Between Now and Economic Recovery
There's still time to review your public relations program like Navy flight crews go over a fighter jet.
Reason is, you need to fine-tune your public relations activity looking forward to a snap-back in the economy, when you'll need all guns blazing.
First thing to check?
Do you know for certain what your most important external audiences think about you and your organization? Your answer is central to your success because those key perceptions lead to predictable behaviors, good or bad.
Here's a checklist.
Take another look at those outside audiences and put them in priority order. Decide which is most important to your organization's success, and let's work on that one.
Now, get out there and speak with members of that #1 target audience. And ask a lot of questions about how they feel about you and especially your organization.
Do you sense negative undercurrents? Have rumors crept into their consciousness? Are perceptions of your products, services and pricing what you want them to be?
The responses you receive let you set your public relations goal. For example, impact individual perception in a positive way by clearing up pricing inaccuracies or replacing rumor with truth.
However, to do something about that goal, a strategy is needed showing you how to reach it.
You're fortunate that you can choose from only three possible strategies. Create opinion (perceptions) where none exist, change existing opinion, or reinforce it. The challenge here is to select the strategy most likely to achieve your public relations goal.
Now comes the toughest job of all - creating the message you will send to your target audience. You don't want to goof the message, because it is central to achieving that goal.
First, it must set down the clarifying facts clearly and persuasively. It must take on the issue in question directly, and in an authoritative and compelling manner. And it must be as brief and specific as possible. One way to test message effectiveness is to try it out on several people, being careful to explain how it is intended to create, change or reinforce their opinions.
Here, the real fun begins. You get to pick your "beasts of burden," those communications tactics that will carry your first class message to the right ears and eyeballs in your target audience.
Happily, there are dozens of communications tactics available to you, in all shapes and sizes, to suit the communications challenge at hand, and your pocketbook. You might choose tactics such as community briefings, personal contacts, Internet emails or electronic magazines, news releases, speeches, brochures or even special events and newsworthy surveys.
The moment of truth comes when you go back to members of your target audience and remonitor their responses to your questions. Have perceptions changed? Do answers to your questions indicate less willingness to believe that rumor? Or do you get more accurate responses compared to inaccurate comments earlier?
This is what you want, a visible change in perception on the part of your key audiences. Once achieved, follow on behaviors almost always lead to organizational 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 © 2005.
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.
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.
Want to Light a Fire Under Your PR?
Yes? Then do something positive about the behaviors of those important external audiences of yours that MOST affect your operation.Those embers can leap into flame when business, non- profit or association managers use public relations to alter individual perception among their target publics, leading to changed behaviors and helping to achieve their managerial objectives.
Same Old, Same Old PR Still Tops
Like human nature over time, the power of good public relations remains the same.Whether you are a manager working for a business, a non-profit or an association, at some point, you will want, or need to create outside stakeholder behavior change - the kind that leads directly to achieving your managerial objectives.
Tough Times, Tough Tactics
When times are tough, it's no time to ignore those external audiences whose behaviors matter so much to your organization.In your own best interest, are you seeing to their care and feeding? I mean, if a certain group of outsiders behaves in ways that really help or hinder your operations, they do rate your attention, right?Of course they do! That's why we call them key target audiences, or publics.
Media Relations: What To Do When Youre Misquoted
When ABC News anchor Peter Jennings announced he had lung cancer last month, reporters who cover the media went into breaking news mode.What did it mean to the future of network news, they wondered? What would ABC News do to recover from the tragic announcement? And what sources could they talk to who would fill them in on the latest rumblings at ABC?That's when my phone rang.
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.
Starting A Publicity Program
Successful buisnesses know that media attention reaches consumers better than advertising can. A feature story on a start-up's new product or service, for example, can send the business into a new stage of growth.
Are You Dissing Public Relations
If you leave a star player sitting on the bench, you could be the loser.Look at it this way.
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.
Publicity Performance Not Enough?
Even after a nice piece in a national publication, or a stint on a popular talk show, do you still have a feeling that your public relations dollar could be better spent?As a business, non-profit or association manager, do questions like that linger in your mind?Because if they do, you may be coming down with a real case of "I want my PR money's worth!"If that's how you feel, I'd guess that you're probably doing very little that's positive about the behaviors of those important outside audiences of yours that most affect your operation.Which means you may be failing to create external stakeholder behavior change that leads directly to achieving your managerial objectives.
Possibilities Of The Blogosphere For The PR Industry In Spanish-Speaking Countries
Only two media in Spanish speaking countries offer RSS: the Spanish newspaper El Mundo and the Argentine Clarín. Although the blogs are becoming more visible in the media and are becoming a research topic, still they are something of small "evangelist groups", who promote its use? but this can change in little time.
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.
Anxious About Your Public Relations?
Shooting from the hip always creates anxiety.Especially when managers order a communications tactic here, another there, but fail to base them on a realistic public relations goal and strategy.
What Does the Public Relations Client REALLY Want, and Why?
It's not unusual for clients of service providers to insist that their budget dollars be quickly applied to a variety of flashy tactics. Yet, when pressed, many acknowledge that what they REALLY want for their money is visible, end-game change.
Why PR Packs a Punch
Done right, it delivers the key, target audience behaviors you know you must have to achieve your organizational objectives.I refer to perceptions of your organization, and resulting behaviors such as:customers making repeat purchases;prospects starting to do business with you;employees really valuing their jobs;suppliers doing all possible to expand your relationship;community leaders strengthening bonds with you;businesses seeking beneficial joint ventures;unions bargaining more frequently in good faith;and legislators and political leaders viewing you as an important member of the business community.
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.
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.
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.
Media Relations: Minority Media Matters
Your boss just stopped by your office. He tells you that he has decided to put you in charge of a major upcoming news release.
How do press releases or interest stories have an effect on meeting new potential clients?Press releases can make the difference between being known and being just the same old service that everyone offers. You need to set yourself apart from all the others.
|home | site map|