Where is the Best PR Value?
Wherever the fundamental premise of public relations is practiced.
Look at what it suggests. 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 those people whose behaviors affect the organi- zation, the public relations mission is accomplished.
What a positive message for those business, non-profit and assoc- iation managers who don't really understand the role public relations can play in helping achieve their organizational objectives. Nor, that reliance on public relations' fundamental premise even identifies the tools they need to put such a plan into action.
If, sadly, you are one of those managers, here's how you can make up for lost time and actually boost your chances of reaching your organizational goals.
Make the time investment needed to identify and rank, as to their impact on your organization, those important outside audiences whose behaviors really do help or hinder your operations. Let's talk about the one at the top of the list.
It's really crucial that you know what members of that "public" think about your organization. Obviously, you must ask them! Interaction is really necessary if you are going to identify percep- tions likely to lead to negative behaviors. For example, wrong- headed beliefs, misconceptions, inaccuracies and even rumors.
And while you're talking to these audience members, keep an eye or an ear on local talk show and newspaper columns for the same signs.
The results of such opinion or perception monitoring are the very data you need to establish your public relations goal. For instance, neutralize that rumor, clear up that misconception or correct the inaccuracy.
And the very same goal will stand as your behavior modification objective so that you can measure your progress.
But here, the question always arises as to just how you will get to that goal. You need a strategy to show you the way, and you have three choices: create opinion/perception where there may be none, change existing opinion or reinforce it. Fortunately your goal will identify which strategy you should select.
Still, nothing happens until you write a truly responsive message and transmit it to members of your target audience. You must convince them that what you discovered in the way of rumors, inaccuracies, misconceptions or wrong-headed beliefs is simply not true. But do try for believability and clarity. And, above all, make your message persuasive and compelling.
Meanwhile, a whole stable of "beasts of burden" await your pleasure - communications tactics capable of carrying that hard-won message direct to your audience members' eyes and ears. And there are scores and scores of them in that stable - articles, interviews, newsletters, personal meetings, op-eds, emails, speeches and brochures among many others.
Impatience always grows at this point as you wait for signs that your public relations program is working. But that's the signal to once again interact with members of your target audience. The difference the second time around is that you're looking for signs that their perceptions of your organization have been altered by your message through its aggressive delivery system. So get out there and, again, ask lots of questions.
If things aren't moving fast enough for you, you may want to add a few more communications tactics to the mix, as well as increasing their frequency. Your message should also be vetted again for factual validity and clarity.
Gradually, the perceptions, and thus behaviors of your key, target audiences will begin moving in your direction, leaving little doubt as to where the best PR value can be found.
I can tell you from personal experience that there is no more satisfying moment in the practice of public relations.
About The Author
Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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.
Robert A. Kelly © 2003.
Advertising by textad.biz
Go Ahead, click an ad, you know you want to.
Cutting Down Your Trade Show Budget
Whenever a recession or volatility threatens the economy, companies immediately look at where they can cut budgets. Without much forethought, the first to hit the block is inevitably training, followed closely behind by marketing.
Media Relations: Should You Pay For News Coverage?
Dear New York Times:I'd like to be quoted in one of your news stories. Enclosed is a check for $500.
Sound Like Your Situation?
What a shame! Potentially productive public relations people resting on their oars in a large organization. Just kind of tinkering with tactics and leaving target audience perceptions (and behaviors) to pretty much do their own thing.
Easy to be Foolish About PR
In fact, here are three really foolish goofs made by too many business, non-profit and association managers.If that's you, you foolishly do nothing positive about the behaviors of those important outside audiences of yours that most affect your operation.
How to Write a Press Release
Why You Should Write Press Releases: A press release is another way of saying news release or an announcement. It's an easy and affordable way to get your message out to the public.
Is The Traditional Press Review Still A Business Tool Of The Future?
Press reviews are a common and basic feature for surveying the market situtation, your company's public image and the coverage of your competitor's business. Only if you are well-informed about theses topics, you can make sound business decisions.
Can Your PR Game Plan be Salvaged?
If, as is often the case, you are preoccupied with comm- unications tactics instead of working a plan to actively pursue those outside audience behaviors that stop you from achieving your objectives, the answer is yes.Fortunately, it's no big deal making the switch to a public relations problem-solving sequence that works.
What People Believe Can Bring You Success
Just think about it.If I come to believe that you really didn't dump those chemicals in the river, I'll probably stop picketing your business.
PR and the Small Matter of Results
As a business, non-profit and association manager, how satisfied are you when the public relations people assigned to your unit spend the bulk of their time on someone's favorite special event, brochures, press releases and talk-show mentions?Especially when you'd rather have a public relations effort that creates the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives?You know, PR that does something positive about the important outside audiences whose behaviors most affect your operation. And, in the bargain, helps persuade those key external audiences to your way of thinking, helping move them to take actions that allow your department, division or subsidiary to succeed.
This is the Power of PR
The power of public relations is its ability to alter individual perception, resulting in changed behaviors that lead directly to your organization's success.Its power really lies in doing something positive about the behaviors of a business, non-profit or association manager's important outside audiences - behaviors that MOST affect his or her operation.
Public Relations 8 Fix Factors
I say to business, non-profit and association managers, a key part of your job description is - or should be - do everything you can to help your organization's public relations effort as it strives to persuade important outside stakeholders to your way of thinking. Especially when it's YOUR PR program that is tasked to move those stakeholders to behaviors that lead to the success of YOUR department or division.
Cultivating Positive Media Relationships
Some people think that publicity is all about paparazzi snapping photos of celebs and intruding into their private lives -- or as Woodward and Bernstein blowing the lid off of a government scandal. But, as a small business owner, publicity is actually one of your greatest allies! People who read about you in the newspaper or hear an interview with you on the radio will sit up and take notice -- much more notice than if they simply see a flier of yours posted at the Laundromat.
Writing A Press Release
News releases (also called press releases) are an important part of a public relations campaign. They are also an important part of marketing your business.
Writing a Press Release: How to Write Quotes
Ideally, you will have two types of quotes in your press release. A quote from yourself is mandatory.
How to Write Press Releases That Work And Get Free Publicity
One study found that as many as 90% of the stories you read every day in the newspaper came about because someone sent a press release. Why aren't some of those stories about you?When people see you in the media, you become familiar, even famous! And it gives you credibility.
R.O.I. -- O.K., Heres The Deal!
You can SO measure return-on-investment for a public relations program!Try this.Accept the fact that people act on their own perceptions of the facts, and that this leads to predictable behaviors about which something can be done.
Submitting A Press Release Can Benefit Your Business
A Press Release is a captive story that can be about a person, a business or organizational group that is submitted to the media. The distribution of a release can be targeted to media outlets in newspapers, TV, radio stations, magazines and global newswire networks.
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.
Pressure From the Top?
Yes, and that pressure often comes from a CEO who knows what a public relations investment SHOULD produce.And do public relations folks fear such pressure? Not those who've got the answers!For example, "we're spending your public relations investment in the most effective way - insuring that our most important external audiences perceive us accurately, understand what we do, and end up taking those actions we desire.
How to Get Publicity for a Service Business
Many of our clients are in service businesses, such as realtors, financial advisors, interior designers, attorneys, salon and spa professionals, home health care, therapists, consultants, accountants, computer services, and several more.Service professionals have to work harder to promote themselves.
|home | site map|