Really? You mean there are NO perceptions and behaviors peculiar to that company's outside audiences that would help or hinder it in the pursuit of its objectives?
Wow! I need to know more about a company that can ignore what its key external publics perceive about the company AND how they behave. I need to know how such a company can disregard serious negative behaviors by people who make up an influential external audience, and still reach its business objectives!
In fact, it would have to be a miracle! I don't buy it because it defies logic!
The business world doesn't believe that's possible either because it needs public relations big time, and they show it every day.
How? By staying in touch with their prime external publics and carefully monitoring their perceptions about the company, their feelings about any current topic at issue, AND the behaviors that inevitably follow.
Possibly there is an angle here for your business.
Now, with what has been learned about that audience's feelings and beliefs, the public relations goal, corrective if needed - for example, a specific behavior change -- can be established.
Which then requires that a strategy be identified. There are just three choices here, create opinion where none exists, change existing opinion, or reinforce it.
It's a logical sequence. With the strategy now set, we need persuasive messages with a good chance of moving perceptions (and thus behaviors) in the organization's direction. And we make sure the messages talk not only to the current topic at issue, but any misconceptions encountered during our information gathering, and to any problems that might be brewing.
What will we do with our new messages? We'll carry them to the attention of our priority audience. We'll use communications tactics that are credible in the eyes of the receiver, effective in reaching him or her. We'll also want tactics that stand a good chance of moving opinion in that target audience, on the topic at issue, in the direction of the industry's position..
Fortunately, there are dozens of communications tactics to choose from: newsworthy announcements, letters-to-the-editor, news releases, radio and newspaper interviews, brochures, speeches and on and on.
At this point, we're back to the monitoring mode as we interact once again with members of the key target audience. With our communications tactics hammering away, we keep one eye peeled for signs of target audience opinion shifts in the industry's direction. The other eye, (and ears) stay alert for any references by print and broadcast media, or other local thoughtleaders, to our carefully prepared messages.
Our bottom line is, are perceptions and behaviors within the target audience being modified? If not, adjustments to both message and communications tactics - often a big increase in, and wider selection of tactics -- must be made.
Gradually, you'll begin to notice changes in opinion starting to appear along with a growing receptiveness to those messages of yours. This is real progress.
Should you still need encouragement to hang in there with your brand new public relations program, consider this. A single issue - for example, a potentially dangerous, unattended perception among a key audience -- can spread like wildfire nudging any business closer to failure than success.
Now, don't you feel better about public relations?
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 © 2005.
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
Have you ever heard of the saying, "One person's trash... Read More
Every reporter, from the cub at the small town paper... Read More
When starting a successful business venture or launching a new... Read More
Almost assuredly you do, especially when your most important external... Read More
Most people consider getting publicity the most important part of... Read More
1) Do you NEED solid, consistant media exposure...week after week,... Read More
Yes, and that pressure often comes from a CEO who... Read More
Leaders in the business world need public relations big time,... Read More
Media relations is a great profession.On good days, I earn... Read More
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
How to write a press release is a major challenge... Read More
From time to time, people ask me how public relations... Read More
Photographs are essential for getting good publicity in the print... Read More
Before meeting my soon-to-be-wife for the first time, I "Googled"... Read More
If you want to know the best way to approach... Read More
Once considered the stepchild of the publishing industry, custom publishing... Read More
Let's start out with a caution for business, non-profit and... Read More
"I want a pony, a tree house and the fastest... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
Taking your ad and turning it into paragraph-style prose is... Read More
Unlike some professionals like lawyers and doctors, financial planners aren't... Read More
Personnel mentions in the newspaper and product plugs on radio... Read More
A PR product or service launching is a perfect way... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
Managers ? the business, non-profit and association sort ? really... Read More
Do it by restructuring your business, non-profit or association public... Read More
While scoring anice story in BusinessWeek or USA Today is... Read More
As a business, non-profit or association manager, any tool that... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
In the 'Age of Scepticism' gaining media coverage is one... Read More
Almost every day, I hear the same question, over and... Read More
For discerning business, non-profit and association managers, PR success is... Read More
There are all kinds of smart moves professionals can make... Read More
When a reporter is wowed, intrigued, surprised or captivated by... Read More
You're a business, non-profit or association manager who needs to... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
Media management has become one of the strategic tools for... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
Only two media in Spanish speaking countries offer RSS: the... Read More
If you are in Australia at the moment, it is... Read More
Everyone has something that drives them up a wall. You... Read More
As the practice of public relations in China continues to... Read More
Managers, please take a minute and read two sentences: People... Read More
Media relations, simply put, is the business of building and... Read More
PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More
Yes? Then do something positive about the behaviors of those... Read More
The public relations goal and strategy make sense; the message... Read More
If you want to succeed, build a great team. A... Read More
The real public relations geniuses might be managers. You know,... Read More
The world has woken up to ethical issues in corporate... Read More
If a reporter approached you about an interview, would you... Read More
You never want to inundate a reporter with information, but... Read More
When outside audiences important to your operation do not understand... Read More
What a shame! Potentially productive public relations people resting on... Read More
Southern grandmothers have often said, "there are only three... Read More
The media (newspaper, radio, television) can be of enormous help... Read More
Public relations is all about credibility and trustworthiness. If you... Read More
In fact, here are three really foolish goofs made by... Read More
I'm what we in the business (the "business" being journalism)... Read More
When you should send samples with your press release:1) When... Read More
Press reviews are a common and basic feature for surveying... Read More
There's still time to review your public relations program like... Read More
If you're serious about getting great results from your PR... Read More
As a business, non-profit or association manager, occasions will arise... Read More
Public Relations |