ing 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.

Because if you CAN live with it, you’ll soon be w

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?

I mean, the concern is valid. What your most important external audiences believe about your organization, and then to what behaviors those perceptions lead, has a lot to do with whether it – and you – succeed.

Ignore that reality and you invite a lot of pain and suffering. But, bite the bullet now and you can begin seeing results like growing repeat purchases, higher levels of membership applications, new engineering firm specifications of your components, a boost in capital contributions or brand new community support.

Public relations isn’t that different from any other professional discipline you employ on the job – you need a plan to succeed. And the plan must be based on a foundation that makes sense.

Try on this fundamental premise for a moment and see if you can live with it: 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.

Because if you CAN live with it, you’ll soon be wo

nces believe about your organization, and then to what behaviors those perceptions lead, has a lot to do with whether it – and you – succeed.

Ignore that reality and you invite a lot of pain and suffering. But, bite the bullet now and you can begin seeing results like growing repeat purchases, higher levels of membership applications, new engineering firm specifications of your components, a boost in capital contributions or brand new community support.

Public relations isn’t that different from any other professional discipline you employ on the job – you need a plan to succeed. And the plan must be based on a foundation that makes sense.

Try on this fundamental premise for a moment and see if you can live with it: 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.

Because if you CAN live with it, you’ll soon be w

at purchases, higher levels of membership applications, new engineering firm specifications of your components, a boost in capital contributions or brand new community support.

Public relations isn’t that different from any other professional discipline you employ on the job – you need a plan to succeed. And the plan must be based on a foundation that makes sense.

Try on this fundamental premise for a moment and see if you can live with it: 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.

Because if you CAN live with it, you’ll soon be w

need a plan to succeed. And the plan must be based on a foundation that makes sense.

Try on this fundamental premise for a moment and see if you can live with it: 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.

Because if you CAN live with it, you’ll soon be w

ing 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.

Because if you CAN live with it, you’ll soon be working with a blueprint that helps persuade those important stakeholders to your way of thinking. And that should move them to take actions that lead to your success as a business, non-profit or association manager.

Give it a try. Sit down with the public relations folks assigned to your department, division or subsidiary and tell them you’re going to find out what those external audiences whose behaviors affect you the most, REALLY think about the organization, then list them in priority order – i.e., which audience behaviors have the greatest impact on your organization – so that we can work on the one you assign first place.

Because this approach to public relations may be unfamiliar to those PR folks assigned to your unit, you must take a personal role in getting it off the ground, as well as inputting each major decision point. Your incentive to do so lies in the fact that dealing effectively with key stakeholder behaviors, talks directly to your own success on the job.

First big question? How do members of your key target audience actually perceive your unit, that is, your department, division or subsidiary? Y