Is Your Public Relations Investment Paying Off?By: Robert A. Kelly
You’ll never know unless you set the right kind of goal at the beginning – a goal against which progress can be measured, and a goal that flows directly from public relations strategies and tactics like those discussed below.
In my opinion, you must keep your eye on the end-game because the reason we do public relations in the first place is to change the behaviors of certain groups of people important to the success of our organization.
Another way of saying that? What we really care about is modifying the behavior of those we wish to influence.
Ask yourself this question: do we employ public relations for the sheer pleasure of writing news releases, running special events, doing surveys or booking speeches? Some folks may actually think so, but I believe the answer to that question is no. We employ public relations so that, at the end of the day, somebody’s behavior gets modified.
But remember: until you have a solid indication that target behaviors have, in fact, changed in ways that meet your primary behavior modification goal, you don't know if your investment has paid off.
© Copyright, 2001, Robert A. Kelly
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