How to Hit the Public Relations Bullseye (the First Time)By: Robert A. Kelly
So, what is a public relations bullseye? The public relations professional must modify somebody's behavior if he or she is to hit that bullseye and earn a paycheck - everything else is a means to that end.
Here's why. In public relations, a bullseye can mean survival when it successfully changes the perceptions and, hence, the behaviors of certain groups of people important to the success of the organization. In other words, when those changes clearly meet the original behavior modification goal set at the beginning of the program, the public relations effort is successful and scores the bullseye.
But, is public relations really equipped to do that? Yes, because its roots are planted deeply in the principle that people act on their own perceptions of the facts. When public relations successfully creates, changes or reinforces public opinion by reaching, persuading and moving-to-action those people whose behaviors affect the organization, it accomplishes its mission - a bullseye!
How it works.
© Copyright, 2002, Robert A. Kelly
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