Done right, it helps modify the behaviors of your most important target audiences, and that can spell S-U-R-V-I-V-A-L.
I don't believe that's an overstatement because a customer who thinks badly of you and your business will not soon be darkening your threshold.
Nor are you likely to see prospects who know little or nothing about you.
Ditto for people who may be miffed about something you, or one of your people, said or did publicly.
And forget about those folks with a REAL beef about your business. Like "I didn't get what I thought I paid for," or "it didn't live up to its promise" or "my emails weren't answered" or "they take 5 days to answer a phone inquiry."
Let's face it, meeting this challenge is either a priority for you or it isn't.
If it is, here's a little advice.
First, you should know that public relation's clout is rooted solidly in its fundamental premise:
"People will act on their own perception of the facts before them. And those perceptions will lead 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 folks whose behaviors affect the enterprise, the public relations effort is a success."
And THAT'S clout in any language!
But the trick lies in using it to your best advantage. So, because few of us can do justice to a dozen target audiences at once, let's start by selecting the one with the most impact on your business. Members of such an important group could range from homemakers, teenagers or retirees to 30-something males, techies or military dependents on a nearby base. Only you can say.
Now, do you know everything you should about the members of that audience, that "public?" Are you aware of how they perceive you and your business, if at all? Probably not in enough detail, so you need to take the time to meet with several individuals drawn from that audience. Listen carefully to their feelings and beliefs about your business, its products and services. And be sensitive to media mentions of your business.
Pay special attention to any hints of misconceptions and inaccuracies about you and your business, as well as possible trouble areas that might be brewing.
With those data gathered, you and your public relations advisor can set your strategy. And that means deciding whether the opinions you've gathered from members of your key audience need to be created (in the absence of any opinion), changed or simply reinforced. There must also be agreement on the time frame in which the activity will take place.
This is especially important because you must now prepare persuasive messages to be aimed at those whom you discovered are harboring misconceptions, or no perceptions at all about you. Your objective will be to move that opinion in your direction.
Which brings us to our "beasts-of-burden" - the communications tactics designed to carry those persuasive messages to members of your key target audience.
There are dozens of communications tactics available to you. Everything from media interviews, news releases and letters-to- the-editor to facility tours, personal meetings and newsletters.
But your work is still not done. To get the clout promised at the top of the article, you must monitor your progress by continuing to interact with folks from your target audience. The key is watching and listening carefully for indications of a new awareness of you, your business and how it functions in both the community and your special marketplace.
At the same time, a sign that progress is being made will appear in the form of a new receptivity to those persuasive messages by members of your key target audience.
Of course, how much progress you achieve will depend heavily upon your continued personal involvement in the activity, and the amount of effort you invest.
Finally, as welcome signs of modified target audience behaviors begin to appear, team members may take heart that the clout offered by public relations has once again prevailed.
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
tidy up service Glenview ..One of the greatest ways to promote your product or... Read More
When I search Google News for "surveys," I get nearly... Read More
Who wants to face the challenges of a business recovery... Read More
Everyone has something that drives them up a wall. You... Read More
The reason might be this simple: as a business, non-profit... Read More
Things are pleasant for many business, non-profit or association managers... Read More
Non-news professionals often have a hard time understanding why their... Read More
You've heard "them" say it, haven't you?By "them" I mean... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
Done right, it delivers the key, target audience behaviors you... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
I often begin my media training sessions by asking members... Read More
Should it be measured in "publicity by the pound," or... Read More
To get someone's name in the newspaper or a product... Read More
Lots of theories out there about public relations.Everything from "publicity's... Read More
To many marketers, the press release is something of a... Read More
Considering how fundamental they are to the publicist's trade,it's always... Read More
Press releases are one of the most cost-effective ways to... Read More
Taking your ad and turning it into paragraph-style prose is... Read More
If you do, it means:you don't value tracking the perceptions... Read More
Southern grandmothers have often said, "there are only three... Read More
Another way to really become known in your area is... Read More
As the year starts to wind down, many businesses and... Read More
The public relations goal and strategy make sense; the message... Read More
When developing a publicity campaign for their business many owners... Read More
maid service near Winnetka ..Public relations is popular because it is very cost-effective and... Read More
What may be the more appropriate question is: What makes... Read More
Should it be measured in "publicity by the pound," or... Read More
You are if you stand by while your public relations... Read More
Powerful is a strong word. But it fits here. As... Read More
Unlike some professionals like lawyers and doctors, financial planners aren't... Read More
In the 'Age of Scepticism' gaining media coverage is one... Read More
Press releases are one of the most cost-effective ways to... Read More
What are you trying to do with your business, non-profit... Read More
About a year ago I read a feature story in... Read More
Sure, any publicity is good. But don't invest time and... Read More
Most small businesses do little to no public relations (PR)... Read More
Yes indeed! If you are a young person who has... Read More
Advice about business and life often gets around to one... Read More
Are you hesitating about hiring a publicist or, if you... Read More
It behooves you to know and remember the names of... Read More
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More
Media kits include a combination of information whether created for... Read More
You can have dozens of marvelous ideas to get free... Read More
Although it seems less common these days, there are still... Read More
Business, non-profit and association managers get a ton of satisfaction... Read More
Public relations and news releases are synonymous in the minds... Read More
Some financial planners think that they shouldn't share their top... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
Before you even think about writing a press release, there... Read More
Public Relations |