What is "Best Practice" Public Relations?

Why, public relations, it remains true to its basic premise, of course.

Simply put, "People act on their perception of the facts before them, which leads to predictable behaviors of 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 accomplished. "

Adhering to this, and you can not go wrong!

Even those who believe public relations is just a bunch of tactical communications, can improve their performance because the premise and its strategy will keep those tactics on the right path.

How? The premise is that tactics must be selected on the basis of (1) know how the organization perceives a target, (2) in fact, that the tactics should focus on, and (3) and more importantly, what changes in the perception and, Therefore, behaviors, are desired so that you can set a goal, then say if it is achieved or not.

In this way, the tactics have a good chance of doing something good by visibly helping you achieve your business goals.

Fortunately, though, "engaged the best", this is not rocket science. All you need is a plan soon, but logical.

Decide which of your external audience has the greatest impact on your organization. This becomes your target keyword and go!

He can not do much if we do not know how they perceive you and your organization. So, you've got to get out there among the members of that target audience and ask some key questions.

What do they think of you and your business? Notice anything wrong? There are misconceptions, inaccuracies or voices increasingly obvious? All ground surfaces? There is a problem down the pike?

When this monitoring phase is complete, you can set up a public relations goal that corrects the issue you raised. For example, your goal might try for a positive impact on individual perception, explaining the pricing, or replacement of a malicious entry with the truth.

Now you need to know how you're going to achieve that goal. And that's where the strategy comes in. You have three choices. You can create opinion (perception) which does not exist, or you can change existing opinion, or simply reinforce. The choice responds to that which is activated during the monitoring phase.

If there is a most difficult part of our plan of short and logical, this is it. Need a good, a corrective message for delivery to your key target audience. It must be clear as spring water, very convincing and, of course, the naked truth. Prepare a draft, then try two or three members of your external audience, then adjust as needed.

Now we come to those "beasts of burden" We have discussed before, the tactics of communication themselves. These soldiers, to mix a metaphor, take your corrective message to the eyes and ears of members of the target audience. A step rather important, in order to choose well.

Fortunately, you have a lot to you. E-mail, personal meetings, press releases, radio interviews and special events. Or, letters-to-the-editor-to-face meetings, speeches, and open houses. A long list.

Your job is not over. How do you know if the brief and logical plan is working?

The answer is, no one knows for sure until you and your colleagues go out there and talk to the members of that all-important population of the new public key.

I know, I know, it's time consuming and very powerful work. But it's worth it! What you want to question these people about, of course, is that the same arguments raised for the first time around. Only now, you're looking for altered perceptions.

For example, the second set of responses indicate that they managed to clear up the misunderstanding? Or that the incorrect belief is turning into a different version? Or that annoying (and potentially dangerous) rumor was buried?

If, however, the observations show more work is needed to return to the drawing board for a better mix and frequency of high-impact communications tactics. In addition, another look at your post - it was pretty clear? They were the best "hot buttons" pressed? Did you include the facts and figures to support your case right?

The fact is, Gold or the pot 'at the end of this rainbow is consistency. When you collect the responses that have a consistently positive reason, that the brief and logical plan of yours is beginning to produce the success promised by the fundamental premise of public relations.

Do not hesitate to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy will be appreciated bobkelly@TNI.net.

Robert A. Kelly...