Does it really make sense to bet your PR budget on results like newspaper mentions and zippy brochures while your all-important outside audience behaviors are probably receiving much less attention than they need?
I mean, the concern is valid. What your most important external audiences believe about your organization, and then to what behaviors those perceptions lead, has a lot to do with whether it ? and you ? succeed.
Ignore that reality and you invite a lot of pain and suffering. But, bite the bullet now and you can begin seeing results like growing repeat purchases, higher levels of membership applications, new engineering firm specifications of your components, a boost in capital contributions or brand new community support.
Public relations isn't that different from any other professional discipline you employ on the job ? you need a plan to succeed. And the plan must be based on a foundation that makes sense.
Try on this fundamental premise for a moment and see if you can live with it: 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 the very people whose behaviors affect the organization the most, the public relations mission is accomplished.
Because if you CAN live with it, you'll soon be working with a blueprint that helps persuade those important stakeholders to your way of thinking. And that should move them to take actions that lead to your success as a business, non-profit or association manager.
Give it a try. Sit down with the public relations folks assigned to your department, division or subsidiary and tell them you're going to find out what those external audiences whose behaviors affect you the most, REALLY think about the organization, then list them in priority order ? i.e., which audience behaviors have the greatest impact on your organization ? so that we can work on the one you assign first place.
Because this approach to public relations may be unfamiliar to those PR folks assigned to your unit, you must take a personal role in getting it off the ground, as well as inputting each major decision point. Your incentive to do so lies in the fact that dealing effectively with key stakeholder behaviors, talks directly to your own success on the job.
First big question? How do members of your key target audience actually perceive your unit, that is, your department, division or subsidiary? You can commit a large portion of your budget to professional survey counsel or you and the PR folks assigned to your unit can do it the grass roots way and interact with members of your target audience, and ask a number of questions.
"What do you know about us? Have you had any contact with our people? Did it work out to your satisfaction? Is there a problem with our products or services?" All the while you remain alert to exaggeration, inaccuracies, misconceptions, untruths or rumors, as well as paying attention to hesitant or evasive answers to your questions.
The responses you collect will help you set down your public relations goal, which could read this way: tone down that exaggeration, neutralize that rumor, or clarify that misconception.
Next challenge? How do you reach that public relations goal? It may surprise you, but there are just three strategy choices when it comes to matters of perception and opinion: create perception where there may be none, change existing perception, or reinforce it. But be sure that the strategy you select fits your new public relations goal.
This step in the public relations problem solving sequence may be the most challenging ? preparing the message you will count on to correct the offending perception you discovered during your monitoring session. Since it will be delivered in online, print, telecommunications, speaker and broadcast modes, it must be prepared in a compelling yet believable manner. It must explain why the current perception is untrue and unfair. And it must be written clearly. After all, you are trying to alter what people believe in a way that leads to the target audience behaviors you need to achieve your unit objectives.
How you deliver the message turns out to be less complex. There are dozens of communications tactics at your disposal ranging from newsletters, open houses, media interviews and brochures to emails, speeches, seminars and many more.
Curiosity will soon overtake all concerned as to whether the program looks like it will reach the goal. Quickest way to find out is another Q&A session with members of your target audience. And you and your PR team should ask the same questions used in the earlier monitoring session.
Big difference the second time around is, you'll be on the lookout for signs that you have actually altered the offending perceptions as planned. And that is a giant step towards creating the target audience behaviors you need.
Yes, as a manager, what you now have is your own workable, department or division public relations program that will work well on behalf of any business, non-profit or association. In other words, a PR blueprint that will help lead you directly towards achieving your operating objectives.
About The Author
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. mailto:bobkelly@tni.net. Visit: mailto:bobkelly@tni.net
eco-friendly cleaning service Buffalo Grove ..At the core of any successful public relations campaign is... Read More
The Key to Great PR is PerseveranceBy Paula Gardner of... Read More
Prior to a TV interview it is guaranteed the journalist... Read More
It's hard to imagine a reporter working today who doesn't... Read More
You bet! And in three ways vital to you as... Read More
As eyes look forward to a new business year, many... Read More
As an owner of an independent record label, I often... Read More
It's the time of year when calendars crowd out the... Read More
The world has woken up to ethical issues in corporate... Read More
Yes, and that pressure often comes from a CEO who... Read More
Yup -- it's hot and sticky and you don't feel... Read More
If a reporter was writing a story about you and... Read More
For business, non-profit and association managers, is it publicity that... Read More
The media need you. Need the information and expertise you... Read More
You won't be if you accept a very simple premise.... Read More
So, you've had your book published or you've gone the... Read More
"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More
Getting on the radio can be a great tactical move... Read More
Do editors of newspapers, magazines and online news sites really... Read More
If you want to succeed, build a great team. A... Read More
How you answer questions depends on many factors. Example what... Read More
Many of our clients are in service businesses, such as... Read More
"Advertising is what you pay for. Publicity is what you... Read More
When you are planning to call a reporter for the... Read More
Early in my career as a public relations consultant, I... Read More
express cleaning service Arlington Heights ..Can your PR do something positive about the behaviors of... Read More
So, you've had your book published or you've gone the... Read More
It behooves you to know and remember the names of... Read More
For business, non-profit and association managers, is it publicity that... Read More
Before meeting my soon-to-be-wife for the first time, I "Googled"... Read More
Simply that the behaviors of their most important outside audiences... Read More
Would you like to be the next Dr. Phil, Suze... Read More
THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More
News releases are not the best way to get major... Read More
Experience tells me that too many business, non-profit and association... Read More
The notion that a business, non-profit or association manager can... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
Not a single reporter showed up at our news event.... Read More
Advice about business and life often gets around to one... Read More
One of the primary tools still used by PR professionals... Read More
Public relations is a very important part of the marketing... Read More
When times are tough, it's no time to ignore those... Read More
Did you Know That Even TV Remote Control Units... Read More
Recently, I told a friend (who's a business owner) that... Read More
Non-news professionals often have a hard time understanding why their... Read More
In previous articles for marketing-minded financial planners, I've discussed what... Read More
PR, that is public-relations, leads the way to effective advertising;... Read More
China's media is booming creating opportunities for marketing-savvy businesses. But... Read More
I address this article to businesses, associations, non-profits and public... Read More
Say, from tactics like special events, brochures and press releases... Read More
Public Relations |