well aware of the high-impact fundamental premise of public relations. Namely, “People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When that opinion is created, changedAs the practice of public relations in China continues to mature, it seems appropriate to ask whether Chinese business managers – tutored as they have been by European, North American and other PR specialists – continue to apply major public relations emphasis to print and broadcast communications tactics. In other words, do they still see PR through the lens of simple publicity, as many in the West still do?

Or, do the best among Chinese managers -- as is also true for many businesses in Western economies -- realize they need true behavior change among their most important outside audiences leading directly to achieving their managerial objectives?

And, do they then take steps to persuade those key external stakeholders, who have the greatest impacts on their organizations, to their way of thinking, then move them to take actions that help their departments, divisions or subsidiaries succeed?

Let us presume that you are that business manager in China, and that you are well aware of the high-impact fundamental premise of public relations. Namely, “People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When that opinion is created, changed

s emphasis to print and broadcast communications tactics. In other words, do they still see PR through the lens of simple publicity, as many in the West still do?

Or, do the best among Chinese managers -- as is also true for many businesses in Western economies -- realize they need true behavior change among their most important outside audiences leading directly to achieving their managerial objectives?

And, do they then take steps to persuade those key external stakeholders, who have the greatest impacts on their organizations, to their way of thinking, then move them to take actions that help their departments, divisions or subsidiaries succeed?

Let us presume that you are that business manager in China, and that you are well aware of the high-impact fundamental premise of public relations. Namely, “People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When that opinion is created, changed

estern economies -- realize they need true behavior change among their most important outside audiences leading directly to achieving their managerial objectives?

And, do they then take steps to persuade those key external stakeholders, who have the greatest impacts on their organizations, to their way of thinking, then move them to take actions that help their departments, divisions or subsidiaries succeed?

Let us presume that you are that business manager in China, and that you are well aware of the high-impact fundamental premise of public relations. Namely, “People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When that opinion is created, changed

the greatest impacts on their organizations, to their way of thinking, then move them to take actions that help their departments, divisions or subsidiaries succeed?

Let us presume that you are that business manager in China, and that you are well aware of the high-impact fundamental premise of public relations. Namely, “People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When that opinion is created, changed

well aware of the high-impact fundamental premise of public relations. Namely, “People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When that opinion is created, changed or reinforced by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.”

Managers who employ such a PR blueprint often see results such as prospects for their services or products starting to do business with them, fresh proposals for strategic alliances and joint ventures arriving on a regular basis, specifying sources starting to look their way, increases in visits to show rooms, and existing customers beginning to make repeat purchases.

If this approach to public relations appeals to you, before that PR blueprint is first employed, you need every member of the PR team assigned to your unit to agree that it’s crucially important to know how your outside audiences perceive your operations, products or services. Dig deep to ensure they REALLY accept the reality that perceptions almost always lead to behaviors that can damage your operation.

With that understanding