Home
>
Public Relations
>
Managers: Do You Trust Your PR?

Managers: Do You Trust Your PR?

You can if, as a business, non-profit or association manager, you can honestly say you are doing something positive about the behaviors of those important external audiences of yours that most affect your department, group, division or subsidiary.

And particularly so when you persuade those key outside folks to your way of thinking, and move them to take actions that allow you to succeed.

In its simplest form, of course, what you are doing is helping achieve your managerial objectives by the simple tactic of altering perception leading to changed behaviors.

And there's a reliable guideline that supports that notion: 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 usually accomplished.

I call that guideline the fundamental premise of public relations from which a variety of satisfying results can emanate. For instance, community leaders beginning to seek you out; capital givers or specifying sources starting to look your way; overdue bounces in show room visits; prospects starting to work with you; membership applications on the rise; customers starting to make repeat purchases; fresh proposals for strategic alliances and joint ventures; and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.

First things first, you'll need to get your public relations people on board this public relations bandwagon. They must agree with the vital necessity to know how your outside audiences perceive your operations, products or services. Be especially certain they accept the reality that negative perceptions almost always lead to behaviors that can damage your organization.

Schedule a special sitdown with PR staff to run through just how you plan to guage perception and monitor opinion among your key outside audiences. Go over the questions to be asked: How much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

It's fortunate for you and I that our PR people are already in the perception and behavior business and can be of real use for the opinion monitoring projects. You always have the option of using professional survey firms, but that can wind up costing real money. But, whether it's your people or a survey firm who handles the questioning, the objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions.

One of the aberations you discover will stand out clearly as your corrective public relations goal ? it could easily be to clarify the misconception, spike that rumor, correct the false assumption or fix a variety of other possible inaccuracies.

Simplifying matters is the reality that you can meet that goal only when you select the right strategy from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. Using the wrong strategy is about as satisfying as using horseradish on your grits! So please be certain the new strategy fits comfortably with your new public relations goal. You wouldn't want to select "change" when the facts dictate a "reinforce" strategy.

Here, you may come to see this chore as the toughest part of the job -- write a persuasive message aimed at members of your target audience. Yes, it's always a challenge to put together action-forcing language that will help persuade any audience to your way of thinking.

By all means, pick your best writer for this assignment. You need words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you desire.

With message writing behind you, you need to identify the communications tactics you need to carry your message to the attention of your target audience. Insuring that the tactics you select have a record of reaching folks like your audience members, you can select from speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.

Another reality in this business is that the credibility of the message can depend on the credibility of its delivery method. Which could lead you to deliver it in smaller meetings and presentations rather than through a higher- profile media announcement.

As it becomes obvious that a progress report will be needed, you and your PR team will want to undertake a second perception monitoring session with members of your external audience. Many of the same questions used in the first benchmark session can be used again. Now, however, you will be on alert for indications that the bad news perception is being altered in your direction.

In the event of a slowdown in program momentum, PR program such as this usually can be accelerated by adding more communications tactics as well as increasing their frequencies.

Trusting your PR program to deliver the bacon is really a matter of persuading your key external stakeholders to your way of thinking, then moving them to behave in a way that leads to the achievement of your managerial objectives and the success of your operation.

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. mailto:bobkelly@TNI.net

Visit:http://www.prcommentary.com

Lincoln Stretch rentals Alsip ..

In The News:

Tech guru Kurt "CyberGuy" Knutsson offers solutions to fixing a personal computer that freezes up. There are a number of reasons this might be happening.

The rollout of Apple's iOS 17 brought a subtle "Rebound" notification tone that's gotten some criticism. Kurt "CyberGuy" Knutsson explains a fix.

Fitness centers and workout studios are starting to establish policies that prohibit shooting phone videos to protect people's privacy.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents

Apple recently notified a small number of iPhone customers in 92 countries that their phones may be under attack by mercenary spyware.

An artificial intelligence-powered home security system can fire paintballs and tear gas at trespassers. The camera identifies human faces and animals.

Technology expert Kim Komando gives her tips and tricks on enhancing your user experience a smartphone and other devices you use everyday.

A new camera called NUCA uses artificial intelligence to create deepfake photos of subjects by stripping away clothing in close to real time.

The Kimberley Kube trail-ready camper has a compact but spacious design and combines luxury, functionality and ruggedness for a weekend getaway.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Emails instructing you to reset your password for an account may be legitimate, or they may be scams. Kurt "CyberGuy" Knutsson explains.

Northrop Grumman's Manta Ray uncrewed underwater vehicle aims to revolutionize undersea missions — it glides through the ocean without human assistance.

Learn how to work Google's calendar application to streamline and organize your daily tasks from technology expert Kim Komando.

If you do not want Facebook to have automatic access to your private photos, follow our tips to protect yourself. Kurt “CyberGuy" Knutsson shows you how.

Kurt “CyberGuy" Knutsson goes into detail about Apple’s recent iOS update that allows iPhone users to instantly translate spoken language simply by using the Action Button.

Safeguarding your digital life with a reliable physical backup isn't just a precaution, it's a necessity. Kurt “CyberGuy" Knutsson provides the essential backup checklist.

Kurt “CyberGuy" Knutsson reveals how a Redditor exposed false recycling claims at their apartment, highlighting a report that only 21% of U.S. recyclables are processed.

Kurt "CyberGuy" Knutsson offers a travel toolkit featuring five technology tools to help you with booking flights and hotels for your summer vacation.

The bubble behind the clock on your iPhone can appear in different colors. Kurt "CyberGuy" Knutsson explains what each of those colors mean.

Scammers are using the power of artificial intelligence to mimic voices of people and are using the fake voices to commit crimes, like kidnappings.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Tech guru Kurt "CyberGuy" Knutsson explains the science behind the Invisibility Shield, a 6-foot shield that makes people become invisible.

The International Olympic Committee on Friday announced plans to use AI in various Olympic aspects, including athlete identification, training and judging.

Tech guru Kurt "CyberGuy" Knutsson explains an easy trick to avoid squinting while working or surfing the web by zooming in on your personal computer.

Streaming giant Roku has recently been targeted by a pair of cyberattacks, and the company confirmed over a half million Roku accounts were compromised.

Managers: Do You Trust Your PR?

Public Relations