Mind Your Own Business!
And the best way to mind your own business is to insure that those audiences whose behaviors have the greatest effect on your enterprise keep thinking about you in the most positive way. Reason is, bad behaviors often follow bad perceptions, so what your external audiences think about you can mean success or failure.
It's not hard to do, but it's something you must attend to on a regular basis. How? Try this.
Nobody can do it all, so put those outside audiences in order-of-importance with the REALLY key audience at the top-of-the-list.
Once prioritized. and beginning with #1, learn more about what's on the minds of that audience. In other words, monitor their feelings and perceptions about you and your business. Ask questions. While you will appreciate positive input (and take it into account), it's absence of awareness, misconceptions, inaccuracies and hard feelings that you're really after because that's what can cause you grief. Also, stay alert for similar indicators coming from print and broadcast media, emails, and business and community speeches and pronouncements.
In public relations, we know that people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. So, when we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished.
O.K., you've now gathered a lot of information about how your key target audience feels or doesn't feel about you and/or your business. What do you do with it?
You establish your public relations goal. For example, correct this inaccuracy; straighten out that misconception; reinforce and strengthen a slightly positive perception; change a view of your business that's just plain wrong.
But now, you need a strategy to help you achieve that goal. In public relations, that means you get to choose one of three basic strategies: create opinion (perceptions) where none may exist; change existing opinion; or reinforce it.
Take another look at the public relations goal you've established and make certain that the strategy you've selected is a logical match.
Which brings you to "the message." Exactly what meaning and what remedial understanding do you want to convey to members of that key target audience? Your message must be crystal-clear about the misconception, rumor, inaccuracy or wrong-minded belief you discovered while interacting with, and gathering information from members of that audience.
The corrective message must be persuasive and believable - not aggressive or overbearing - as it outlines in plain language the simple truth of the matter.
How do you move messages from your business to the eyes and ears of members of your key target audience? You use communications tactics, or "beasts of burden" as I like to call them. There are a ton of them and their job is to carry your message directly to the attention of key audience members.
Tactics range from Internet communications, facility tours, editorial board meetings and press releases to broadcast interviews, promotional contests, brochures, face-to-face meetings and many others.
But how do you know whether the effort is succeeding or not? You remonitor members of that key target audience, watching carefully for signs that perception (opinion) is moving in your direction. In other words, do you see progress towards achieving the public relations goal you established at the beginning of the program? For example, increasing numbers of people appear to understand why the rumor was wrong, or what they believed about your business was simply inaccurate.
If your goal and strategy make sense, and if your message is persuasive and your communications tactics aggressive and well-targeted, signs of public understanding and acceptance will steadily increase.
In which case minding one's business in this manner will prove especially rewarding as the public relations program achieves success.
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.
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. He holds a bachelor of science degree from Columbia University, major in public relations.
Advertising by textad.biz
Go Ahead, click an ad, you know you want to.
Editorial Calendars: A Key to Publicizing Your Business
What is the one thing that all of the best public relationsagencies do every year? They research and compile editorial calendars from publicationsthat are pertinent to their client's business. You should too.
Hispanic Media Training: How It Can Benefit You
How can media training help you create a successful Hispanic market campaign? There are plenty of examples of Hispanic market campaigns with a broad range of results. Many of you have heard of the infamous airline that invited travelers to fly 'naked'.
Why Good PR Warrants Your Attention
Because good public relations can alter individual perception and lead to changed behaviors among key outside audiences. And that can help business, non-profit and association managers achieve their managerial objectives.
Cross Cultural Communication & PR
The Public Relations (PR) industry is responsible for creating and maintaining relationships between clients and customers. Through areas such as brand management, advertising, media relations and crisis management, PR practitioners seek to foster interest, trust and belief in a product or company.
Writing a Press Release: The Medias Dirty Secret
There's a dirty little secret about press releases that the media doesn't want you to know. The fact is, most of them travel directly from the sender's computer to the reporter's trash box.
Watch Your Attitude
So many restaurants spend money on publicity and then practically chase customes away by the owner's attitude. Stop to think, please, who is really more important, your customers, your chef or your own cost-saving ideas? True, you have to keep your chef happy but not if he refuses to cook what the customer wants and you, Mr.
Networking: 17 Essential Strategies In The 21st Century
It is virtually impossible to succeed professionally and personally without developing a network of people. There is no career or business opportunity where you can be rewarded entirely for what you know and how well you know your work.
How to Write a Media Release That Wins You Coverage & Exposure
The Today show? The New York Times? Vanity Fair? What's your dream hit? While nothing inspires more fear and trepidation in public relations professionals than media relations, it doesn't have to be complicated. There are 2 keys to a press release.
Building Community Support for Project Permitting, Construction, and Marketing
Redevelopment is replacing new construction throughout the Greater Boston area, as construction costs climb and the commercial/retail vacancy rate reaches new (and alarming) levels.Redevelopment of highly visible, publicly owned or historic properties~ such as shipyards, air bases, and historic mills ~ involves all the usual steps of Federal and State permitting and approvals, and the additional layer of permitting involving historic, archeological and cultural review and approvals.
Permanent Press: Using Press Releases to Keep Your Company in the News
When is your best advertisement not an advertisement? When it's a press release.In the competition for consumer attention, a well-written press release is one of your most valuable marketing tools.
PR: Lets Cut to the Chase
If your key - that's KEY - outside audiences don't exhibit the kind of behaviors that lead to results like these, you need to take a closer look at your public relations effort.Results like fresh proposals for strategic alliances and joint ventures; rising membership applications, customers starting to make repeat purchases creating bounces in show room visits; prospects starting to do business with you; community leaders beginning to seek you out; new approaches by capital givers and specifying sources, not to mention politicians and legislators viewing you as a key member of the business, non-profit or association communities.
A Company That Doesnt Need Public Relations?
Really? You mean there are NO perceptions and behaviors peculiar to that company's outside audiences that would help or hinder it in the pursuit of its objectives?Wow! I need to know more about a company that can ignore what its key external publics perceive about the company AND how they behave. I need to know how such a company can disregard serious negative behaviors by people who make up an influential external audience, and still reach its business objectives!In fact, it would have to be a miracle! I don't buy it because it defies logic!The business world doesn't believe that's possible either because it needs public relations big time, and they show it every day.
Publicity - What to Say to a Reporter
You can have dozens of marvelous ideas to get free publicity, but nothing will happen unless you pick up the phone and call a reporter.Here's where the publicity game gets interesting for marketing-minded financial planners.
Rise of the Creative Class
The fast changing dynamics of the world economy is forcing organizations to fundamentally rethink the manner in which they have been communicating with their constituent communities and decision-makers. It is constantly being proven that conventional communication approaches that are designed to raise public awareness may often have the opposite effects of those intended.
Dont Need No Stinking PR?
Almost assuredly you do, especially when your most important external and internal audiences behave in ways that stop you from achieving your organizational objectives.With that attitude, you could have a long wait before you see community leaders strengthening their bonds with you; customers making repeat purchases; unions bargaining more frequently in good faith; prospects becoming customers; employees beginning to value their jobs; political leaders and legislators starting to think of you as a key player in the business community, and suppliers working hard to expand your relationship.
Whats Your Op-Ed?
Everyone has an opinion on something, and you can leverage the opinion of top executives to heighten the visibility of your organization. How? By getting them to write so-called op/ed pieces for newspapers.
PR for Brand New Managers
Just promoted to manager?Here's something you need to know.Whether you are now a business, non-profit or association manager, your road to success really means achieving your new managerial objectives by altering perceptions.
10 Secrets to Free Publicity
Public relations is popular because it is very cost-effective and it works. If you send out one press release, for example, and it gets into print, it could generate more interest in your product or service.
The Four Seasons of Publicity - Building an All-Year Publicity
If you're like most publicity seekers, you probably think oneproject at a time. You've got a new product coming out in April,so you send out a release in March.
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.
|home | site map|