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

no-contract cleaning service Glenview ..

In The News:

A new phishing scam targets family photos with fake "Cloud Storage Full" alerts. Criminals steal credit card information through fake sites. Learn protection tips.

South Korean scientists create ultra-thin fabric muscles that turn clothes into robotic assistants, lifting 33 pounds while weighing under half an ounce.

Archer Aviation has acquired Hawthorne Airport for $126M to launch an LA air taxi network ahead of the 2028 Olympics, featuring AI-powered eVTOL operations and next-gen aviation tech.

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

Fake AI apps disguised as "ChatGPT" and "DALL·E" are flooding app stores with dangerous malware that steals data and monitors users without detection.

Fake buyers demand specific vehicle reports from unknown sites to steal credit card information from car sellers, but warning signs can help identify these scams before paying.

Android users can now manage apps across multiple devices more easily with Google Play Store's updated remote uninstall button in the latest update.

NASA's Perseverance rover discovers shiny metallic rock on Mars that could be a meteorite from an ancient asteroid, containing high levels of iron and nickel.

Holiday scams spike during Black Friday and Cyber Monday as criminals exploit your leaked personal data. Learn how to protect yourself from fake stores and phishing.

Commerce Department proposes TP-Link router ban over Chinese security risks. Learn how this potential prohibition could affect your home network and devices.

Hyundai AutoEver America suffered a data breach affecting 2,000 current and former employees, exposing names, Social Security numbers and driver's license information.

Washington court rules automated license plate reader images are public records, even when stored by vendors like Flock Safety, setting precedent for transparency.

Fake airline texts claiming flight cancellations are targeting travelers with convincing scams. Learn how cybercriminals steal personal data and credit card info.

Discover how iOS 26's new Adaptive Power feature automatically extends iPhone battery life by learning your usage patterns and adjusting performance intelligently.

New TikTok malware campaign tricks users into running PowerShell commands that download Aura Stealer, which steals credentials and authentication tokens.

Gaia Family offers fixed upfront pricing for IVF cycles with unlimited embryo transfers and financial protection, partnering with over 100 U.S. fertility clinics.

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.