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
Mokena prom limo .. Lockport Chicago limo O’HareYou do not have to hire a publicist or advertise... Read More
For discerning business, non-profit and association managers, PR success is... Read More
One big mistake that many marketing-minded financial planners make when... Read More
I say public relations can be a matter of survival... Read More
It can bite you and waste your public relations budget... Read More
The real public relations geniuses might be managers. You know,... Read More
Public relations changes minds in the process of delivering what... Read More
Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More
Everyone has an opinion on something, and you can leverage... Read More
This guide to "SEOing" your PR efforts can help you... Read More
Media placement is an art. Practicing it often requires as... Read More
There is a process for successfully getting publicity about your... Read More
FIVE WAYS TO GET ON THE RADIOHere are five basic... Read More
When a reporter is wowed, intrigued, surprised or captivated by... Read More
When do you use the newspaper for publishing announcements for... Read More
Just think about it.If I come to believe that you... Read More
1) Package your story. Two critical elements will help you... Read More
There's a dirty little secret about press releases that the... Read More
"I want a pony, a tree house and the fastest... Read More
Be a ResourceThe media people that are likely to want... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
A term you'll hear in newsrooms, in editing meetings, in... Read More
Ever wonder why papers devote a page or more to... Read More
As a business, non-profit or association manager, you have a... Read More
What else, for goodness sake, could you as a business,... Read More
Mokena Chicago limo O'Hare ..How cool is this? You're a business, non-profit or association... Read More
Media relations, simply put, is the business of building and... Read More
Before you even think about writing a press release, there... Read More
Prior to launching a new public relations campaign, evaluate the... Read More
It is virtually impossible to succeed professionally and personally without... Read More
Publicity will take your financial planning practice, your business, and... Read More
If your key ? that's KEY ? outside audiences don't... Read More
1) Establish Rapport, then get the editor/producer excited.There's not a... Read More
It took me a while to see just HOW crucial... Read More
Etymology is the study of the origins of words.As languages... Read More
Got a huge need for publicity and a tiny publicity... Read More
Press reviews are a common and basic feature for surveying... Read More
What else, for goodness sake, could you as a business,... Read More
If I were coaching you as a business, non-profit or... Read More
What a shame! Potentially productive public relations people resting on... Read More
Say, from tactics like special events, brochures and press releases... Read More
One of the most misunderstood and most underutilized promotional tools... Read More
Commit this to memory, please: To get in the media,... Read More
In competing for a piece of business not too long... Read More
Don't let yourself be diverted by communications tactics playtime. You... Read More
If you're like most of my clients, you're probably interested... Read More
Here's the point: people act on their own perception of... Read More
Sure, any publicity is good. But don't invest time and... Read More
Gaining news coverage on a successful press tour requires planning,... Read More
In larger cities with many outlets they are competing for... Read More
Public Relations |