Publicrelationistas?

Is that what we are? Fanatic, over-the-top disciples of some wretched obsession?

Well, maybe not fanatic, or even wretched or obsessive, but certainly SOLD on the reality that people act on their own perception of the facts before them, leading to predictable behaviors. And equally sold on the next step too, create, change or reinforce that perception/opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization.

Why am I sold on what amounts to a fundamental premise for public relations? Because it's the best way to insure that you, as a manager, get the key external audience behaviors you need to help achieve your unit objectives.

It also makes the proper execution of the public relations program very important to other managers like yourself in any business, non-profit or association.

Here's one approach that can work just fine.

Jot down your unit's, or department's, most important audiences, then prioritize them as to the impacts they exert on your operation. Let's look at #1 on the list because, clearly, any organization, including yours, must stay in touch with its most important external audiences in order to know how it is perceived, remembering of course, that behaviors usually follow perceptions.

Now, you need to interact with members of your target audiences, monitor what they think about you and ask lots of questions. "What do you know about us? Have you had any contact with us. Was it satisfactory?" and so on. Be alert to an untruth, an inaccuracy, or a potentially damaging rumor.

The responses to your opinion monitoring form the basis for your public relations goal. In other words, the specific perception to be altered, followed by the desired behavior change.

Obviously, the goal will seek corrective action. That is, clear up a misconception, scotch a rumor, or correct an inaccuracy.

But a goal without a strategy is like a hot dog without a bun.

We're fortunate we have just three choices when it comes to strategies to deal with opinion matters: we can create perception where there isn't any, change existing perception, or reinforce it. But make sure the strategy you select flows naturally from your newly-minted goal.

Now, here's where the art comes in. You have to write the corrective message going to the attention of members of the target audience. The satisfying part of this chore is the fact that, done right, it will change opinion and, thus, behavior. No small feat!

The art lies in the writer's ability to prepare a message that accomplishes that objective clearly and in a believable, persuasive and compelling style. Not easy, but an absolute must!

How do you get that message "into the end zone?" That is, before the eyes and into the ears of members of your target audience?

Good old "beasts of burden" communications tactics will come through for you and carry your message to the attention of your target audience members. And there are scores of them ripe for the picking.

You can choose from letters-to-the-editor, speeches and news releases as well as consumer meetings, brochures, radio interviews and many, many others. Just be careful that the communications tactics you choose have a good record for reaching folks like those in your target audience.

The day will come when someone asks, "are we making any progress with this PR effort?" A good and proper question, the answer to which is available back out among the members of your target audience. Assuming your budget cannot accommodate pricey professional opinion surveys, you and your colleagues can re-monitor perceptions among audience members asking the same questions as before.

The difference this time around is that you will be watching for perceptions altered in your direction ? perceptions changed as a result of your corrective message and some aggressive communications tactics.

You can always increase the beat by adding a few more communications tactics, and increasing their frequencies. And be sure to re-vet the message itself for clarity and actual impact.

The payoff is clearcut ? you get the key external audience behaviors you need to help achieve your mission 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 bobkelly@TNI.net.

Robert A. Kelly © 2003.

About The Author

Bob Kelly counsels, writes and speaks to general management personnel about the fundamental premise of public relations. 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

---

Ten Media Crisis Tips

No comment. These are probably the two most damaging words... Read More

A Natural Phenomenon? Really?

Sure. What else do you call a human discipline whose... Read More

What Does the Public Relations Client REALLY Want, and Why?

It's not unusual for clients of service providers to insist... Read More

Why PR Can be Effective Medicine

When properly applied by business, non-profit and association managers, public... Read More

Marketing-Minded Financial Planners--Appearing on TV? Tell the World!

It doesn't matter how cruel the reality programs get, there... Read More

Maybe the Strongest PR on Planet Earth?

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

Making Your Own News

Getting a press release published in a newspaper or magazines... Read More

What Kind of PR Makes Sense?

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

Get PR Off the Bench

Something that results in your most important outside audiences doing... Read More

Why Public Relations Doesnt Just Happen

Public relations is a very important part of the marketing... Read More

Public Relations Mixup?

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

Tactics Vs. Endgame - Endgame Wins

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

What I Do

I believe this about public relations.People act on their own... Read More

A Winning Public Relations Game Plan

You want to sell your products or services, and that... Read More

Knowing the Community

You are in business for yourself, but how well do... Read More

Publicity: Polls and Surveys Are a Great Path Free Publicity

When I search Google News for "surveys," I get nearly... Read More

33 Reasons To Do A News Release

News releases are not the best way to get major... Read More

A New Idea For Venture Capitalists

Obviously, it hurts when a promising business project you backed... Read More

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

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

Company Dress Codes for Small Business; Shorts and Pants

Most small businesses have logo'ed shirts, usually polo shirts with... Read More

PR Is Just Smart Business

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

Turn Your Business? New Year Resolutions in PR Revolutions

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

PR: The Thrill of a Good Idea

The notion that a business, non-profit or association manager can... Read More

Managers: A Key to Your Survival

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

Mastering the Media

What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More

How To Get Radio-Active PR For Your Non-Profit Cause: Part Two of Three

FIVE WAYS TO GET ON THE RADIOHere are five basic... Read More

Hispanic Media Relations Training: What to Do When Hispanic Media Call

You are a spokesperson for your company, representing it for... Read More

How to Tie-In With News Events to Score Publicity

It's safe to say that we live in interesting times.... Read More

All Youve Got To Lose Is Everything

Everything, that is, if you ignore those folks whose behaviors... Read More

Publicity - The Right Media Person to Call for Free Publicity

You won't accomplish much if you call the gas company... Read More

The Ten Ps of PR

Everyone is talking about the Ps of successful marketing, so... Read More

Managers, Got a Grip on Your PR?

What are you trying to do with your business, non-profit... Read More

Do I Really Need a Publicist?

Are you hesitating about hiring a publicist or, if you... Read More