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Author: Robert A. Kelly Article source: http://www.onlineprindia.com/. Used with author's permission.
…makes the rules, of course.
But when the gold takes the form of top-notch public
relations, she AND he get to make rules like these:
Our PR concentrates on delivering what we really need.
Our PR does something positive about the behaviors of
those outside audiences that MOST affect our organization.
Our PR persuades those key outside people to our way of
thinking, then moves them to take actions that allow our
department, division or subsidiary to succeed.
In other words, our PR uses its fundamental premise to
deliver external stakeholder behavior change, the kind that
leads directly to achieving our managerial objectives.
And that fundamental premise? Here's what it looks like:
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.
If you do just what we've covered so far, what kind of results
might come your way? How about welcome bounces in show
room visits; community leaders beginning to seek you out;
membership applications on the rise; customers starting to
make repeat purchases; fresh proposals for strategic alliances
and joint ventures; prospects starting to do business with you;
higher employee retention rates, capital givers or specifying
sources beginning to look your way, and even politicians and
legislators starting to view you as a key member of the
business, non-profit or association communities.
But you had best get your public relations people involved
by getting them on board this kind of approach to PR. Be sure
everyone buys into why it's so important to know how your
outside audiences perceive your operations, products or
services. Be especially certain they accept the reality that
negative perceptions almost always lead to behaviors that can
damage your organization.
Reason together about how you will monitor and gather
perceptions by questioning members of your most important
outside audiences. Questions like these: how much do you know
about our organization? Have you had prior contact with
us and were you pleased with the interchange? How much
do you know about our services or products and employees?
Have you experienced problems with our people or
procedures?
And do remember that your PR people are already in the
perception and behavior business and can be of real use for this
opinion monitoring project. Of course you can always use
professional survey firms, but that can be a budget buster.
However, whether it's your people or a survey firm who
handles the questioning, the objective is to identify untruths,
false assumptions, unfounded rumors, inaccuracies, and
misconceptions .
Your next chore is identifying which of the problems
outlined above becomes your corrective public relations goal -
clarify the misconception, spike that rumor, correct the false
assumption or fix a variety of other possible inaccuracies?
Fact is, you can meet that goal only when you select the right
strategy from the three choices available to you. Change
existing perception, create perception where there may be
none, or reinforce it. Picking the wrong strategy is about as
cool as serving a meat and potatoes guy an asparagus and
broccoli casserole with braised celery on the side. So please
be certain the new strategy fits comfortably with your new
public relations goal. You wouldn't want to select "change"
when the facts dictate a "reinforce" strategy.
And now the toughest part of this job -- create a persuasive
message aimed at members of your target audience. Always a
challenge to put together action-forcing language that will help
persuade any audience to your way of thinking.
Because s/he must create some very special, corrective
language, be certain you have your best writer on the assignment.
You need words that are not only compelling, persuasive and
believable, but clear and factual if they are to shift perception/
opinion towards your point of view and lead to the behaviors
you have in mind.
Happy to say that things get easier. Identify the communications
tactics you need to carry your message to the attention of your
target audience. Insuring that the tactics you select have a record
of reaching folks like your audience members, you can pick
from dozens that are available. From speeches, facility tours,
emails and brochures to consumer briefings, media interviews,
newsletters, personal meetings and many others.
As often is the case, the credibility of the message can be
dependent on the credibility of its delivery method, you may
wish to deliver it in small getogether-like meetings and
presentations rather than through a higher-profile media
announcement.
Requests for progress reports will probably be heard from various
quarters. Let that signal to you that you and your PR team had best
undertake a second perception monitoring session with members
of your external audience. You'll want to use many of the same
questions used in the first benchmark session. But now, you will
be watching very carefully for signs that the bad news perception
is being altered in your direction.
And rest easy when things seem to be slowing down. These
matters usually can be accelerated by adding more
communications tactics as well as increasing their frequencies.
The bottom line is, this workable public relations blueprint will
help you persuade your most important outside stakeholders to
your way of thinking, then move them to behave in a way that
leads to the success of your department, division or subsidiary.
So, no matter who has the gold, the public relations rules that
will best serve any business, non-profit or association manager
read this way: the people you deal with do, in fact, behave like
everyone else - they act upon their perceptions of the facts
they hear about you and your operation. Leaving you not
much choice but to deal promptly and effectively with those
perceptions by doing what is necessary to reach and move
your key external audiences to actions you desire.
end
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.
Word count is 1190 including guidelines and resource box.
Robert A. Kelly © 2005. 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 communi-
cations, U.S. Department of the Interior, and deputy assistant press
secretary, The White House. He holds a bachelor of science degree
from Columbia University, major in public relations.
mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com
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