PR: A Potent Force For Success

What’s REALLY potent for a business, non-profit or association manager is public relations’ ability to alter individual perception leading to changed behaviors. And then, to persuade those key outside folks to manager’s way of thinking, and help move them to take actions that allow their department, division or subsidiary to succeed.

Potent because public relations does something positive for managers about behaviors of very outside audiences of theirs that MOST affect their operation.

And ESPECIALLY appropriate when such potency helps create kind of external stakeholder behavior change that leads directly to achieving those manager’s managerial objectives.

But how potent is it when business, non-profit and association managers are handed precise public relations blueprint they need designed to get all their team members and organizational colleagues working towards same external stakeholder behaviors? Wouldn’t that insure that their PR thrust stays focused?

Talking about a PR blueprint plan like this one: People act on their own perception of 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 very people whose behaviors affect organization most, public relations mission is accomplished.

Yes, potent’s a pretty darn good word when results like these start to crop up: a rebound in showroom visits; capital givers or specifying sources looking your way; new proposals for strategic alliances and joint ventures; membership applications on rise; new feedback channels; community service and sponsorship opportunities; enhanced activist group relations; new thoughtleader and special event contacts; improved relations with government agencies and legislative bodies; prospects starting to work with you; customers making repeat purchases; promotional contest overtures, and even stronger relationships with educational, labor, financial and healthcare communities.

It must be a prime concern to you as to who carries out this PR plan for you. Just who is going to do work anyway? Will it be a regular public relations staff? Or people sent to you by a higher authority? Or possibly a PR agency crew? Regardless of where they come from, they must be committed to you as senior project manager, to PR blueprint and its implementation, starting with key audience perception monitoring.

Something to keep your eye on. Simply because a practitioner describes him/herself as a public relations specialist doesn’t mean they’ve bought into whole program. Assure yourself that your team members really believe deeply why it’s SO important to know how your most important outside audiences perceive your operations, products or services. Be certain they buy reality that perceptions almost always lead to behaviors that can help or hurt your unit.

1. Start with your own attitude. What is your self perception when you say, "NO?" Do you see yourself as a slacker? What about perception of others, are you concerned about what others think of you? Are their opinions influenced by your refusal and does it really matter? Be truthful in your answers and your decision. We are forced to say, "NO" when we become overwhelmed by work, stress, or when a loved one delivers an ultimatum. Why not do same when you're managing for more success?

2. Once you have made your decision to say, "NO" more often, your commitment is now a matter of discipline. Self-discipline is not a dirty word when we recall savoring joy resulting from just a little improvement. Just practice all techniques you've used successfully in past. It's only natural for others to point to those who are most vocal which is not same as selecting most competent. Resist and recognize ego stroking for what it is.