What Many PR Users Ignore

Simply that the behaviors of their most important outside audiences rank pretty low on their list of things to worry about. And this despite the reality that, properly cared for, those behaviors can affect whether or not those managers achieve their managerial objectives.

Unfortunately, many business, non-profit and association public relations budgets are used pretty much to produce newspaper and radio mentions, or to fund somebody's favorite special event. And this at a time when they should be driving an action plan that persuades those key external stakeholders to the PR user's way of thinking, then moves those audiences to take actions that help departments, divisions or subsidiaries succeed.

After all, since that's public relations' strongest suit, shouldn't you be getting that first, THEN incremental publicity exposure?

Run this idea by the public relations team assigned to your unit: 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.

If you get agreement, you'll share a simple blueprint that gets everyone working towards the same external audience behaviors insuring that your public relations effort stays focused.

And there's no end to the possible benefits: capital givers or specifying sources beginning to look your way; prospects starting to do business with you; membership applications on the rise; customers making repeat purchases; community leaders beginning to seek you out; welcome bounces in show room visits; fresh proposals for strategic alliances and joint ventures; higher employee retention rates, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.

But first, you need to find out who among your important outside audiences is behaving in ways that help or hinder the achievement of your objectives. And then, list them according to how severely their behaviors affect your organization.

Are you really certain as to HOW most members of that key outside audience perceive your organization? Since there's a good chance you don't have the budget to accommodate expensive professional survey work, you and your PR colleagues (they should be quite familiar with perception and behavior matters) must monitor those perceptions yourself.

Sit down with members of that outside audience and ask questions like "Are you familiar with our services or products?" "Have you ever had contact with anyone from our organization? Was it a satisfactory experience?" Stay alert to negative statements, especially evasive or hesitant replies. Watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. Any of which will need to be corrected, because experience shows they usually lead to negative behaviors.

Now, because the obvious objective here is to correct those same untruths, inaccuracies, misconceptions and false assumptions, you must select the specific perception to be altered which, in turn, becomes your public relations goal.

Unfortunately, a PR goal without a strategy to show you how to get there, is like Shrimp Lo Mein without the noodles. That's why you must select one of three strategies especially designed to create perception or opinion where there may be none, or change existing perception, or reinforce it. The challenge here (albeit small) is to insure that the goal and its strategy match each other. You wouldn't want to select "change existing perception" when current perception is just right suggesting a "reinforce" strategy.

Writing ability comes to the fore here as you create a compelling message carefully designed to alter your key target audience's perception, if called for by your public relations goal.

Here's a tip. Combining your corrective message with another news announcement or presentation may lend more credibility by downplaying the need for such a correction.

Be very clear about what perception needs clarification or correction, and why. Your facts must be truthful and your position must be logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction. In other words, your message must be compelling.

You could call the communications tactics you will use to move your message to the attention of that key external audience, "beasts of burden" because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.

Luckily, the list of tactics is extensive. It includes letters- to-the-editor, brochures, press releases and speeches. Or, you might select radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are dozens in waiting and the only selection requirement is that the communications tactics you choose have a record of reaching people just like the members of your key target audience.

By the way, things can always be moved along at a faster clip by adding more communications tactics, AND by increasing their frequencies.

It won't be long before those around you will be asking if any progress is being made. By which time you already will be hard at work remonitoring perceptions among your target audience members. Using questions similar to those used during your earlier monitoring session, you'll now be on the lookout for indications that audience perceptions are beginning to move the way you want them to move.

The best way to satisfy your associates' curiosity is with the results you will receive when you undertake this aggressive public relations plan. In other words, targeting the kind of key stakeholder behavior change that leads directly to achieving your department, division or subsidiary 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. 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. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com

---

How to Master Communication Even if you failed High School Grammar

Does the thought of knowing your verbs from your adjective... Read More

PR Is Just Smart Business

The name of the game is doing our part to... Read More

Media Relations - Ten Essential Tips to Use The Media to Market Your Business

In the 'Age of Scepticism' gaining media coverage is one... Read More

The Best PR Has to Offer Managers

How cool is this? You're a business, non-profit or association... Read More

Media Relations: How We Landed on the Wall Street Journals Front Page

Media relations is a great profession.On good days, I earn... Read More

Marketing-Minded Financial Planners, Its Not Who You Know But What You Know

Almost every day, I hear the same question, over and... Read More

Why PR Packs a Punch

Done right, it delivers the key, target audience behaviors you... Read More

Publicity - How to Write a Headline That Will Garner Free Publicity

Taking your ad and turning it into paragraph-style prose is... Read More

Five Publicity Buckets For Marketing-Minded Financial Planners

Maybe you've seen another financial planner on TV, and thought,... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

Media Training - Essentials for ALL Office Professionals

Often the first point of contact the media has with... Read More

Managers: Why Not PR Like This?

I mean public relations that presumes from the get-go that... Read More

Where is the Best PR Value?

Wherever the fundamental premise of public relations is practiced.Look at... Read More

Free Radio Publicity for Marketing-Minded Financial Planners

Radio is a powerful publicity tool. Most stations offer news... Read More

Whats Important About PR?

Quite a bit, actually. Public relations helps business, non- profit... Read More

Getting Traffic Through Publicity

If your reading this, you must be online and most... Read More

Turn Your Business? New Year Resolutions in PR Revolutions

As eyes look forward to a new business year, many... Read More

Building Community Support for Project Permitting, Construction, and Marketing

Redevelopment is replacing new construction throughout the Greater Boston area,... Read More

Leveraging Media Coverage - Your Tool For Business Growth

Media relations, simply put, is the business of building and... Read More

Community Based Marketing Strategies

As small businesses we have an opportunity and an obligation... Read More

The MOST Powerful Marketing and Advertising on the Planet!

It sounds too simple to be true, but it really... Read More

PR: Room at the Bottom?

When special events and communications tactics rule the PR roost... Read More

The Non-business Business

Think for a moment! If you were to do a... Read More

A Sensible Way to Use PR

The most sensible way for business, non-profit or association managers... Read More

Financial Planners, Make Sure Reporters Comprehend Your Topic

Don't assume that a reporter understands financial planning. If anything,... Read More

Post Your Press Release Online ? For Free!!

Are you launching a new product or website? Announcing a... Read More

Financial Planner Marketing - Problems Are Good (For Financial Planners Seeking Free Publicity)

A common complaint you'll hear is that the media is... Read More

13 Publicity Ideas for Retailers

If you're trying to promote your store, but you don't... Read More

Auto Detailing Public Relations; United Way Withholding

As a mobile detailing company it is important to have... Read More

Getting Articles Published - Eight Steps for Trade Publications

Trade publications present an excellent opportunity for organisations to gain... Read More

A PR Surprise for Managers

For those business, non-profit and association managers committed to PR... Read More

Marketing-Minded Financial Planners, Make Your Web Site a Resource for the Media

Reporters, by nature, are curious people.If you can get them... Read More

Is This Any Way to Run Your PR?

You bet!Especially for business, non-profit and association managers who REALLY... Read More