As the practice of public relations in China continues to mature, it seems appropriate to ask whether Chinese business managers ? tutored as they have been by European, North American and other PR specialists ? continue to apply major public relations emphasis to print and broadcast communications tactics. In other words, do they still see PR through the lens of simple publicity, as many in the West still do?
Or, do the best among Chinese managers -- as is also true for many businesses in Western economies -- realize they need true behavior change among their most important outside audiences leading directly to achieving their managerial objectives?
And, do they then take steps to persuade those key external stakeholders, who have the greatest impacts on their organizations, to their way of thinking, then move them to take actions that help their departments, divisions or subsidiaries succeed?
Let us presume that you are that business manager in China, and that you are well aware of the high-impact fundamental premise of public relations. Namely, "People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When that opinion is created, changed or reinforced by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished."
Managers who employ such a PR blueprint often see results such as prospects for their services or products starting to do business with them, fresh proposals for strategic alliances and joint ventures arriving on a regular basis, specifying sources starting to look their way, increases in visits to show rooms, and existing customers beginning to make repeat purchases.
If this approach to public relations appeals to you, before that PR blueprint is first employed, you need every member of the PR team assigned to your unit to agree that it's crucially important to know how your outside audiences perceive your operations, products or services. Dig deep to ensure they REALLY accept the reality that perceptions almost always lead to behaviors that can damage your operation.
With that understanding achieved, It's time to activate the PR blueprint and begin monitoring and gathering perceptions of those key external stakeholders by questioning members of that very important outside audience. Ask 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?
Fortunately, the PR people assigned to you are, by definition, already in the perception and behavior business, so they can be of real use for this opinion monitoring project. While professional survey firms can be brought in to handle the opinion monitoring, that can be expensive. But whether it's your people or a survey consultant asking the questions, your objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions.
But which of the above "negativities" is serious enough that it obviously must become your corrective public relations goal because, unattended, it will lead to seriously hurtful behaviors? For example, clarify the misconception? Spike that rumor? Correct the false assumption? Fix those inaccuracies? Or yet another offensive perception that could lead to negative results?
With your public relations goal thus established, you can assure you'll achieve it by picking the right communications strategy from the three choices available to you to show you HOW to reach your goal. Change existing perception, create perception where there may be none, or reinforce it. But be sure your new strategy naturally compliments your new public relations goal.
So what will your message emphasize when you address your key stakeholder audience to help persuade them to your way of thinking?
Select your best writer to prepare the message because s/he must put together some very special, corrective language. 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 have in mind.
Happily, the next step is easy. You select communications tactics to carry your message to the attention of your target audience. Making certain 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.
Keep in mind that HOW one communicates often affects the credibility of the message, so you may wish to deliver it in smaller meetings and presentations rather than through a higher-profile media announcement.
You'll soon feel pressure for signs of progress. And that will lead to a second perception monitoring session with members of your external audience. Employing many of the same questions used in the first benchmark session, you will now be watching carefully for signs that the communications tactics have succeeded in altering the offending perception in your direction. Remember that you can always accelerate the program by adding more communications tactics as well as increasing their frequencies.
This bears repeating ? successful managers everywhere generally use every public relations weapon they can lay their hands on, and that includes strategic, rapid-fire print and broadcast tactics.
But those same competitive managers also know that above all, they need an aggressive blueprint such as this one that will deliver planned behavior change among their most important outside audiences leading directly to achieving their managerial 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 mailto:bobkelly@tni.net. Word count is 1045 including guidelines and resource box.
Robert A. Kelly ? 2004.
About The Author
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. mailto:bobkelly@tni.net. Visit: mailto:bobkelly@tni.net
shuttle from Midway Glen Ellyn ..Everything, that is, if you ignore those folks whose behaviors... Read More
One big mistake that many marketing-minded financial planners make when... Read More
Today's issue of Lean Marketing Champions features tips on doing... Read More
Your boss just stopped by your office. He tells you... Read More
Have you fantasized about spreading word of your business on... Read More
Personnel mentions in the newspaper and product plugs on radio... Read More
To many marketers, the press release is something of a... Read More
Yes, that's what public relations really is when it tracks... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
Should it be measured in "publicity by the pound," or... Read More
Leaders in the business world need public relations big time,... Read More
The real public relations geniuses might be managers. You know,... Read More
Gaining news coverage on a successful press tour requires planning,... Read More
I am often asked by clients to target USA Today... Read More
Simply that the behaviors of their most important outside audiences... Read More
Really? You mean there are NO perceptions and behaviors peculiar... Read More
With all due respect to all those stereotypical males out... Read More
Ever wonder why papers devote a page or more to... Read More
Many of my clients have had the misguided perception that... Read More
Commit this to memory, please: To get in the media,... Read More
1) Establish Rapport, then get the editor/producer excited.There's not a... Read More
A reporter's job is to get the most accurate and... Read More
As a mobile detailing company it is important to have... Read More
Your public relations effort really should involve more than press... Read More
For a business, non-profit or association manager, they could be... Read More
shuttle from O'Hare North Chicago ..Because good public relations can alter individual perception and lead... Read More
PR that really does something positive about the behaviors of... Read More
When a group of outsiders behaves in a way that... Read More
Although it seems less common these days, there are still... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
Do you want to be quoted by the national press... Read More
In this great country of ours, there are basically three... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
The Internet may have opened worlds for businesses and consumers,... Read More
Do you have a great idea for a story, but... Read More
For financial planners, getting publicity, in the end, isn't about... Read More
Could be, when unit managers in businesses, non-profits and associations... Read More
Whenever a recession or volatility threatens the economy, companies immediately... Read More
I say to business, non-profit and association managers, a key... Read More
You've heard "them" say it, haven't you?By "them" I mean... Read More
In my travels around the country while building my business... Read More
When I search Google News for "surveys," I get nearly... Read More
One of the greatest ways to promote your product or... Read More
You've probably noticed, if you live on this planet, that... Read More
You are a spokesperson for your company, representing it for... Read More
Yes, that's what public relations really is when it tracks... Read More
You have been if you're a business, non-profit or association... Read More
Most small businesses have logo'ed shirts, usually polo shirts with... Read More
The practice of public relations is often misunderstood, thus overlooked... Read More
A well structured press release in an excellent way of... Read More
Public Relations |