Time to Spruce Up Your Public Relations?

Better check out the public relations fundamental premise, then take action in your own best interest.

The premise reads 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 those people whose behaviors affect the organization, the public relations mission is accomplished."

Here's how you can reap its benefits.

Do you REALLY know what your most important outside audiences think about your organization? Are you actually aware of which external audience has the most serious impacts on your operations?

Better find out by interacting with members of those target audiences whose behaviors affect you the most, then ask lots of questions. "Have you done business with us? Was it a satisfactory experience? What do you think of us and our products and services?" And watch carefully for any negatives, even undertones that may need corrective action.

The responses you receive allow you to set your public relations goal. For instance, correct that inaccuracy, straighten out the misconception, or challenge that rumor.

Not surprisingly, reaching that goal requires that you set a strategy, and only three are available to you: create opinion where there is none; change existing opinion, or reinforce it. The goal you set will lead you to the right strategy choice.

The "bullet for your gun," so to speak, will be the message you carefully craft and send to members of your target audience. It needs to be very clear as to meaning. It must be believable and it should be compelling. Above all, your message must be persuasive since it seeks to alter perception in order to modify somebody's behavior. Make your message very specific to your strategy: create opinion, or change opinion, or reinforce opinion.

Moving that message to members of your target audience is next, and you have a wide choice of communication tactics to do the job. Everything from speeches, emails and personal contacts to press releases, radio and newspaper interviews, special events and lots more.

By this time, you'll be wondering whether you're making any progress. Best way to tell is to interact once again with members of that key target audience. Ask much the same questions you used during your first perception monitoring session.

The difference the second time around is that you're watching carefully for altered perceptions. Were you successful in straightening out that inaccurate belief? Does it appear that you turned around that awful rumor, or made headway in clarifying that misconception?

Not enough progress to suit you? Take another look at your communication tactics and consider expanding both the mix and frequencies. And review your message. Is it clear enough? Were your supporting facts and figures as strong and persuasive as they might be?

As you increase the tactical pressure, you'll begin to notice positive changes in the perceptions of members of your target audience. In time, this will lead to the kind of behaviors you seek and, thus, the successful completion of your public relations effort.

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 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

---

PR Buyers Beware!

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

Know What Matters Most About PR?

When, as a business, non-profit or association manager, you are... 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

Something New For Managers?

A new public relations blueprint could be a good idea... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... Read More

Business Growth for Financial Planners in Five Easy Steps

Attracting new business: sometimes it happens by luck, sometimes by... Read More

Publicity Performance Not Enough?

Even after a nice piece in a national publication, or... Read More

Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?

Commit this to memory, please: To get in the media,... Read More

13 Publicity Ideas for Retailers

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

What not to wear when doing a TV Interview

? Don't wear all black. You'll look as though you're... Read More

What I Do

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

A Guide to Optimizing Public Relations Content

This guide to "SEOing" your PR efforts can help you... Read More

Monarch Health Sciences starts shipping long awaited Monavie and Monavie Active

The Acai Berry is starting to gain world wide recognition... Read More

Write Press Releases That Dazzle

When a reporter is wowed, intrigued, surprised or captivated by... Read More

Getting Free Publicity with Radio Interviews

Imagine that you are a radio producer. You have to... Read More

Five Great News Stories You?re Sitting On Right Now

Smaller companies don't always have the budget - or inclination... Read More

How to Get PR

There is a process for successfully getting publicity about your... Read More

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery... Read More

How PR Helps Fiercely Competitive Managers

Fiercely combative business, non-profit and association managers use every PR... Read More

Between Now and Economic Recovery

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

3 Reasons to Tap into the Power of Publicity

Publicity is obtaining editorial coverage or features for your business.... Read More

Media Relations: Minority Media Matters

Your boss just stopped by your office. He tells you... Read More

Make Sure Your Media Room Rocks

If a reporter was writing a story about you and... Read More

Is PR Right for You? 6 Questions to Ask

When most people think about marketing, they think advertising. While... Read More

A Natural Phenomenon? Really?

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

Television Reporters - Questions to Ask Before Agreeing to an Interview

Prior to a TV interview it is guaranteed the journalist... Read More

Community Based Marketing Strategies

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

5 Critical Tests Every Press Release Must Pass

You've heard "them" say it, haven't you?By "them" I mean... Read More

Publicity: The Best Things In Life Are... FREEE!

One portion of your marketing plan that you probably don't... Read More

Financial Planners, Make Sure Reporters Comprehend Your Topic

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

Writing a Press Release: Inverted Pyramid Style

A term you'll hear in newsrooms, in editing meetings, in... Read More

The Ten Ps of PR

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

Media Training 201: The Reporters Have Done Their Homework. Have You Done Yours?

Just about anyone who has been in the public eye... Read More