Can Small PR Firms Deliver Huge Results?

They can when they invest in the basics. The best ofany way? If they do, they belong on the list.Obviously,
them obviously rely on some form of public relationsyou must now determine what members of that key
fundamental premise to produce winners acrossexternal public think about your client and his or her
business environments from rockets and orange juicebusiness, in order to build and implement a successful
to product recalls and indicted CEOs.But, chances arepublic relations effort. And that means interacting with
the top producers among small PR firms have builtmembers of that audience and asking a lot of
their businesses on a premise like this one:People actquestions. What do they think about your client
on their own perception of the facts before them,company and its products and services? Are there
which leads to predictable behaviors about whichsigns of negativity? Misconceptions? Inaccuracies?
something can be done. When we create, change orRumors?The answers to these questions allow you to
reinforce that opinion by reaching, persuading andestablish the corrective public relations goal, i.e., a
moving-to-desired-action those people whosespecific perception and, thus, behavior change. For
behaviors affect the organization, the public relationsexample, clear up that misconception, correct that
mission is accomplished.Public relations firms who doinaccuracy, or knock down that rumor as soon as
not base their work on a premise like this one arepossible.How do you achieve that goal? Right! You
well-advised to consider doing so.The reason? Theirselect a strategy that will get you from here to there.
clients are subject to the same realities as the rest ofAnd there are just three strategies to deal with a
us, realities that never change. People usually behaveperception challenge: create perception (opinion) where
based on their perception of the facts. And clientsthere may be none, change existing perception, or
usually demand certain behaviors from those "publics"reinforce it. Your choice will be dictated by your new
whose behaviors have the most impact on theirpublic relations goal.Clearly the most challenging step in
businesses.Even more to the point, when clientthis sequence is preparing the right message for
managers start looking for a return on their publicdelivery to the target audience. It must make a
relations investment, they want to see the kind of keycompelling case, so think about it carefully. It must state
stakeholder behavior change that leads directly toclearly that the offending misconception, inaccuracy or
achieving their objectives.Which is why, especially forrumor is not the truth. Instead, layout that truth in a
the small PR firm anxious to meet client needs, there iscredible manner. The hallmarks of such a message
no better performance measure at which toare clarity, persuasiveness, credibility, believability and a
aim.However, for those small PR firms not yet guidedcompelling presentation.Now it's time for the "beasts of
by any kind of public relations fundamental premise,burden," the communications tactics which will carry
here is a suggestion.Consider the premise outlinedyour carefully-scripted message to the eyes and ears
above, then take a shot at convin- cing a new orof that target audience. Happily, there are a ton of
current client to let you produce a broader, moresuch tactics at your disposal. Of course, you will want
productive public relations effort for his or herto double check the ability of each to zero in on your
company. And remember, the fundamental premise ofspecific audience. As most PR firms are aware, they
public relations outlined above is a great equalizerrange from news- letters, press releases and radio
placing all public relations firms on a level playing fieldand newspaper interviews to newsworthy surveys,
when it comes to the effectiveness of the process. Itsports sponsorships, op-eds and many, many more.In
especially targets those firms with a client whoshort order, clients will be interested in evidence that
expects the best value from PR dollars spent, notthe public relations effort is achieving results. The best
simply a limited and mechanical publicity placementway to demonstrate progress is by reporting on the
effort.In other words, consider using the premise as aresults of a new round of perception monitoring among
means for going after higher quality new business, ormembers of that target audience. You're looking for
upgrading an account and broadening the worksigns that their percep- tions now reflect the corrective
performed for a savvy client who wishes to squeezeelements of your messageYour clients are subject to
every benefit out of the money they spend on publicthe same realities as the rest of us, realities that never
relations.Start by listing a client's most important outsidechange. As noted, people usually behave based on
audiences in priority order - audiences whosetheir perception of the facts. And clients usually
behaviors directly and visibly affect client success ordemand certain behaviors from those "publics" whose
failure. At the top of such a list are usually prospectsbehaviors have the most impact on their
and customers. But it could well include communitybusinesses.Small (and large) PR firms have little choice
residents, business and political leaders, suppliers,but to go after those perceptions with a
minorities, fraternal groups, nearby military personnelvengeance.That is how that small PR firm can deliver
and union leaders. The target list might even includehuge results.Please feel free to publish this article and
"clients of your client" where such activity is a highresource box in your ezine, newsletter, offline
priority for that client.The test for listing an audience ispublication or website. A copy would be appreciated at
this: does its behaviors affect my client's business in.Robert A. Kelly © 2003.