It's not unusual for clients of service providers to insist that their budget dollars be quickly applied to a variety of flashy tactics. Yet, when pressed, many acknowledge that what they REALLY want for their money is visible, end-game change.
This is especially true in public relations where clients often second-guess careful plans for achieving that end-game change by insisting on premature use of tactics like news releases, talk-show appearances and sports sponsorships.
But obviously, flashy tactics alone will not satisfy those clients once they start looking for a return on their public relations investment. Because it is then that it becomes clear, sometimes painfully, that their goal MUST be the kind of change in the behaviors of key stakeholders that lead directly to achieving their business objectives. Thus, it is quality planning, and the degree of behavioral change it produces, that eventually captures client attention, not tactics.
These days, with public relations budgets always in mortal danger, tactical chats between a client CEO and public relations counsel probably sound like this: "Do something about those activists chaining themselves to our plant gate and yelling that our emissions go into the river. It's costing us big money each day that plant is shut down."
Or, "How are we going to calm down those Garden Club members down in the lobby waving around those cockamamie newspaper reports and talking to the TV cameras about the additives we use? Where'd that reporter get those numbers, anyway? It's costing us sales!"
Or, "Please people, what are you doing to encourage a favorable Town Council vote on our petition for that new highway off-ramp?"
What's common to each of those rants? The CEO is asking his public relations people to modify somebody's behavior. He doesn't want to talk tactics, or even strategies. He wants those activists off his property, he wants those print and broadcast reporters to do a fairer job of reporting on his production methods (hopefully getting the Garden Clubbers off his back), and he wants a real effort made to move public opinion in a way that encourages local officials to approve that badly needed vehicle ramp.
Modify somebody's behavior, that's his goal, and that's the job of the public relations agency and its client's corporate professionals. Fortunately, the key to a successful effort is the fact that people really DO act on their perception of the facts. In so doing, and in a cumulative way, they form the very public opinion that those practitioners must now inform.
So, what is their strategy? In short, to reach those perceptions with the facts as they know them. Hopefully, the messages they use will be clear and persuasive, and will change negative or inaccurate perceptions, then alter behaviors in the client company's direction.
Using the three examples above, when the activists become satisfied with explanations of the company's new, public commitment to correct their emission problems, the protesters can be expected to leave the plant gates.
Editorial board meetings with local newspapers and television stations will begin to bear fruit with more balanced reportage of the company's efforts to meet emission standards which, in turn, will reduce negative public opinion.
And, while the agency's briefing sessions with town council staff will do little to hasten a formal vote, a targeted communications effort is likely to lead to a community opinion poll showing positive movement in public, then official sentiment about the new highway off-ramp.
In the end, a sound public relations strategy combined with effective tactics leads directly to the bottom line ? perceptions altered; behaviors modified; client satisfied.
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 720 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
Mercedes Benz s500 rentals Salem ..Does the thought of knowing your verbs from your adjective... Read More
An effort built around a string of print and broadcast... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
Public relations changes minds in the process of delivering what... Read More
Does it really make sense to bet your PR budget... Read More
Yes, you can call a reporter.I've said it before, in... Read More
The short answer is, it works best when its fundamental... Read More
Radio is a powerful publicity tool. Most stations offer news... Read More
When a reporter is wowed, intrigued, surprised or captivated by... Read More
Most small businesses have logo'ed shirts, usually polo shirts with... Read More
Tracking your correspondence with reporters, via phone or email, is... Read More
As many of you already know, promoting and marketing your... Read More
Although I still believe there is a place for advertising... Read More
As a business, non-profit or association manager trying to get... Read More
How do you make a friend of the media? A... Read More
Being part of a trade show gives small business a... Read More
When ABC News anchor Peter Jennings announced he had lung... Read More
It is virtually impossible to succeed professionally and personally without... Read More
Want to get radio interviews and coverage in print publications... Read More
Press releases are a useful tool for announcing news and... Read More
News releases (also called press releases) are an important part... Read More
From time to time, people ask me how public relations... Read More
Let's start out with a caution for business, non-profit and... Read More
It's difficult enough running the day-to-day aspects of a business,... Read More
Financial planners, the first thing to know about reporters is... Read More
Dowagiac cheap limo service ..What's a Capability Statement?As the name suggests, it tells potential... Read More
Does it really make sense to bet your PR budget... Read More
Once upon a time, there was a young, stressed out... Read More
When you are planning to call a reporter for the... Read More
Can you honestly say that your business, non-profit or association's... Read More
It happens to business, non-profit and association managers when their... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
As you start getting more media-savvy, you'll find yourself coming... Read More
Have you ever noticed that when someone is interviewed on... Read More
As many of you already know, promoting and marketing your... Read More
When times are tough, it's no time to ignore those... Read More
Successful buisnesses know that media attention reaches consumers better than... Read More
Because when it comes to public relations, non-believers can produce... Read More
Although it seems less common these days, there are still... Read More
?makes the rules, of course.But when the gold takes the... Read More
As a business, non-profit or association manager, what do you... Read More
Yup -- it's hot and sticky and you don't feel... Read More
Media kits include a combination of information whether created for... Read More
One of the most misunderstood and most underutilized promotional tools... Read More
You are getting a good deal when you accept the... Read More
Ever get the feeling that your public relations program isn't... Read More
Do you have a great idea for a story, but... Read More
You worked hard to get a story on your business... Read More
The Today show? The New York Times? Vanity Fair? What's... Read More
To many marketers, the press release is something of a... Read More
Public Relations |