Home
>
Public Relations
>
Are You Dissing Public Relations

Are You Dissing Public Relations

If you leave a star player sitting on the bench, you could be the loser.

Look at it this way. Because you push hard to reach your sales and marketing objectives, you need the help of your top external audiences.

If you agree, what are you doing to insure their support? At the least, you need to prioritize those key target audiences and work them hard from the top down because few of us can do them all at once.

When I say work them hard from the top, I mean start by monitoring carefully how members of that most important target audience feel about your business. You must interact with them and ask a lot of questions.

Notice any negative feelings? How about misconceptions that need fixing? Any inaccurate understandings of your products and services? In short, ANY perceptions about your business that you need to alter?

With information like that in hand, you can set your public relations goal. It could be as simple as this: clear up that misconception, explain away that inaccurate understanding, or respond clearly and positively to feelings of uncertainty.

So, with your goal all set, what's next? Right! You select a strategy. Since you have only three choices, it will be an easy decision. Create opinion (perceptions) where none exist, change existing opinion, or reinforce it. Let the goal you established guide your strategy selection.

Now you go for the meat on the bone, your message. And it will need to be a specific and compelling message that clearly and creditably lays out, for example, why the rumor is dead wrong, or why that belief about the company is not only inaccurate, but unfair. In brief, the message must be both crystal-clear and very believable.

But even a first-class message does no good sitting on a shelf. It needs aggressive communications tactics to carry it to the eyes and ears of members of your key target audience, whose behaviors you wish to alter.

Fortunately for all concerned, there are dozens of communications tactics available to you. They range from emailings, speeches, press releases and face-to-face meetings to broadcast interviews, consumer briefings and open houses and a lot of others.

But the moment of truth arrives when you remonitor how members of your key target audience NOW perceive you and your business. Again, you must ask plenty of questions while attempting to highlight how, and if perceptions have been altered by your communication. What about that frighteningly inaccurate perception of your business - better than before? And the specific misconception that most of your products are made in South East Asian sweat shops. Any improvement there? And the small number of interviewees who had never even heard of your firm. Has that number been reduced?

If insufficient progress is noted, remedies include a heavier, and wider concentration on communications tactics. As would a review of, and adjustment to your message content.

The prize remains the same. Altered perceptions leading to desired behaviors that directly contribute to the success of your business.

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 ? 2005.

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. He holds a bachelor of science degree from Columbia University, major in public relations.

Visit: bobkelly@tni.net; bobkelly@tni.net

cheapest limo Akin .. Lockport Chicago limo O’Hare

In The News:

Tech expert Kurt “CyberGuy" Knutsson says using outdated computers and software leaves them vulnerable to security risks and malware.

Tech expert Kurt “CyberGuy" Knutsson reveals how WalkON enhances walking and jogging with sensors and artificial tendons.

Old-fashioned check fraud is back in style, quintupling over the past year. Here are a few low-tech, practical means of protecting yourself.

Tech expert Kurt “CyberGuy" Knutsson discusses how 600,000-plus records, including checks and property data, were left exposed online by an information service provider.

That weird text from a friend may actually be from a hacker. Kurt “CyberGuy" Knutsson tells you what signs to look out for.

Scammers can wreak havoc on your life just by having your phone number. Kurt "CyberGuy" Knutsson addresses how to avoid becoming a victim.

PongBot is an artificial intelligence-powered tennis robot and a smart training partner available to play 24 hours a day, seven days a week.

Kurt "CyberGuy" Knutsson explains how to update your iPhone to add Apple Intelligence, which he says can transform your interactions with your phone.

University scientists have trained a robotic surgical system to do work with the skill of human doctors, possibly transforming the future of surgeries.

As more companies implement artificial intelligence for daily tasks, some industry leaders are working to push back against certain aspects of the technology.

Tech expert Kurt “CyberGuy" Knutsson says the Batagaika crater in Siberia expands 35 million cubic feet yearly due to thawing.

While fewer than 30% of farmers reportedly use emerging technologies like artificial intelligence, experts believe AI could help producers and farmers make food quicker and more efficiently.

Amazon becomes a prime target of scammers during the holiday shopping season trying to steal Social Security numbers, bank information and Amazon credentials.

Spammers have found a way to target Spotify playlists and podcasts to push pirated software, cheat codes for games and spam links and malware sites.

Sharing information online like your vacation plans and relationship status can make you a target for scammers; here's what to avoid posting to keep yourself safe.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Kurt "CyberGuy" Knutsson explores six sneaky holiday season gift card tricks, providing tips on how to outsmart scammers trying to rip you off.

Apple Watch's Translate app gives you your own personal interpreter, allowing you to have live two-way conversations in up to 20 different languages.

With kids facing a seemingly increasing amount of threats from creeps on the internet, here's how you can respectfully ask people not to post photos of your children on social media.

Tech expert Kurt “CyberGuy" Knutsson reveals how to regain your Facebook access if you get hacked or locked out.

Kurt “CyberGuy" Knutsson explains how to safeguard retirement accounts from cyber threats with a VPN: encryption, anonymity, secure access.

I’m going to Europe soon, and planning my trip was a breeze. Yes, really! AI did a big chunk of the work for me — and it can help you plan your next getaway, too.

Tech expert Kurt “CyberGuy" Knutsson says North Korean hackers hide malware in macOS apps, bypassing Mac security checks.

Kurt “CyberGuy" Knutsson reveals how iPhone’s new Automatic Mic Mode adjusts settings for optimal call quality automatically.

Jeff Hancock, an expert on AI and misinformation, has been accused of fabricating an expert declaration by citing a study that was allegedly made up by AI.