PR: Room at the Bottom?
When special events and communications tactics rule the PR roost instead of a workable plan designed to manage external audience behaviors that impact your organization the most, that's where public relations results can wind up.
You know, bad results like key target audiences showing little confidence in your organization, or seldom taking actions that help you succeed and, in the end, failing to help you achieve your unit objectives.
If that sounds all too familiar, you've got to change a few things. So let's start with what your public relations should be about, perhaps something 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.
Building on this kind of base means you'll be working with a blueprint that helps persuade those important stakeholders to your way of thinking. Hopefully, that will move them to take actions that lead to your success as a business, non-profit or association manager.
If this sounds like an approach to public relations you want to consider, here's the way to get started.
First big question to be answered? How DO those outside audiences whose behaviors hurt or hinder your operation the most, actually perceive your organization? Everything flows from the answers to that question, and that means you and the PR team assigned to your unit must interact with members of your target audience. Questions should include "What do you know about us? Have you had any dealings with our organization? Were you satisfied? Do you have any problems with us?" And while asking your questions, be especially alert to false assumptions, inaccuracies, misconceptions or rumors. Negative attitudes as well as hesitant or evasive replies should also be recorded.
The responses you gather will determine the public relations goal you will pursue. You may choose to correct an especially dangerous inaccuracy, or to clarify a potentially hurtful misconception, or to convert a painful rumor from false to true. Remember, negative perceptions often lead to the damaging behaviors you ultimately aim to alter.
Actually reaching your goal, however, is your next challenge. But not a complex challenge because there are just three strategies available to show you HOW to reach your public relations goal: reinforce existing opinion, change that perception, or create perception/opinion where there isn't any. One caveat: be certain the strategy you select is a good match for your public relations goal.
The message you prepare designed to alter the offending perception is the most important step in this public relations problem-solving sequence. Because it must be successful in altering perception among members of your target audience, it must be clear about what it intends to change, clarify or correct. On top of that, your message must be persuasive and compelling and, above all, while making the case for your point of view, your message must be believable. This suggests that running the message by several colleagues for their reactions is a good idea.
Next step sounds like a lot of work, and it is. But again, not complex. Simply put, you have to get your message before the eyes of those members of your target audience. Communications tactics will do the job.
The choice is broad and includes tactics such as speeches, customer or member briefings, press releases, newsletters, radio/newspaper interviews and many, many more. Be careful that the tactics selected are known to reach people like the members of your target audience.
Now, you need to be able to measure progress. And the best way to do that is to return to the field and interact again with your audience members. Ask questions similar to those asked in the first perception monitoring session. But now, you will be on the alert for clear signs that perceptions are, in fact, being altered as planned.
By the way, you can boost progress by adding more communication tactics to the battle, and increasing their frequencies.
Instead of a public relations program that produces results at the bottom of the efficiency scale, the action effort outlined above will do just the opposite. Namely, persuade your important outside stakeholders to take actions that lead to the success of your organizational unit.
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.
Making Great Announcements
When do you use the newspaper for publishing announcements for promotions or new partnerships?Adding an announcement to a newspaper will only bring further recognition to your business. You should always send items such as the hiring of a new employee, the announcement of a new contract, the change of location or any other item that you would like the world to know.
Top 10 Tips for Successful TV Interviews
1. Appearing in other types of media is the best way to attract TV notice.
33 Reasons To Do A News Release
News releases are not the best way to get major media coverage, but they can be used to increase the frequency with which your company name appears in the press.Press releases will get you coverage in set features like business notes, and new personnel columns.
Managers: Do You Trust Your PR?
You can if, as a business, non-profit or association manager, you can honestly say you are doing something positive about the behaviors of those important external audiences of yours that most affect your department, group, division or subsidiary.And particularly so when you persuade those key outside folks to your way of thinking, and move them to take actions that allow you to succeed.
Dont Put Up With Junk PR
In public relations, "junk" is more about attitude and lack of understanding than a measure of quality.Hopefully, if your public relations mission is yet to be accomplished, you agree that its primary thrust MUST be to take advantage of the fact that people act on their own perception of the facts before them leading to predictable behaviors.
How to Create Quality PR Results
For many of us, the word quality is closely related to our expectations. When we receive the public relations results we planned for, we feel, understandably, that we have generated quality results.
Ill Alert The Media
There is something newsworthy happening at your organization right now. Here are some tips on how to tell your story.
Your Online Newsroom: How to Give Reporters a Tip
It's hard to imagine a reporter working today who doesn't regularly visit "official" company websites. And it's hard to imagine just how much those websites have improved reporters' lives.
Publicity: Write a Letter to the Editor for Free Publicity
Ever wonder why papers devote a page or more to letters to the editor? Because subscribers love to read them!Letters to the editor are among a paper's most popular features, so getting your name underneath a letter can be even more valuable that being quoted in a news article.Letters to the editor can't just be about anything-they have to be related to the news.
What is News?
What may be the more appropriate question is: What makes a story newsworthy enough to get picked up by the media? Here are a few rules of thumb to determine if you have a news angle worthy of press coverage.First, is the subject relevant to anyone outside of your organization? For example, if your firm is announcing changes to the employee health plan, that's newsworthy of coverage in the company newsletter but not typically for the mainstream press.
The Best PR Has to Offer Managers
How cool is this? You're a business, non-profit or association manager. You decide to get serious about your public relations and shift the spotlight away from communications tactics.
PR: Your 500 Pound Gorilla
What else, for goodness sake, could you as a business, non-profit or association manager, call a heavy-duty helper who does something REALLY positive about the behaviors of those outside audiences of yours that most affect your organization?And that uses the fundamental premise of public relations to deliver the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives?And does it all by persuading those important outside folks to your way of thinking, moving them to take actions that help your department, division or subsidiary succeed?Man, that's one heavy workload for a very large monkey!And here's the core message he brings to you. Your public relations effort must involve more than news releases, special events and brochures if you really want to get your money's worth.
Generating Publicity For Your Business: Knowing Your Media Market Is Critical
When starting a successful business venture or launching a new product, most entrepreneurs or business owners conduct some type of marketing research to determine the extent of their prospective customer base. And when getting the word out to that customer base, many entrepreneurs may turn to the media to help generate a buzz for them.
Oprah! How to Appear on The Oprah Winfrey Show
Do you dream of being on Oprah Winfrey's television show? Lots of people do. An appearance on Oprah is considered by many to be the pinnacle of success.
Publicity Performance Not Enough?
Even after a nice piece in a national publication, or a stint on a popular talk show, do you still have a feeling that your public relations dollar could be better spent?As a business, non-profit or association manager, do questions like that linger in your mind?Because if they do, you may be coming down with a real case of "I want my PR money's worth!"If that's how you feel, I'd guess that you're probably doing very little that's positive about the behaviors of those important outside audiences of yours that most affect your operation.Which means you may be failing to create external stakeholder behavior change that leads directly to achieving your managerial objectives.
Turn Your Business' New Year Resolutions in PR Revolutions
As eyes look forward to a new business year, many small business owners and entrepreneurs are hoping that this upcoming year will be the one that catapults them into success. But according to Shannon Cherry, APR, businesses often overlook a key element when making their business plans and resolutions.
Media Relations: When Numbers Lie
NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the local news. Your boss asks you how many people saw it.
Making the News - Tips from A News Journalist
What makes a good media release and how do you engage the media with your story idea? How do you pitch stories to the media, especially hard-nosed news hounds who can sniff out a 'puff piece' a mile away?The media receives literally hundreds of media releases a day, many which are instantly disregarded. Why? A number of factors contribute to the demise of a media release, one key aspect however that contributes to a well written and published releases is the writers ability to be media savvy, that is identify the aspects an editor is looking for when selecting the day's news.
Creating Event Magic through Planned Video Production
Once upon a time, there was a young, stressed out corporate events planner called Tanya. She was organising a large-scale event for her firm's biggest client.
The Most Important PR In America
Just happens to be public relations activity that alters individual perceptions leading directly to changed behaviors. PR pulls that off by persuading a manager's key outside audiences with the greatest behavior impacts on the organization, to its way of thinking.
|home | site map|