Let,Public,Relations,The,Job,a business, insurance Let Public Relations Do The Job It's Meant To Do
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Heres one view of the job its meant to do.Public relations is firmly rooted in both the principle and reality that people act on their perception of the facts,and that something can be done about those underlying perceptions. When public relations activity successfully creates, changes or reinforces that opinion by reaching, persuading and moving-to-action those people whose behaviorsaffect the organization, the public relations effort is a success. In the end, a sound public relations strategy combined with effective tactics leads directly to the bottomline perceptions altered, behaviors modified, client/employersatisfied.But not everybody believes thats the job public relations is meant to do. Here, in hopes of getting closer to the truth,are a few contrasting opinions, and a reaction to each.PR is all about image. This would ring truer if it aimed that image directly at affecting individual perception leading to predictable behavior modification. And all as planned at the beginning of the public relations program.PR creates mutual understanding? Yes, but why nottake that phrase to its logical conclusion and add leading to modifying the perception and thus the behavior of key audiences as planned before the effort got under way.PR is doing good and getting credit for it. But most effective when that credit is expressed through altered perceptions and modified behaviors of key audiences.PR is the management of communications between an organization and its publics. And, as above, so much more effective when those communications are positioned to reach and alter individual perception and behaviors.PR is the science of cultivating a presence in the community.As long as that presence impacts groups of people importantto the organization and results in altering their perceptions and modifying their behaviors, as planned at the outset.PR is talking to the media on behalf of a client. An important means to an even more important end communicating, as planned, with target audiences in order to alter their perception andmodify their behaviors.PR is the art and science of helping clients or employers communicate more effectively and persuasively with audiencesthat impact them. Good, as far as it goes. But, it would be better if it said the science of helping clients or employersachieve the behavior modification they REALLY want, ratherthan stopping at the interim communications step.And finally, PR is the ability to influence public opinion. Which displays a trait common to most of these pronouncements it stops short of a clear description of what people who are paying for public relations really want.Employers and clients are not primarily interested in our ability to schmooze with the media, communicate or paint images. Nor are they especially fascinated with our efforts to identify target audiences, set public relations goals andstrategies, write persuasive messages, select communicationstactics, et al.What they invariably DO want is a change in the behaviors of certain key audiences which leads directly to the achievement of their business objectives. Hence, the emphasisin this article on careful planning for altered key audienceperceptions and modified behaviors.Which is why quality planning, and the degree of behavioral change it produces, defines success or failure of a public relations program.Done correctly, when public relations results in modified behaviors among groups of people important to an organization, were talking about nothing less than its survival. end
Let,Public,Relations,The,Job,a