|
Author: Robert A. Kelly Article source: http://www.salesvantage.com/. Used with author's permission.
As a manager, does your current business, non-profit or association public relations effort concern itself primarily with radio and newspaper publicity? Or does it concentrate on a specialty area like financial communications or trade relations? Or, possibly, it deals each day with sales support or government affairs?
Actually, maybe your PR effort should concentrate on delivering what you really need?
For example, PR that really does something positive about the behaviors of those outside audiences that most affect your organization?
PR that uses its fundamental premise to deliver external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives?
And PR that persuades those important outside folks to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed?
What fundamental PR premise are we suggesting as your new action blueprint? 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.
The results can be very satisfying: membership applications on the rise; customers starting to make repeat purchases; fresh proposals for strategic alliances and joint ventures; community leaders beginning to seek you out; welcome bounces in show room visits; 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.
The first step, obviously, is involving the public relations people assigned to your unit and getting them on board the new approach. 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.
Plan carefully 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?
Your PR people, who are already in the perception and behavior business, can be of real use for this opinion monitoring project. Yes, you can always use professional survey firms, but that can turn out to cost real money . 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 above problems becomes your corrective public relations goal -- clarify the misconception, spike that rumor, correct the false assumption or fix certain other inaccuracies?
You achieve 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 only slightly worse that forgetting to serve horseradish mustard with the corned beef. And 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.
Here we have the question of what to say when you sit down to 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.
Be certain you have your best writer on this assignment because s/he must create some very special, corrective language. 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.
Now, an easy step - pick the communications tactics 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.
With, as always, the credibility of the message at stake, you may wish to deliver it in small getogethers like meetings and presentations rather than through a higher-profile media announcement.
Inevitably, you'll soon hear from your colleagues re: signs of progress. What that signals for you and your PR team is 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. More to the point, you will now be watching very carefully for signs that the bad news perception is being altered in your direction.
We're lucky in this business that these matters usually can be accelerated by adding more communications tactics as well as increasing their frequencies.
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, while you did not ask for this public relations advice, I hope you will agree that 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 little 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.
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 1165 including guidelines and resource box. Robert A. Kelly © 2004. 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 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
Natural Alternative to HRT for Menopausal Women
There is a natural period in a women's life normally between the ages of 45 and 55 when her fertility draws to an end, this period is called the menopause. Tech...
432 Page Franchise Report by the FTC
The Federal Trade Commission is upgrading the franchise law and they have made a report. Recently I have been reviewing the FTC's franchise rule report page by ...
A good logo vs. a FABULOUS logo
If you had a choice, which one would you choose, a good logo or a fabulous logo? Think about it for a second here, although I know the answer is crystal clear. ...
Search Engine FAQ
Are meta tags important for my web page?
The new MSN search places a lot of value on the keywords and description meta tags. And of course, to prove that we ar...
Top 20 Dog Quotations
Get to know your beloved dog better with these insightful quotations all about your best four-legged friend...
Effective Remedies for Arthritis - Eight Treatment Techniques Anyone Can Use!
Effective arthritis therapies don't have to be mysterious or dangerous. Common sense and a skilled rheumatologist can guide you through the intricacies of trea...
A Look at Online Poker Tournaments
Not just for professionals anymore: A primer on online poker tournaments, and how the amateur player can enjoy the competition no matter what their skill level ...
Build a Web Site that Works...Even for a Safari Hobby!
This article will show you how you can cut short your learning curve in web business. It will provide you the only all-in-one site-building, site-hosting, and s...
Chinas Inscrutable Currency Strategy
The move by China's central bank to drop the yuan's rigid peg to the dollar on the day of my return after a three-week trip to Asia left a host of questions una...
Think Positive: Using Affirmations to Create Health, Wealth and Beauty
You've heard the buzzwords: Attitude is everything! Change your perspective! Have a positive outlook! But, can these words really change our future? And if so, ...
How to Become a Bodybuilding Champion – The Art of Presentation!
If you think becoming a bodybuilding champion is all about weight lifting, sadly you will never become one. Some of the most gifted physiques have fallen short ...
Choosing the Best Low Interest Credit Card
With so many low interest credit cards on offer, how do you know which one to choose? Here is a brief guide for choosing your low interest credit card.
Canonizing the Musical Expression with Video-jockeying!
A sneak peek at the tools and technologies used by the VJ's in the MTV and the other host of hot, peppy music video channels. Know how with computer graphics, p...
Sustaining Tension in Fiction
Sustained tension is one of the most effective hooks to keep readers turning pages. Here's some hints on how to achieve it during the quieter moments of your no...
Dog Obediance Tips...
Training your dog can be time consuming and frustrating at times, but it's well worth it. Here are several tips that should help things go much smoother and fas...
Internet Home Based Business - Marketing Yourself on the Web
The phenomenon of the Internet has become a part of our daily lives, so it seems natural to build and internet home based business where you can work from home ...
Why do We Need to Knead?
Bread dough needs to be elastic in order to capture the gases created by the yeast, stretch as bubbles form in the dough, expand, and rise. Without that elasti...
Whats A Single Christian To Do?
It's Saturday night. You're sitting at home. Your phone has not rung in the past few hours. As a matter of fact, your phone hasn't rang much in the last two wee...
Ever Wondered What An Auto Insurance Claim Adjuster Does?
An auto insurance claim adjuster doesn't have an easy job.
Business Blogging: Why You Should Start a Business Blog to Promote and Market Your Small Business
A business blog is a great way to expose yourself and your small business. There are a variety of reasons why they're such a great marketing vehicle. In this ar...
Internet Marketing Idea: Use Internet Marketing to Sell Network Marketing or MLM
The lack of a good Internet Marketing Idea is often the most difficult problem the marketer is faced with. Discover how to quickly set up multiple streams of re...
Do-It-Yourself PR: An Accident Waiting to Happen
Think you can save some money by doing your own PR? Think again!
Straight Talk from a Comfort Foodie - Fast Food
Excerpt from the hillarious collection of food memoirs STRAIGHT TALK FROM A COMFORT FOODIE, Fast Food is a tale from a baby boomer that was weaned on root beer.
Utilize The Power Of Blogs To Market Your Business On A Budget
Budget marketing with blogs is one of today's top methods for cost-effective advertising to the consumers you want to reach, whether they're in your neighborhoo...
|
Print this page