I define public relations failure this way:
Failure insured! Similar, in fact, to the artillery commander who tells his gunners to point their cannons in any direction and fire them when they feel like it!
No plan, no results!
Why not deal this way with those external target audiences whose behaviors really have an impact on your organization?
Who are they? List them in order of their impact on your operation. And let's concentrate here on #1.
What do you really know about how they perceive your operation? This is vital, of course, because perceptions almost always lead to predictable behaviors. That's why it's so important that you get this step right.
Fact is, you must interact with members of this target audience and question them carefully. What do they think of you and your organization? Do you detect negative undercurrents? Are you surprised by certain inaccuracies or misconceptions? Has a rumor crept in to their consciousness to do its dirty work?
The answers prepare you for establishing the corrective public relations goal. For example, straighten out that wrong impression. Or fix that misconception. Or correct that unfortunate inaccuracy. Rumors, of course, need immediate attention to neutralize them in the minds of target audience members.
With your goal all set, what is your strategy for achieving it? This one is a time-saver because there are only three strategies designed to deal with this situation: create opinion (perceptions) where none may exist; or change existing opinion; or reinforce it. Your goal will point you toward the proper choice.
Now here is the real challenge ? preparing the message you will send to members of your target audience.
To be persuasive, it must be believable, clearly presented and compelling. Ideally it should deal with the most important problem you wish to correct so as not to divide the reader's attention. For example, an inaccuracy, misconception or damaging rumor. Of course, your message must use supporting facts and figures that have been carefully checked for accuracy.
Recapping, you have now monitored and evaluated opinion among your target audience to determine the extent of any problems, you have set your corrective public relations goal and strategy, and you have prepared an impactful and corrective message.
How will you effectively deliver that message to members of that important outside audience? The answer lies in communications tactics, which some refer to as "beasts of burden" because they will carry your message to the right eyes and ears.
There are scores of tactics awaiting your pleasure. For instance, you can use newsletters, special events, press releases or open houses. You might also consider face-to- face-meetings, radio and newspaper interviews, speeches or emails. The key consideration is that a communications tactic be targeted specifically at the members of your #1 external audience.
Sooner rather than later, you will wonder if your public relations effort is making any progress towards your goal.
And that will require that you put on your opinion monitoring hat and go talk to members of your target audience once again.
As them the same questions you used in your earlier information gathering exercise. Only this time, stay alert for answers that indicate perceptions are changing in your direction. Of course, this means that, before long, behaviors should be changing as well.
And that is the test for public relations success: perceptions altered and behaviors modified as called for in your plan.
When all is said and done, what you will have is an important outside audience more accurately informed about your organization and, thus, more likely to behave in ways that help you achieve your objectives.
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 ? 2003
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. bobkelly@tni.net. Visit: bobkelly@tni.net
move in cleaning service Mundelein ..Maybe it played for Kevin Costner in "Field of Dreams,"... Read More
Being part of a trade show gives small business a... Read More
Are you launching a new product or website? Announcing a... Read More
While awaiting economic recovery, business needs to attract the attention... Read More
HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More
Being invited to appear on radio and television used to... Read More
The Key to Great PR is PerseveranceBy Paula Gardner of... Read More
For many of us, the word quality is closely related... Read More
It's hard to imagine a reporter working today who doesn't... Read More
When you should send samples with your press release:1) When... Read More
As a business, non-profit or association manager, do you see... Read More
"I want a pony, a tree house and the fastest... Read More
The notion that a business, non-profit or association manager can... Read More
Sure, as a manager, you have a talented member of... Read More
You do if you're a business, non-profit or association manager... Read More
Have you ever gotten one of those letters from your... Read More
Think for a moment! If you were to do a... Read More
The VIP databases are fun to create and can be... Read More
Have you ever noticed how the same people's names always... Read More
And here it is: public relations alters individual perception leading... Read More
What do your customers say about your company?Would you let... Read More
Once upon a time, there was a young, stressed out... Read More
Sure, any publicity is good. But don't invest time and... Read More
In my travels around the country while building my business... Read More
It took me a while to see just HOW crucial... Read More
insured cleaning company Highland Park ..Every organization has issues that could affect its operation. The... Read More
Sure, as a manager, you have a talented member of... Read More
What do you do with junk mail? Are you like... Read More
It's one thing for a senior manager to approve story... Read More
"Don't say you don't have enough time. You have exactly... Read More
The power of PassionPassion is an extraordinarily powerful spring. Without... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
Would you like to expand the volume of your business?... Read More
?makes the rules, of course.But when the gold takes the... Read More
The words are pop culture heroes.Movies such as "The Insider,"... Read More
You won't be if you accept a very simple premise.... Read More
Small Business Owners should send press releases out at least... Read More
Why You Should Write Press Releases: A press release is... Read More
In last year's animated film Shrek II, a giant gingerbread... Read More
Just about anyone who has been in the public eye... Read More
As a business, non-profit or association manager, you'll know it's... Read More
? Don't wear all black. You'll look as though you're... Read More
Do it by restructuring your business, non-profit or association public... Read More
So, you've had your book published or you've gone the... Read More
It really is powerful when a business, non-profit or association... Read More
I am often asked by clients to target USA Today... Read More
Think of a triangle. On the left, imagine the story... Read More
Before you even think about writing a press release, there... Read More
Every reporter, from the cub at the small town paper... Read More
When a group of outsiders behaves in a way that... Read More
Public Relations |