And hurt bad if you are a business, non-profit or association manager. Especially when you rely too heavily on tactics like special events, brochures and press releases to get your money's worth.
Instead, pursue public relations that does nothing less than alter individual perception and lead to changed behaviors among those key outside audiences of yours.
In other words, the best approach does something positive about the behaviors of those key external audiences that MOST affect your operation.
That approach persuades your important external folks to your way of thinking, and moves them to take actions that allow your department, division or subsidiary to succeed.
Thus it creates the kind of stakeholder behavior change that leads directly to achieving your managerial objectives.
Best part is, once you digest the underlying premise of public relations, you'll understand how the right PR really CAN alter individual perception and lead to those changed behaviors you need. Here's how it goes: 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 the very people whose behaviors affect the organization the most, the public relations mission is accomplished.
Keep in mind that it requires more than good old special events, brochures and news releases if you really want to end up with your PR money's worth.
Fact is, business, non-profit and association managers who employ this kind of public relations can benefit from results such as new proposals for strategic alliances and joint ventures; rebounds in showroom visits; membership applications on the rise; community service and sponsorship opportunities; enhanced activist group relations, and expanded feedback channels, not to mention new thoughtleader and special event contacts.
Over time, you'll notice customers making repeat purchases; prospects reappearing; stronger developing relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies, and even capital givers or specifying sources glancing your way.
It goes without saying that you want your most important outside audiences to really perceive your operations, products or services in a positive light. So take pains to be sure that your PR staff has bought into the whole effort. Convince yourself that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.
Spend some time together and review the PR blueprint very carefully with your staff, especially regarding how you will gather and monitor perceptions by questioning members of your most important outside audiences. Questions such as: 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 how things went? Have you experienced problems with our people or procedures?
Certainly you can count on professional survey people to handle the perception monitoring phases of your program IF the budget is available. But luckily, 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.
We should spend a moment on your public relations goal. You need one that addresses the problems that cropped up during your key audience perception monitoring. Chances are, it will call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.
Another truism is that goals need strategies to show you how to get there. And you have just three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. Unfortunately, selecting a bad strategy will taste like maple syrup on your ziti, 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.
Because persuading an audience to your way of thinking is awfully hard work, you now must create the right corrective language including words that are compelling, persuasive, believable AND clear and factual. This is a must if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors. So, meet again with your communications specialists and review your message for impact and persuasiveness.
Now you need to select the communications tactics most likely to carry your words to the attention of your target audience. Happily there are dozens 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.
Sad, but the credibility of your message could depend on its delivery method. So, consider introducing it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances.
Progress reports will suggest themselves in due course. And that probably will mean you and your PR folks 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, watch carefully for signs that your communications tactics have worked and that the negative perception is being altered in your direction.
If you sense your colleagues or your client becoming impatient, you can always accelerate matters with a broader selection of communications tactics AND increased frequencies.
You won't get hurt when you apply your budget to public relations activity that creates behavior change among your key outside audiences that leads directly to achieving your goals.
That will demonstrate conclusively that the right PR really CAN alter individual perception. And better yet, lead to changed behaviors that help you reach those managerial objectives and come out on top.
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 ? 2004.
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; bobkelly@tni.net
Mercedes Benz s500 rentals Salem ..Who wants to face the challenges of a business recovery... Read More
"I want a pony, a tree house and the fastest... Read More
If you own a franchise and have company vehicles, be... Read More
If you want to succeed, build a great team. A... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
As an owner of an independent record label, I often... Read More
What are you trying to do with your business, non-profit... Read More
Anything that lets managers achieve their managerial objectives is a... Read More
Financial planners, the first thing to know about reporters is... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
They know they had better do something positive about those... Read More
Sure. What else do you call a human discipline whose... Read More
So, you've had your book published or you've gone the... Read More
Powerful is a strong word. But it fits here. As... Read More
Do you dream of being on Oprah Winfrey's television show?... Read More
In the 'Age of Scepticism' gaining media coverage is one... Read More
Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More
Something that results in your most important outside audiences doing... Read More
I say public relations can be a matter of survival... Read More
It could, but what if it doesn't?Will you be prepared?Will... Read More
As a business, non-profit or association manager, you have a... Read More
A musician spends years honing his craft. He writes world-class... Read More
Business, non-profit and association managers get a ton of satisfaction... Read More
As a business, non-profit or association manager, let the tacticians... Read More
Dowagiac cheap limo service ..In the 'Age of Scepticism' gaining media coverage is one... Read More
China's media is booming creating opportunities for marketing-savvy businesses. But... Read More
Think that you aren't big enough for national media coverage?... Read More
I recently worked with a group dealing with an unusual... Read More
I say to business, non-profit and association managers, a key... Read More
Fiercely combative business, non-profit and association managers use every PR... Read More
It took me a while to see just HOW crucial... Read More
Yes, you can call a reporter.I've said it before, in... Read More
Anything that lets managers achieve their managerial objectives is a... Read More
You have been if you're a business, non-profit or association... Read More
1) Establish Rapport, then get the editor/producer excited.There's not a... Read More
Some people think that publicity is all about paparazzi snapping... Read More
Public relations is popular because it is very cost-effective and... Read More
Sorry about my otaku with this issue (otaku = more... Read More
If you're like most of my clients, you're probably interested... Read More
It happens to business, non-profit and association managers when their... Read More
Something that results in your most important outside audiences doing... Read More
Last month, we told you about "pay for play," a... Read More
What makes a good media release and how do you... Read More
So, you've had your book published or you've gone the... Read More
The name of the game is doing our part to... Read More
What do you do with junk mail? Are you like... Read More
Successful buisnesses know that media attention reaches consumers better than... Read More
Really? You mean there are NO perceptions and behaviors peculiar... Read More
As a manager, does your current business, non-profit or association... Read More
Public Relations |