As a business, non-profit or association manager, let the tacticians handle the special events, brochures and press releases from now on.
You have better things to do.
Like demanding the real results you're entitled to, and for which you've paid good money! Results, that is, that will come about when you do something positive about the behaviors of those important external audiences of yours that most affect your operation. In particular, when you persuade those key outside folks to your way of thinking, then help move them to take actions that allow your department, division or subsidiary to succeed.
In other words, good public relations can alter individual perception and lead to changed behaviors among key outside audiences. And that can help business, non-profit and association managers like you, achieve their managerial objectives.
How do I know? Because 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.
Luckily, here's what can materialize from this approach: prospects starting to work with you; capital givers or specifying sources beginning to look your way; welcome bounces in show room visits; membership applications on the rise; customers starting to make repeat purchases; fresh proposals for strategic alliances and joint ventures; community leaders beginning to seek you out, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.
Clearly, your first priority will be involving your public relations people by getting them on board this particular approach to PR. They must buy into why it's so important to know how your outside audiences perceive your operations, products or services. Be especially certain they accept the reality that negative perceptions almost always lead to behaviors that can damage your organization.
Take the time necessary to lay out how you will monitor and gather perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?
Take comfort from the fact that your PR people are already in the perception and behavior business and can be of real use for the initial opinion monitoring project. Professional survey firms are always available, of course, but that can be a budget buster. But, whether it's your people or a survey firm who handles the questioning, the objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions.
Now, you identify which of the problems outlined above becomes your corrective public relations goal ? clarify the misconception, spike that rumor, correct the false assumption or fix a variety of other possible inaccuracies?
The truth of the matter is, you can meet that goal only when you select the right strategy from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. Picking the wrong strategy is about as cool as using cajun spices in your Tiramasu! So please be certain the new strategy fits comfortably with your new public relations goal. You wouldn't want to select "change" when the facts dictate a "reinforce" strategy.
Some regard this as the toughest part of the job -- create a persuasive message aimed at members of your target audience. Yes, it's always a challenge to put together action-forcing language that will help persuade any audience to your way of thinking.
And so, since s/he must create that very special, corrective language, be certain you have your best writer on the assignment. You need words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you desire.
From here on in, things get easier. For example, identify the communications tactics you need to carry your message to the attention of your target audience. Insuring that the tactics you select have a record of reaching folks like your audience members, you can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.
Stay alert to the fact that the credibility of the message can be dependent on the credibility of its delivery method. Which means you may wish to deliver it in small getogether-like meetings and presentations rather than through a higher- profile media announcement.
When you receive requests for progress reports, consider yourself alerted to the need for you and your PR team to undertake a second perception monitoring session with members of your external audience. You'll want to use many of the same questions used in the first benchmark session. But now, you will be watching very carefully for signs that the bad news perception is being altered in your direction.
Don't fret if things seem to be slowing down. Your PR program usually can be accelerated by adding more communications tactics as well as increasing their frequencies.
When all is said and done, the bottom line is, this workable public relations blueprint will help you persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department, division or subsidiary.
So, stop doing public relations the hard way.
The public relations rules that will best serve any business, non-profit or association manager, read this way: the people you deal with do, in fact, behave like everyone else ? they act upon their perceptions of the facts they hear about you and your operation. Strongly suggesting that you deal promptly and effectively with those perceptions by doing what is necessary to reach and move your key external audiences to actions you desire.
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 communi- cations, 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
Mailto:bobkelly@TNI.net
As the year starts to wind down, many businesses and... Read More
The power of public relations is its ability to alter... Read More
What a shame! Potentially productive public relations people resting on... Read More
Gaining news coverage on a successful press tour requires planning,... Read More
Once upon a time, there was a young, stressed out... Read More
As you start getting more media-savvy, you'll find yourself coming... Read More
As a mobile detailing company it is important to have... Read More
I don't know about you but I get really frustrated... Read More
Only two media in Spanish speaking countries offer RSS: the... Read More
You can have dozens of marvelous ideas to get free... Read More
I am often asked by clients to target USA Today... Read More
The world has woken up to ethical issues in corporate... Read More
Think for a moment! If you were to do a... Read More
If your key ? that's KEY ? outside audiences don't... Read More
Think that you aren't big enough for national media coverage?... Read More
Commit this to memory, please: To get in the media,... Read More
It's one thing for a senior manager to approve story... Read More
Small Business Owners should send press releases out at least... Read More
How you answer questions depends on many factors. Example what... Read More
The right kind of PR, that is, the kind that... Read More
Once considered the stepchild of the publishing industry, custom publishing... Read More
Sure, any publicity is good. But don't invest time and... Read More
In previous articles for marketing-minded financial planners, I've discussed what... Read More
Media relations, simply put, is the business of building and... Read More
If you're trying to promote your store, but you don't... Read More
Demand that it pull its own weight in your boat... Read More
The toughest thing about writing a news release is getting... Read More
A wise friend of mine has often said, "There is... Read More
Sometimes there seems to be no client news worthy of... Read More
You are getting a good deal when you accept the... Read More
There is a process for successfully getting publicity about your... Read More
For many of us, the word quality is closely related... Read More
It seems difficult to believe at the dawn of the... Read More
Fiercely combative business, non-profit and association managers use every PR... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
A new public relations blueprint could be a good idea... Read More
If you own a franchise and have company vehicles, be... Read More
And the best way to mind your own business is... Read More
FIVE WAYS TO GET ON THE RADIOHere are five basic... Read More
Yes indeed! If you are a young person who has... Read More
The next time a newspaper photographer takes your photo, remember... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
Maybe you've seen another financial planner on TV, and thought,... Read More
As if making sure your company runs smoothly on an... Read More
Public relations writing when writing press releases can be a... Read More
Would you like to expand the volume of your business?... Read More
Another way to really become known in your area is... Read More
THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More
The wind of changes...The digital world has changed the form... Read More
Can your PR do something positive about the behaviors of... Read More
As a mobile detailing company it is important to have... Read More
Being invited to appear on radio and television used to... Read More
Ever wonder why papers devote a page or more to... Read More
Publicity will take your financial planning practice, your business, and... Read More
Business, non-profit and association managers are in a stronger position... Read More
If you're like most of my clients, you're probably interested... Read More
SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More
When times are tough, it's no time to ignore those... Read More
What may be the more appropriate question is: What makes... Read More
Because good public relations can alter individual perception and lead... Read More
The media (newspaper, radio, television) can be of enormous help... Read More
Whenever a recession or volatility threatens the economy, companies immediately... Read More
One of the greatest ways to promote your product or... Read More
Many of our clients are in service businesses, such as... Read More
News releases are not the best way to get major... Read More
Southern grandmothers have often said, "there are only three... Read More
Public Relations |