|
Neither
reality nor perception stand alone in public relations.
The key to influencing public opinion is taking the
reality of a situation and presenting it in a way that
creates the strongest positive impression. Business
drives the PR machine, not the other way around.
Executives should start to worry when the tail begins to
wag the dog.
Crisis
management is an example of this. The reality of a
crisis situation can be portrayed in a number of ways.
The duty of the public relations point person is to
portray the facts accurately while creating the most
positive possible perception.
Our
job in the PR industry is to positively influence the
public's relationship with clients. We meld reality and
perception into a brand that reinforces the public view
of the company and its achievements. A story pitch, an
event, an interview - all these tactics are designed
around business developments and strategies.
PR
is an effective tool that will enhance a business plan
and help accomplish business goals. PR in and of itself
will not establish the business goals and objectives.
Perception certainly matters - but can only be
effectively built upon a foundation of reality. |
