interpretations of its mission. Here, just a trying of professional opinion on what pr brisbane is all about:
- * speaking to the media on behalf of a client.
- * selling a product, provider or idea.
- * reputation management.
- * engineering connected with perception
- * doing good and getting credit for it.
- * luring credit to an organization for doing good and limiting the downside when it does bad
While there is an element of truth the best definitions, most zero in on only part of what exactly public relations is capable of doing, kind of a halfway fundamental premise. Worse, they fail to answer the question, to what stop do they lead? Few even mention the REAL end-game — behavior modification — the goal against which all of public relations activity must be held accountable.
Here’s my opinion about the fundamental premise of public relations: People act on their conception of the facts leading to behaviors about which something can be performed. When public relations creates, changes or reinforces that view by reaching, persuading and moving-to-desired-action those people whose conducts affect the organization, the public relations mission is accomplished.
Regardless if we feel certain about the fundamental premise of public relations, maybe we should take another look? Because if we are drastically wrong, at best we miss out on public relation’s enormous benefits. In worst case, we can damage ourselves and our organizations.
The fundamental idea suggests that, to help achieve true competitive advantage, management ought to insure that its public relations investment is committed on to influencing the organization’s most important audiences. And THEN insure that the tacticians efficiently prepare and communicate messages that will have an effect on those audience perceptions and, thus, behaviors. For non-profits or public sector entities, the emphasis would be on achieving the organization’s primary objectives.
What is the alternative when we find some public relations people managing to go through their entire employment opportunities without a firm grasp of the fundamental premise of pr? Their responses to crises, or to requests for very well thought-out solutions to public relations problems, reveal a serious lack of comprehension. They confuse the basic function of public relations with various tactical parts that make up the whole, such as publicity, crisis managing or employee relations. Understandably, they feel unsure with approaching public relations problems, then uncertain about what counsel to supply their clients. Many, relying on career-long misconceptions about advertising, forge ahead anyway advising the client ineffectively sometimes having damaging, if not dangerous counsel.
In seeking a solution to that challenge to understanding, we cannot rely solely upon tactics or even emulate the artillery training commander who all tells his student gunners “point your guns performed direction and fire when you feel like it! ”
Instead, as that artillery commander teaches his newbie gunners to help carefully analyze their target and precisely what they must do to reach it, so it is with public relations.
Our best opportunity is hanging out at the get-go where we really can make certain our public relations students CLEARLY understand the basic premise of public relations at the beginning of all their careers. AND that they have an equally clear understanding of the group context — business, non-profit or public sector — in which they will be expected to apply what they have learned, and in that must operate successfully.
Bushy-tailed and bright with offer, the new generation of public relations professionals must learn this their employer/client wants us to apply our special capabilities in a way that helps achieve his or her business objectives. And that just about anything strategic plan we create to solve a problem, no matter what operations program we put in place, at the end of the day we must modify somebody’s actions if we are to earn our money.
The best part is, in the event the behavioral changes become apparent, and meet the program’s unique behavior modification goal, three benefits appear.
One, anyone relations program is a success. Two, by achieving the attitudinal goal we set at the beginning, we are using a dependable as well as accurate public relations performance measurement. And three, when all of our “reach, persuade and move-to-desired-action” efforts produce a visible adjustment in the behaviors of those people we wish to influence, i’m using public relations’ special strengths to their very best advantages.
Budding professionals should learn at the beginning of their careers that the majority of employers and clients are not primarily interested in our chance to fraternize with the media, communicate or paint images. None are they especially fascinated with our efforts to identify target audience, set public relations goals and strategies, write persuasive emails, select communications tactics, et al.
What the employer/client customarily DOES want is a change in the behaviors of a number of key audiences which leads directly to the achievement of their small business objectives. Hence, the emphasis in this article on careful planning for altered key audience perceptions and modified behaviors.
Which explains why quality preparation and the degree of behavioral change it produces, becomes success or failure for a public relations program. Done correctly, when pr results in modified behaviors among groups of people vitally important to every organization, we could be talking about nothing less than its endurance.
But why, young people, do we feel so strongly concerning the fundamental premise of public relations? Because some of us have learned by leaders in the field, from mentors and from longer years of experience that there are only three ways a public relations energy can impact behavior: create opinion where it doesn’t exist, boost existing opinion or change that opinion. No surprise that this process by which those goals are realized is known as advertising. While behavior is the goal, and a host of calls tactics are the tools, our strategy is the leverage furnished by public opinion.
We also learned the hard way any time your employer/client starts looking for a return on his or your girlfriend public relations investment, it becomes clear in a hurry that the goal Need to be the kind of change in the behaviors of key stakeholders leading directly to achieving business objectives.