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

detailed home cleaning Lake Forest ..

In The News:

The Jetsons Act aims to position Pennsylvania as a leader in advanced air mobility by establishing regulations for hybrid ground-air vehicles.

Fake Geek Squad invoice emails are targeting users with convincing charges and urgent phone numbers to steal personal information and money.

Fox News Digital's artificial intelligence newsletter digs into a robot in Russia that faceplanted, George Clooney's alarm and OpenAI's rivalry with the New York Times.

Major data breach at Conduent exposes personal information of 10+ million people. Government contractor hit by cyberattack affecting Medicaid, child support systems.

Texas startup Janta Power raises $5.5M for innovative vertical solar towers that generate 50% more energy than traditional panels while using just one-third the land.

NASA's twin ESCAPADE spacecraft launched aboard Blue Origin's New Glenn rocket Thursday afternoon from Cape Canaveral, beginning their journey to Mars with arrival expected in 2027.

Learn how to set email reminders on iPhone and Android so you never forget to reply again. Simple built-in features help you stay organized and on top of messages.

Discover how Apple's passkeys revolutionize Mac security by replacing vulnerable passwords with biometric authentication and encryption for ultimate protection.

New survey reveals 78% of parents fear AI scams targeting their kids, yet nearly half haven't discussed these threats. Learn why this dangerous gap exists.

Chrome now autofills passport and driver's license info automatically. Google's latest browser update adds official document support with encryption and user control.

Scammers impersonate Department of Veterans Affairs employees claiming veterans owe money, but real VA communications only direct to VA.gov or official channels.

The AltoVolo Sigma hybrid-electric aircraft flies 500 miles at 220 mph while operating 80% quieter than helicopters, featuring safety systems and compact design.

Google search scam alert: fake customer service numbers can give scammers remote control of your phone. Learn how to spot these traps and protect yourself.

Electric vehicles overtake gas cars in total CO2 savings after just two years of driving, with emissions benefits growing over time as power grids get cleaner.

Louvre Museum reportedly used "Louvre" as password for surveillance system during $100M jewel heist. Learn how weak passwords put even famous institutions at risk.

Bipartisan AI jobs bill from Sens. Hawley and Warner would require companies to report AI-related layoffs and hiring to Department of Labor quarterly.

Joe A. from Shelton, Connecticut, lost $228,000 to a ZAP Solutions cryptocurrency investment scam after his divorce, highlighting rising online fraud.

AI-powered autonomous trucks from Waabi and Volvo target U.S. freight driver shortage with Level 4 self-driving technology and NVIDIA computing platform integration.

Survive flight disruptions with expert travel tips: Book early morning flights, download airline apps and know your refund rights during service cuts.

Apple's iOS 26.1 update delivers major security fixes, performance boosts and enhanced privacy controls for your iPhone. Discover why updating now protects your data.

Russian hackers use fake CAPTCHA tests to spread dangerous malware targeting governments and journalists. Learn how to protect yourself from these deceptive attacks.

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

Miami-Dade debuts America's first autonomous police SUV with AI cameras, drone deployment and real-time crime detection in groundbreaking law enforcement pilot.

Bank impostor scams cost Americans $2.9 billion as criminals use AI voices and caller ID spoofing to steal life savings. Learn nine essential fraud protection tips.

Foreign-owned apps secretly harvest personal data from seniors, making them prime targets for scams. Learn how to protect your privacy and stop data brokers today.