ARIZONA COMPUTER JOB

Calling tactical devices tactical devices (like the communications tactics discussed above), avoids confusing them with the broader, more comprehensive mission known as public relations. A mission that we now seeallows managers of all stripes to alter individual perception in a way that leads to changed behaviors among key outside audiences.

A discipline you certainly could call one of the “harder” disciplines insuring the success of any manager’s operation. If so, what is a “hard” discipline? One that involves HUGEmoney or personal pain? One that absorbs all the general counsel’s time? Or, is it the blinding success of a brand new business or, maybe, something that affects individual careers? Or must it simply employ clubs and brass knuckles?

1. I believe public relations is as “hard” as ANY discipline can get when it puts together for a business, non-profit, government agency or association, the resources and action planning needed to alter individual perception leading to changed behaviors among their most important outside audiences. When it goes on to help managers persuade those key folks to his or her way of thinking, then move them to take actions that allow their department, group, division or subsidiary to succeed, that’s hard, real hard.
2. Since, plain and simple, that can mean success or failure for the organization, yes, I’d call it a very “hard” discipline indeed!
3. And that notion isn’t just sitting out there all by itself. Its foundation is the underlying premise of public relationsitself: People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished.

That’s why many managers are comforted by the thoughtthat the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences!

Should you be that manager, try to remember that your PR effort must demand more than special events, press releases and brochures if you are to receive the quality public relations results you want.

It will all seem worthwhile when capital givers or specifying sources beginning to look your way; customers begin to make repeat purchases; membership applications start to rise; new proposals for strategic alliances and joint ventures start showing up; politicians and legislators begin looking at you as a key member of the business, non-profit, government or association communities; welcome bounces in show room visits occur; community leaders begin to seek you out, and prospects actually start to do business with you.

Close by are your public relations professionals who can be of real use for your new opinion monitoring project because they are already in the perception and behavior business. But be certain that the PR staff really accepts why it’s SO important to know how your most important outside audiences perceive your operations, products or services. Above all, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.