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
disinfecting cleaning services Arlington Heights ..One of the greatest ways to promote your product or... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
Press reviews are a common and basic feature for surveying... Read More
You do not have to hire a publicist or advertise... Read More
Recently I had a craving for... Read More
Commit this to memory, please: To get in the media,... Read More
News releases (also called press releases) are an important part... Read More
One big mistake that many marketing-minded financial planners make when... Read More
Think that you aren't big enough for national media coverage?... Read More
Do you have a great idea for a story, but... Read More
If you want to succeed, build a great team. A... Read More
Looking to get your name into a magazine? You need... Read More
Quite a bit, actually. Public relations helps business, non- profit... Read More
If you're an online business using public relations (PR) to... Read More
Being part of a trade show gives small business a... Read More
I heard a speaker recently who was talking about how... Read More
Lights...camera...ACTION.That's what often happens when people think of using media... Read More
Especially good advice for business, non-profit and association managers whose... Read More
Who wants to face the challenges of a business recovery... Read More
Are you working as hard as you can in your... Read More
1. Appearing in other types of media is the best... Read More
Financial planners, the first thing to know about reporters is... Read More
The Internet may have opened worlds for businesses and consumers,... Read More
You have been if you're a business, non-profit or association... Read More
You're a business, non-profit or association manager who needs to... Read More
bathroom cleaning service Mundelein ..If you're like most publicity seekers, you probably think oneproject... Read More
Have you ever noticed that when someone is interviewed on... Read More
As a business, non-profit or association manager, you'll know it's... Read More
When your book is mentioned on television, sales go up.... Read More
You bet! And in three ways vital to you as... Read More
In a media interview, always stick to your main points... Read More
I believe this about public relations.People act on their own... Read More
So you have spent hours and hours writing, shaping and... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
Another way to really become known in your area is... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
One of the greatest ways to promote your product or... Read More
The most sensible way for business, non-profit or association managers... Read More
As a mobile detailing company it is important to have... Read More
I mean public relations that presumes from the get-go that... Read More
A few weeks ago I was participating on an on-line... Read More
Yup -- it's hot and sticky and you don't feel... Read More
It's a phrase I hear over and over again from... Read More
Publicity will take your financial planning practice, your business, and... Read More
As eyes look forward to a new business year, many... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
The most important thing to remember for any interview: stay... Read More
So, you've had your book published or you've gone the... Read More
Do you dream of being on Oprah Winfrey's television show?... Read More
Before meeting my soon-to-be-wife for the first time, I "Googled"... Read More
Public Relations |