If you manage a department, division or subsidiary for a business, non-profit or association, your primary public relations model probably should read this way: 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.
Properly executed, this comprehensive blueprint will help you persuade your key external stakeholders to your way of thinking, then move them to take actions that lead to your unit's success.
And, as you move the emphasis of the public relations crew assigned to your operation from communications tactics to the model outlined above, YOU move ever closer to personal success as a unit manager.
Here's why. The blueprint demands of you a sharper focus on the very groups of outside people who play a major role in just how successful a manager you will be ? your key external audiences.
Like most managerial initiatives you implement, your new public relations blueprint also will require aggressive execution.
So, sit down with your PR people and explore why it's so important to know how your operation is perceived by those target audience members. Make certain everyone around the table understands (and accepts) the reality that those perceptions just about always result in predictable behaviors that help or hinder your operation.
Which is precisely why your team will need to interact with your key target audience and ask a number of questions as part of this initial perception monitoring session. "What do you know, if anything, about our services, products or people? Have you ever made contact with us? Was it a positive experience? Do You have any problems with our organization?
You can always retain a professional survey firm to gather these data for you but that can be expensive. Remember that your public relations people are already in the perception and behavior business and can certainly handle this vital assignment.
Regardless of who handles perception monitoring among target audience members, it's crucial to be on alert for misconceptions, inaccuracies, false assumptions, untruths and, especially, unfounded rumors.
The reason is, the perception data you gather will form the basis of your public relations goal, which can be quite direct such as fix that inaccuracy, correct that untruth, or clarify that misconception.
At this point, you need a strategy to tell you how you're going to achieve that goal. Where matters of perception and opinion are concerned, there are really just three strategy choices: create perception where there isn't any, change existing opinion/perception, or reinforce it. But try to size your strategy choice to fit your new public relations goal.
Now, if you're to actually alter hurtful perceptions among members of your target audience, you need to prepare a message that is not only compelling in its presentation, but completely believable. And it must be crystal clear, factual and persuasive if it is to move opinion in your direction and lead to those behaviors you desire.
Now, when it comes to communication tactics to carry your message to the eyes and ears of your target audience, you're in luck. There are dozens of tactics available to do the job for you. Everything from speeches, newsletters and brochures to emails, open houses and customer briefings. But keep in mind that you must insure that the tactics you choose have a good record for reaching people just like the members of your target audience.
To show management that progress towards your goal is actually happening, you will have to duplicate the earlier perception monitoring interaction among target audience members. This time, however, you and your PR people will be watching carefully for signs that the offending perception is being altered, AND in your direction.
Happily, there's one more option open to you ? you can speed up the process by adding more communications tactics to the mix, AND increasing their frequencies.
Best part about this particular blueprint is that it will help you ramp up your public relations effort in a way that let's you pursue the behavior changes you really need if you are to achieve your unit's operating objectives.
About The Author
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. mailto:bobkelly@tni.net Visit: mailto:bobkelly@tni.net
Culver prom limo ..When, as a business, non-profit or association manager, you are... Read More
The media's role is to package and spread news, current... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
And not results you can measure only in terms of... Read More
Commit this to memory, please: To get in the media,... Read More
If you leave a star player sitting on the bench,... Read More
Do you have a great idea for a story, but... Read More
Maybe it played for Kevin Costner in "Field of Dreams,"... Read More
When ABC News anchor Peter Jennings announced he had lung... Read More
Although repetition is extremely important, there are times when advertising... Read More
Smaller companies don't always have the budget - or inclination... Read More
1. Your press release should sound like news, not an... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
Effective Media Relations Tips - What To Do After The... Read More
Just happens to be public relations activity that alters individual... Read More
The reason might be this simple: as a business, non-profit... Read More
Ideally, you will have two types of quotes in your... Read More
True, because department, division or subsidiary managers for a business,... Read More
In public relations, "junk" is more about attitude and lack... Read More
Many of our clients are in service businesses, such as... Read More
A Press Release is a captive story that can be... Read More
When I search Google News for "surveys," I get nearly... Read More
You can if, as a business, non-profit or association manager,... Read More
Did you Know That Even TV Remote Control Units... Read More
THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More
Wood Dale limo ..A great way to celebrate your achievements and capitalize on... Read More
When do you use the newspaper for publishing announcements for... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
Photographs are essential for getting good publicity in the print... Read More
At the core of any successful public relations campaign is... Read More
Many people are intimidated by radio interviews, whether live or... Read More
In larger cities with many outlets they are competing for... Read More
When you should send samples with your press release:1) When... Read More
New business owners often miss out on publicity opportunities because... Read More
There'll never be a better time for a manager working... Read More
A reporter's job is to get the most accurate and... Read More
Parties, videos, booklets and column plugs?Or public relations that does... Read More
Think of a triangle. On the left, imagine the story... Read More
UNDER FIREA friend whose organization is often in the media... Read More
I don't know about you but I get really frustrated... Read More
You've probably noticed, if you live on this planet, that... Read More
If you manage a department, division or subsidiary for a... Read More
If you want to succeed, build a great team. A... Read More
Almost assuredly you do, especially when your most important external... Read More
How do you make a friend of the media? A... Read More
Just think about it.If I come to believe that you... Read More
In a media interview, always stick to your main points... Read More
When is your best advertisement not an advertisement? When it's... Read More
Public relations changes minds in the process of delivering what... Read More
Some people think that publicity is all about paparazzi snapping... Read More
Public Relations |