|
Author: Robert A. Kelly Article source: http://www.onlineprindia.com/. Used with author's permission.
When properly applied by business, non-profit and
association managers, public relations "medicine"
does something positive about the behaviors of those
important external audiences of theirs that MOST
affect their operations.
It's easy-to-swallow "medicine" when it leads managers
to persuade those key outside folks to their way of
thinking, then move them to take actions that allow the
manager's department, division or subsidiary to succeed.
In other words, effective public relations "medicine" is
applied when PR alters individual perception leading to
changed behaviors among a manager's target "publics,"
thus helping achieve his or her managerial objectives.
Here's the underlying essence: 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.
But managers should always remember that their PR
effort must demand more than special events, brochures
and press releases if they are to come up with the public
relations results they paid for.
Here's a sampling of what this "medicine" can deliver:
fresh proposals for strategic alliances and joint ventures;
capital givers or specifying sources beginning to look
your way; customers starting to make repeat purchases;
membership applications on the rise; community leaders
beginning to seek you out; welcome bounces in show
room visits; prospects starting to do business with you;
higher employee retention rates, and even politicians and
legislators starting to view you as a key member of the
business, non-profit or association communities.
Luckily, your PR people are already in the perception and
behavior business, so they should be of real use for this
initial opinion monitoring project. But you must be certain
of several things. First, who among your PR team really
understands the blueprint outlined above and shows
commitment to its implementation, starting with key
audience perception monitoring? Second, be certain that
your public relations people really accept why it's SO
important to know how your most important outside
audiences perceive your operations, products or services.
And third, make sure they believe that perceptions almost
always result in behaviors that can help or hurt your
operation.
Review the bidding with your PR staff. Especially your
game plan for monitoring and gathering perceptions by
questioning members of your most important outside
audiences. Questions along these lines: how much do you
know about our organization? Have you had prior contact
with us and were you pleased with the interchange? Are
you familiar with our services or products and employees?
Have you experienced problems with our people or
procedures?
You may wish to use those PR folks of yours in that
monitoring capacity since, as noted, they're already in
the perception and persuasion business. And further,
because it can run into real money using professional
survey firms to do the opinion gathering work. But,
whether it's your people or a survey firm asking the
questions, the objective remains the same: identify
untruths, false assumptions, unfounded rumors,
inaccuracies, misconceptions and any other negative
perception that might translate into hurtful behaviors.
Here, you are aiming at creating a PR goal that does
something about the most serious problem areas you
uncovered during your key audience perception
monitoring. Will it be to straighten out that dangerous
misconception? Correct that gross inaccuracy? Or,
stop that potentially painful rumor cold?
Where you establish a goal, you must establish a
strategy that tells you how to get there. So keep in
mind that there are just three strategic options
available when it comes to doing something about
perception and opinion. Change existing perception,
create perception where there may be none, or
reinforce it. The wrong strategy pick will taste like
blue cheese on your corn flakes, so be sure your new
strategy fits well with your new public relations goal.
You wouldn't want to select "change" when the facts
dictate a strategy of reinforcement.
It's always a challenge to create an actionable message
that will help persuade any audience to your way of
thinking. Here, you must do so, and it must be a
well-written message target directly at your key
external audience. Identify your strongest writer
because s/he must build some very special, corrective
language. Words that are not merely 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.
Now it's selection time once again, namely, the
communications tactics most likely to carry your
message to the attention of your target audience.
There are scores available. From speeches, facility
tours, emails and brochures to consumer briefings,
media interviews, newsletters, personal meetings
and many others. But you must be certain that the
tactics you pick are known to reach folks just like
your audience members.
By the way, you may wish to keep this kind of
message low profile and unveil it before smaller
meetings and presentations rather than using
higher-profile news releases. Reason is, the
credibility of any message is fragile and always at
stake, so how you communicate it is a concern.
You'll need preliminary progress reports, which
will alert you and your PR team to begin 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 on red alert for signs
that the bad news perception is being altered in
your direction.
If things are not moving fast enough for you, you
always have the option of accelerating the effort
by adding more communications tactics as well as
increasing their frequencies.
The value of public relations as effective medicine
for managers becomes clearer when you realize that
the people you deal with behave like everyone else -
they act upon their perceptions of the facts they hear
about you and your operation. Which means you really
have little choice but to deal promptly and effectively
with those perceptions by doing what is necessary to
reach and move those key external audiences of yours
to actions you desire.
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 © 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.
Visit:http://www.prcommentary.com
Mailto:bobkelly@TNI.net
Roulette: The Game of Remarkable Comebacks
In casino gambling, sometimes even the most knowledgable players turn to blind luck to make it through their day. Of course, luck can never be relied on; either...
Website Templates - Who Benefits?
Are templates the shortcut of your dreams, or a complex design nightmare in the making? Find out what's really required to effectively use most website template...
Selling Spiritual Stuff
Why is it that selling drugs, sex, a big screen TVs, or any physical item is easier than selling someone on a new way of thinking? What is it that grounds us in...
Mortgage Lead and Mortgage Leads
A mortgage lead is an exciting thing because you are filled with the thought of buying a house. Mortgage leads are listings of information dealing with how much...
Diet Pills, Products, and Dieting Supplements - Can They Help You Lose Weight Quickly?
Can a diet pill or supplement help you lose weight fast? Here is some information on how they work.
Wealth Building Tips: Manage Your Money
Managing your money is so important in becoming more organised, less stressed and more productive in your life - you'll be amazed at what you can achieve with y...
Motivating Employees - Ten Ways to Start You Off
Motivation is a 'culture, rather than an activity - it's a slow-burn which enables you to achieve extraordinary things in yout business or organisation...
While the World is on Fire - Part Two
This world is a tender box, of political, industrial and religious, differences. What is making the world that we call home, so violent? Religion is the big...
9 Ways to Gain Your Visitors Respect
The internet is filled with sites and they are good and bad. Some have been known for a long time and some still struggle to get the respect and fame they think...
Writers Helping Writers - A Noble Legacy
Writers are among the few professionals in the 21st century that still
willingly and enthusiastically help their laboring sisters and brothers. I
know this fo...
Why You Should Get Out of Debt Today?
These are 5 reasons for what you should get out of debt starting today. I'm sure it'll all make sense to you and will help you to get that final push to get yo...
If Your PR Cant Do This, Bag It!
As a business, non-profit or association manager, why continue a public relations effort that doesn't deliver the key external audience behaviors you need to ac...
Things Every Couple Should Know
People entering any form of long-term relationship, whether married, domestic partners, or just living together, are typically unaware that their relationship t...
I Remember When
I remember when as a child of not having enough to eat, sharing with seven brothers and sisters. Wanting more to eat at supper time but the food was gone. I rem...
25 Valuable Phone Numbers For Small Businesses Success
Starting and growing a small business can be a daunting and sometimes lonely process we have compiled a list of 25 helpful phone numbers for agencies and servic...
Every Mom Worries
Do you obsess about your child's affinity for sweets or worry that he's not as smart as the kid next door? If so, read this to determine if you're being silly ...
Your Most Important Mommy Muscle - The Transverse Abdominis
If there is one muscle in your body that can help you be a better mom, look great in a bikini and provide an insurance policy against injury would you spend tim...
Should Bloggers be Helping Google Fix Their PageRank System?
The 3 big search engines have recently unveiled an initiative to combat comment spam in blogs. But will bloggers only be hurting themselves by implementing the ...
Can You Get Rid of Stretch Marks?
The question, "Can you get rid of stretch marks?" sounds simple enough, but the answer to the question is not so easy. Ask 10 skin specialists this question and...
Does Online Dating Really Work?
Online Dating is the biggest and best product to come out of the Internet…ever! There are millions of members worldwide and thousands more singles are signing u...
The Unsung Heroes Of Internet Marketing
One of the reasons that people fail to earn anything close to a living on the Internet is that they fail to take the time to learn how to do it! This may sound...
Sparkling, Clean Lighting Will Add The Perfect Touch To Your Home
When one thinks of the many factors that affect the look of a room, most people think only of the paint and furniture. In doing so, they overlook the most impor...
A List Of My Friends And Family? *Sigh*
To this day, the hardest presentation I've ever given was to my mother. How many of you can relate to this by remembering trying to "pitch" your opportunity to...
The Easiest Way to Your Google Sitemap
Google Sitemaps is a new tool for website owners and publishers, released by Google themselves. It allows you to submit a sitemap (a document that contains link...
|
Print this page