Something New For Managers?

A new public relations blueprint could be a good idea if you're a business, non-profit or association manager who's not getting the important external audience behaviors you need to achieve your department, division or subsidiary objectives.

You know, behaviors like more people interested in your services or products, or more capital contributions coming in the door, or more corporate membership applications hitting your desk.

While those kinds of behaviors may warm the cockles of a manager's heart, they're not going to happen for you if you encourage, or allow the public relations team assigned to your unit to concentrate on simple tactics to the exclusion of a workable and comprehensive action blueprint.

In other words, a strategy, say, like this one: 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.

Now that's not only a blueprint, it's a foundation for a public relations effort that can persuade those important external stakeholders to your way of thinking. Then move them to take actions that lead to your success as a manager working for a business, non-profit or association.

Here's one way to do it. Decide that you're going to spend some quality time with your PR folks and tell them you really want to find out what those outside audiences, those with the behaviors that really impact your operation, actually think about you. Next, put your target audiences in priority order so we can get to work on your #1.

By the way, because your PR people could be surprised at this kind of public relations blueprint, you had best stay personally involved as the effort gets off the ground. Another good reason to do so, is that actually doing something about key audience behaviors can have a positive effect on your own organizational success.

Now, as you find out how your operation is perceived by these important outside audiences, you will need to make an immediate choice. Spend a large chunk of your budget for professional survey people to ask questions of members of your target audience, or ask your PR team, and other employees to do it.

Interacting with outside audience members lets your people ask questions like "How do you feel about us? How recently have you had contact with our personnel? Have you actually used our services or products? Do you have any questions or problems with regard to our organization?"

The data gathered by this exercise is the raw material you need to establish your public relations goal. For instance, correct that inaccuracy, clear up that misconception or spike that rumor.

To achieve such a public relations goal, you'll need the right strategy to show you how to do it. And the choice of strategies is not complex because there are just three available when you address matters of opinion and perception: change existing opinion, create perception where none exists, or reinforce an existing perception/opinion. Always be careful that your chosen strategy flows naturally from your public relations goal.

Now, what will you say to members of that key target audience that, hopefully, will alter the inaccurate perception you discovered? You want your message to be crystal-clear as it details why that perception is just not true. From such clarity should come believability and a compelling delivery that can lead to the target audience behaviors you need to meet your department, division or subsidiary objectives.

Actually delivering the message is the least complex step in the public relations problem solving sequence. Fortunately for you, there is a large collection of communications tactics available to you ranging from your own personal contacts, service or product promotions, news announcements and consumer briefings to newsletters, media interviews, emails and dozens of other tactics.

In due course, you, your team and other interested parties will want to assess how your public relations effort is faring at altering the offending perception. Best way to determine that is to duplicate your earlier benchmark monitoring session putting similar questions to the members of your target audience. The important difference now? You're watching carefully for signs that the troublesome perception is being altered in your direction.

That altered perception, leading inevitably to predictable behaviors, is the bottom line. And a strong indication that a workable department or division public relations blueprint can help a unit manager achieve his or her 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

In The News:


pen paper and inkwell


cat break through


How To Use PR To Build Your Business

Everyone knows the value of free publicity. And given the... Read More

PR Failure Defined

I define public relations failure this way:key audience perceptions are... Read More

Killer Press Kits - Press Kits That Demand Attention

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

Etymology- How Words Change Over Time

Etymology is the study of the origins of words.As languages... Read More

What? You Havent Got a Capability Statement?

What's a Capability Statement?As the name suggests, it tells potential... Read More

PR: Focus on What Matters!

Sure, as a manager, you have a talented member of... Read More

Managers and PR: One Thing Is Clear

As a business, non-profit or association manager, you have a... 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

What Kind of PR Makes Sense?

For business, non-profit and association managers, is it publicity that... Read More

Get Outsiders on Your Side

Especially good advice for business, non-profit and association managers whose... Read More

Take the High Ground With Quality PR

Quality public relations does something positive for business, non-profit and... Read More

Managers: Heres a PR Template for You

Let's start out with a caution for business, non-profit and... Read More

A Sensible Way to Use PR

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

Imagine PR Like This Helping You

As the kids say, how cool is this?You're a business,... Read More

PR tips for business

Question: Why should your business issue a press release? Answer:... Read More

Its Just Common Sense!

When a group of outsiders behaves in a way that... Read More

Managers: A Key to Your Survival

Most business, non-profit and association managers live to tell about... Read More

Public Relations Going O.K?

Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More

Media Training: Stop Talking, Already!

THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More

Public Relations & Your Small Business

The practice of public relations is often misunderstood, thus overlooked... Read More

Building Credibility Through Bylined Articles

As if making sure your company runs smoothly on an... Read More

Marketing-Minded Financial Planners, Create Your Very Own Story to Get Free Publicity

One big mistake that many marketing-minded financial planners make when... Read More

How to Get More Mileage Out of Your Media Coverage

Maybe it played for Kevin Costner in "Field of Dreams,"... Read More

Custom Reasons for Custom Publishing

Once considered the stepchild of the publishing industry, custom publishing... Read More

13 Publicity Ideas for Retailers

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

Publicity: Nailing a Media Interview, Part II (Crisis Management)

We'd all like reporters to ask us about our career... Read More

Managers: Can We Agree on This?

Your public relations effort really should involve more than press... Read More

Between Now and Economic Recovery

There's still time to review your public relations program like... Read More

Put Yourself in the Reporters Shoes

Imagine you're the technology reporter at a daily newspaper. You... Read More

Competition in the News Creates Spin

In larger cities with many outlets they are competing for... Read More

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message... Read More

Hey, Mr/Ms Manager!

Does it really make sense to bet your PR budget... Read More

What is GuerrillaPR Anyway?

Public relations is the art, as one of my colleagues... Read More