Don't let yourself be diverted by communications tactics playtime. You know, straying from the main Public relations game plan by juggling a press release against a radio interview, or a brochure against an op-ed.
Those "beasts of burden" who will carry your message to you target audiences will come in handy at the right time.
For you, the main public relations consideration must be attracting the support of those external audiences whose behaviors have the most effect on your enterprise. But you must do it by first achieving the positive changes you need in their perceptions and, thus, behaviors.
You get both using this strategic approach to public relations which means your chances of achieving your organizational objectives are clearly enhanced.
It all starts with the fundamental premise of public relations shown just below.
"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 those people whose behaviors affect the organization, the public relations mission is accomplished."
The core strength of those comments lies in the behavior changes that can take place among your key, outside audiences. When those changes occur - and the combined perceptions of members of that important external "public" begin to move in your direction - it can spell public relations success.
For instance, with a strong factual basis, you convince area activists gathering at your plant gate that (1) you don't dump chemicals into the river, and (2) both State and Federal investigations found that to be true. When they finally clear out, you've limited the damage an expensive and long-lasting disruption could have caused. That saved the organization cold, hard cash!
What happened? You managed to change the perception of those activists which, predictably, led to the change in their behavior that you desired. In other words, a successful use of public relations' fundamental premise.
While public relations can bring real power to bear, and while there's a well-worn path leading to each success, truth is, you can't change perceptions, and thus behaviors of your important outside audiences if you are not in touch with them on a regular and meaningful basis.
That's why it's so important to interact with members of each target audience, and ask questions. What do you think of our services, our programs, or our products? Are you satisfied? Listen carefully for signs of a misconception or a factual inaccuracy. Is there a belief alive out there that simply isn't true? Do you detect a hurtful rumor that must be squashed?
The answers you receive let you establish your public relations goal. For example, correct that inaccuracy, clear up that misconception, or get out the facts in order to neutralize that rumor.
But how will you actually reach that goal? With a clear and urgent strategy.
Fortunately, in dealing with perception/opinion, we have just three options available to us. Create perception/opinion where there is none, change existing perception, or reinforce it.
The goal you established will quickly tell you which strategy choice you must make.
But, of course, what you say to that target audience, in pursuit of your public relations goal, is crucial. Your message must be persuasive, compelling and clear as a mountain stream. It also must be credible and believable, which means truthful in all detail. It should also address the particular inaccuracy, misconception or rumor head on and not allow room for any further misunderstandings.
Now, how do you get that carefully chiseled message to the attention of members of that key, target audience? I still call them "beasts of burden" because they carry messages from Point A to Point B. Communications tactics are the answer, and you have a huge selection from which to choose. Everything from open houses, contests, news releases and speeches to brochures, community briefings, letters-to-the- editor, emails, radio/TV and newspaper interviews, and lots more.
Sooner rather than later, you will wonder whether you're making any progress. And the only realistic way to nail that down is to go back to members of that target audience again and ask them the same questions all over again.
The big difference this time around is, you're looking for signs that opinion/perceptions have begun to change in your direction. By that I mean clear indications that the miscon- ception is clearing up, or the inaccuracy has been corrected, or that a negative impression is slowly turning around.
Truth is, that's when this strategic, and powerful approach to public relations - supported by appropriate tactical firepower - delivers the altered perceptions and modified behaviors promised in the fundamental premise of 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: bobkelly@tni.net; bobkelly@tni.net
Alto Pass chicago limos ..Maybe you've seen another financial planner on TV, and thought,... Read More
I don't know about you but I get really frustrated... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
Because when it comes to public relations, non-believers can produce... Read More
Recently someone asked me why so many restaurants go out... Read More
Recently, I told a friend (who's a business owner) that... Read More
Stripped down to its core, publicity is little more than... Read More
Yes, that's what public relations really is when it tracks... Read More
Public relations writing when writing press releases can be a... Read More
If you get the hang of speaking to the press... Read More
Publicity is an important and often overlooked tool of creative... Read More
A term you'll hear in newsrooms, in editing meetings, in... Read More
How do press releases or interest stories have an effect... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
Because it can alter individual perception and lead to changed... Read More
Well, for starters, because good public relations can alter individual... Read More
We'd all like reporters to ask us about our career... Read More
Because good public relations can alter individual perception and lead... Read More
If you leave a star player sitting on the bench,... Read More
Unlike some professionals like lawyers and doctors, financial planners aren't... Read More
News releases are not the best way to get major... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
And not results you can measure only in terms of... Read More
If I were coaching you as a business, non-profit or... Read More
Lots of theories out there about public relations.Everything from "publicity's... Read More
Alto Pass cool limo ..I often begin my media training sessions by asking members... Read More
There are all kinds of smart moves professionals can make... Read More
Hundreds of thousands of News Releases are sent out all... Read More
What do you do with junk mail? Are you like... Read More
If you're seeking to promote yourself or your new business... Read More
Sure, as a manager, you have a talented member of... Read More
Etymology is the study of the origins of words.As languages... Read More
When it comes to launching a new business or product,... Read More
Business, non-profit or association managers hurt their own public relations... Read More
As eyes look forward to a new business year, many... Read More
What may be the more appropriate question is: What makes... Read More
It behooves you to know and remember the names of... Read More
Maybe you've seen another financial planner on TV, and thought,... Read More
Should it be measured in "publicity by the pound," or... Read More
Media placement is an art. Practicing it often requires as... Read More
When a reporter is wowed, intrigued, surprised or captivated by... Read More
1. Appearing in other types of media is the best... Read More
So many restaurants spend money on publicity and then practically... Read More
Small Business Owners should send press releases out at least... Read More
You want to sell your products or services, and that... Read More
Although repetition is extremely important, there are times when advertising... Read More
How do press releases or interest stories have an effect... Read More
Another way to really become known in your area is... Read More
Andrew Bogut, the Australian basketballer is now officially in the... Read More
Well, for starters, because good public relations can alter individual... Read More
Public Relations |