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About Robert A. Kelly

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. bobkelly@TNI.net Visit:http://www.prcommentary.com
How PR Helps Fiercely Competitive Managers

Fiercely combative business, non-profit and association managers use every PR weapon they can lay their hands on. Which means they employ strategic, rapid-fire print and broadcast tactics every day of their business lives.

A PR Surprise for Managers

For those business, non-profit and association managers committed to PR tactics like radio and newspaper plugs, it can come as a surprise to discover where public relations value REALLY lies.

The Worst PR Mistakes

For a business, non-profit or association manager, they could be fatal, coming as they do in four bitter flavors.

PR That Entrepreneurs Often Overlook

If that sounds like you, here’s what you may be missing once the new enterprise is launched

PR: What’s the Point?

Here’s the point: 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 accomplished.

Why PR is a Vital Force

Because it can alter individual perception and lead to changed behaviors. Something of profound importance to businesses, non-profits and associations who can sink or swim on how well they employ this crucial dynamic.

PR Essential to your Success

Whether you are a business, non-profit or association manager, your success will depend, to a large degree, on how well you positively impact the behaviors of those outside audiences that most affect your operation.

Managers Who Tap Into PR’s Value

Business, non-profit and association managers get a ton of satisfaction when they do something really positive about the behaviors of those outside audiences that most affect their operation. Especially when they deliver external stakeholder behavior change, the kind that leads directly to achieving their managerial objectives; and even more so when they persuade those important outside folks to their way of thinking, then move them to take actions that help their department, division or subsidiary succeed.

Managers: A Key to Your Survival

Most business, non-profit and association managers live to tell about it only IF they achieve their operating objectives. Very little wriggle room there.

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand what you are all about or, worse, harbor misconceptions, inaccuracies, untruths and false assumptions about you, you are likely to suffer negative, key audience behaviors that can prevent you from achieving your operating objectives.

Managers: Why Not PR Like This?

I mean public relations that presumes from the get-go that the right message, strategy and communications tactics can change perceptions among each of your business, non- profit or association audiences. And do so in a way that produces the behaviors you need to achieve your objectives.

PR: Focus on What Matters!

Sure, as a manager, you have a talented member of the PR team assigned to your department, division or subsidiary, or housed at your agency, and s/he is darn good at placing product and service plugs on radio and in the newspaper. Which may be all you want. And that’s fine.

Do You Really Need PR?

The right kind of PR, that is, the kind that puts you in charge of the care and feeding of a lot of people who play a major role in just how successful a manager you’re going to be?

PR Advice You Didn’t Ask For

Although, as a business, non-profit or association manager, you may be glad this came your way.

Managers: Paying for PR-Lite?

As a business, non-profit or association manager, your public relations expenditure may give you names in the newspaper or product plugs on radio. But what about key stakeholder behavior change – the kind that leads directly to achieving your managerial objectives?

Want This Kind of PR?

PR that really does something positive about the behaviors of those outside audiences that most affect your business, non-profit or association?

PR Going According to Plan?

Think carefully! You’re a department, division or subsidiary manager for a business, non-profit or association and you really need to achieve your operating objectives.

Managers Need Basic PR

True, because department, division or subsidiary managers for a business, non-profit or association really DO need a dynamic yet workable blueprint for reaching those key outside groups of people who have a big say about how successful those managers are going to be.

Managers, Got a Grip on Your PR?

What are you trying to do with your business, non-profit or association public relations program? Get a little publicity for a service or product? Or, perhaps, you’re doing what you really should do, persuade your key external stakeholders to your way of thinking, then move them to take actions that lead to the success of your department, division or subsidiary.

PR: Time For a New Playbook?

When your public relations results pretty much depend on whether your news item gets used in a newspaper column or on a radio talk show, you may be ready for a fresh approach.

Managers, Have You Been Shortchanged?

You have been if you’re a business, non-profit or association manager whose public relations budget is focused largely on nifty brochures, column mentions and broadcast plugs. Especially without a workable plan that helps you persuade your most important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary.

A Manager’s PR Paradigm

If you manage a department, division or subsidiary for a business, non-profit or association, your primary public relations model probably should read this way: 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 accomplished.

Know What Matters Most About PR?

When, as a business, non-profit or association manager, you are able to persuade your key external stakeholders to your way of thinking, then move them to take actions that lead to your department, division or subsidiary’s success.

Managers, Start Your PR

There’ll never be a better time for a manager working for a business, non-profit or association to ask this question: “Am I getting the public relations results I’m paying for — the really important external audience behaviors I need to achieve my department, division or subsidiary objectives?”