How PR can help your business

“When your audiences do what you want them to do, achieving your organizational objectives gets a lot easier,” writes Robert A. Kelly in an article which I just saw while researching on the Internet. Kelly was Director of PR for Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding; Director of Communications, US Department of the Interior, and Deputy Assistant Press Secretary, The White House. An excerpt from his article:

Do you worry about certain behaviors among your most important audiences because those behaviors are crucial to achieving your organization's objectives? If your answer is yes, you need public relations.

The payoff? When those audiences do what you want them to do, achieving your organizational objectives gets a lot easier.
We learned long ago that people act on their own perceptions of the facts, leading to predictable behaviors about which something can be done. We call their cumulative perceptions public opinion.

Public relations tries to create, change or reinforce that opinion by reaching, persuading and moving-to-action the very people whose behaviors affect your organization.

That's why it's quality planning, and the degree of perception and behavioral change it produces, that defines the success or failure of a public relations programme.

'Simple', 'single-minded' PR campaign wins PR Grand Prix

Matthew Creamer reports in AdAge:

Tourism Queensland's "Best Job in the World" campaign had netted the inaugural Grand Prix for the PR category.

The campaign, courtesy of CumminsNitro in Brisbane, Australia, has wowed judges early on at the 56th International Advertising Festival, the most high-profile of all ad award shows. "Best Job" netted two Grand Prix, in the PR and direct categories, besting much higher-profile agencies and brands -- not to mention higher-minded concepts, including Droga5's harnessing of comedian Sarah Silverman for President Barack Obama's election campaign and Sagami Rubber's award favorite, "Love Distance." These two campaigns were among the 18 that took home the first crop of PR Lions.

To be sure, "Best Job" did have its new-media flourishes. In fact, one was at its center. Tourism Queensland, which promotes the islands of the Great Barrier Reef, asked people to audition via video clips for a caretaker post that would get them a nice salary in exchange for exploring Hamilton Island and blogging about the adventures for a six-month stint.

These clips, which showed the lengths people would go to for consideration (e.g., stripping and getting a tattoo), of course made their way onto YouTube and other video-sharing sites, part of a massive viral explosion aided and abetted by an enormous amount of TV and print coverage. The tourism authority's effort outstripped expectations for the campaign, receiving more than 34,000 applications.

Disappointment for Indian PR pros at Cannes

Noor Fathima Warsia reports in exchange4media.com:

It was a disappointing start for the Indian delegates at Cannes Lions International Advertising Festival 2009 with India scoring zilch in the inaugural PR Lions category. There were 12 Indian PR works that were entered this year.

For comparison’s sake, Lebanon had entered two PR works, and one has proceeded to compete for the Lions.

In its first year, PR Lions had received 431 entries from 48 countries. Each entry was given four points, which made up the total vote. These marks were weighted as strategy (30 per cent), execution (20 per cent), creativity and originality (20 per cent) and results (30 per cent).

Lord Tim Bell, Chairman, Chime Communication is the Jury President for the PR Lions. Prema Sagar, Prinicpal & Founder, Genesis Burson-Marsteller is the Indian juror in the category.

The Indian PR professionals have been quoted on various occasions on the evolution and growth of the India PR industry. This result comes as a big disappointment for the PR professionals.

However, Ashwani Singla, CEO, Genesis Burson-Marsteller, said, “The important thing to remember is that India sent entries. It’s the first PR Lions, and the quality of entry is as important as the quality of work. I am sure the work submitted was great. This would be a great learning experience for all of us, and the Lions will further inspire the industry to raise the game.”