The name of the game is doing our part to achieve manage- ment's objectives. And public relations best practice ? properly applied ? does just that.
How? The driving force is public relations' fundamental premise which promises to harness your most important external audiences in a way that actually helps reach those very same business objectives.
Just look at that 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 those people whose behaviors affect the organization, the public relations mission is accomplished."
It strongly suggests that without the understanding of who and what your organization is all about, the behaviors of those important external audiences may hinder your efforts and, left unattended, tie your organization in knots.
This sentence sums up the bottom line. When public relations alters key audience perceptions, then reaches, persuades and moves them to an action you desire, it clearly helps achieve management's objectives.
Do you enjoy that kind of support? You can if you employ a program along these lines.
Decide at the start which outside audiences display behaviors that most impact your organization, and list them. We'll concentrate here on that #1 external audience you believe has the greatest effect on your operations. Of course, other audiences may need your attention as well.
The obvious first step is to find out how members of that "public," as we call them, actually perceive your organization. The best and quickest way to do this is to interact with those people and ask questions that probe their perceptions. Listen carefully for negative observations and remain alert to factual errors, inaccuracies, misperceptions and even rumors.
These responses enable you to create a public relations goal aimed directly at correcting the damaging perceptions, especially misconceptions and inaccuracies.
Now, you get to select one of three available opinion strategies that show you how you will reach your goal: create opinion where there may be none; change existing opinion, or reinforce it. Your public relations goal will lead you to the proper strategy selection.
The meat of the program is usually the message you will send to members of your target audience. After all, that message will be charged with the task of altering people's perceptions, and that means it must be persuasive and compelling. It must also be as clear as possible, and contain the facts and figures needed to repair the perception damage. In short, your message must be believable. You might also run it by a few members of your target audience to be sure it has the desired effect on the perception you are striving to alter.
Moving your message to many members of your #1 external audience requires aggressive and carefully targeted communications tactics. Public relations is fortunate to have dozens of such tactics from which to choose. For example, radio and newspaper interviews, letters-to-the-editor, face-to- face meetings and speeches. Or you might select tactics such as facility tours, brochures, community meetings, special events and promotional activity.
In due course, after your communications tactics have spread your message far and wide, you will want to know if you are making any progress. Experience shows that remonitoring your target audience is a must.
You will want to ask the same questions of audience members you used during your data gathering exercise at the start of the program.
Your objective, however, will be different. Now, you will be looking for signs that the offending perception has begun to be altered in the direction you desire. Should more work be necessary, a possible change in the mix and frequency of your communications tactics can be made. And, of course, you would want to review your message for clarity, impact and direction, especially with regard to your supporting facts and figures.
Because we know that predictable behaviors tend to follow changes in perception, your carefully planned public relations effort is well-positioned to create key audience support for management initiatives.
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
Ain't a gonna happen unless business, non-profit and association managers,... Read More
In my travels around the country while building my business... Read More
?2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More
Wherever the fundamental premise of public relations is practiced.Look at... Read More
Before you even think about writing a press release, there... Read More
I heard a speaker recently who was talking about how... Read More
A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More
HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More
Just promoted to manager?Here's something you need to know.Whether you... Read More
Use journalistic styleReporters are busy. Just like you.So when you... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
How much more fundamental can you get than this? As... Read More
If I were coaching you as a business, non-profit or... Read More
There'll never be a better time for a manager working... Read More
Most small businesses do little to no public relations (PR)... Read More
Your public relations effort really should involve more than press... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
Anything that lets managers achieve their managerial objectives is a... Read More
When outside audiences important to your operation do not understand... Read More
If you manage a department, division or subsidiary for a... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
Because good public relations can alter individual perception and lead... Read More
If you want to succeed, build a great team. A... Read More
Yes? Then do something positive about the behaviors of those... Read More
Media management has become one of the strategic tools for... Read More
Prior to launching a new public relations campaign, evaluate the... Read More
What is the true purpose of public relations and how... Read More
A new public relations blueprint could be a good idea... Read More
Media management has become one of the strategic tools for... Read More
As a business, non-profit and association manager, how satisfied are... Read More
Media interviews are an important part of an overall public... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
For financial planners, getting publicity, in the end, isn't about... Read More
When your book is mentioned on television, sales go up.... Read More
As a business, non-profit or association manager, you'll know it's... Read More
Each of us is exposed to people from other cultures... Read More
So you've put yourself "out there" with a public relations... Read More
Let's start out with a caution for business, non-profit and... Read More
I recently worked with a group dealing with an unusual... Read More
It took me a while to see just HOW crucial... Read More
While awaiting economic recovery, business needs to attract the attention... Read More
How much more fundamental can you get than this? As... Read More
When outside audiences important to your operation do not understand... Read More
Done right, it helps modify the behaviors of your most... Read More
Sure, as a manager, you have a talented member of... Read More
Once upon a time, there was a young, stressed out... Read More
The public relations goal and strategy make sense; the message... Read More
Where is there a business, non-profit or association manager who... Read More
When you are planning to call a reporter for the... Read More
The power of public relations is its ability to alter... Read More
Public Relations |