Ain't a gonna happen unless business, non-profit and association managers, possibly like you, do something positive about those important external audiences of yours that most affect your operation. And then, as you persuade those key outside folks to your way of thinking, help move them to take actions that allow your department, group, division or subsidiary to succeed.
Fortunately for all of us, good public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.
Why should you believe it? Because of this public relations premise: 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.
Just look at the kind of reactions that can result: customers starting to make repeat purchases; politicians and legislators starting to view you as a key member of the business, non-profit or association communities; capital givers or specifying sources beginning to look your way; prospects starting to work with you; fresh proposals for strategic alliances and joint ventures; welcome bounces in show room visits; membership applications on the rise; and community leaders beginning to seek you out.
But it doesn't just happen, as I'm certain you already suspect. Your public relations people really must be on board this particular approach to PR. And especially, they must buy into why it's so important to know how your outside audiences perceive your operations, products or services. And do be sure they accept the reality that negative perceptions almost always lead to behaviors that can damage your organization.
Now, how do you plan to monitor and gather perceptions of your key external audiences? Why, by questioning members of your most important outside audiences. Meet with your public relations people and review possible questions like these: 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?
Hopefully it will not come as a surprise that your PR people are already in the perception and behavior business and can be of real use for the initial opinion monitoring project. You can always use professional survey firms, of course, but that can cost a bundle. So, 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.
Soon you will have to decide which of the problems outlined above (or others) becomes your corrective public relations goal ? clarify the misconception, spike that rumor, correct the false assumption or fix a variety of other possible inaccuracies?
At the same time you set your PR goal, you must select the right strategy from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. The right strategy will show you how to reach that goal. Of course, picking the wrong strategy will taste like peanut butter on a nice piece of Nova Scotia salmon. So be sure your new strategy fits comfortably with your new public relations goal. Obviously, you wouldn't want to select "change" when the facts dictate a "reinforce" strategy.
At last we come to the "muscular" part of your public relations effort -- writing a persuasive message aimed at members of your target audience. It's always a severe test to come up with action-forcing language that will help persuade a target audience to your way of thinking.
It almost goes without saying that you must assign the task to your best writer. What is required are 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.
Now comes one of the less pressuresome chores -- identifying the communications tactics needed to carry your message to the attention of your target audience. Always making certain that the tactics you select have a record of reaching folks like your audience members, you have at your disposal dozens of communications tactics ranging from speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.
Do not overlook the fact that the believability of your message can be dependent on the credibility of its delivery method. And that means you may wish to deliver it in small getogether-like meetings and presentations rather than through a higher-profile media announcement.
As initial impact of your communications tactics is felt, you and your PR people will want to undertake a second perception monitoring session with members of your external audience. The same questions used in the benchmark session can be used again. But now, you will be looking very carefully for indications that the bad news perception is moving in your direction.
By the way, take comfort in the fact that that your PR program usually can be accelerated by adding more communications tactics as well as increasing their frequencies.
To recap: I strongly advise you to remember this as a business, non-profit or association manager: supercharging your managerial public relations effort will depend heavily on you doing something positive about those important external audiences of yours that most affect your operation ? positive steps like those mentioned above. And as you persuade those key outside folks to your way of thinking, you will hopefully move them to take actions that allow your department, group, division or subsidiary to succeed.
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 1075 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
green cleaning service Park Ridge ..The public relations bar, should such a proficiency measure ever... Read More
The payoff for business, non-profit or association managers can be... Read More
? Don't wear all black. You'll look as though you're... Read More
So, you've had your book published or you've gone the... Read More
Are you launching a new product or website? Announcing a... Read More
In my travels around the country while building my business... Read More
Your important outside audiences behave in ways that stop you... Read More
The real public relations geniuses might be managers. You know,... Read More
You can if, as a business, non-profit or association manager,... Read More
If you manage a department, division or subsidiary for a... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
There is something newsworthy happening at your organization right now.... Read More
The Acai Berry is starting to gain world wide recognition... Read More
Maybe you've seen another financial planner on TV, and thought,... Read More
Commit this to memory, please: To get in the media,... Read More
Product/service publicity is the superhighway to business success everyone dreams.... Read More
Yes, that's what public relations really is when it tracks... Read More
Aren't you tired of hearing how extremely easy it is... Read More
True, because department, division or subsidiary managers for a business,... Read More
FIVE WAYS TO GET ON THE RADIOHere are five basic... Read More
Trade publications present an excellent opportunity for organisations to gain... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
Successful buisnesses know that media attention reaches consumers better than... Read More
Yes, you can call a reporter.I've said it before, in... Read More
Everything, that is, if you ignore those folks whose behaviors... Read More
cleaning help near Bannockburn ..Every reporter, from the cub at the small town paper... Read More
If, as is often the case, you are preoccupied with... Read More
In an ideal world, your business would be overflowing withnewsworthy... Read More
One big mistake that many marketing-minded financial planners make when... Read More
Southern grandmothers have often said, "there are only three... Read More
It's safe to say that we live in interesting times.... Read More
There is a process for successfully getting publicity about your... Read More
Have you ever noticed that in communities without big universities,... Read More
The payoff for business, non-profit or association managers can be... Read More
One of the most misunderstood and most underutilized promotional tools... Read More
Have you ever noticed that when someone is interviewed on... Read More
To many marketers, the press release is something of a... Read More
Just like a financial planning client fears not having enough... Read More
I mean public relations that presumes from the get-go that... Read More
While scoring anice story in BusinessWeek or USA Today is... Read More
The media live by the calendar. Your story pitch might... Read More
No comment. These are probably the two most damaging words... Read More
Quite a bit, actually. Public relations helps business, non- profit... Read More
Since the major part of a small business typically comes... Read More
For business, non-profit and association managers, is it publicity that... Read More
When, as a business, non-profit or association manager, you are... Read More
For those business, non-profit and association managers committed to PR... Read More
Be a ResourceThe media people that are likely to want... Read More
It is virtually impossible to succeed professionally and personally without... Read More
It behooves you to know and remember the names of... Read More
Public Relations |