I have learned in my public relations work, especially from
leaders in the field, that there are only three ways a public
relations effort can impact behavior: create opinion where
it doesn’t exist, reinforce existing opinion or change that
opinion. No surprise that the process by which those goals
are realized is known as public relations. So, while behavior
is the goal, and a host of communication tactics are the
tools, our strategy is the leverage provided by public opinion.

Which is precisely why this article is titled “A Winning
Public Relations Game Plan for 2002.” Winning, because the
plan is based squarely on the reality that people’s perceptions
of the facts directly affect their behaviors. And that
something CAN be done about those underlying perceptions,
especially in a land celebrated for the free exchange of ideas.

I believe this is the Rosetta Stone of public relations,
i.e., a clue to understanding that has provided the
knowledge and experience needed to effectively address both
the positive and negative challenges posed by public opinion
in a free society.

Fortunately, public relations will continue to create, change
or reinforce public opinion by reaching, persuading and
moving-to-action those people whose behaviors affect the
organization. When the behavioral changes become apparent,
and meet the program’s original behavior modification goal,
that public relations venture can be called a success.

And so it will be again in 2002, hopefully a year in which
the American economy again points to growth and expansion.

Prioritize Your Audiences

If you follow a game plan similar to this one, you would
start with a priority-ranking of those audiences with an
interest in your organization, often referred to as stakeholders
or “publics.” Included would be customers, prospects,
employees, media, the business community and local thought-
leaders as well as a number of other possible interest groups.

What Do They Think of You?

As time allows, interaction of one kind or another with
key audiences will provide you with their impressions of your
organization, in particular areas where problems may be
brewing. This is information gathering, opinion sampling,
informal polling if you will, but essential to any public
relations effort. If resources are available, a modest opinion
poll of the priority audience would be helpful.

How Much Behavioral Change is Needed?

With opinion sampling underway, it’s a good time to focus
on the possibly negative behaviors these impressions, these
perceptions have created. Once they are identified and
understood, a marker can be set down establishing the degree
of behavioral change that realistically can be expected and
monitored.

This becomes the program goal against which the
program will finally be measured.

Create, Change or Reinforce Opinion?

Now, it is a short step towards establishing whether perceptions
and opinion among those key audiences must be created from
scratch, nudged in one direction or another, or simply
reinforced. An important decision because it will influence
the direction, content and tone of all of your communications.

The Persuasive Message

Then, it’s time to prepare messages tailored to each audience
that, while providing details about your products and service
quality and diversity, indirectly address those potential
problem areas that came up during the information gathering
meetings. Of special concern in preparing the messages will
be your behavior modification goal and the audience perception
adjustments necessary to achieve it.

Reaching Your Audience

How will you communicate each message to its audience? How
will you reach these people? Your choices include face-to-face
meetings, briefings, news releases, news announcement
luncheons, media interviews, facility tours, special promotional
events, a brochure, and a variety of other communications
tactics.

And don’t forget special events as a means for reaching
those target audiences with your messages. They are usually
newsworthy and include activities such as financial roadshows,
awards ceremonies, trade shows, contests or open houses.

Media That Target Your Audience

It sounds elementary, but selecting the right media to carry your
messages demands that you be certain that each communications
tool zeros in directly on the target audience. Example: no
sense in using ride-time (rush hour) radio appearances if
you’re trying to reach retirees.

Signs of Improvement

So, how will you know whether your efforts are actually
changing perceptions (and behaviors) for the better? As time
passes, experience shows that you will begin to notice
increased awareness of your organization and its role in the
marketplace; a growing receptiveness to your messages by
customers; a growing public perception of the role your
organization plays in its industry and in the community,
as well as increasing numbers of prospects.

Achieving The Goal

To track actual results, you or your colleagues must speak
on a regular basis with people among each of your key
audiences, as well as by monitoring print and broadcast
media for mentions of your messages or viewpoints, as well
as through interaction with key customers, prospects and
influentials. Each of these indicators will reflect local,
individual perception of your organization which, in turn, will
gradually begin to approach the degree of behavior modification
you seek.

The effort is worth it. Done correctly, when public relations
results in modified behaviors among groups of people
important to your organization, you’re talking about nothing
less than its survival.

end

About the Author

Bob Kelly, public relations consultant, was director of public
relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.;
VP-Public Relations, Olin Corp.; VP-Public Relations, Newport
News Shipbuilding & Drydock Co.; director of communications,
U.S. Department of the Interior, and deputy assistant press
secretary, The White House. mailto:bobkelly@TNI.net