|
Author: Robert A. Kelly Article source: http://www.kabish.com/. Used with author's permission.
Just think about it.
If I come to believe that you really didn't dump those chemicals
in the river, I'll probably stop picketing your business.
Or, if I now believe you actually care about me as an employee,
I may stay with the company.
And if I become convinced that you provide quality service at a
fair price, I'll probably do business with you.
All of which means that what I think about you - what perceptions
of you I hold in my mind - can change my behavior in a way that
you prefer, or hate.
So, since my behavior is affected by my perception of the facts,
it suggests that those perceptions might even be created from
scratch, or changed, or existing behavior reinforced through a
well-planned public relations effort.
Fact is, they can be, and that should interest you. Imagine being
able to affect the behaviors of members of your key target
audience! What would THAT do to your bottom line?
Happily, it's not that difficult to do.
Start this way. The foundation on which successful public relations
outreach is built is, in reality, YOUR outreach. So become a willing
participant in the public business life in your marketing area.
That means activities such as sponsoring special events, making
speeches before local business and fraternal audiences, and
sitting for newspaper and radio interviews. That builds the
good will you may need in troubled times.
A good starting point is staying in touch with those folks whose
actions either help or hurt your operations. When you interact
with them, ask them what they believe about your products, your organization and you. Remain alert for looming problems. You
can call this the information gathering phase.
Now it's time to list your key audiences. At the beginning,
concentrate on those actions that REALLY concern you and
start your interactions with members of that audience. They can
include stakeholders like customers, employees, prospects, media,
community residents, local government agencies and many others.
When you discover a troubling perception, do something about it
as soon as you can. Working with your public relations advisor,
establish your public relations goal. Examples: neutralize that
negative rumor that you hire illegals; prove that your process
does not pollute a nearby lake; or restore the faith of that group
of former customers.
If you fail to attend to them, any one can hurt your business.
So, with your goal set, you must now decide what your strategy will
be in dealing with the perception problem.
We know there are just three choices available to you in dealing
with such opinion problems. Create new opinion, change existing
opinion, or reinforce it.
Work closely with your public relations advisor in deciding which
it is. Then, proceed by preparing persuasive messages carefully and creditably designed to counter the misconception you have
uncovered. Run the messages by outsiders so you can gauge just
how persuasive they really are.
Here, it's time to select the communications tactics needed to carry
your persuasive message to the attention of that very important
target audience. Fortunately, there are dozens of communications
tactics available to you such as print and broadcast media interviews,
awards ceremonies, emails, promotions, press releases, newsletters,
personal meetings, speeches and open houses.
But your work is still not done. You need to continue monitoring
members of your target audience to measure not only how aware
they are of your message, but how well they received it.
Depending on the responses you receive, it may be necessary to
adjust both your message content and your mix of communications
tactics.
Until something better comes along, we have little choice but to
continually track perceptions among key audiences by interacting
with them and by monitoring other sources such as media reports,
speeches by local influentials and emails from other interested
parties. Then, create, change or reinforce that opinion by reaching,
persuading and moving-to-desired-action those people whose
behaviors effect the organization.
Using this approach, you will find it easier to accept and act
upon the notion that what people believe really can bring you
success.
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 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.
Visit:http://www.prcommentary.com; bobkelly@TNI.net
Bankruptcy – More Signs That You May Be in Trouble
New bankruptcy legislation takes effect soon. Should you file? Here are a few warning signs that may help you decide if bankruptcy is for you.
Romance in Stories and Film: Structure and Patterns
The Hero's Romantic Challenge follows a pattern in most stories and films:
5 Tips to Help You Identify WHO To Market To
If you have your own small business, it's important to decide exactly who you will be marketing your products or services to. But for many small business owners...
Exciting Love Relationships: Living With Uncertainty
Relationships are complicated, confusing, and uncertain. You can reduce anxiety by learning the skill of living with uncertainty. Understanding why people are...
Information at What Price? Exploring Fee-based e-Content
In pursuit of a paid model for content, many businesses offer newsletters for a fee or ebooks. These models offer pros and cons. Some organizations send out two...
Keep Them Coming Back - Update Your Site
If you are anything like me, your website is a reflection of yourself. It contains your thoughts and communications, exposed to the entire world at all times. L...
Why You Should Ignore This Advice
Doesn't make too much sense does it? Am I really going to give you some advice that asks you to ignore the advice I'm giving you? Well, that's not strictly true...
Online Mortgage in UK - Introducing the Best Mortgage Plan Across UK
Online mortgages in UK have opened many opportunities for a loan borrower in UK. Online mortgages provide basic financial tools like mortgage rates, mortgage co...
Are Drug Companies Destroying The U.S. Health Care System?
Pharmaceutical sales are skyrocketing while the health of Americans declines. The problem is philosophical in that drugs do not cure and patients are looking f...
Effective Press Release Writing Tips
This article will assist you to make out particular points while writing a news release for PR distribution through the press release network.
MLM Training - The Network Marketing Success Secrets of Recruiting Small Business Owners
Are you making the mistakes most people make when prospecting small business owners? Read on!
Cheryl Rickman Interview
Cheryl Rickman runs her own group of businesses - CherryJam - with her partner James in Hampshire. Her first company WebCritique - a web copywriting and marketi...
What to Know When Getting Your First Credit Card
Credit card debt is way too easy to get into these days. It seems like every time I check my mail there is at least one or two pre-approved credit card applica...
Ten Steps to Perfect Pasta
I'm amazed at how often I get e-mail from a disgruntled home cook, lamenting the fact that, once again, a dish of pasta has turned into a culinary disaster. I h...
Are You Fully Present, In Every Moment?
Being in the moment is learning to be wherever you
are—completely. It is developing a unique focus on the
current moment, and drawing from it all of the subs...
Color Contact Lenses - Your Options
Very few people are actually satisfied with their appearance. Some will go to great lengths to achieve a look that they consider acceptable. If you wear contact...
An Affordable Shortcut To Designing Your Dream Home
You don't know a thing about architecture, designing or drafting but that shouldn't stop you from taking the dream house that you have pictured in your head and...
Teach Your Children How To Resolve Conflict Without Using Anger Or Power
Does sibling fighting and arguing drive you insane?
Telling the Value Story
Sales down? Profits down? Could be poor presentation skills. Take the time to research and develop a new presentation and watch your profits climb.
Designer Handbags Authentic or Counterfeit? Designer Purses Should ALWAYS Have Money Back Guarantee
Why would anyone pay substantial money for fake designer handbags and purses?
Cheap knock-offs may be fine if that is all you can afford, but don't be duped in...
What is a Ghostwriter and How Can I Find One to Hire?
How do I go about searching for a ghostwriter? There are practically tens of thousands of such services provided all over the internet. Maybe more. The charges ...
Are You Overweight Because Youre Not Sleeping Enough?
This is a little-known fact, but did you know that sleep can affect your weight? Rather, it's the lack of sleep that can make you put on unnecessary weight. Y...
Where Diets Go Wrong
When we discover that we are heavier than we want to be, we have a natural invlination to eat less food. We may skip lunch or eat only a tiny amount of our din...
What the Tax Software Companies Dont Want You to Know
There is a little-known way you can use top tax software to prepare and file your taxes electronically without spending a dime.
|
Print this page