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
Get Outsiders on Your Side

Especially good advice for business, non-profit and association managers whose job success depends in large part on the behaviors of their key external audiences.

What PR Does Best

As a manager working for a business, non-profit or association, you have a right to expect your public relations expenditure to help produce behaviors like these: attract the confidence of your key target audiences; encourage them to take actions that lead to your success; help achieve your department, division or subsidiary objectives; increase repeat purchases; boost capital giving and membership applications, and build new community support.

The Ultimate PR “Scam”

It happens to business, non-profit and association managers when their public relations budget fails to deliver the crucial external audience behaviors they need to achieve their department, division or subsidiary objectives.

Don’t Use PR…

…lose the confidence of your key target audiences… discourage them from taking actions that lead to your success…fail to achieve your department, division or subsidiary objectives.

Public Relations: Toast?

Could be, when unit managers in businesses, non-profits and associations don’t get the really important external audience behaviors they need to achieve their department, division or subsidiary objectives.

Why All Managers are Alike

Because, like you I suspect, they have key target audiences whose behaviors help or hinder them in achieving their organizational objectives.

But even in their own best interests, too few involve themselves in their public relations effort to the degree they should.

Want PR’s Full Value?

Make sure somebody is worrying about those outside audience behaviors you need to help reach your objectives.

When Tactics Are Not Enough

Your public relations people are busy. The buzz is all about hits on a radio show or mentions in a newspaper column. Or, which to do first, the trade show exhibit or the video clip. All useful tactics, but hardly the detailed planning needed to REALLY do something about the behaviors of those outside audiences that impact you the most.

PR: Let’s Talk Fundamentals

How much more fundamental can you get than this? As a business, non-profit or association manager, if you don’t get your most important outside audiences on your side, you will fail.

Can Your PR Game Plan be Salvaged?

If, as is often the case, you are preoccupied with comm- unications tactics instead of working a plan to actively pursue those outside audience behaviors that stop you from achieving your objectives, the answer is yes.

PR: Behavior Modification Specialist

While awaiting economic recovery, business needs to attract the attention of its most important external audiences in a more targeted and focused way. Primarily to impact the perceptions of those key outsiders so that resulting behaviors help those managers achieve their objectives.

A Simple Formula for Success

Leaders in the business world need public relations big time, and they show it every day.

How? By staying in touch with their most important external audiences and by carefully monitoring their perceptions about the company, audience member feelings about hot topics at issue, and the behaviors that inevitably follow.

Doubt PR’s Clout? Don’t!

Done right, it helps modify the behaviors of your most important target audiences, and that can spell S-U-R-V-I-V-A-L.

I don’t believe that’s an overstatement because a customer who thinks badly of you and your business will not soon be darkening your threshold.

What Is “Best Practice” Public Relations?

Why, public relations that stays true to its fundamental premise, of course.

In a nutshell, “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 those people whose behaviors affect the organization, the public relations mission is accomplished.”

How About MANAGING Your Own PR?

It’s one thing for a senior manager to approve story angles for the publicity folks to use in shopping around for print and broadcast placements. Not an especially large amount of managing needed there.

Definition of Security: Small Business Owner

Yes, that IS security when nobody can downsize you because you OWN that small business of yours! But preserving that special advantage is a never-ending job. In fact, do you know what needs to be preserved more than anything else?

Aren’t Small Businesses Lucky?

Why? Because they have access to world class public relations no matter how small they are.

That’s one way of saying, take care of your key target audiences, Mr/Ms small business owner, and they’ll take care of you.

O.K., Show Me The Value!

Let’s start with a question: with public relation’s obvious values, I really wonder why any organization intent on achieving its objectives would ever pursue them WITHOUT the support of a first-class public relations effort?

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery without a ton of firepower? Especially when getting your piece of the action almost certainly depends upon how well you modify the behaviors of your target audiences.

Public Relations: Power Tool for the 21st Century

I address this article to businesses, associations, non-profits and public entity managements seeking a direct connection between the money they’re planning to spend on public relations, and the achievement of their organizational objectives.

Can Newbies Avoid The Pitfalls?

Yes indeed! If you are a young person who has decided that a career in public relations will be your Latte Grande in life, here are four situations in which you do not want to find yourself:

Successful Small Businesses Use PR

It’s obvious when a small business has accepted the fact that its most important outside audiences need lots of care and feeding. They do something about it.

Let’s Blow The Lid Off Public Relations

And show it for what it is – a well-oiled strategy machine using cutting-edge communications tactics that lead directly to program success. And all because perceptions were altered, behaviors modified and the employer/client satisfied with the end result.

Forget it! It’s Too Hard To Measure

Oh, I don’t know. I feel pretty good about the way some of us measure public relations results. I mean how can you measure the results of an activity more accurately than when you clearly achieve the goal you set at the beginning of that activity?

In my opinion, you can’t. It’s pure success when you meet that goal.