It really is powerful when a business, non-profit or association manager uses public relations to alter the individual perception of members of its key outside audiences, thus beginning the process of changing their behaviors.
And truly powerful when s/he actually persuades many of those key outside folks to the manager's way of thinking, helping to move them to take actions that allow the manager's department, division or subsidiary to succeed.
What's happening in our example, is that managers are using public relations to do something positive about the behaviors of the very outside audiences of theirs that MOST affect their operation.
ESPECIALLY "warm and fuzzy" when such power creates the kind of external stakeholder behavior change that leads directly to achieving the manager's most important objectives.
Wouldn't it be nice, you say, if managers had available the precise public relations blueprint they need designed to get all their team members and organizational colleagues working towards the same external stakeholder behaviors?
Yes it would, so here is a PR blueprint plan along those lines: People act on their own perception of the facts before them, which leads o 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.
The word powerful seems appropriate when results like these start to crop up: new proposals for strategic alliances and joint ventures; capital givers or specifying sources looking your way; a rebound in showroom visits; membership applications on the rise; fresh community service and sponsorship opportunities; new thoughtleader and special event contacts; improved relations with government agencies and legislative bodies; prospects starting to work with you; customers making repeat purchases; and even stronger relationships with the educational, labor, financial and healthcare communities.
The division of labor will be a prime concern to you. Just who is going to do the work anyway? Will it be regular public relations staff? Or people sent to you by a higher authority? Or possibly a PR agency crew? Regardless of where they come from, they must be committed to you as the senior project manager, to the PR blueprint and its implementation, starting with key audience perception monitoring.
Something to keep your eye on. Be sure that your team members really believe deeply why it's SO important to know how your most important outside audiences perceive your operations, products or services. Be certain they buy the reality that perceptions almost always lead to behaviors that can help or hurt your unit.
Invest some time in reviewing your PR blueprint with your PR team, especially your plan for monitoring and gathering 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?
If your budget will allow, you can use professional survey counsel for the perception monitoring phases of your program. But remember that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.
Now you must establish your public relations goal. This is your chance to do something about the most serious distortions you discovered during your key audience perception monitoring. Your public relations goal might call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or stopping that potentially fatal rumor in its tracks.
To achieve success, you need a solid strategy, one that clearly shows you how to proceed. To keep things simple, note that there are only three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. Of course, the wrong strategy pick will taste like spoiled rhubarb pie so be certain the new strategy fits well with your new public relations goal. Naturally, you don't want to select "change" when the facts dictate a "reinforce" strategy.
This is your chance to share a powerful corrective message with members of your target audience. But persuading an audience to your way of thinking is no easy task. Which is why your PR folks must come up with words that are not only compelling, persuasive and believable, but clear and factual. Only in this way will you be able to correct a perception by shifting opinion towards your point of view, leading to the behaviors you are targeting.
Run a message draft by your communications specialists to be sure its impact and persuasiveness measure up. Then select the communications tactics most likely to carry your message to the attention of your target audience. 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. But be sure that the tactics you pick are known to reach folks just like your audience members.
You might consider unveiling the message in presentations before smaller gatherings rather than using higher-profile tactics such as news releases. Reason is, the credibility of a message can depend on the credibility of its delivery method.
The subject of progress reports will come up soon enough. And this should alert you and your PR team to get back out in the field and start work on 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. Difference this time is that you will be watching very carefully for signs that the bad news perception is being altered in your direction.
If things slow down, try speeding them up with more communications tactics and increased frequencies.
By now you should know this powerful reality at the core of public relations: the right PR can alter individual perception leading to changed behaviors which, in turn, lead directly to achieving your 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 bobkelly@TNI.net. Word count is 1160 including guidelines and resource box. 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. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com
Alto Pass chicago limos ..As a business, non-profit or association manager, your public relations... Read More
It used to be that all you had to do... Read More
If you are in Australia at the moment, it is... Read More
There are many ways you can get tons of free... Read More
Hundreds of thousands of News Releases are sent out all... Read More
You want to sell your products or services, and that... Read More
Ain't a gonna happen unless business, non-profit and association managers,... Read More
Sure, any publicity is good. But don't invest time and... Read More
During my career as the head of media relations for... Read More
As a business, non-profit or association manager, you'll know it's... Read More
Before you even think about writing a press release, there... Read More
Public relations is a very important part of the marketing... Read More
SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More
Your public relations people are busy. The buzz is all... Read More
Because it can alter individual perception and lead to changed... Read More
Just about anyone who has been in the public eye... Read More
The public relations bar, should such a proficiency measure ever... Read More
As a business, non-profit or association manager, let the tacticians... Read More
The message is determined by analyzing the brand being marketed,... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
The call came into my office and the voice on... Read More
Leaders in the business world need public relations big time,... Read More
When ABC News anchor Peter Jennings announced he had lung... Read More
Managers in the non-profit, association and business worlds need to... Read More
Who wants to face the challenges of a business recovery... Read More
Alto Pass cool limo ..Business, non-profit or association managers hurt their own public relations... Read More
I say public relations can be a matter of survival... Read More
When you should send samples with your press release:1) When... Read More
Yes indeed! If you are a young person who has... Read More
Use journalistic styleReporters are busy. Just like you.So when you... Read More
You are getting a good deal when you accept the... Read More
A well structured press release in an excellent way of... Read More
Public relations changes minds in the process of delivering what... Read More
Your boss just stopped by your office. He tells you... Read More
Media placement is an art. Practicing it often requires as... Read More
The media has the power to shape public opinion and... Read More
One study found that as many as 90% of the... Read More
Managers in the non-profit, association and business worlds need to... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
Do you have a great idea for a story, but... Read More
What's a press release? This is generally a one page... Read More
Done right, it helps modify the behaviors of your most... Read More
You bet!Especially for business, non-profit and association managers who REALLY... Read More
While scoring anice story in BusinessWeek or USA Today is... Read More
Advice about business and life often gets around to one... Read More
Although repetition is extremely important, there are times when advertising... Read More
And show it for what it is - a humdinger... Read More
Everyone is talking about the Ps of successful marketing, so... Read More
For business, non-profit or association managers like yourself, survival pretty... Read More
As many of you already know, promoting and marketing your... Read More
Public Relations |