A Managers PR Paradigm

If you manage a department, division or subsidiary for a business, non-profit or association, your primary public relations model probably should read this 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.

Properly executed, this comprehensive blueprint will help you persuade your key external stakeholders to your way of thinking, then move them to take actions that lead to your unit's success.

And, as you move the emphasis of the public relations crew assigned to your operation from communications tactics to the model outlined above, YOU move ever closer to personal success as a unit manager.

Here's why. The blueprint demands of you a sharper focus on the very groups of outside people who play a major role in just how successful a manager you will be ? your key external audiences.

Like most managerial initiatives you implement, your new public relations blueprint also will require aggressive execution.

So, sit down with your PR people and explore why it's so important to know how your operation is perceived by those target audience members. Make certain everyone around the table understands (and accepts) the reality that those perceptions just about always result in predictable behaviors that help or hinder your operation.

Which is precisely why your team will need to interact with your key target audience and ask a number of questions as part of this initial perception monitoring session. "What do you know, if anything, about our services, products or people? Have you ever made contact with us? Was it a positive experience? Do You have any problems with our organization?

You can always retain a professional survey firm to gather these data for you but that can be expensive. Remember that your public relations people are already in the perception and behavior business and can certainly handle this vital assignment.

Regardless of who handles perception monitoring among target audience members, it's crucial to be on alert for misconceptions, inaccuracies, false assumptions, untruths and, especially, unfounded rumors.

The reason is, the perception data you gather will form the basis of your public relations goal, which can be quite direct such as fix that inaccuracy, correct that untruth, or clarify that misconception.

At this point, you need a strategy to tell you how you're going to achieve that goal. Where matters of perception and opinion are concerned, there are really just three strategy choices: create perception where there isn't any, change existing opinion/perception, or reinforce it. But try to size your strategy choice to fit your new public relations goal.

Now, if you're to actually alter hurtful perceptions among members of your target audience, you need to prepare a message that is not only compelling in its presentation, but completely believable. And it must be crystal clear, factual and persuasive if it is to move opinion in your direction and lead to those behaviors you desire.

Now, when it comes to communication tactics to carry your message to the eyes and ears of your target audience, you're in luck. There are dozens of tactics available to do the job for you. Everything from speeches, newsletters and brochures to emails, open houses and customer briefings. But keep in mind that you must insure that the tactics you choose have a good record for reaching people just like the members of your target audience.

To show management that progress towards your goal is actually happening, you will have to duplicate the earlier perception monitoring interaction among target audience members. This time, however, you and your PR people will be watching carefully for signs that the offending perception is being altered, AND in your direction.

Happily, there's one more option open to you ? you can speed up the process by adding more communications tactics to the mix, AND increasing their frequencies.

Best part about this particular blueprint is that it will help you ramp up your public relations effort in a way that let's you pursue the behavior changes you really need if you are to achieve your unit's operating objectives.

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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit: http://www.prcommentary.com

---

How Managers Hit PR Paydirt

As a business, non-profit or association manager, you'll know it's... Read More

Are You Sure You Know What Youre Doing?

Because when it comes to public relations, non-believers can produce... Read More

Its the Little Details that Can Make or Break a News Story

Have you ever heard of the saying, "One person's trash... Read More

Marketing-Minded Financial Planners, Focus on Main Points During an Interview

You never want to inundate a reporter with information, but... Read More

Managers: Are You PR-Fit?

Can you honestly say that your business, non-profit or association's... Read More

Why PR is an Engine for Economic Growth

Business, non-profit and association managers committing their public relations resources... Read More

How To Make Time For Public Relations

"Don't say you don't have enough time. You have exactly... Read More

Did You Know That Even TV Remote Control Units Can Get Press and Media Coverage?

Did you Know That Even TV Remote Control Units... Read More

Credibility Lost or Gained, Are you Prepared?

If a reporter approached you about an interview, would you... Read More

10 Secrets to Get Your Press Release Noticed

It's difficult enough running the day-to-day aspects of a business,... Read More

Publicity - Tips on Dealing With the Media

You thought of it, you researched it, you wrote it.... Read More

Are You Newsworthy?

Non-news professionals often have a hard time understanding why their... Read More

Managers: Get Real, Please!

Personnel mentions in the newspaper and product plugs on radio... Read More

The Only Way to Get Free Advertising?

Receiving free advertising is the dream of most business people.... Read More

Why You Should Write a Book (Even if You Really Dont Want To)

Recently, I told a friend (who's a business owner) that... Read More

Top 10 Tips for Successful TV Interviews

1. Appearing in other types of media is the best... Read More

The Worst PR Mistakes

For a business, non-profit or association manager, they could be... Read More

Using Media and PR to Your Advantage.

Lights...camera...ACTION.That's what often happens when people think of using media... Read More

The Three-Mile Radius

In last year's animated film Shrek II, a giant gingerbread... Read More

PR Essential to Your Success

Whether you are a business, non-profit or association manager, your... Read More

Public Relations Mixup?

When you pay good money for public relations services, you... Read More

Public Relations Primer, Part I: Packaging Your Story for the Media

Imagine you're in the breakfast cereal business. You make the... Read More

PR Where it Matters Most

What's more crucial to the success of a business, non-profit... Read More

Tactics Vs. Endgame - Endgame Wins

It took me a while to see just HOW crucial... Read More

Maybe the Strongest PR on Planet Earth?

Strong for business, non-profit and association managers when they use... Read More

Pot Roast and Public Relations (or, How Your Web Site Can Be Your Best P.R. Tool)

Recently I had a craving for... Read More

Killer Press Kits - Press Kits That Demand Attention

So, you've had your book published or you've gone the... Read More

Managers: Super-Charge Your PR

Ain't a gonna happen unless business, non-profit and association managers,... Read More

PR Buyers Beware!

It can bite you and waste your public relations budget... Read More

Building Community Support for Project Permitting, Construction, and Marketing

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

Are You a PR Chowderhead?

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

Writing A Press Release

News releases (also called press releases) are an important part... Read More

Publicity - How To Get Your Story on Television

A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More