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.
Do you agree that you need behavior change among your most important outside audiences that leads directly to achieving your managerial objectives? And that you then need to persuade those key external stakeholders with the greatest impacts on your organization to your way of thinking, and help move them to take actions that allow your department, division or subsidiary to succeed?
In other words, you may need public relations activity that can deliver results far beyond publicity tactics. And a public relations premise like this one can show the 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.
But how should you, as a manager, position your public relations to do this? First, you had best be sure every member of your PR team agrees that it's awfully important to know how your outside audiences perceive your operations, products or services. Stay at it until you're certain they REALLY accept the reality that perceptions almost always lead to behaviors that can damage your operation.
Then it's time to start working the PR blueprint by monitoring and gathering perceptions through questioning members of your most important outside audience. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?
Here's some good fortune! Your PR folks are already in the perception and behavior business, so they can be of real use for this opinion monitoring project. Yes, professional survey firms can be brought in to handle the opinion monitoring chore, but that can cost you a lot of money. So whether it's your people or a survey firm who asks the questions, your objective is the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions.
The question now is this: which of the above aberrations is serious enough that it should become your corrective public relations goal? Clarify the misconception? Spike that rumor? Correct the false assumption? Fix those inaccuracies? Or yet another offensive perception that could lead to negative results?
You can assure you'll achieve your public relations goal by selecting the right strategy from the three choices available to you. In brief, change existing perception, create perception where there may be none, or reinforce it. But be sure your new strategy naturally compliments your new public relations goal.
Just what will your message emphasize when you address your key stakeholder audience to help persuade them to your way of thinking?
That's why you must select your best writer to prepare the message because s/he must put together some very special, corrective language. Persuasive and believable words that are not only compelling, but clear and factual so they can shift perception/opinion towards your point of view and lead to the behaviors you have in mind.
Lucky for all of us, the next step is easy. Pick communications tactics to carry your message to the attention of your target audience. Making certain that the tactics you select have a record of reaching folks like your audience members, you can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.
It's useful to remember that HOW one communicates often affects the credibility of the message, so you may wish to deliver it in small getogethers like meetings and presentations rather than through a higher-profile media announcement.
Folks will soon be looking for signs of progress. And that will lead to a second perception monitoring session with members of your external audience. Employing many of the same questions used in the first benchmark session, you will now be watching carefully for signs that the offending perception is being altered in your direction. Should the program start to slow, you can always accelerate matters by putting on more communications tactics as well as increasing their frequencies.
Yes, this is the chase we cut to - an aggressive blueprint that leaves you little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move your key external stakeholders to action. In that way, you create the behavior change you need leading directly to achieving your managerial objectives.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 985 including guidelines and resource box.
Robert A. Kelly © 2004.
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.
Advertising by textad.biz
Go Ahead, click an ad, you know you want to.
7 Tips to Get More Mileage Out of Your Online or Offline Publicity
You worked hard to get a story on your business in a popularwebsite or your local paper. Don't let your efforts ends there --here are seven tips to help you maximize your online and offlinepublicity: 1) Reprint, Reprint, Reprint! A favorable article on your company or products is marketing gold- it implies that the publication or website has given itsendorsement.
Press Release Preparation
Small Business Owners should send press releases out at least once a month to local newspapers, cable TV, local magazines and radio stations. You will be surprised how often they get published or air time.
How to Work with Newspaper Photographers
The next time a newspaper photographer takes your photo, remember the 8 things they hate:1. Bossy people who demand that other people be included in the photo, so there won't be hurt feelings.
Are You PR-Challenged?
You won't be if you accept a very simple premise. Here, in just two sentences, is your pathway to effective public relations.
Auto Detailing Public Relations; United Way Withholding
As a mobile detailing company it is important to have some key corporate accounts where you can show up weekly and wash and detail cars for executives. One promotion you can do to help secure such accounts is to join in with the United Way in their promotion.
How to Master Communication Even if you failed High School Grammar
Does the thought of knowing your verbs from your adjective scare you? Can the word syntax send you running for cover? Or perhaps putting two words together in front of a crowd sends your body into complete melt down. If so, there is help for you.
Public Relations: Power Tool for the 21st Century
I address this article to businesses, associations, non-profits and public entity managers seeking a direct connection between the money they're planning to spend on public relations, and the achievement of their organizational objectives.We can save a lot of time - you and I - if we can agree on one point: I believe that deep down - and I mean DEEP down - most chief executives understand that doing something about the behaviors of their most significant external audiences can rank in importance right up there with increased sales and earnings.
Managers: Do You Trust Your PR?
You can if, as a business, non-profit or association manager, you can honestly say you are doing something positive about the behaviors of those important external audiences of yours that most affect your department, group, division or subsidiary.And particularly so when you persuade those key outside folks to your way of thinking, and move them to take actions that allow you to succeed.
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.
Public Relations Primer, Part II: Five Dos
1) Package your story. Two critical elements will help you do this: Knowledge and Creativity.
Go Ahead, Marketing-Minded Financial Planners, Call a Reporter
Yes, you can call a reporter.I've said it before, in dozens of articles and presentations to financial planners looking for free publicity.
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.
Easy to be Foolish About PR
In fact, here are three really foolish goofs made by too many business, non-profit and association managers.If that's you, you foolishly do nothing positive about the behaviors of those important outside audiences of yours that most affect your operation.
Culture As A Barrier To Communication
Each of us is exposed to people from other cultures on a regular basis, in the workplace, in our social activities, at school, or even within our families. Our culture hinders us from getting our message across as well receiving the full message that others want to convey to us.
Recessions Dont Last Forever!
It could, but what if it doesn't?Will you be prepared?Will those key external audiences of yours, whose behaviors REALLY affect you, look favorably at you and your business?Because, once the economy emerges from recession, if they don't, you'll have one arm tied behind your back.Don't let that happen.
Media Savvy - How To Lead, Persuade, And Influence
Media management has become one of the strategic tools for managers and leaders to drive marketing opportunities, communicate key messages, achieve social change or influence Government. Media and Communications Consultant, Thomas Murrell* shares 10 success tips for getting the best from the media.
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.
Effective Media Relations Tips- What To Do After The Media Interviews You!
Effective Media Relations Tips - What To Do After The Media Interviews You! By Thomas Murrell MBA CSP, International Business Speaker You've done all the hard work - prepared a media kit, engaged with a reporter and they've listened to your message and asked questions.What now?Well, effective media relations doesn't just stop once you have been interviewed.
Dont Pay for Radio Interviews
It used to be that all you had to do was pitch a great idea with a clever hook, and you'd be booked as a guest on a half-hour radio show.These days, however, hang onto your wallet.
Leveraging Your Reputation - Making PR Work for You
We rely on all kinds of tools and advice to help our businesses grow, from accounting and legal advice to graphic design and sales seminars. But what are we doing for the important job of building our business's reputation in the community?Public relations skills and techniques are a powerful part of any growing business, but many small organizations believe that the cost of getting into the PR game will cost them thousands NOT hundreds of dollars.
|home | site map|