Do You Really Need PR?
The right kind of PR, that is, the kind that puts you in charge of the care and feeding of a lot of people who play a major role in just how successful a manager you're going to be?
As that manager, it also helps if you accept the fact that you need the kind of external stakeholder behavior change that helps you reach your business, non-profit or association objectives.
And it's also helpful if you believe it's a good idea to try and persuade those important outside folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed.
Given all of that, if it now appears that you need to do something positive about the behaviors of those outside audiences that most affect your operations, yes, you really need public relations!
I mean, look at the sort of results you could be getting: politicians and legislators starting to view you as a key member of the business, non-profit or association communities; prospects starting to do business with you; fresh proposals for strategic alliances and joint ventures; membership applications on the rise; customers starting to make repeat purchases; community leaders beginning to seek you out; welcome bounces in show room visits; higher employee retention rates; and even capital givers or specifying sources beginning to look your way.
So we agree that, yes, you really need public relations. But here's what's got to happen.
From the get-go, assure yourself that the public relations people assigned to your department, division or subsidiary know you're determined to find out what your most important outside audiences actually think about your organization. Reason being that target audience perceptions usually lead to behaviors that can help or hinder you in achieving your operating objectives.
Pin down which audiences are really key to your success then build and prioritize your list of important outside groups of people whose actions most affect your unit. And begin work on that top external audience.
Your new public relations effort will depend for its success on how efficient you are in gathering the perceptions of your organization held by your key target audiences.
Put your public relations team to work interacting with members of that #1 outside audience. Or, if you can tap a good sized budget, you can ask a professional survey firm to do the job for you. However, because your PR folks are already in the perception and behavior business, my choice would be to use them for this assignment.
Either way, someone must interact with members of that prime audience and ask questions like "What do you know about our operation? Are you familiar with our services or products? Have you had any negotiations with us? If so, were they satisfactory?"
Keep a careful eye on responses. Notice any evasive or hesitant comments about your organization? Be especially alert for misconceptions or untruths. Are there false assumptions or inaccuracies you need to remedy in light of experience that shows negative perceptions inevitably lead to negative behaviors - the kind you must correct to protect your unit's operations.
All this work prepares you to set your public relations goal. For instance, clarify a hurtful inaccuracy, fix that misconception or flatten that rumor once and for all.
As with just about any goal you pursue, you don't reach it without the right strategy to show you how to get there. Fact is, with matters of perception and opinion, you have three strategic options: change an offending opinion/perception, create it where there isn't any, or reinforce an existing perception.
Here, perhaps the hardest work connected to a public relations program rears its ugly head -- preparing the persuasive message you will use to carry your corrective facts and figures to members of your key target audience.
Several characteristics are required in such a message. It must be clearly written as to why that misconception, inaccuracy or false assumption should be corrected or clarified. Supporting facts must be truthful so that they lead to a finished message that is persuasive, believable and compelling.
How would you plan to move your message to your audience? This is the least complex step in the sequence because there are so many communications tactics ready to do the message delivery job for you. They range from op-eds in local newspapers, radio and TV interviews, speeches, consumer briefings and brochures to newsletters, special events, emails, personal meetings and many, many others. Only caution: be sure the tactics you assign to the job have a good record of reaching people just like the members of your target audience.
Can we point to progress? Only way to know for certain if offending perceptions have been altered, is to interact out there once again with those audience members asking the same questions as before. But this time, you and your PR team will be watching carefully for indications that the troublesome perception really is correcting in your direction.
That IS where "the public relations rubber meets the road," isn't it? Business, non-profit or association managers use mission-critical public relations to alter an offending perception, leading directly to the predictable behavior?which helps them reach their department, division or subsidiary objectives.
About The Author
Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com
Advertising by textad.biz
Go Ahead, click an ad, you know you want to.
Financial Planners, Follow These Guidelines to Get Free Publicity
Be a ResourceThe media people that are likely to want to speak to financial planners are usually working on stories that will help people: help them get out of debt, make smarter investment decisions, or save for retirement.They look to financial planners to be a resource for these people.
Media Exposure Validates And Legitimizes Your Business
Although repetition is extremely important, there are times when advertising can help bring you a fast response.If you're having a fire sale, you want to advertise.
Austin's Annual Charity Event with KVET
In my travels around the country while building my business I have had the pleasure of meeting some of the greatest community volunteers in our nation. I never missed an opportunity to meet community leaders and learn all I could about every market my company franchised in.
The Art Of Persuasive Pitching
Media placement is an art. Practicing it often requires as much attention to approach and style as it does to the focus of your story.
Why Not Juice-Up Your PR?
Say, from tactics like special events, brochures and press releases to a public relations effort more in keeping with the challenges you face as a business, non-profit or association manager?I speak of public relations that alters individual perception and leads to changed behaviors among those key outside audiences of yours.Public relations that does something positive about the behaviors of those key external "publics" that MOST affect your operation.
Asian Media Relations: Increase Your Profile and Image in China
China's media is booming creating opportunities for marketing-savvy businesses. But many companies have little understanding of how to harness the power of the media in the world's most populous country.
How to Write News Releases that Get Noticed
What do you do with junk mail? Are you like me? I toss this stuff without opening it - unless I see some benefit. Publication editors do the same.
Ten Media Crisis Tips
No comment. These are probably the two most damaging words in the English language to the reputation of a professional, business or organization.
PR Works! 15 Ways To Make Your Press Release Stand Out From the Crowd
Do editors of newspapers, magazines and online news sites really use press releases? Too right they do. In fact, the press release is one of the most effective forms of publicity.
Publicity for Financial Planners--Eight Tips For Success
Individual financial planners can outscore bigger competitors and gain market share with publicity. The key to doing it well: don't mimic the big guys and gals.
Editorial Calendars: A Key to Publicizing Your Business
What is the one thing that all of the best public relationsagencies do every year? They research and compile editorial calendars from publicationsthat are pertinent to their client's business. You should too.
Media Training: When Reporters Bully You
UNDER FIREA friend whose organization is often in the media spotlight recently told me a story about her boss. Her boss, let's call her Susan, is on the leadership team for a lobbying group that represents a somewhat unpopular industry.
Tactics Vs. Endgame - Endgame Wins
It took me a while to see just HOW crucial the behaviors of an organization's key audiences really are to its success, be it big or small, non-profit, business, association or even a public sector enterprise.Sounds elemental, doesn't it? But the truth is, few organizations can succeed today if those target audience behaviors don't fit the organization's objectives.
Business Gifts for Your Clients and Employees
Tis' the season for business and corporate gift-giving! If you believe in the law of reciprocity, and if your business is the least bit successful you must; you know that giving back is not only the right thing to do, but it's very smart business as well. Let's look at some of the benefits and mechanics of Christmas and holiday gift-giving.
Public Relations & Your Small Business
The practice of public relations is often misunderstood, thus overlooked by small business owners. There is an assumption among small businesses that PR exists only to serve corporate giants who are looking to dodge impending negative fall out of their reputation, following a catastrophic blunder on the part of their company.
How To Make Time For Public Relations
"Don't say you don't have enough time. You have exactly the same number of hours per day that were given to Helen Keller, Pasteur, Michalangelo, Mother Theresa, Leonardo da Vinci, Thomas Jefferson, and Albert Einstein.
Managers: Are You PR-Fit?
Can you honestly say that your business, non-profit or association's key outside audiences behave in ways that help lead to your success on-the-job?Or, have you pretty much ignored the reality that target audience behaviors can help or hinder you in achieving your department, division or subsidiary's operating objectives?Truth is, your unit's public relations effort can never be truly fit until the primary focus of the PR people assigned to you is shifted from tactical concerns to a more comprehensive public relations action blueprint like this: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving- to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.
Publicity: Marketing-Minded Financial Planners, Never Say These Words to a Reporter
Everyone has something that drives them up a wall. You may be surprised at what aggravates reporters.
Dont Get Eaten Alive!
If you don't have a grip on public relations, how your most important outside audiences behave really CAN eat you alive.But that needn't happen, and for a simple reason: people like those who make up your key target audiences, act on their perception of the facts (like everybody else) which leads to predictable behavior, good or bad, about which something can be done.
PR Essential to Your Success
Whether you are a business, non-profit or association manager, your success will depend, to a large degree, on how well you positively impact the behaviors of those outside audiences that most affect your operation.You need to create external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives.
|home | site map|