Whether you are a business, non-profit or association manager, your success will depend, to a large degree, on how well you positively impact the behaviors of those outside audiences that most affect your operation.
You need to create external stakeholder behavior change ? the kind that leads directly to achieving your managerial objectives.
And you do that by persuading those important outside folks to your way of thinking, then moving them to take actions that help your department, division or subsidiary succeed.
The road to that success is filled with potholes, but you'll never feel them if you have the right roadmap.
Like this one: 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.
Where can such a blueprint take you? Maybe to more qualified proposals for strategic alliances and joint ventures; or to big givers looking at your 501-c-3; or to interested specifying sources requesting more information; newly qualified prospects showing interest; a big jump in sales floor visits; more requests for membership applications; repeat purchases reappearing; political figures taking a closer look at your unit as a key member of the business, non-profit or association communities; not to mention new contacts from community leaders.
As that business, non-profit or association manager, there are two steps you should take asap. List those outside audiences of yours whose behavior helps or hinders you in reaching your objectives. Then note how severe their impact is, and we'll take a shot at the target audience you show as number one.
Sad to say, you probably haven't assembled the information that tells you how most members of that key outside audience view your organization. So, presuming there is no sign of a large professional survey budget in your shop, you and your colleagues will have to handle the job of monitoring external audience perception by asking the questions yourselves.
Interrogatives such as "Have you ever met anyone from our organization? Was it a satisfactory experience? What do you know about our services or products?" Stay alert for negative statements, especially evasive or hesitant replies. And be on the lookout for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. Any of those must be corrected because we know they usually produce negative behaviors.
Now you must decide which of these nasties is the most dangerous at this moment and correct it before it really starts to hurt. In other words, once you select the specific perception to be altered, you have identified your public relations goal.
But there's always a "but." In this case, a PR goal without a strategy to show you how to get there, is like pasta without the sauce. So, you get to select one of three strategies especially useful for creating perception or opinion where there may be none, changing existing perception, or reinforcing it. But be careful that your new goal and the new strategy compliment each other. After all, you wouldn't want to select "change existing perception" when you have a good current perception suggesting a "reinforce" strategy.
Now let's talk about writing ability. This is where your PR team must employ those writing skills and put together a compelling message. One designed to alter your key target audience's perception, as called for by your public relations goal.
To boost message credibility, combine your message with a newsworthy announcement ? or make it part of a different presentation. Helps downplay the fact that something is being corrected.
Message clarity is paramount here, i.e., what perception needs clarification or correction and why? You must be truthful and your language must be persuasive, logical and believable. Experience tells us this is the best way to hold the attention of members of that target audience, and move perception in your direction.
Now let's talk about the tools you will use to carry this persuasive message to the attention of that external audience (I call such tactics "beasts of burden").
This should be the easiest part of your PR effort because there is an endless selection of communications tactics available such as group briefings, letters-to-the-editor, brochures, press releases and personal contacts. Or possibly, radio and newspaper interviews, speeches, newsletters, and many others.
A word here. Be careful about the tactics you select. Is there a clear record of how effectively they actually reach people similar to those you call your target stakeholders?
At this point, you'll want to anticipate queries about progress by beginning your second perception monitoring session among members of your target audience. There is, however, a considerable difference the second time around. Using questions similar to those used during your earlier monitoring session, you now will be alert for signs that audience perceptions are beginning to move in your direction. Fortunately, that means progress.
Yes, we are also lucky in the PR business that we can move almost any program along at a faster rate by using additional communications tactics, AND by increasing their frequencies.
Remember to keep your attention focused sharply on the very groups of outside people ? your key external stakeholders -- who play such a major role in just how successful a manager you will be.
And by all means, use a workable blueprint such as that mentioned earlier. One that helps you persuade those important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary.
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.
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. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@tni.net. Visit: mailto:bobkelly@tni.net
Rolling Meadows Cadillac Escalade rental .. Lockport Chicago limo O’HareI am often asked by clients to target USA Today... Read More
There are many ways you can get tons of free... Read More
There'll never be a better time for a manager working... Read More
If, as is often the case, you are preoccupied with... Read More
For discerning business, non-profit and association managers, PR success is... Read More
And hurt bad if you are a business, non-profit or... Read More
It could, but what if it doesn't?Will you be prepared?Will... Read More
In competing for a piece of business not too long... Read More
It can bite you and waste your public relations budget... Read More
The VIP databases are fun to create and can be... Read More
As an entry level position to PR, I found myself... Read More
Well, for starters, because good public relations can alter individual... Read More
An effort built around a string of print and broadcast... Read More
If you do, it means:you don't value tracking the perceptions... Read More
They can when they invest in the basics. The best... Read More
Created properly, an extremely effective marketing tool.It's a great concept,... Read More
Why, public relations that stays true to its fundamental premise,... Read More
Think of a triangle. On the left, imagine the story... Read More
You can have dozens of marvelous ideas to get free... Read More
One of the most misunderstood and most underutilized promotional tools... Read More
Tis' the season for business and corporate gift-giving! If you... Read More
And the best way to mind your own business is... Read More
That's like asking if advertising is all about type faces... Read More
Many of our clients are in service businesses, such as... Read More
If you're serious about getting great results from your PR... Read More
Des Moines rental limo ..It is virtually impossible to succeed professionally and personally without... Read More
How to write a press release that generates free publicity... Read More
Don't let yourself be diverted by communications tactics playtime. You... Read More
A press kit is an essential press relations tool. While... Read More
It really is powerful when a business, non-profit or association... Read More
From time to time, people ask me how public relations... Read More
It behooves you to know and remember the names of... Read More
As eyes look forward to a new business year, many... Read More
If a reporter was writing a story about you and... Read More
You're trying to recruit a downline into your program, you've... Read More
The payoff for business, non-profit or association managers can be... Read More
Especially good advice for business, non-profit and association managers whose... Read More
About a year ago I read a feature story in... Read More
Public relations is the art, as one of my colleagues... Read More
Yes? Then do something positive about the behaviors of those... Read More
HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More
Publicity is obtaining editorial coverage or features for your business.... Read More
You have a story to tell. Your company has developed... Read More
Like human nature over time, the power of good public... Read More
Is your business looking for new and creative ways to... Read More
Just think about it.If I come to believe that you... Read More
Are you working as hard as you can in your... Read More
The public relations goal and strategy make sense; the message... Read More
The call came into my office and the voice on... Read More
News releases are not the best way to get major... Read More
Public Relations |