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.
"We're operating from a solid foundation," Mr/Ms Chairman, or Executive Director. Namely, people will act on their own perception of the facts before them. And those perceptions will lead 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 folks whose behaviors affect your business, the public relations effort is a success.
So, what actions flow from that underlying premise?
First, we run a kind of G-2 operation by interacting with our most important external audiences - customers, members, prospects, technical specifiers and employees, among others. Here, we ask questions and gather information.
We need to know how they perceive our operation and our management. We listen carefully to what they say about us, especially our products or services. At the same time, we track print and broadcast media and other feedback sources.
We believe it's important to watch for developing misconceptions and inaccuracies. Particularly potential problem areas that may need corrective action. Problems like suggestions of technical difficulties with our products, personnel questions, perceptions of obsolescence, or trouble-making competitive rumors.
Once we've identified perceptions that need correcting, the question is, what is our strategy for getting it done? Here, we must ask ourselves whether we need to create a certain perception where none exists, change an existing perception, or merely reinforce it.
This is really important because the answer obviously will affect the persuasive messages we're about to prepare to correct the misperceptions.
So we carefully put together what we hope will be really compelling messages. Then, we aim them at those key target audiences we discovered are harboring misconceptions that, left unattended, will certainly result in behaviors we don't like. Our objective will be to move that opinion in our direction.
Now, not surprisingly, we must select communications tactics, known in some quarters as "beasts of burden," that are carefully structured to carry those persuasive messages directly to the attention of members of that key target audience.
Communications tactics range from one-on-one meetings, newspaper and radio interviews and press releases to open houses, speeches, brochures, newsletters and promotional events. There are literally scores of such tactics available to you.
Finally, we must gauge the impact of our communications activity by continuing to meet with members of that key target audience, and by monitoring our other feedback sources. We will watch and listen for signs of developing awareness of you, your operation and how it functions. But especially for indications that any misconceptions, or other problems we discovered, have been resolved.
"Mr/Ms Chairman, at the end of the day, I believe you want us to use our expertise in a way that helps you achieve your business objectives."
Thus, regardless of what strategic plan we create to solve a problem, regardless of what tactical program we put in place, when all is said and done, we must modify somebody's behavior if we are to earn our keep.
And that is our certain path to public relations 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.
Robert A. Kelly © 2003
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.
Mission-Critical Public Relations?
As a business, non-profit or association manager, any tool that helps you reach your department, division or subsidiary objective IS mission-critical.And particularly so when that tool helps you persuade your most important external stakeholders to your way of thinking, and then moves them to take actions that lead to your success.
Levines Laws For Pitching With Panache
Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting Your Charity, Nonprofit Organization, Or Fund Raising Event"Whether you are making a pitch over the phone or in person, whether to a newspaper or magazine journalist or a reporter or producer in the electronic media, there are fundamental rules to follow. To some extent, they coincide with universal rules that apply to all human relations-courtesy, honesty, respect, integrity-but some of them are relatively unique to media relations, such as the advantage of having a topic that grabs by the collar and won't let go.
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.
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.
Imagine PR Like This Helping You
As the kids say, how cool is this?You're a business, non-profit or association manager and, finally, you decide to do something positive about the behaviors of those important outside audiences of yours - behaviors that MOST affect your operation.What you're doing, of course, is creating the very external stakeholder behaviors that will help achieve your managerial objectives.
Media Contact Lists and How to Build a Fantastic One
I got the latest issue of Internet Works in the post yesterday and was disappointed to find out that it's going to be the last. As well as having the good taste to run a feature on me last year (!) Internet Works has been a great source of information and ideas for me for the last couple of years and it's demise will leave a gap.
The Medias Muscle: Make it Work for You
The least expensive, most effective way for you to promote your product is through media coverage. Reporters are excellent communicators.
The PR And Marketing Expert Has A Smattering Of Knowledge Regarding Nearly Everything And Is Certain
PR, that is public-relations, leads the way to effective advertising; opening the channel of communication and allowing the advertising to be acceptable. Public-relations is really all the different ways of communicating that enable society and individuals and groups and organizations to better function and more understandably communicate with each other.
Anatomy Of A PR Campaign
The message is determined by analyzing the brand being marketed, and doing so with clear vision and self-knowledge. Too many marketing executives rely on their own concept of the brand's identity, and never bother to discover what attributes the public has assigned to a product.
Financial Planners, Make Sure Reporters Comprehend Your Topic
Don't assume that a reporter understands financial planning. If anything, assume the opposite until proven wrong.
8 Ways to Use Local Publicity to Drive Your Business
While scoring anice story in BusinessWeek or USA Today is something tocelebrate, there are times when you need to grab attention a bitcloser to home. If your business draws its clientele from a specific town, cityor region, focusing your energy on getting an elusive nationalpublicity hit may be overkill, especially when getting publicitywhere you need it -- in your home town -- is often so mucheasier.
Top 10 Tips for Successful TV Interviews
1. Appearing in other types of media is the best way to attract TV notice.
Managers Who Tap Into PRs Value
Business, non-profit and association managers get a ton of satisfaction when they do something really positive about the behaviors of those outside audiences that most affect their operation. Especially when they deliver external stakeholder behavior change, the kind that leads directly to achieving their managerial objectives; and even more so when they persuade those important outside folks to their way of thinking, then move them to take actions that help their department, division or subsidiary succeed.
PR: Advice You Didnt Ask For
Although, as a business, non-profit or association manager, you may be glad this came your way.Especially if your current public relations effort is delivering more publicity plugs than real behavior change among your most important outside audiences.
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.
How to Get Some of Paris Hilton's TV Time
When your book is mentioned on television, sales go up. Immediately people start looking in book stores and on the internet to find out how to buy it.
Dont Expect to Bump Oprah From A Magazine Cover
"I want a pony, a tree house and the fastest bike in the world.""I want the G.
Right PR Empowers a Manager
Business, non-profit and association managers are in a stronger position to succeed when they use their public relations resources in a way that alters individual perception leading to changed external stakeholder behavior.A mouthful, but true.
Tactics Vs. Endgame - Endgame Wins
It took me a while to see just HOW crucial the behaviors of an organization's key audiences really are to its success, be it big or small, non-profit, business, association or even a public sector enterprise.Sounds elemental, doesn't it? But the truth is, few organizations can succeed today if those target audience behaviors don't fit the organization's objectives.
How Managers Hurt Their PR Results
Business, non-profit or association managers hurt their own public relations results when they become fascinated with PR tactics - press releases, publications and brochures and, particularly, fun-to-manage special events - while failing to plan for the perceptions and behaviors of the very people who probably hold their managerial success in their hands.We're talking about those important outside audiences whose behaviors most affect their departments, groups, divisions or subsidiaries.
|home | site map|