Why, public relations that stays true to its fundamental premise, of course.
In a nutshell, "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."
Adhere to that, and you can't go wrong!
Even those who believe public relations is just a bunch of communications tactics, can improve their performance because the premise and its strategy will keep those tactics on the straight and narrow.
How? The premise requires that tactics be selected on the basis of (1) knowing how a target audience perceives the organization, (2) precisely who the tactics should be aimed at, and (3) and most important, what changes in perception, and thus behaviors, are desired so that you can set a goal, then tell if you achieved it or not.
That way, the tactics have a fair chance of doing some good by visibly helping you achieve your business objectives.
Happily, even when "practiced best," this isn't rocket science. All it takes is a brief but logical plan.
Decide which external audience of yours has the most serious impact on your organization. That becomes your key target audience, and off we go!
Can't do much if we don't know how they perceive you and your organization. So, you've got to get out there among members of that key target audience and ask some questions.
What do they think of you and your operation? Notice any negatives? Are misconceptions, inaccuracies or rumors becoming evident? Any undercurrents surfacing? Is there a problem coming down the pike?
When this monitoring phase is complete, you can set a public relations goal that corrects the problem you turned up. For example, your goal might try for a positive impact on individual perception by explaining your pricing policies, or replacing a damaging rumor with the truth.
Now you need to know how you're going to reach that goal. And that's where strategy comes in. You have three choices. You can create opinion (perception) where none exists, or you can change existing opinion, or simply reinforce it. Your choice will respond to what you turned up during your monitoring phase.
If there is a tough part in our brief and logical plan, this is it. You need a really good, corrective message for delivery to your key target audience. It must be clear as spring water, VERY persuasive and, of course, the unvarnished truth. Prepare a draft, then try it out on two or three members of your external audience, then adjust as needed.
Now we come to those "beasts of burden" we discussed up front, the communications tactics themselves. These foot soldiers, to mix a metaphor, will carry your corrective message to the eyes and ears of members of the target audience. A pretty important step, so choose well.
Luckily, you have a ton at your disposal. Emails, personal meetings, news releases, radio interviews and special events. Or, letters-to-the-editor, face-to-face meetings, speeches and open houses. A long list.
Your work is not quite over. How do you know whether your brief and logical plan is working?
The answer is, you will not know for certain until you and your colleagues get back into the field and talk to members of that all-important key audience population all over again.
I know, I know, that's time consuming and a powerful lot of work. But it's worth it! What you want to question those folks about, of course, is the same topics you raised the first time around. Only now, you're looking for altered perceptions.
For example, does the second set of responses indicate that you were successful in clarifying the misconception? Or that the inaccurate belief is morphing into your version? Or, that the irritating (and potentially dangerous) rumor has been laid to rest?
If, however, feedback shows more work is needed, it's back to the drawing board for a better mix and frequency of higher-impact communications tactics. Plus, another look at your message ? was it clear enough? Were the best "hot buttons" pressed? Did you include the right facts and figures to support your case?
Fact is, the Pot 'o Gold at the end of this rainbow is consistency. When you gather responses showing a consistently positive pattern, that brief and logical plan of yours is beginning to produce the success promised by the fundamental premise of public relations.
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
Lincoln Stretch rentals Alsip ..When your book is mentioned on television, sales go up.... Read More
The Key to Great PR is PerseveranceBy Paula Gardner of... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
It's one thing for a senior manager to approve story... Read More
Often the first point of contact the media has with... Read More
Your public relations effort really should involve more than press... Read More
A reporter's job is to get the most accurate and... Read More
We rely on all kinds of tools and advice to... Read More
Yes indeed! If you are a young person who has... Read More
Managers in the non-profit, association and business worlds need to... Read More
Can your PR do something positive about the behaviors of... Read More
There's still time to review your public relations program like... Read More
Press releases are a useful tool for announcing news and... Read More
I say public relations can be a matter of survival... Read More
A term you'll hear in newsrooms, in editing meetings, in... Read More
Where is there a business, non-profit or association manager who... Read More
"Don't say you don't have enough time. You have exactly... Read More
Most small businesses have logo'ed shirts, usually polo shirts with... Read More
At the core of any successful public relations campaign is... Read More
Powerful is a strong word. But it fits here. As... Read More
Really? You mean there are NO perceptions and behaviors peculiar... Read More
Press releases are one of the most cost-effective ways to... Read More
Whether you are a business, non-profit or association manager, your... Read More
The most sensible way for business, non-profit or association managers... Read More
Public relations and news releases are synonymous in the minds... Read More
Western Springs shuttle limo ..Taking your ad and turning it into paragraph-style prose is... Read More
Tracking your correspondence with reporters, via phone or email, is... Read More
If your reading this, you must be online and most... Read More
And hurt bad if you are a business, non-profit or... Read More
For business, non-profit and association managers, is it publicity that... Read More
Every organization has issues that could affect its operation. The... Read More
Being invited to appear on radio and television used to... Read More
You are in business for yourself, but how well do... Read More
When special events and communications tactics rule the PR roost... Read More
As a business, non-profit or association manager, let the tacticians... Read More
Publicity will take your financial planning practice, your business, and... Read More
Recently, I told a friend (who's a business owner) that... Read More
There's a dirty little secret about press releases that the... Read More
You can have dozens of marvelous ideas to get free... Read More
It doesn't matter how cruel the reality programs get, there... Read More
Getting on the radio can be a great tactical move... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
Because when it comes to public relations, non-believers can produce... Read More
? Don't wear all black. You'll look as though you're... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
News releases are not the best way to get major... Read More
As a business, non-profit or association manager trying to get... Read More
A press release is often your only chance to make... Read More
Tis' the season for business and corporate gift-giving! If you... Read More
Sure. What else do you call a human discipline whose... Read More
Public Relations |