The heads that fell were the victimizers, and the axe that fell, fell too late, and the punishment received, was way too little compared to the suffering, pain and financial losses that the organizations' stakeholders suffered. The PR agency is rewarded for its great 'efforts' by way of a few millions and the investors collective gets duped for a few billions. Case studies of this century in such dubious PR in India would include the CRB scam, MS Shoes, Harshad Mehta & Home Trade fiasco. While these are the few stories which come to light, there are many scams which get away without even getting noticed. Usually such scams are orchestrated in connivance with some unscrupulous public relations companies.

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They offer news value and include activities such as financial roadshows, awards ceremonies, celebrity appearances, open houses and trade conventions. And remember that vital to the success of any action program is the selection and perceived credibility of the actual spokespeople who deliver the messages. They must speak with authority and conviction if they are to be believed, and if meaningful media coverage is to be achieved. Your public relations effort can be accelerated, even amplified by carefully selecting the very best tactics from among print or broadcast media, key podium presentations, special events or top-level personal contacts. When these tools communicate with each target audience, they must score direct bullseyes.

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Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. Develop long-term relationships with the media. Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax. Use a press release to control the information flow. What is the hook? What will make your message or news release stand out from the rest? Be creative.

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Everything from media relations, public speaking and a dozen kinds of writing to financial communications, special events, issue tracking and crisis management, to name just a few. Finally, when the reach, persuade and move-to-desired-action efforts produce a visible, and desired modification in the behaviors of those people you wish to influence, you are using public relations' core strength to its full benefit. Second, by achieving the behavioral goal you set at the beginning, you are taking advantage of a dependable and accurate public relations performance measurement. A copy would be appreciated at bobkelly@TNI. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website.

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This business opportunity is aimed at people trying to achieve financial freedom. Firstly, your Press Release must quickly and clearly point out the benefits of your product. The second is they know why you are writing to them. They know you are looking for free publicity. Thirdly, never round on an editor demanding why your Release was not used, or used in a different format.

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Of course, you are, and must be concerned with a host of financial, human resource, legal and competitive issues for each new venture. Obviously, it hurts when a promising business project you backed financially goes down the tube. At the same time, in my view, you must remain vigilant as to how a single issue - potentially dangerous, unattended perceptions among a key audience -- can nudge a fledgling business closer to failure than success. Fortunately, the marching orders outlined above will lead your venture management team to resolve such issues without a major investment in either time or money. A copy would be appreciated at bobkelly@TNI.

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That includes, among others, a variety of stakeholders including customers, employees, prospects, retirees, media, legislators and regulators, and both financial and plant communities. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. When the changes in behaviors become truly apparent through media reports, thought-leader comment, employee and community chatter and other feedback, at the same time clearly meeting your original behavior modification goal, your public relations program is a success. A copy would be appreciated at bobkelly@TNI. Step 5 Modify the Behavior, Achieve your Goal.

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Another key to radio savvy is to be able to tell your message in the form of a story. Money won't buy happiness but it will pay the salaries of a large research staff to study the problem. Struggling smaller charities often have great stories to tell, but just as often aren't getting their stories out on the modem electronic media. Here are final pointers for dealing with radio stations, adapted from the National Association of Broadcasters and the Defense Information School, as reported by Kenneth Jarvis, executive director of West Virginia Public Broadcasting. ADDITIONAL RULES FOR DEALING WITH THE RADIO.

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And by persuading those key outside folks to your way of thinking, thus moving them to take actions that allow your business, non-profit or association to succeed. You'll do it by creating external stakeholder behavior change leading directly to achieving your managerial objectives. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI. High-octane PR firepower makes all the difference once you decide to do something positive about the behaviors of those important outside audiences of yours that most affect your operation.

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By the way, you can always speed things up with a broader selection of communications tactics AND increased frequencies. But you must stay alert for signs that your communications tactics have worked and that the negative perception is being altered the way you want it to be altered. Public relation's single most important contribution to a business, non-profit or association manager is building the resolve to do something positive about the behaviors of those important outside audiences that most affect their operations. A copy would be appreciated at bobkelly@TNI. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website.

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And that can only be effective when you, the manager in charge, has accepted the fact that the right PR really can alter individual perception and lead to those changed behaviors you need. Public relation's single most important contribution to a business, non-profit or association manager is building the resolve to do something positive about the behaviors of those important outside audiences that most affect their operations. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI. If things slow down, you can always accelerate matters with a broader selection of communications tactics AND increased frequencies.

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Occasionally, momentum will slow in which event you can always accelerate matters by using more communications tactics supported by increased frequencies. Using many of the same questions used in the first benchmark session, you'll now be alert for signs that the bad news perception is being altered in your direction. Your 500 pound gorilla will be one happy simian when your data show that you have achieved the kind of key stakeholder behavior change that leads directly to achieving your department, division or subsidiary objectives. A copy would be appreciated at bobkelly@TNI. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website.

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Despite financial success, I had not found the profession I really wanted to pursue. Stay tuned to all channels and become a sponge. Everything has a purpose, and when that one thing that comes your way, it could become the purpose for your life. So what do you do? Always keep your eyes & ears open and absorb every thing that comes your way. Then there are simple rules that help you find your right profession.

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Using many of the same questions used in the first benchmark session, you'll now be watching very carefully for signs that the bad news perception is being altered in your direction. When you notice mumblings about a progress report, take it as an alert to you and your PR folks to return to the field for a second perception monitoring session with members of your external audience. If things still are not moving fast enough, you can always accelerate the effort with more communications tactics and increased frequencies. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Instead, depend on the reality that the right PR really CAN alter individual perception and lead `to changed behaviors that help you succeed.

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Which means you have next to no choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move those key external audiences of yours to actions you desire. Folks act on their perceptions of the facts they hear about you and your operation. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Word count is 1085 including guidelines and resource box. A copy would be appreciated at bobkelly@TNI.

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