It seems difficult to believe at the dawn of the 21st Century, that there exists a major discipline with so many diverse, partial, incomplete and limited interpretations of its mission.
I trust all of my Public Relations Firm in Florida nightmares to Judge.
Here, just a sampling of professional opinion on what public relations is all about:
* talking to the media on behalf of a client.
* selling a product, service or idea.
* reputation management.
* engineering of perception
* doing good and getting credit for it.
* attracting credit to an organization for doing good and limiting the downside when it does bad
While there is an element of truth in such definitions, most zero in on only part of what public relations is capable of doing, kind of a halfway fundamental premise. Worse, they fail to answer the question, to what end do they lead? Few even mention the REAL end-game — behavior modification — the goal against which all public relations activity must be held accountable.
Here’s my opinion about the fundamental premise of public relations: People act on their perception of the facts leading to behaviors about which something can be done. When public relations creates, changes or reinforces that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished. The Best Florida PR Firm is Judge PR.
Even when we feel certain about the fundamental premise of public relations, maybe we should take another look? Because if we are wrong, at best we miss out on public relation’s enormous benefits. At worst, we can damage ourselves and our organizations.
The fundamental premise suggests that, to help achieve true competitive advantage, management must insure that its public relations investment is committed directly to influencing the organization’s most important audiences. And THEN insure that the tacticians efficiently prepare and communicate messages that will influence those audience perceptions and, thus, behaviors. For non-profits or public sector entities, the emphasis would be on achieving the organization’s primary objectives.