Pressure From the Top?

Yes, and that pressure often comes from a CEO who knows what a public relations investment SHOULD produce.

And do public relations folks fear such pressure? Not those who've got the answers!

For example, "we're spending your public relations investment in the most effective way - insuring that our most important external audiences perceive us accurately, understand what we do, and end up taking those actions we desire.

"We're operating from a solid foundation," Mr/Ms Chairman, or Executive Director. Namely, people will act on their own perception of the facts before them. And those perceptions will lead 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 folks whose behaviors affect your business, the public relations effort is a success.

So, what actions flow from that underlying premise?

First, we run a kind of G-2 operation by interacting with our most important external audiences - customers, members, prospects, technical specifiers and employees, among others. Here, we ask questions and gather information.

We need to know how they perceive our operation and our management. We listen carefully to what they say about us, especially our products or services. At the same time, we track print and broadcast media and other feedback sources.

We believe it's important to watch for developing misconceptions and inaccuracies. Particularly potential problem areas that may need corrective action. Problems like suggestions of technical difficulties with our products, personnel questions, perceptions of obsolescence, or trouble-making competitive rumors.

Once we've identified perceptions that need correcting, the question is, what is our strategy for getting it done? Here, we must ask ourselves whether we need to create a certain perception where none exists, change an existing perception, or merely reinforce it.

This is really important because the answer obviously will affect the persuasive messages we're about to prepare to correct the misperceptions.

So we carefully put together what we hope will be really compelling messages. Then, we aim them at those key target audiences we discovered are harboring misconceptions that, left unattended, will certainly result in behaviors we don't like. Our objective will be to move that opinion in our direction.

Now, not surprisingly, we must select communications tactics, known in some quarters as "beasts of burden," that are carefully structured to carry those persuasive messages directly to the attention of members of that key target audience.

Communications tactics range from one-on-one meetings, newspaper and radio interviews and press releases to open houses, speeches, brochures, newsletters and promotional events. There are literally scores of such tactics available to you.

Finally, we must gauge the impact of our communications activity by continuing to meet with members of that key target audience, and by monitoring our other feedback sources. We will watch and listen for signs of developing awareness of you, your operation and how it functions. But especially for indications that any misconceptions, or other problems we discovered, have been resolved.

"Mr/Ms Chairman, at the end of the day, I believe you want us to use our expertise in a way that helps you achieve your business objectives."

Thus, regardless of what strategic plan we create to solve a problem, regardless of what tactical program we put in place, when all is said and done, we must modify somebody's behavior if we are to earn our keep.

And that is our certain path to public relations success.

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

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. He holds a bachelor of science degree from Columbia University, major in public relations.

Visit: http://www.prcommentary.com; bobkelly@TNI.net

---

Three Publicity Tips for Marketing-Minded Financial Planners

Financial planners, the first thing to know about reporters is... Read More

Dont Use PR

?lose the confidence of your key target audiences? discourage them... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

The Ultimate PR Edge: Getting Reporters To Open Your E-Mails

You know that getting publicity is vital to the health... Read More

PR: Whats the Point?

Here's the point: people act on their own perception of... Read More

Public Relations Productivity

Should it be measured in "publicity by the pound," or... Read More

Inoculate Yourself Against Bad PR

What is bad PR?Well, if you're a business, non-profit or... Read More

Media Training 101: When 60 Minutes Knocks On Your Door

You never know when 60 Minutes will knock on your... Read More

Anatomy Of A PR Campaign

The message is determined by analyzing the brand being marketed,... Read More

E-Mail Media Releases

E-mail is becoming the preferred way to receive media releases.... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

Internet Etiquette for Business Success

You're trying to recruit a downline into your program, you've... Read More

Why Managers Need the PR Advantage

Where is there a business, non-profit or association manager who... Read More

Publicrelationistas?

Is that what we are? Fanatic, over-the-top disciples of some... Read More

Media Relations: Ending the Press Release Crutch

When most people think of media relations, they think of... Read More

Top 10 Tips for Successful TV Interviews

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

The Three-Mile Radius

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

Permanent Press: Using Press Releases to Keep Your Company in the News

When is your best advertisement not an advertisement? When it's... Read More

Media Relations: Should You Pay For News Coverage?

Dear New York Times:I'd like to be quoted in one... Read More

How to Get Publicity for a Service Business

Many of our clients are in service businesses, such as... Read More

Smashing the Myth of the Press Release

A musician spends years honing his craft. He writes world-class... Read More

Austin?s Annual Charity Event with KVET

In my travels around the country while building my business... Read More

The Truth About Public Relations

The truth is, you CAN attract the support of those... Read More

Leveraging Your Reputation - Making PR Work for You

We rely on all kinds of tools and advice to... Read More

PR: Your 500 Pound Gorilla

What else, for goodness sake, could you as a business,... Read More

Cutting Down Your Trade Show Budget

Whenever a recession or volatility threatens the economy, companies immediately... Read More

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

HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More

Perception Persuasion Behavior: PR at Work

Managers ? the business, non-profit and association sort ? really... Read More

Is This the PR You Thought You Were Getting?

You know, where you do something positive about the behaviors... Read More

How To Use PR To Build Your Business

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

Which PR? Judge for Yourself

You are a senior business, non-profit or association manager. So,... Read More

How to Form a Relationship with a Newspaper

How do you make a good relationship with a newspaper... Read More

Get Write To It

The toughest thing about writing a news release is getting... Read More