PR: Behavior Modification Specialist
While awaiting economic recovery, business needs to attract the attention of its most important external audiences in a more targeted and focused way. Primarily to impact the perceptions of those key outsiders so that resulting behaviors help those managers achieve their objectives.
This should be enough reason for recession-weary managers to take a closer look at public relations, America's resident specialists in behavior modification.
The reason public relations finds itself in the behavior business -- and of real use to those recession-jaded managers -- is because it's firmly rooted in the principle that people act on their own perception of the facts. It strives to create, change or reinforce perception/public opinion by reaching, persuading and moving-to-desired- action those people whose behaviors affect the organization.
It's good news for business managers because, when the behavioral changes become apparent, and meet the program's original behavior modification goal, a public relations effort has succeeded.
Truth is, at any time, when managers start looking for a return on their public relations investment, it's clear as crystal that their goal MUST be the kind of change in the behaviors of key stakeholders that leads right to achieving their objectives.
Just think about some of the perceptions out there, in good times or bad, that could actually hurt your organization. Perceptions that, if ignored long enough, could well result in behaviors that run counter to those you want.
At the root of it all, is that simple truism we all know but tend to forget: people really DO act on their perception of the facts and behave accordingly. But, if a manager is to have an effect on those perceptions and behaviors, he/she must deal with them promptly and effectively whether the economy is down or up.
Imagine how many different audiences your organization may have to depend upon at one time or another? Would your list include insurance carriers, journalists, minorities, customers, prospects, employees, legislators, community residents and others whose perceptions of your organization, if left unattended, could hurt?
Start getting your arms around this challenge by listing your important audiences in priority order. For example, customers, prospects, employees, local and trade media, local business and community leaders, and so forth.
As time permits, meet with members of each audience and jot down their impressions of your business, especially problem areas. Be sure to ask questions about their feelings and perceptions of your products and services. Stay alert to inaccuracies, misconceptions or rumors. Here, you'll have a chance to decide to what degree you will try to alter perceptions among each audience. Later, this will become the behavior modification goal against which you will measure progress for each target audience.
Next, prepare persuasive messages that not only provide details about your product and service quality, but address problems that surfaced during your conversations with key audience members. Identify what is really at issue at the moment; impart a sense of credibility to your comments; and regularly assess how opinion is currently running among that group, constantly adjusting your message.
Then, consider the most effective means for communicating each message to each audience. This may include simple face-to-face meetings, briefings, news releases, news announcement luncheons, media interviews, facility tours, targeted speeches, a brochure, special events like open houses and awards, and a variety of other communications tactics.
As you look for signs that your aggressive efforts are changing perceptions for the better, especially important in a recession, you should begin to notice increased awareness of your organization, especially progress in the marketplace; increased receptiveness to your messages; a growing public perception of the role your organization plays in its industry and in the community; and, of course, growing numbers of prospects.
These signs of progress are tracked by speaking once again, and on a regular basis with people among each of your key audiences, by monitoring print and broadcast media for mentions of your messages or viewpoints, by interaction with key customers and prospects and, if resources permit, modest opinion sampling.
Especially during hard times, remember that people in your community or marketing area behave like everyone else - they take actions based on their perception of the facts they hear about you and your business.
Which means that you must deal promptly and effectively with those perceptions by doing what is necessary to reach them. Especially during recession, you must persuade your stakeholders to your way of thinking, thus moving them to take actions that lead to the success of your organization.
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.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.
Robert A. Kelly © 2003.
Advertising by textad.biz
Go Ahead, click an ad, you know you want to.
Do You Have Issues?
Every organization has issues that could affect its operation. The following are some thoughts on issues management and some of the tactics available to us in this discipline.
Press Kit Elements That Work
Considering how fundamental they are to the publicist's trade,it's always amazed me how lousy almost all press kits truly are.Your typical press kit is a bloated folder filled with puffery,hype, irrelevant information and worse.
Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis
Prior to launching a new public relations campaign, evaluate the media coverage you've gained and dig deep into the coverage your competition has received.One of the first steps in defining a public relations strategy is to understand how you and your competition stack up in terms of media coverage.
7 Simple Steps To A PR Launch
A PR product or service launching is a perfect way to build momentum slowly. It handles the first and most important hurdle to overcome in building a brand -- credibility.
The Right Hook
Have you fantasized about spreading word of your business on a top-rated TV show like The Today Show or Oprah?Eileen Roth, a professional organizer just a year into her business, was able to get on both shows using the time-honored technique of the news hook.Understanding the News NookDo-it-yourself PR people often tell prospects that the print and broadcast media will interview you simply because you are an expert in your field.
How To Write A Killer Press Release
One of the primary tools still used by PR professionals to garner media coverage is the press release. Now understand the purpose of a press release is to grab the attention of an editor, not to offer a word for word story to a publication.
Marketing-Minded Financial Planners, Focus on Main Points During an Interview
You never want to inundate a reporter with information, but you don't want to be branded a one-trick pony either. That's why I recommend coming up with three key points for every interview you do.
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.
Managers: Super-Charge Your PR
Ain't a gonna happen unless business, non-profit and association managers, possibly like you, do something positive about those important external audiences of yours that most affect your operation. And then, as you persuade those key outside folks to your way of thinking, help move them to take actions that allow your department, group, division or subsidiary to succeed.
Managers: Why Not PR Like This?
I mean public relations that presumes from the get-go that the right message, strategy and communications tactics can change perceptions among each of your business, non- profit or association audiences. And do so in a way that produces the behaviors you need to achieve your objectives.
How to Generate Free Publicity for Your Product, Service, or Cause
One of the most misunderstood and most underutilized promotional tools available to small businesses and organizations is FREE PUBLICITY.Every business, no matter how large or small, can effectively use free publicity to enhance its image, increase sales and profits, generate sales leads, expand distribution, and promote customer goodwill.
Advertising Is Dead. Long Live PR
Although I still believe there is a place for advertising as a brand maintenance or brand affirmation tool, I am convinced that to build a brand today, you need PR. At one time advertising did build brands.
Add Some Firepower to your PR
Sure, as tactics usually presented to business, non-profit and association managers, special events, brochures and news releases are fine.But they're not the high-octane PR firepower you need to deliver growth results like new proposals for strategic alliances and joint ventures; accelerating prospect contacts; rising membership applications; customers making repeat purchases; rebounds in showroom visits, or capital givers and specifying sources looking your way.
3 Essential Elements For Turning Your PR Pitch Into Publicity Exposure
1) Establish Rapport, then get the editor/producer excited.There's not a shortage of stories, but there is a shortage GREAT stories.
A Managers PR Paradigm
If you manage a department, division or subsidiary for a business, non-profit or association, your primary public relations model probably should read this way: 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.
Media Relations - Ten Essential Tips to Use The Media to Market Your Business
In the 'Age of Scepticism' gaining media coverage is one way of cutting through the ever increasing noise to get your message across.Research shows the average consumer receives between 1500 and 3000 marketing messages a day.
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.
Managers: Paying for PR-Lite?
As a business, non-profit or association manager, your public relations expenditure may give you names in the newspaper or product plugs on radio. But what about key stakeholder behavior change - the kind that leads directly to achieving your managerial objectives?Since that's public relations' strongest suit, shouldn't you be getting that first, THEN incremental publicity exposure? Especially when persuading those important outside folks to your way of thinking can move many of them to take actions that help you achieve your department, division or subsidiary objectives?Bounce this notion off the public relations team assigned to your unit: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done.
Detailing The Famous Kentucky Derby Train
The annual detailing of the Kentucky Derby Train is an annual ritual for the beautiful long sleek historical piece of American History. It may seem easy to detail such a fine piece of machinery, but it take many man-hours and they expect it perfect.
Did You Know That Even TV Remote Control Units Can Get Press and Media Coverage?
Did you Know That Even TV Remote Control Units Can Get Press and Media Coverage? It is widely and yet wrongly believed that only very famous, fascinating or controversial people or products can get valuable press coverage and publicity through the distribution of press releases.This would seem to shut out a vast majority of small businesses and their products and services from benefiting and profiting from the lucrative world of the press and media.
|home | site map|