Hey, Mr/Ms Manager!
Does it really make sense to bet your PR budget on results like newspaper mentions and zippy brochures while your all-important outside audience behaviors are probably receiving much less attention than they need?
I mean, the concern is valid. What your most important external audiences believe about your organization, and then to what behaviors those perceptions lead, has a lot to do with whether it - and you - succeed.
Ignore that reality and you invite a lot of pain and suffering. But, bite the bullet now and you can begin seeing results like growing repeat purchases, higher levels of membership applications, new engineering firm specifications of your components, a boost in capital contributions or brand new community support.
Public relations isn't that different from any other professional discipline you employ on the job - you need a plan to succeed. And the plan must be based on a foundation that makes sense.
Try on this fundamental premise for a moment and see if you can live with it: 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.
Because if you CAN live with it, you'll soon be working with a blueprint that helps persuade those important stakeholders to your way of thinking. And that should move them to take actions that lead to your success as a business, non-profit or association manager.
Give it a try. Sit down with the public relations folks assigned to your department, division or subsidiary and tell them you're going to find out what those external audiences whose behaviors affect you the most, REALLY think about the organization, then list them in priority order - i.e., which audience behaviors have the greatest impact on your organization - so that we can work on the one you assign first place.
Because this approach to public relations may be unfamiliar to those PR folks assigned to your unit, you must take a personal role in getting it off the ground, as well as inputting each major decision point. Your incentive to do so lies in the fact that dealing effectively with key stakeholder behaviors, talks directly to your own success on the job.
First big question? How do members of your key target audience actually perceive your unit, that is, your department, division or subsidiary? You can commit a large portion of your budget to professional survey counsel or you and the PR folks assigned to your unit can do it the grass roots way and interact with members of your target audience, and ask a number of questions.
"What do you know about us? Have you had any contact with our people? Did it work out to your satisfaction? Is there a problem with our products or services?" All the while you remain alert to exaggeration, inaccuracies, misconceptions, untruths or rumors, as well as paying attention to hesitant or evasive answers to your questions.
The responses you collect will help you set down your public relations goal, which could read this way: tone down that exaggeration, neutralize that rumor, or clarify that misconception.
Next challenge? How do you reach that public relations goal? It may surprise you, but there are just three strategy choices when it comes to matters of perception and opinion: create perception where there may be none, change existing perception, or reinforce it. But be sure that the strategy you select fits your new public relations goal.
This step in the public relations problem solving sequence may be the most challenging - preparing the message you will count on to correct the offending perception you discovered during your monitoring session. Since it will be delivered in online, print, telecommunications, speaker and broadcast modes, it must be prepared in a compelling yet believable manner. It must explain why the current perception is untrue and unfair. And it must be written clearly. After all, you are trying to alter what people believe in a way that leads to the target audience behaviors you need to achieve your unit objectives.
How you deliver the message turns out to be less complex. There are dozens of communications tactics at your disposal ranging from newsletters, open houses, media interviews and brochures to emails, speeches, seminars and many more.
Curiosity will soon overtake all concerned as to whether the program looks like it will reach the goal. Quickest way to find out is another Q&A session with members of your target audience. And you and your PR team should ask the same questions used in the earlier monitoring session.
Big difference the second time around is, you'll be on the lookout for signs that you have actually altered the offending perceptions as planned. And that is a giant step towards creating the target audience behaviors you need.
Yes, as a manager, what you now have is your own workable, department or division public relations program that will work well on behalf of any business, non-profit or association. In other words, a PR blueprint that will help lead you directly towards achieving your operating 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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com
Advertising by textad.biz
Go Ahead, click an ad, you know you want to.
In PR, You Pay When You Stray
Don't let yourself be diverted by communications tactics playtime. You know, straying from the main Public relations game plan by juggling a press release against a radio interview, or a brochure against an op-ed.
Is PR All About Image? NO!!
That's like asking if advertising is all about type faces and photography. The answer to both questions is a teeth-clenched "of course not!"What public relations IS all about, rather than hollow images, is the very real business of dealing effectively with target audience perceptions and behaviors that have a major effect on an organization.
Maybe the Strongest PR on Planet Earth?
Strong for business, non-profit and association managers when they use the fundamental premise of public relations to produce external stakeholder behavior change - the kind that leads directly to achieving their managerial objectives.And strong when they do something positive about the behaviors of those outside audiences that most affect their organization.
Best Approach For Free Advertisement
Product/service publicity is the superhighway to business success everyone dreams. Then imagine having your product/service written on newspapers, trade publications, aired on radio and viewed on television absolutely for free!!! That's going to skyrocket your profit target only if you know how to use the best method of getting free publicity.
Managers and PR Genius
The real public relations geniuses might be managers. You know, managers who pursue their objectives by reaching, persuading and moving those outside audiences whose behavior most affect their organizations, to actions those managers desire.
Publicity: Three Tips on Writing a Press Release
Use journalistic styleReporters are busy. Just like you.
Media Relations: Should You Pay For News Coverage, Part II
Last month, we told you about "pay for play," a practice in which news organizations charge sources to appear on their programs. In other words, if you ante up enough cash, these "news" programs will air a puff piece about your company or organization.
The 7 Deadly Sins of Press Releases
A press release is often your only chance to make a great first impression.Newspapers, magazines and trade publications receive them by the truckload.
Competition in the News Creates Spin
In larger cities with many outlets they are competing for more news that other outlets cannot get as fast. "THE SCOOP" and also the spin, this spin thing is so that articles can cater to the readership or so they say.
Forget the Press Release - Heres How to Pitch Like Roger Clemens
Stripped down to its core, publicity is little more than oneperson persuading another. You, the publicity seeker, mustpersuade a journalist that your story is worthy of receivingprint space or air time.
How To Get Press To Come To You
Have you ever noticed how the same people's names always seem to appear in magazines and newspapers articles which quote them as a source of info and advice on their own particular subject, whether it is web functionality and design, cosmetic surgery or investment banking?They don't just get there by accident. They, or their PR Company, have put in a pretty concerted effort to become an expert in their field.
CD ROM Business Cards
Created properly, an extremely effective marketing tool.It's a great concept, - and it has a 'cool factor' of 300%.
Is that what we are? Fanatic, over-the-top disciples of some wretched obsession?Well, maybe not fanatic, or even wretched or obsessive, but certainly SOLD on the reality that people act on their own perception of the facts before them, leading to predictable behaviors. And equally sold on the next step too, create, change or reinforce that perception/opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization.
Mastering the Media
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch have in common? Media exposure. They were ordinary people who became household names.
How To Create A News Angle
Think of a triangle. On the left, imagine the story you want to tell.
Publicity and Marketing Magic For Financial Planners: The Four Mores
Publicity will take your financial planning practice, your business, and your life to the next level. It's going to bring you: more recognition more credibility more value to the marketplace more business It's obvious that getting more publicity - exposure in the media - will yield you more marketplace recognition.
Publicity Tips from the Pros
If you want to know the best way to approach the media, get advice directly from the source: the editors, producers and journalists who choose the stories that get publicity. Here are some of the best tips I've gotten from media representatives about getting your story in the news.
Credibility Lost or Gained, Are you Prepared?
If a reporter approached you about an interview, would you know what to say do or even how to dress for one? Would you know how to answer questions? Have you ever wondered what the secret of working effectively with the media is? Do you wonder how to increase or even have quality coverage?Quite often, what you don't know can hurt you.Most people have no idea on how to prepare for questions.
Why Not PR That Gets Real Results?
And not results you can measure only in terms of magazine circulation, TV audience numbers, or news release pickups.But rather, results that come from a public relations effort that creates the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives.
5 Critical Tests Every Press Release Must Pass
You've heard "them" say it, haven't you?By "them" I mean the experts. The teachers.
|home | site map|