Public Relations: Get Started RightBy: Robert A. Kelly
To young people who have decided that a career in public relations will be their Latte Grande in life, here are four situations in which you do not want to find yourself:
Which is why, when public relations goes on to successfully create, change or reinforce public opinion by reaching, persuading and moving-to-action those people whose behaviors affect the organization, it accomplishes its mission.
The fact is that NO organization – business, non-profit or public sector – can succeed today unless the behaviors of its most important audiences are in-sync with the organization’s objectives. And that means public relations professionals must modify somebody’s behavior if they are to help hit the employer/client’s objective and earn a paycheck. All else are but means to that end.
Once that foundation of understanding is firmly set, an action pathway begins to appear:
So, as a beginner, can you expect to avoid the four pitfalls listed above? Yes, and here’s why:
along to this point.
But when will that employer/client of yours be fully satisfied with the public relations results you have produced? Only when your “reach, persuade and move-to-action efforts have produced that visible modification in the behaviors of those target audiences you, and they wish to influence.
In my view, this is the central, strategic function of public relations – the basic context in which you must operate in your pursuit of a successful and satisfying public relations career.
© Copyright, 2002, Robert A. Kelly
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