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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
Don’t Need No Stinking PR?

Almost assuredly you do, especially when your most important external and internal audiences behave in ways that stop you from achieving your organizational objectives.

Growth from Discontent … Life’s way of giving you a little push.

That strange, gut-wrenching feeling you have is not the sushi you had for lunch. It’s your soul trying to give you a nudge to do something. A word for that feeling is “discontent.” Discontent is a state of not being satisfied or fulfilled in your current situation.

A New Idea For Venture Capitalists

Obviously, it hurts when a promising business project you backed financially goes down the tube.

But while you point to many possible causes, seldom do you attribute the wreckage to a lack of effective communications that might have modified the behavior of sales prospects in a positive way, thus averting a money-losing shutdown.

Small Business Failure? Nuts!

Pardon my enthusiasm, but a large part of your small business’ success is somewhere else. Namely, out among the company’s important external audiences.

Don’t Put Up With “Junk PR”

In public relations, “junk” is more about attitude and lack of understanding than a measure of quality.

Public Relations Mixup?

When you pay good money for public relations services, you have a right to expect its primary focus to be on your most important outside audiences, those people whose behaviors have the greatest impact on your operation.

Why PR Packs a Punch

Done right, it delivers the key, target audience behaviors you know you must have to achieve your organizational objectives.

PR: Ouch! Tells the Tale

Ever get the feeling that your public relations program isn’t doing much about the behaviors of your important outside audiences? Those audiences whose actions have the greatest impacts on your business?

Can Small PR Firms Deliver Huge Results?

They can when they invest in the basics. The best of them obviously rely on some form of public relations fundamental premise to produce winners across business environments from rockets and orange juice to product recalls and indicted CEOs.

Why Small Business Must Turn To PR

If small business had no important outside audiences, it wouldn’t exist.

Hey, Mr/Ms Manager!

Does it really make sense to bet your PR budget on results like newspaper mentions and zippy brochures while your all-important outside audience behaviors are probably receiving much less attention than they need?

The Truth About Public Relations

The truth is, you CAN attract the support of those external audiences whose behaviors have the most effect on your enterprise. But you must do it by first achieving the positive changes you need in their perceptions and, thus, behaviors.

PR Is Just Smart Business

The name of the game is doing our part to achieve manage- ment’s objectives. And public relations best practice – properly applied – does just that.

So What’s Wrong With Strategic?

Some folks see the word “strategic” as a needlessly tiresome and complicated notion. But anything that shows you how to get from here to there IS strategic, and something we all need.
Even the dictionary calls a strategy “of great importance to a planned effort.”

Time to Spruce Up Your Public Relations?

Better check out the public relations fundamental premise, then take action in your own best interest.

PR Buyers Beware!

It can bite you and waste your public relations budget when the program emphasizes communications tactics instead of how to make certain your key outside audiences understand who and what you are.

How to Take Advantage of Public Relations

Decide once and for all to do something about those outside audiences whose behaviors affect your organization the most.

A Well-Oiled Strategy Machine

Yes, that’s what public relations really is when it tracks important external audience perceptions and follow on behaviors. And again when it does something about those perceptions and behaviors by reaching, persuading and moving to actions you desire, those people whose behaviors affect your organization the most.

PR Failure Defined

I define public relations failure this way:

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message is persuasive and compelling; the communications tactics are aggressive and well-targeted. YES!!

Ignore PR at Your Peril!

If you do, it means:

1. you don’t value tracking the perceptions of important outside audiences whose behaviors could sink your ship:

The PR Commitment to Small Business

We’re birds of a feather, public relations and small business. Wonderfully compatible and a perfect fit. Usually makes it easy to commit resources to small business success.

Are You Sure You Know What You’re Doing?

Because when it comes to public relations, non-believers can produce a double-bummer — missed opportunity AND a ton of wasted money. It really is a shame because we do public relations to change the behaviors of certain groups of people important to the success of those very Doubting Thomases.

Yes, Public Relations Can Help Your Business

Do you worry about certain behaviors among your most important audiences because those behaviors are vital to achieving your objectives? If your answer is yes, you need public relations.