Yes, that's what public relations really is when it tracks important external audience perceptions and follow on behaviors. And again when it does something about those perceptions and behaviors by reaching, persuading and moving to actions you desire, those people whose behaviors affect your organization the most.
All of which makes it much more likely that you will achieve your operating objectives.
So, could this be the time to put a new public relations program in motion that will provide you with results like these?
Now, here's how the well-oiled strategy machine that produces such results can support your objectives and work hard for YOU..
Decide up front who matters most to you among those outside audiences of yours. Whose behaviors can make or break your day? Which audiences produce the most significant impacts on your organization?
Let's call that outside audience #1 on the priority list and work on it right now. Of course, other external audiences will require your attention in due course.
First question: how do members of this key target audience view your organization and its products and services? Always surprises me how many business people answer this question vaguely, if at all.
To get those and other useful responses, you must interact with those individuals and ask a lot of questions. For example, what do you think of us and our products/services? Or, have you had any problems with our services or products?
Be especially alert to negative responses or even undertones. And watch closely for inaccuracies that need to be corrected, or misconceptions you must clear up. Rumors, of course, must be addressed directly and killed dead, to emphasize the point!
Now you're ready to set you public relations goal. Namely, correct that inaccuracy, or clear up that misconception, or kill that rumor. Keep your goal zeroed in on the precise negative you wish to correct.
What now? How will you reach that goal? Of course with a strategy, and you have three available to you: create opinion where there isn't any, alter existing opinion, or reinforce it. The goal you already set will determine which strategy choice you make.
The quality of the message you send to your key outside audiences will have a huge bearing on whether their perceptions can be altered in your direction. For instance, if your message persuades them that the rumor that you dump chemicals into the river is simply not true, you will sense the change in their perception and, thus, their behavior as they again cooperate and/or do business with you as before.
Keep your message as compelling as possible, persuasive of course, and crystal-clear as to its meaning.
Next stop? Call in the "foot soldiers," aka communications tactics, to carry that outstanding message of yours to the right eyes and ears. Luckily there are many, many commu- nications tactics available. For example, personal contacts, letters-to-the-editor, press releases and speeches. Or, emails, brochures, radio/newspaper interviews and newsletters. The only requirement is that each tactic you choose have a proven record of reaching members of the target audience you want to reach.
Now, some weeks after your communications tactics went into action, you will be curious to know if you are making any progress towards altering key audience perceptions.
Best way to find out is to ask the same key audience members you questioned during your initial fact finding mission.
Same questions, but now you're anxious to know if their perceptions have been altered in your direction because that will suggest that behavior changes can soon be expected.
Now, if you note some opinion alteration, but not enough, you must take two actions. One, review your communi- cations tactics for mix and frequency adjustments. And two, look closely at your message to see if it is as clear and compelling as it could be. And also whether your facts and figures really support your view that the inaccuracy is unfairly damaging to you.
Happily, your prize for using a well-oiled strategy machine like public relations will be the altered perceptions you desire, leading to behaviors that contribute directly to the success of your business.
About The Author
Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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
You never want to inundate a reporter with information, but... Read More
If you're serious about getting great results from your PR... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
Yes indeed! If you are a young person who has... Read More
One portion of your marketing plan that you probably don't... Read More
Some people think that publicity is all about paparazzi snapping... Read More
A Press Release is a captive story that can be... Read More
Is that what we are? Fanatic, over-the-top disciples of some... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
They know they had better do something positive about those... Read More
When, as a business, non-profit or association manager, you are... Read More
Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More
It took me a while to see just HOW crucial... Read More
And not results you can measure only in terms of... Read More
For business, non-profit and association managers, is it publicity that... Read More
You do not have to hire a publicist or advertise... Read More
Etymology is the study of the origins of words.As languages... Read More
Media kits include a combination of information whether created for... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
You are a spokesperson for your company, representing it for... Read More
Commit this to memory, please: To get in the media,... Read More
Press reviews are a common and basic feature for surveying... Read More
It's the time of year when calendars crowd out the... Read More
News releases (also called press releases) are an important part... Read More
A term you'll hear in newsrooms, in editing meetings, in... Read More
Although it seems less common these days, there are still... Read More
Everything, that is, if you ignore those folks whose behaviors... Read More
Journalists are trained and often experienced at getting information out... Read More
Business, non-profit and association managers get a ton of satisfaction... Read More
Maybe you've seen another financial planner on TV, and thought,... Read More
It's not unusual for clients of service providers to insist... Read More
It used to be that all you had to do... Read More
OK, as a manager, your goal is to show a... Read More
Think that you aren't big enough for national media coverage?... Read More
Being part of a trade show gives small business a... Read More
What you are about to read is a step by... Read More
Managers in the non-profit, association and business worlds need to... Read More
When special events and communications tactics rule the PR roost... Read More
There are many ways you can get tons of free... Read More
Trade publications present an excellent opportunity for organisations to gain... Read More
Sure, any publicity is good. But don't invest time and... Read More
Just promoted to manager?Here's something you need to know.Whether you... Read More
How to write a press release that generates free publicity... Read More
Some people think that publicity is all about paparazzi snapping... Read More
Who wants to face the challenges of a business recovery... Read More
If you manage a department, division or subsidiary for a... Read More
Use journalistic styleReporters are busy. Just like you.So when you... Read More
For those business, non-profit and association managers committed to PR... Read More
You do not have to hire a publicist or advertise... Read More
If you leave a star player sitting on the bench,... Read More
Public Relations |