If you manage a department, division or subsidiary for a business, non-profit or association, your primary public relations model probably should read this way: 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.
Properly executed, this comprehensive blueprint will help you persuade your key external stakeholders to your way of thinking, then move them to take actions that lead to your unit's success.
And, as you move the emphasis of the public relations crew assigned to your operation from communications tactics to the model outlined above, YOU move ever closer to personal success as a unit manager.
Here's why. The blueprint demands of you a sharper focus on the very groups of outside people who play a major role in just how successful a manager you will be ? your key external audiences.
Like most managerial initiatives you implement, your new public relations blueprint also will require aggressive execution.
So, sit down with your PR people and explore why it's so important to know how your operation is perceived by those target audience members. Make certain everyone around the table understands (and accepts) the reality that those perceptions just about always result in predictable behaviors that help or hinder your operation.
Which is precisely why your team will need to interact with your key target audience and ask a number of questions as part of this initial perception monitoring session. "What do you know, if anything, about our services, products or people? Have you ever made contact with us? Was it a positive experience? Do You have any problems with our organization?
You can always retain a professional survey firm to gather these data for you but that can be expensive. Remember that your public relations people are already in the perception and behavior business and can certainly handle this vital assignment.
Regardless of who handles perception monitoring among target audience members, it's crucial to be on alert for misconceptions, inaccuracies, false assumptions, untruths and, especially, unfounded rumors.
The reason is, the perception data you gather will form the basis of your public relations goal, which can be quite direct such as fix that inaccuracy, correct that untruth, or clarify that misconception.
At this point, you need a strategy to tell you how you're going to achieve that goal. Where matters of perception and opinion are concerned, there are really just three strategy choices: create perception where there isn't any, change existing opinion/perception, or reinforce it. But try to size your strategy choice to fit your new public relations goal.
Now, if you're to actually alter hurtful perceptions among members of your target audience, you need to prepare a message that is not only compelling in its presentation, but completely believable. And it must be crystal clear, factual and persuasive if it is to move opinion in your direction and lead to those behaviors you desire.
Now, when it comes to communication tactics to carry your message to the eyes and ears of your target audience, you're in luck. There are dozens of tactics available to do the job for you. Everything from speeches, newsletters and brochures to emails, open houses and customer briefings. But keep in mind that you must insure that the tactics you choose have a good record for reaching people just like the members of your target audience.
To show management that progress towards your goal is actually happening, you will have to duplicate the earlier perception monitoring interaction among target audience members. This time, however, you and your PR people will be watching carefully for signs that the offending perception is being altered, AND in your direction.
Happily, there's one more option open to you ? you can speed up the process by adding more communications tactics to the mix, AND increasing their frequencies.
Best part about this particular blueprint is that it will help you ramp up your public relations effort in a way that let's you pursue the behavior changes you really need if you are to achieve your unit's operating objectives.
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: mailto:bobkelly@tni.net
limousine Ackley .. Lockport Chicago limo O’HareJust like a financial planning client fears not having enough... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
Publicity is obtaining editorial coverage or features for your business.... Read More
Lights...camera...ACTION.That's what often happens when people think of using media... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
How cool is this? You're a business, non-profit or association... Read More
UNDER FIREA friend whose organization is often in the media... Read More
Managers, please take a minute and read two sentences: People... Read More
The media (newspaper, radio, television) can be of enormous help... Read More
There are all kinds of smart moves professionals can make... Read More
Ever get the feeling that your public relations program isn't... Read More
Another way to really become known in your area is... Read More
The media has the power to shape public opinion and... Read More
As the comedian Steve Martin once said, "some people have... Read More
If you are in Australia at the moment, it is... Read More
If you want to know the best way to approach... Read More
They'd hate to admit it, but the media is pretty... Read More
"I want a pony, a tree house and the fastest... Read More
It's not unusual for clients of service providers to insist... Read More
As a business, non-profit or association manager, let the tacticians... Read More
It's the time of year when calendars crowd out the... Read More
It doesn't matter how cruel the reality programs get, there... Read More
Are there secrets to gaining media coverage or is it... Read More
If you manage a department, division or subsidiary for a... Read More
When most people think of media relations, they think of... Read More
shuttle from O'Hare Alexander ..Is that what we are? Fanatic, over-the-top disciples of some... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
There is something newsworthy happening at your organization right now.... Read More
During my career as the head of media relations for... Read More
Looking to get your name into a magazine? You need... Read More
When it comes to launching a new business or product,... Read More
If, as is often the case, you are preoccupied with... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
Public relations and news releases are synonymous in the minds... Read More
Before you even think about writing a press release, there... Read More
If you're like most of my clients, you're probably interested... Read More
As a business, non-profit or association manager, occasions will arise... Read More
The most important thing to remember for any interview: stay... Read More
1) Establish Rapport, then get the editor/producer excited.There's not a... Read More
Did you Know That Even TV Remote Control Units... Read More
You bet!Especially for business, non-profit and association managers who REALLY... Read More
They know they had better do something positive about those... Read More
And not results you can measure only in terms of... Read More
In fact, here are three really foolish goofs made by... Read More
When properly applied by business, non-profit and association managers, public... Read More
As a business, non-profit or association manager, do you see... Read More
You're a business, non-profit or association manager who needs to... Read More
It's not unusual for clients of service providers to insist... Read More
Because PR can be difficult to control, it is often... Read More
When most people think of media relations, they think of... Read More
Public Relations |