You want to sell your products or services, and that means good money management, top quality products or services, and hard work on your part. But, for REAL success, the icing on the cake is public relations.
Here's why. People act on their perception of the facts about you; those perceptions lead to certain, predictable behaviors; and, best of all, something can be done about both that will lead to achieving your objectives.
First, public relations creates, changes or reinforces public opinion -- you know, all those perceptions we just talked about.
Then it reaches, persuades and moves-to-actions-you-desire those very people whose behaviors affect your business. We're talking about actions like new customer development, retention of long-time patrons and increased product purchases.
Now, when you can actually see those behaviors you want so badly (hopefully matching the behaviors you said upfront you wanted), the public relations effort is complete, and a success.
How do you pull this off?
If you follow a game plan like this one, you should rank in order-of-importance those audiences with an interest in your organization, often referred to as stakeholders or "publics." They would include customers, prospects, media, the business community and local thought-leaders as well as a number of other interested groups.
What Do They Think of You?
You should interact with those audiences and gather their impressions of your organization, in particular, areas where problems may be brewing. Ask questions. Notice any negativity? Misconceptions? Inaccuracies? Rumors?
This is information gathering, opinion sampling, informal polling, if you will, but essential to any public relations effort. If resources are available, a modest opinion poll of the #1 priority audience also would be helpful.
How Much Behavioral Change is Needed?
Well, with opinion sampling of one kind or another underway, it's a good time to focus on any negative perceptions you discovered. Once they're identified and understood, a marker can be set down setting the degree of behavioral change you would like and that realistically can be expected and monitored in an agreed-upon time frame..
This becomes the goal against which the public relations program will finally be measured.
Create, Change or Reinforce Opinion?
Now, should those key audience perceptions be created from scratch, nudged in one direction or another, or simply reinforced? An important decision, because it will influence the direction, content and tone of all of your communications. Make it carefully.
The Persuasive Message
Once that decision is made, it's time to prepare messages tailored to each audience that, while providing details about your products and services, indirectly address those problem areas that came up during the information gathering meetings. Then, while you do the persuasive messages needed to bring those folks around, be guided by your behavior modification goal as well as the perception changes needed to achieve it.
Reaching Your Audience
How will you communicate each message to its audience? How will you reach these people? Your choices include face-to-face meetings, briefings, speeches, news releases, news announcement luncheons, emailings, media interviews, facility tours, special promotional events, a brochure, and a variety of other communications tactics.
And don't forget special event exposures as a means for reaching those target audiences with your messages. They usually make news and include activities such as open houses, roadshows, awards ceremonies, trade shows and contests.
Media That Target Your Audience
It sounds elementary, but selecting the right media to carry your messages demands that you be certain that each communications tool zeros in directly on the target audience. Example: little sense in using ride-time (rush hour) radio appearances if you're trying to reach retirees.
Signs of Improvement
So, how will you know whether your efforts are actually changing perceptions (and behaviors) for the better? As time passes, experience tells us that you will begin to notice increased awareness of your business and its role in the marketplace; a growing receptiveness to your messages by customers; increased public perception of the role your organization plays in its industry and in the community, as well as increasing numbers of prospects.
Achieving The Goal
To track actual results, you must speak once again - and on a regular basis -- with people among each of your key audiences. And also by monitoring print and broadcast media for mentions of your messages or viewpoints.
Each of these indicators will reflect how local feelings about your organization are changing. In turn, this will allow you to adjust your communications tactics in pursuit of the perceptions and behaviors you seek
The effort is worth it. Done correctly, when public relations results in altered perceptions and modified behaviors among groups of people important to your organization, you're talking about nothing less than its survival.
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:bobkelly@tni.net; bobkelly@tni.net
personalized cleaning services Mundelein ..What's a press release? This is generally a one page... Read More
I recently worked with a group dealing with an unusual... Read More
Things are pleasant for many business, non-profit or association managers... Read More
You are getting a good deal when you accept the... Read More
Once upon a time, there was a young, stressed out... Read More
Often the first point of contact the media has with... Read More
Whether you are a business, non-profit or association manager, your... Read More
So you've put yourself "out there" with a public relations... Read More
Done right, it helps modify the behaviors of your most... Read More
You can if, as a business, non-profit or association manager,... Read More
NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More
When starting a successful business venture or launching a new... Read More
One big mistake that many marketing-minded financial planners make when... Read More
Press releases are a useful tool for announcing news and... Read More
What's a Capability Statement?As the name suggests, it tells potential... Read More
Because it can alter individual perception and lead to changed... Read More
The media live by the calendar. Your story pitch might... Read More
Can you honestly say that your business, non-profit or association's... Read More
Who wants to face the challenges of a business recovery... Read More
Prior to a TV interview it is guaranteed the journalist... Read More
I heard a speaker recently who was talking about how... Read More
You do if you're a business, non-profit or association manager... Read More
As a mobile detailing company it is important to have... Read More
If your key ? that's KEY ? outside audiences don't... Read More
Have you fantasized about spreading word of your business on... Read More
one time home cleaning Buffalo Grove ..Getting a press release published in a newspaper or magazines... Read More
If you want to succeed, build a great team. A... Read More
The media need you. Need the information and expertise you... Read More
SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More
If, as is often the case, you are preoccupied with... Read More
Things are pleasant for many business, non-profit or association managers... Read More
You do if you're a business, non-profit or association manager... Read More
And the best way to mind your own business is... Read More
As a business, non-profit or association manager, why continue a... Read More
Because PR can be difficult to control, it is often... Read More
You won't accomplish much if you call the gas company... Read More
The wind of changes...The digital world has changed the form... Read More
How you answer questions depends on many factors. Example what... Read More
It's one thing for a senior manager to approve story... Read More
Ain't a gonna happen unless business, non-profit and association managers,... Read More
When a group of outsiders behaves in a way that... Read More
Why, public relations that stays true to its fundamental premise,... Read More
For a business, non-profit or association manager, they could be... Read More
Have you fantasized about spreading word of your business on... Read More
Business, non-profit or association managers hurt their own public relations... Read More
As a business, non-profit or association manager, you'll know it's... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
Media management has become one of the strategic tools for... Read More
Done right, it delivers the key, target audience behaviors you... Read More
Well, autumn is upon us and with the onset of... Read More
Public Relations |