They can when they invest in the basics. The best of them obviously rely on some form of public relations fundamental premise to produce winners across business environments from rockets and orange juice to product recalls and indicted CEOs.
But, chances are the top producers among small PR firms have built their businesses on a premise like this one:
People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished.
Public relations firms who do not base their work on a premise like this one are well-advised to consider doing so.
The reason? Their clients are subject to the same realities as the rest of us, realities that never change. People usually behave based on their perception of the facts. And clients usually demand certain behaviors from those "publics" whose behaviors have the most impact on their businesses.
Even more to the point, when client managers start looking for a return on their public relations investment, they want to see the kind of key stakeholder behavior change that leads directly to achieving their objectives.
Which is why, especially for the small PR firm anxious to meet client needs, there is no better performance measure at which to aim.
However, for those small PR firms not yet guided by any kind of public relations fundamental premise, here is a suggestion.
Consider the premise outlined above, then take a shot at convin- cing a new or current client to let you produce a broader, more productive public relations effort for his or her company. And remember, the fundamental premise of public relations outlined above is a great equalizer placing all public relations firms on a level playing field when it comes to the effectiveness of the process. It especially targets those firms with a client who expects the best value from PR dollars spent, not simply a limited and mechanical publicity placement effort.
In other words, consider using the premise as a means for going after higher quality new business, or upgrading an account and broadening the work performed for a savvy client who wishes to squeeze every benefit out of the money they spend on public relations.
Start by listing a client's most important outside audiences in priority order ? audiences whose behaviors directly and visibly affect client success or failure. At the top of such a list are usually prospects and customers. But it could well include community residents, business and political leaders, suppliers, minorities, fraternal groups, nearby military personnel and union leaders. The target list might even include "clients of your client" where such activity is a high priority for that client.
The test for listing an audience is this: does its behaviors affect my client's business in any way? If they do, they belong on the list.
Obviously, you must now determine what members of that key external public think about your client and his or her business, in order to build and implement a successful public relations effort. And that means interacting with members of that audience and asking a lot of questions. What do they think about your client company and its products and services? Are there signs of negativity? Misconceptions? Inaccuracies? Rumors?
The answers to these questions allow you to establish the corrective public relations goal, i.e., a specific perception and, thus, behavior change. For example, clear up that misconception, correct that inaccuracy, or knock down that rumor as soon as possible.
How do you achieve that goal? Right! You select a strategy that will get you from here to there. And there are just three strategies to deal with a perception challenge: create perception (opinion) where there may be none, change existing perception, or reinforce it. Your choice will be dictated by your new public relations goal.
Clearly the most challenging step in this sequence is preparing the right message for delivery to the target audience. It must make a compelling case, so think about it carefully. It must state clearly that the offending misconception, inaccuracy or rumor is not the truth. Instead, layout that truth in a credible manner. The hallmarks of such a message are clarity, persuasiveness, credibility, believability and a compelling presentation.
Now it's time for the "beasts of burden," the communications tactics which will carry your carefully-scripted message to the eyes and ears of that target audience. Happily, there are a ton of such tactics at your disposal. Of course, you will want to double check the ability of each to zero in on your specific audience. As most PR firms are aware, they range from news- letters, press releases and radio and newspaper interviews to newsworthy surveys, sports sponsorships, op-eds and many, many more.
In short order, clients will be interested in evidence that the public relations effort is achieving results. The best way to demonstrate progress is by reporting on the results of a new round of perception monitoring among members of that target audience. You're looking for signs that their percep- tions now reflect the corrective elements of your message
Your clients are subject to the same realities as the rest of us, realities that never change. As noted, people usually behave based on their perception of the facts. And clients usually demand certain behaviors from those "publics" whose behaviors have the most impact on their businesses.
Small (and large) PR firms have little choice but to go after those perceptions with a vengeance.
That is how that small PR firm can deliver huge results.
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.
About The Author
Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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. bobkelly@tni.net. Visit: bobkelly@tni.net.
limo prices to midway Crystal Lake west of Randal .. Lockport Chicago limo O’HareIf I were coaching you as a business, non-profit or... Read More
What do your customers say about your company?Would you let... Read More
Well, for starters, because good public relations can alter individual... Read More
Maybe you've seen another financial planner on TV, and thought,... Read More
In this great country of ours, there are basically three... Read More
One big mistake that many marketing-minded financial planners make when... Read More
Looking to get your name into a magazine? You need... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
Almost assuredly you do, especially when your most important external... Read More
As a business, non-profit or association manager trying to get... Read More
If you manage a department, division or subsidiary for a... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
When you should send samples with your press release:1) When... Read More
If your key ? that's KEY ? outside audiences don't... Read More
The real public relations geniuses might be managers. You know,... Read More
Why You Should Write Press Releases: A press release is... Read More
Getting on the radio can be a great tactical move... Read More
Often the first point of contact the media has with... Read More
Public relations changes minds in the process of delivering what... Read More
What you are about to read is a step by... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
?makes the rules, of course.But when the gold takes the... Read More
Just think about it.If I come to believe that you... Read More
Non-news professionals often have a hard time understanding why their... Read More
Just about anyone who has been in the public eye... Read More
taxi o'hare Auburn ..While awaiting economic recovery, business needs to attract the attention... Read More
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More
Dear New York Times:I'd like to be quoted in one... Read More
Prior to a TV interview it is guaranteed the journalist... Read More
Everyone has an opinion on something, and you can leverage... Read More
It's the time of year when calendars crowd out the... Read More
We'd all like reporters to ask us about our career... Read More
If you have had any experience in public relations or... Read More
You know, where you do something positive about the behaviors... Read More
With a dismal failure rate of more than 75 percent... Read More
From time to time, people ask me how public relations... Read More
There's still time to review your public relations program like... Read More
Media placement is an art. Practicing it often requires as... Read More
Well, for starters, because good public relations can alter individual... Read More
Effective Media Relations Tips - What To Do After The... Read More
Have you fantasized about spreading word of your business on... Read More
Ever wonder why papers devote a page or more to... Read More
Press releases are one of the most cost-effective ways to... Read More
Looking to get your name into a magazine? You need... Read More
When I talk with business people, they tend to believe... Read More
Commit this to memory, please: To get in the media,... Read More
When ABC News anchor Peter Jennings announced he had lung... Read More
The Key to Great PR is PerseveranceBy Paula Gardner of... Read More
HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More
So, you've had your book published or you've gone the... Read More
Public Relations |