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 ..When outside audiences important to your operation do not understand... Read More
Just think about it.If I come to believe that you... Read More
Think of a triangle. On the left, imagine the story... Read More
Are you hesitating about hiring a publicist or, if you... Read More
Early in my career as a public relations consultant, I... Read More
Considering how fundamental they are to the publicist's trade,it's always... Read More
Writing an effective press release is a way to draw... Read More
Business people often spend time and money trying to find... Read More
Last month, we told you about "pay for play," a... Read More
For business, non-profit or association managers like yourself, survival pretty... Read More
If you are in Australia at the moment, it is... Read More
Just because a publication is small doesn't mean that getting... Read More
And not results you can measure only in terms of... Read More
Whether you are a business, non-profit or association manager, your... Read More
When ABC News anchor Peter Jennings announced he had lung... Read More
You can if, as a business, non-profit or association manager,... Read More
Got a huge need for publicity and a tiny publicity... Read More
The media live by the calendar. Your story pitch might... Read More
Many of our clients are in service businesses, such as... Read More
Press releases are one of the most cost-effective ways to... Read More
What's REALLY potent for a business, non-profit or association manager... Read More
Yes, that's what public relations really is when it tracks... Read More
Business, non-profit and association managers are in a stronger position... Read More
Media placement is an art. Practicing it often requires as... Read More
The VIP databases are fun to create and can be... Read More
insured cleaning company Highland Park ..How to write a press release that generates free publicity... Read More
Financial planners, the first thing to know about reporters is... Read More
When I search Google News for "surveys," I get nearly... Read More
When, as a business, non-profit or association manager, you are... Read More
Do it by restructuring your business, non-profit or association public... Read More
"Advertising is what you pay for. Publicity is what you... Read More
Non-news professionals often have a hard time understanding why their... Read More
Media kits include a combination of information whether created for... Read More
Business people often spend time and money trying to find... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
It's a phrase I hear over and over again from... Read More
To get someone's name in the newspaper or a product... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
The power of PassionPassion is an extraordinarily powerful spring. Without... Read More
When special events and communications tactics rule the PR roost... Read More
Business, non-profit and association managers are in a stronger position... Read More
For business, non-profit and association managers, is it publicity that... Read More
You can if, as a business, non-profit or association manager,... Read More
Strong for business, non-profit and association managers when they use... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
Whether you are a business, non-profit or association manager, your... Read More
Does the thought of knowing your verbs from your adjective... Read More
?2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More
The public relations bar, should such a proficiency measure ever... Read More
You want to sell your products or services, and that... Read More
Public Relations |