Sure-Fire Recipe For A Successful Public Relations Career

 Sure-Fire Recipe For A Successful Public Relations Career

by Robert A. Kelly

Without a solid, well-designed foundation, few buildings successfully withstand the ravages of time and weather. And so it is with public relations, ever-dependent upon how well its practitioners understand the discipline.

Yet, some public relations people manage to go through their entire career without a firm grasp of what public relations is all about. Their response to crises, or to requests for well thought-out solutions to public relations problems, reveals a serious lack of understanding. They confuse the basic function of public relations with any number of tactical parts that
make up the whole, such as publicity, crisis management or employee relations. Understandably, they feel unsure in approaching public relations problems, then uncertain about what counsel to give their clients. Many, relying on career-long misconceptions about public relations, forge ahead anyway advising the client ineffectively sometimes with damaging, if not dangerous counsel.

If you are new to the business, grasp early-on The Rosetta Stone of public relations, i.e., a guide to understanding the discipline and its core strength. Namely, people act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that lead to achieving an organization's objectives.

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. 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.

By all means discuss public relations' strategic role in any organization with professionals whom you respect. But do it early, do it seriously, and do it now so that you create that solid foundation of understanding about this business that will help you make a meaningful contribution to the field of public relations for many years to come.

Once that foundation of understanding is firmly set, an action pathway begins to appear:

-- identify the problem or challenge
-- set the public relations goal
-- set the public relations strategy
-- identify target audiences
-- prepare persuasive messages
-- select/implement key communications tactics
-- monitor progress
-- and the end game? Meet the behavior
modification goal.

A bonus: you are using a near-perfect public relations performance measurement. I mean how can you measure the results of an activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success

So, if you are a newcomer to the business, can you expect to avoid the pitfalls listed above? Yes, and here's why:

-- With proper preparation, you will not confuse action tactics with the basic
mission of public relations because you will know precisely what each is
and just what fits where in the public relations problem solving sequence
outlined above.

-- You will feel more confident about providing counsel to the
employer/client because the public relations problem at hand can be
clearly identified allowing you to select solutions that obviously fit into
the action sequence above. You will accurately identify your target
audiences because you will know exactly who your employer/client wants
to reach, and the necessary action tactics will then be self-evident.

-- You realize that you have gone through your entire career WITH a firm,
successful grasp of what public relations is all about.

But, on the way you must do everything necessary to reach your target audiences, and to nurture the relationships between those audiences and the employer/client by burnishing the reputation of the organization, its products or services. You'll do your best to persuade those audiences to do what the client/employer wishes them to do. And, while seeking public understanding and acceptance of your client/employer, you'll insure that your joint activities not only comply with the law, but clearly serve the public interest. Then, you pull-out all tactical stops to actually move those individuals to action. Your client will be pleased that you have brought matters to this point.

When that client measures your real effectiveness, I suggest that he or she will be fully satisfied with those public relations results only when your "reach, persuade and move-to-desired action" efforts produce a visible, and desired, modification in the behaviors of those people your client/employer wishes to influence. In my view, this is the central, strategic function of public relations the basic context in which you must pursue that successful public relations career and a lesson best learned at the beginning of your career.

end

About the Author

Bob Kelly, public relations counselor, was director of public
relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.;
VP-Public Relations, Olin Corp.; VP-Public Relations, Newport
News Shipbuilding & Drydock Co.; director of communications,
U.S. Department of the Interior, and deputy assistant press
secretary, The White House. mailto:bobkelly@TNI.net
Website: http://www.prcommentary.com

 Robert A. Kelly

More Articles 

The Most Important Decision of Your Massage Business Career - Elizabeth Fletcher Brown
Don’t you find that there are so many decisions you need to make each and every day regarding the direction of your massage practice. Especially if you are a solo-preneur or own your own massage business. As a business owner myself I know at...

Starting A Career In Another Country - Dana Goldberg
There are few things in the world quite as exciting as moving overseas and trying to get a job. Starting a new career overseas can be difficult but if you follow some key steps it is not half as hard as some would have you believe. The very first...

Career Track: SQL Server Database Administrator - Free Oracle Aps net C Oracle Apps training
Article: SQL Server Database Administrator Roles and Responsibilities : While Oracle DBA's seem to be the hot property these days, SQL Server Database Administrators are moving into the spotlight as well. As a matter of fact, industry...

The Many Benefits Of A Nursing Career - Sabrina Hall
There's no shortage of nursing schools offering course-work for those who aspire to become a part of the ever-growing healthcare industry. These certified nursing schools will not only train you to become a professional nurse but many offer post...

How To Grow Your Career in 2005 - Stephanie Yeh
HOW TO GROW YOUR CAREER IN 2005 by Stephanie Yeh With Christmas just a few days away, there's no better time to rest, relax, and rejuvenate yourself for 2005. If you've got a few days off from work, it's also the perfect time to think about how...

"How To Get Started With A Career In Copywriting" - Niall Cinneide
Careers in copywriting are booming. Could it be that the new and ever growing market on the Internet has helped to fuel this demand? You can bet your sweet keyword that it has! With so many businesses looking to the internet for their freelance...

Career Searching: A Vision Without A Plan is a Hallucination - Rob Taub CCM
Success is not always something you necessarily find when you arrive. It may be the journey that gets you there. It seems as though people make career management more difficult than it has to be. When something threatens to make it simple,...

Avoid the 11 Costly Mistakes Career-Seekers Make - Bill Dueease
Most people spend approximately 25% to over 67% of their waking hours working. Eventually, most everyone will want to work in a career that they enjoy and are paid well enough to live a prosperous life. Yet, far too many people end up being...

Changing Careers Without Quitting Your Job - Myrtis Smith
When most people hear the term "Career Change" the first thought that often comes to mind is handing in your resignation and pursuing an exciting job elsewhere. This attitude leaves many people neglecting a gold mine of career opportunities within...

Learn How To Succeed At Career Fairs - Nathan Newberger
This http://www.WorkTree.com career article will give you some great tips on successfully navigating thru career fairs. This issue will quickly cover the following: A) Purpose of Career Fairs B) How To Best Prepare C) Tips & Strategies During...

The Single Most Important Aspect Of Your Career - Erik Alburg
Do you want to get a promotion and make a lot more money? Do you want to be recognized for your hard work? Do you want to keep your job and not be downsized? In fact, do you want to know the secret to be Upsized? The most important skill you will...

Computer Animation Career Information - Peter Sakes
Animation Career Information The animation industry has changed radically with the advent of computer animation, and the use of complex animation software. However, the animator still has to have much of the traditional artistic talents,...