It took me a while to see HOW crucial behaviors are
of an organization’s key audiences are really for its success,
whether large or small, non-profit, commercial, gold association
even a public sector company.
Sounds elementary, right? But the truth is that few
Organizations can be successful today if that target audience
the behaviors do not conform to the objectives of the organization.
Fortunately for those who work in public relations, most
people act on their own perception of the facts which leads to
to behaviors about which we can do something. Cast
means that when we create, change or reinforce that
opinion reaching, persuading and moving-to-desired-
action those people whose behaviors affect the organization,
the public relations mission is accomplished.
So while applying that reality to your operation helps you
achieve their goals AND success, the public
Relationship people should still modify someone’s behavior if
they are to help you achieve those goals. Happily it can be
done and well done as long as you keep an eye on that
behavioral end game.
For example, you may want to influence people to start
thinking more positively about your organization, therefore
strengthening its reputation and commercial potential. It’s
could be as simple as communicating your organization’s information
strengths to a target audience that leads them to want
work more closely with you. Or even provide
environmental activists with the facts about the
full company compliance with federal regulations, in
hoping they bring their demos to the plant site
until the end.
But remember, until you have a solid indication that the target
the behaviors have, in fact, changed in ways that suit their needs.
primary goal of behavior modification, you do NOT know if
your investment has paid off.
So, let’s look at ways to increase one’s comfort level over
that investment in public relations. Here are five steps, which
can help you achieve your desired public relations goal
behavior modification, in your next public relations venture.
Above all, in my opinion, one must be attentive to the
endgame, and not merely communication tactics,
because the reason why we do public relations in the
First is to change the behaviors of certain groups of
people important to the success of our organization.
Step 1 Accept the fact that people act on their own
Perception of the facts
Most behavioral experts agree that people really do act in
THEIR perception of the facts, and how they react to
those facts actually affect their behaviors. Follow
that individual understanding of those facts must be continuous
fully informed if those behaviors are going to help achieve the
the goals and objectives of the organization.
Step 2 Create, change or reinforce the opinion
Here, after evaluating the opinion among your target audience
through media monitoring, opinion sampling and
contact leader, you must decide how you will approach
each target audience. Choose the right mode –
1) reinforce the existing opinion, 2) create a new opinion
from scratch or 3) changing current and possibly long running
points of view — it is obviously critical to the preparation of your message
copy strategy and approach.
Step 3 Reach out, persuade and take action
Now, you must reach out, persuade, and take action on those
people whose behaviors will affect your organization. That
includes, but is not limited to, a variety of stakeholders including
clients, employees, prospects, retirees, media, legislators and
regulators and financial and plant communities.
Reaching these target groups means applying the most effective communication tools available to you. Again, among others, these
it will include tactics such as media relations and publicity.
generate press conferences and press releases, newsletters and
emails, high-profile speeches, charitable contributions,
investor relations and informal opinion polls.
Persuade these important stakeholder groups to your
way of thinking depends a lot on the message you prepare
for each target audience. Must understand and identify
what is really at stake right now; impart a sense of
credibility to your comments; carry out periodic evaluations
of how opinion is currently working among that group,
constantly adjusting your message; as well as highlight
those key points of the issue most likely to capture your attention
and participation.
Step 4 Gain and maintain understanding and acceptance
At this point, your action program should begin to win and
maintain the kind of public understanding and acceptance that
leads to the desired change in public behavior.
Signs that your messages are spinning some opinion in your
address should appear. An opportunity like in a business
meeting, the observations of a popular columnist, emails from
interested parties or co-workers alert that this policy
figure or that local celebrity made public references to
your theme, you should start building. Many of these indicators
each reflecting the state of individual perception,
gradually begins to reflect the changed behaviors you have
in mind.
Step 5 Change the Behavior, Achieve Your Goal
When changes in behavior become truly evident through
media reports, thought leader, employee and community comment
chatter and other comments, while clearly complying
your original behavior modification goal, your audience
relationship program is a success.
Feel free to post this article and resource box on
your ezine, newsletter, offline publication or website. HAS
A copy would be appreciated at [email protected].
Robert A. Kelly © 2005.