Managers: Get Real, Please!
Personnel mentions in the newspaper and product plugs on radio hardly qualify as an adequate return on your public relations dollar, and you probably know it!
Especially unfortunate when your PR budget could be doing something really positive about the behaviors of those outside audiences that most affect your business, non-profit or association.
And also when it could be delivering external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives.
And, finally, when you could be persuading those important outside folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed.
On the other hand, if all you want is a simple publicity effort, fine. But if you want full-bore public relations performance like that above - performance that really contributes to your success as a manager - here's a blueprint that will start you on your 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."
What can you expect from such a blueprint? How about heavy-hitter givers eyeing your 501-C-3; newly interested specifying sources asking you for more data; qualified proposals for strategic alliances and joint ventures; prospects showing new interest; growing numbers of requests for membership applications; repeat purchases reappearing; political leaders taking a closer look at your unit as a key member of the business, non-profit or association communities; a delightful jump in sales floor visits; and even community leaders seeking you out.
If you're a business, non-profit or association manager, you need to take two steps as soon as possible. First, jot down those outside audiences of yours whose behavior helps or hinders you in pursuing your objectives. Then record them according to how severe their impact is, and let's look at the target audience that shows up in first place.
While you probably would have assembled the required data if such activity enjoyed a priority in your shop, fact is you probably haven't gathered the information that tells you what most members of that key outside audience think about your organization. But now, in the absence of a large professional survey budget, you and your colleagues will have to monitor external audience by asking the questions yourselves. questions like "Have you ever met anyone from our organization? Was it a satisfactory experience? How much do you know about our services or products?" Look for negative statements, especially evasive or hesitant replies. And be on the lookout for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. You'll need to correct any that you come across because experience shows they usually result in negative behaviors.
With the aim of correcting such aberrations before they become hurtful behaviors, here you select the specific perception to be altered. You have now identified your public relations goal.
However, my friend, a PR goal without a strategy to show you how to get there, is like Quesadillas without fried onions and mushrooms. That's why you must select one of three strategies especially designed to create perception or opinion where there may be none, change existing perception, or reinforce it. But be careful that your new goal and the new strategy match each other. After all, you wouldn't want to select "change existing perception" when you have a good current perception suggesting a "reinforce" strategy.
Enter writing talent. Here your PR team must put those writing skills to work and prepare a compelling message. One structured to alter your key target audience's perception, as called for by your public relations goal.
Here's a good idea -- combine your fixit message with another newsworthy announcement - or include it in a different presentation -- thus lending credibility by downplaying the fact that you're correcting something.
Still, your corrective message must be clear about what perception needs clarification or correction and why. The message must be truthful and your position must be persuasive, logically explained and believable. It is the best way to hold the attention of members of that target audience, and actually move perception your way.
Picking the tools you will count on to carry your persuasive new thoughts to the attention of that external audience (I call such tactics "beasts of burden") will be the easiest part of your campaign.
There is an endless selection of communications tactics available such as group briefings, letters-to-the-editor, brochures, press releases and personal contacts. Or possibly, radio and newspaper interviews, speeches, newsletters, and many others. But again, be cautious about the tactics you select. Can they demonstrate a record of reaching the same people as those you call your target stakeholders?
Undoubtedly, the question of progress will come up. And you'll want to be ready for such queries by again monitoring perceptions among your target audience members. But there's a big difference the second time around. Using questions similar to those used during your earlier monitoring session, you mow will be on the alert for indications that audience perceptions are beginning to move in your direction. Fortunately for you and I, that means progress.
Once again, we are fortunate in the PR business that we can move almost any program along at a faster rate by using additional communications tactics, AND by increasing their frequencies.
Two final pieces of advice. Keep your attention focused sharply on the very groups of outside people - your key external stakeholders -- who play such a major role in just how successful a manager you will be.
And use a workable blueprint such as that outlined at the beginning of this article. In other words, a plan that helps you persuade those important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary.
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 Planner Marketing - Problems Are Good (For Financial Planners Seeking Free Publicity)
A common complaint you'll hear is that the media is fixated on negative stories.But, let's face it, that's what people watch.
Financial Planners Publicity and Marketing - Live By The Calendar
The media live by the calendar. Your story pitch might miss the mark with them the first time out, solely because it's out of whack with the seasonal cycle (obvious examples: just try pitching another tax story on April 16, or offering the media your 10 tips on backyard barbecue safety the morning after Labor Day).
Well, for starters, because good public relations can alter individual perception and lead to changed behaviors among your key outside audiences. And that can help business, non-profit and association managers like you achieve your managerial objectives.
Why Public Relations Doesnt Just Happen
Public relations is a very important part of the marketing mix. A successful PR campaign provides third-party endorsement of products or services which is something no other marketing element can deliver.
Lets Blow The Lid Off Public Relations
And show it for what it is - a humdinger of a strategy machine using cutting-edge communications tactics that lead directly to program success. And all because perceptions were altered, behaviors modified and the employer/client satisfied with the end result.
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.
What not to wear when doing a TV Interview
? Don't wear all black. You'll look as though you're disappearing into a hole.
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.
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.
Public Relations Success Starts Here
For discerning business, non-profit and association managers, PR success is pretty much a matter of achieving their managerial objectives by altering perceptions leading to changed behaviors among those important external audiences that MOST affect their department, group, division or subsidiary.Period.
The Internet may have opened worlds for businesses and consumers, but it has also created a public relations nightmare for businesses. Forums, opinion Web sites, blogs, and anything that is publishable can smear a company's name in moments.
The wind of changes..
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 Real PR Works
For some, public relations works well when their news release or special event winds up in the newspaper or on the radio.For others, public relations works best when it does something positive about the behaviors of outside audiences that affect their operations the most.
Knowing the Community
You are in business for yourself, but how well do you know your customers and community? A good way to become better at understanding your community is to develop spread sheet databases of service clubs in your town with contact names, phone numbers, email addresses and brief descriptions. You should know all of the Volunteer Support / Service Clubs in your town.
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.
Managers: Can We Agree on This?
Your public relations effort really should involve more than press releases, brochures and special events if you are to get your PR money's worth.In particular, you should be pursuing those three pots of gold at the end of the PR rainbow.
Publicity: The Best Things In Life Are... FREEE!
One portion of your marketing plan that you probably don't think about enough is "free publicity".Publicity is an extremely important tool and should be given prominence in any marketing plan.
Publicity - How To Get Your Story on Television
A press release telling about "Stevie, the Water-Skiing Squirrel" will never get that talented mammal on the TV news.But that same press release, accompanied by video of Stevie jumping over mini-ramps in an inflatable pool, will make the news 99 days out of 100.
Get Outsiders on Your Side
Especially good advice for business, non-profit and association managers whose job success depends in large part on the behaviors of their key external audiences.I refer to behaviors like inquiries on the increase, new waves of specialized employment applications, more and more followup purchases, new levels of membership queries, a substantial boost in capital donations, or more frequent component specifications by engineering firms.
|home | site map|