|
Author: Robert A. Kelly Article source: http://salesvantage.com/. Used with author's permission.
What are you trying to do with your business, non-profit or association public relations program? Get a little publicity for a service or product? Or, perhaps, you're doing what you really should do, persuade your key external stakeholders to your way of thinking, then move them to take actions that lead to the success of your department, division or subsidiary.
To reach that objective, and get a real grip on your PR effort, you need a model like this: 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.
No small matter because this blueprint will help you redirect the focus of the public relations folks assigned to your unit from communications tactics over to your external audiences in a way that allows you to move ever closer to personal success as a unit manager.
The reason this PR paradigm works is that it requires you as the unit manager to zero in on exactly those people who play a big role in how successful a manager you're going to be - your key external audiences.
The perceptions held by your most important outside audiences are crucial to your success. So meet with your PR crew and hammer out a consensus as to why it's vital to nail down just how your operation is perceived out there in the real world. They'll tell you quick-like that those perceptions almost always result in predictable behaviors that can help you or hurt you.
Which means you need to interact with members of your most important target audience while posing a number of questions. "What do you know about our organization? Have you ever made contact with us? Was it a satisfactory experience? Do you have an opinion about our people, services or products? Do you have a problem with our organization?
By the way, if your budget allows a significant expense, you can retain the services of professional survey people to interview target audience members. Of course your own PR staff is already concerned with perception and behavior matters, so they might lend a hand in this regard.
Those participating in monitoring the perceptions of your key target audience must watch carefully for negative responses to your questions. In particular for untruths, misconceptions, inaccuracies, rumors or false assumptions.
The data collected during the perception monitoring interviews are the ammunition needed to identify the corrective public relations goal. Examples might be, fix the untruth, clarify the misconception, or kill the rumor.
You still need help, however. Without a strategy to tell you how to reach that goal, not much is going to happen. You have a choice of three strategies. You can create perception/ opinion where there may be none, you can change existing perception, or you can reinforce it. But be certain that your new strategy is a natural fit with the public relations goal you selected.
Now, identify your best writer because you must put together the message which will do the heavy lifting when it alters any questionable perceptions among your target audience members. The message must not only be persuasive, but compelling as well. And it should aim for both factual accuracy and believability if it is to do the job. You may also wish to consider a lower profile means for delivering the message - perhaps during a presentation on another matter - so as not to raise eyebrows by using the press release format.
Actually getting your message to the right people - members of your target audience - is not complex. You have a wide selection of communications tactics at your disposal. They include presentations, brochures, newsletters and personal contacts as well as media interviews, articles, open houses and many others. But check carefully that those your select actually do reach people similar to those who make up your target audience.
You need results, as do all managers. And the best way to be certain your new public relations effort is succeeding is to return to perception monitoring mode and ask the same questions all over again. The difference the second time around is, you and your team will be on the lookout for signs that the negatives you discovered are actually being altered, and that your target audience perception is moving in your direction.
Fortunately, you can put things on a faster track by adding more communications tactics, AND increasing certain frequencies.
You'll know you have a solid grip on your public relations effort when you avoid communications tactics as a major focus and, instead, apply your resources to persuading your key external stakeholders to your way of thinking, then move them to take actions that lead to the success of your department, division or subsidiary. 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. mailto:bobkelly@TNI.net Visit: http://www.prcommentary.com
Financial Planners Publicity - Dont Wait, Media Folks Want Your Free Publicity
Looking to get your name into a magazine? You need to be thinking ahead--way ahead. Magazines start planning their issues as much as six months before their pub...
5 Easy Ways to Save and Build Wealth
1. Pay off high-cost debt. The best investment most borrowers can make is to pay off consumer debt with double-digit interest rates. For example, if you have a ...
Glucosamine Chondroitin & Arthritis - A Health Supplement
Glucosamine is one of the eight essential sugars needed for optimal health, it is well known for relief of Arthritis pain and rebuilding cartilage.
Top 10 Steps to Build Your Professional Practice Now!
1. Examine everything in your office from the view of a new client! If necessary, spruce it up. Does it need new plants, better music or an aquarium? Make it as...
Building eCommerce Websites that Work - Part 3
The third of a series of articles on the basic factors that contribute to a successful eCommerce website.
Federal Housing Administration (FHA)
The Federal housing administration was created by Congress in 1934 as part of the national housing act. The purpose of the act, and of the FHA, was to....
What Colors Make Your Services Most Attractive?
You knew that the color you wear can dicate how people
respond to you. But did you know that color affects whether
people buy your services? Whether they clic...
Expert Qualities in Sales
In sales, the more we come off as an expert on the products we sell, the more our customers will see us as an expert.
Killer Internet Marketing Errors - How to Avoid Them
With the abundance of marketing information available both online and offline,it is impossible to know for sure what will actually work. However, by avoiding th...
Attitude Is Everything
The process of human change begins within us. We all have tremendous potential. We all desire good results from our efforts. Most of us are willing to work hard...
CEOs And Boards Are Locked In A Spiral Of Doom
The relationship between boards of director and CEOs are vital to the well-being of any company. Many boards and CEOs misunderstand that relationship and so ar...
Real World Accounting for Small Business Owners
If you're like me, you love accounting. It's so fascinating and such an ingenious system. Don't you just think that Double Entry Accounting is the most beautifu...
Vote for Your Own Website - Nobody Will Mind
Build link popularity, link reputations, and site content in as little as one hour per week...
10 Steps To Detoxification
Technology. We live in a grand time of technological development. Computers, the Internet, cell phones, digital cameras and DVDs. But the human body has not 'ke...
Recruiters for MSN or Data Miners?
I had a chilling experience the other day. A man from Kenexa called me, ostensibly to recruit me for a job in New York as a Search Marketing Analyst for Microso...
Choosing Pond Plants
How to choose the proper pond plants for your pond or water garden. There are many to choose from, so be sure to pick the right ones!
Network Your Way to Success, and Remember: Its Not About You!
Having trouble meeting quality people? Perhaps it's because you forgot the most important thing: That it's not about you. People love to talk about themselves, ...
Buying a Franchise
Buying a franchise is not for everyone. This guide will help you evaluate whether buying a franchise is right for you.
Are You A Bill Clinton Webmaster?
One of the most frequent questions I get asked about my ebook, Don't Get Banned BY The Search Engines, is whether I amended it to include post-Florida Google. ...
10 Tips To Prevent You From Being A Victim Of Credit Card Fraud
Follow these 10 tips to greatly reduce your chances of becoming a victim of credit card fraud.
Eleven Questions to Ask in an Agent Interview
Because you sign a contract to work with an agent to sell your home, it is important to choose the right one for you. Interview at least three agents before mak...
Insurance Credit Scoring: An Ethical Issue
The issue at hand is the use of a consumer's credit score as an underwriting tool for auto insurance rates. What is a credit score or FICO score? A FICO score i...
Stand Out From The Crowd With Your Logo
Stand Out From The Crowd With Your Logo
Working as a web designer and web marketer I spend a lot of time everyday looking at websites. One thing that amazes me ...
Build New Habits -- Payday Will Come --
Most of us did it in 2004 and before.... as far back as we can remember. Maybe this is the year you refused to do it ever again. Challenge is…... you should d...
|
Print this page