Publicity Performance Not Enough?

Even after a nice piece in a national publication, or a stint on a popular talk show, do you still have a feeling that your public relations dollar could be better spent?

As a business, non-profit or association manager, do questions like that linger in your mind?

Because if they do, you may be coming down with a real case of "I want my PR money's worth!"

If that's how you feel, I'd guess that you're probably doing very little that's positive about the behaviors of those important outside audiences of yours that most affect your operation.

Which means you may be failing to create external stakeholder behavior change that leads directly to achieving your managerial objectives. In other words, failing to persuade those key outside folks to your way of thinking, or move them to take actions that allow your department, division or subsidiary to succeed.

Be assured that the right public relations really CAN alter individual perception and lead to the changed behaviors you need. But it will require more than special event parties, brochures and news releases if you honestly want that PR money's worth.

Fortunately for all of us, people really do 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.

The results of such activity can be truly surprising: stronger relationships with the educational, labor, financial and healthcare communities; prospects starting to work with you; customers making repeat purchases; improved relations with government agencies and legislative bodies, and even capital givers or specifying sources looking your way.

The passage of time should add still more results: for example, enhanced activist group relations, membership applications on the rise; new proposals for strategic alliances and joint ventures; rebounds in showroom visits; community service and sponsorship opportunities; and expanded feedback channels, not to mention new thoughtleader and special event contacts.

The fact that your most important outside audiences really perceive your operations, products or services in a positive light is a key plank in your PR platform. So vital, in fact, that your PR people must buy into the effort from the get-go. Be especially careful that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Take the time to review the PR blueprint in detail with your staff, especially how you will gather and monitor opinion by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures?

Gathering opinion data for the perception monitoring phases of your program can certainly be handled by professional survey people, should the budget be available. But always 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.

A word about your all-important public relations goal. You'll need one that speaks to the problems that cropped up during your key audience perception monitoring. Probably, it will require correcting that gross inaccuracy, straightening out that dangerous misconception, or doing something about that damaging rumor.

In this business, a goal needs a strategy to show you how to get where you want to go. Also, there are just three strategic choices available to you when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. As luck would have it, the wrong strategy pick will taste like marshmallows on your refried beans, so be certain the new strategy fits well with your new public relations goal. For example, you don't want to select "change" when the facts dictate a "reinforce" strategy.

What's needed here is the right, corrective phrases. Persuading an audience to your way of thinking is genuinely hard work. We need words that are compelling, persuasive and believable, as well as clear and factual. This must be done if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors.

Now we pick out those communications tactics most likely to carry your words to the attention of your target audience. Sit down again with your communications specialists and read your message for impact and persuasiveness. Then select from dozens of available tactics such as speeches, facility tours, emails, brochures, consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you use are known to reach folks just like your audience members.

Since the credibility of a message can depend on its delivery method, you could introduce it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances.

When the topic of progress reports comes up, it's your reminder that the PR team should return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, you'll now be watching very carefully for signs that your communications tactics have worked and that the negative perception is being altered in your direction.

Should you want to move things along a little faster, accelerate your PR program with a wider selection of communications tactics AND increased frequencies.

Now, hopefully, when it becomes obvious to you that publicity performance just is not enough, you will undertake to do something positive about the behaviors of those important outside audiences of yours that most affect your operation. In other words, create external stakeholder behavior change that leads directly to achieving your managerial objectives.

Again hopefully, you will do the job by persuading those key outside folks to your way of thinking, thus moving them to take actions that allow your business, non-profit or association to succeed.

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: bobkelly@tni.net

Alexis limo rentals ..
In The News:

A Google DeepMind team has developed an artificial intelligence system that can play video games like a human and take native language commands from players.
Four of the largest school boards in Ontario, Canada have launched lawsuits against TikTok, Meta, and Snapchat, claiming that they have impacted students' thinking and behavior.
Finalists for the inaugural Women’s Prize for Nonfiction, aimed at addressing the gender imbalance in nonfiction publishing, were unveiled on Wednesday.
Tech guru Kurt "CyberGuy" Knutsson breaks down whether the government is watching citizens and what they can do to protect online privacy.
A benchmarking group for artificial intelligence has released new results evaluating the speed of hardware in running AI applications and responding to users.
Sierra Space’s Dream Chaser spaceplane provides a glimpse into the future of space travel. Traveling to space may become a part of everyday life.
The new European Hyperloop Center in the Netherlands aims bring in a new era of transportation. The center will use a steel tube as a proving ground for testing the new vehicle.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
While it may be incredibly tempting to have a “go with the flow" mindset like the rest of your vacation, your technology definitely should not be compromised while traveling.
Have you ever accidentally deleted an app from your iPhone that you’ve already paid for? Don't worry. We’ve got a trick that will help you get it back without having to buy it again.
Apple's new Journal app has raised privacy concerns among Apple's userbase. Tech expert Kim Komando examines social media rumors and explains what steps to take to protect yourself.
Although Facebook has denied that our phones listen to us, they do have other ways of finding out what we are talking about, listening to and searching for.
With the integration of OpenAI technology, Figure 01 has taken a significant leap forward, showcasing the potential of robots to understand and interact with us on a personal level.
Port Ellen, newly reopened whisky distillery in Scotland, is using SmokeDNAi technology to understand mouth-feel and flavors during the whisky maturation process.
Telly, a smart TV firm, is promising to give out their 4K 55-inch TV for free. What must you give in return? The innovative, yet potentially unsettling, answer might shock you.
The moment a spam invite hits your calendar, it’s like an uninvited guest at a party. So, what do you do? Show it the door.
Identity thieves are now targeting children and are making large sums of money by exploiting children's identities, possibly hurting their financial future.
There's a clever way to change the notification sounds on your Android without having to look at your screen. Kurt "CyberGuy" Knutsson explains.
If your bank accounted has been hacked, there are a number of steps you can take to prevent it from happening again. Kurt "CyberGuy" Knutsson explains.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
The Wave House, a data center in Heidelberg, Germany, is the the largest 3D-printed building in Europe. Its walls were built in about 140 hours.
Some government agencies around the world are struggling to meet their staffing goals when it comes to hiring artificial intelligence experts.
Google Maps' recent upgrades have introduced real-time ETA and turn-by-turn directions to your phone's lock screen while you are traveling.
Kat Cammack says AI could disrupt the 2024 election. A report says shared AI image tools generate election disinformation in 41% of cases and voting disinformation in 59% of cases.
Deepfakes have become commonplace, and the technology is only getting better, but there are certain elements that might give away the fact that an image is AI-generated.

Forget The Story Youre Promoting ? Heres What Journalists Really Want From PR People

Although it seems less common these days, there are still... Read More

PR: Whats the Point?

Here's the point: people act on their own perception of... Read More

Achieve Media Attention for Your Business

Do you want to be quoted by the national press... Read More

Media Training 201: The Reporters Have Done Their Homework. Have You Done Yours?

Just about anyone who has been in the public eye... Read More

Killing Them Softly

The world has woken up to ethical issues in corporate... Read More

Marketing-Minded Financial Planners, Create Your Very Own Story to Get Free Publicity

One big mistake that many marketing-minded financial planners make when... Read More

Advertising and Community Relations -- Get the Best of Both Worlds

Have you ever noticed that in communities without big universities,... Read More

The Four Seasons of Publicity - Building an All-Year Publicity

If you're like most publicity seekers, you probably think oneproject... Read More

Tactics Vs. Endgame - Endgame Wins

It took me a while to see just HOW crucial... Read More

Inoculate Yourself Against Bad PR

What is bad PR?Well, if you're a business, non-profit or... Read More

How to Use Community Relations to Grow Your Business

Community relations is one of those marketing strategies that isn't... Read More

Get Write To It

The toughest thing about writing a news release is getting... Read More

Andrew Bogut - His Big Media Blunder And What You Can Learn From It

Andrew Bogut, the Australian basketballer is now officially in the... Read More

Dont Use PR

?lose the confidence of your key target audiences? discourage them... Read More

Publicity: Marketing-Minded Financial Planners, Never Say These Words to a Reporter

Everyone has something that drives them up a wall. You... Read More

Business - How to Build it Using the Media

Have you ever noticed that when someone is interviewed on... Read More

PR and the Small Matter of Results

As a business, non-profit and association manager, how satisfied are... Read More

Cutting Down Your Trade Show Budget

Whenever a recession or volatility threatens the economy, companies immediately... Read More

I Cant Afford A PR/Publicity Campaign -- Can I?

It's a phrase I hear over and over again from... Read More

Talk Radio Success

You do not have to hire a publicist or advertise... Read More

Say What?

As the comedian Steve Martin once said, "some people have... Read More

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand... Read More

Managers Who Tap Into PRs Value

Business, non-profit and association managers get a ton of satisfaction... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... Read More

car service from Midway Alsip ..