For some, public relations works well when their news release or special event winds up in the newspaper or on the radio.
For others, public relations works best when it does something positive about the behaviors of outside audiences that affect their operations the most. I like this approach because a business, non-profit or association manager can use the fundamental premise of public relations to deliver key stakeholder behavior change ? the kind that leads directly to achieving a manager's objectives.
What fundamental premise of public relations am I talking about here, and how can you put it to good use persuading those important outside folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed?
"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."
A simple plan that gets everyone working towards the same external audience behaviors insuring that your public relations effort stays on track.
By the way, I'm talking about changes in behavior like welcome bounces in showroom visits, community leaders beginning to seek you out; membership applications on the rise, customers starting to make repeat purchases; organizations proposing strategic alliances and joint ventures; waves of prospects starting to do business with you; new inquiries about strategic alliances; politicians and legislators starting to view you as a key member of the business, non-profit or association communities; higher employee retention rates and even capital givers or specifying sources beginning to look your way.
Meet with your PR team and take the time to list those outside audiences of yours who behave in ways that help or hinder you in achieving your objectives. Then prioritize them by how badly they impact you, and start working with the target audience that heads your list.
First challenge? You're not certain just how most members of that key outside audience perceive your organization.
Because there's a good chance you can't afford professional survey work, you and your PR colleagues (don't worry, they'll be quite familiar with perception and behavior matters) must monitor those perceptions yourself.
Ask members of that outside audience questions like "Have you ever had contact with anyone from our organization? Was it a satisfactory experience? Are you familiar with our services or products?" Stay alert to negative statements, especially evasive or hesitant replies, and especially for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. Because experience shows they usually lead to negative behaviors, the objective is to correct any of the above you encounter.
Now, you're ready to select the specific perception to be altered, and that becomes your public relations goal.
Of course a PR goal without a strategy to show you HOW to reach it, is like a cheeseburger without the ketchup. That's why you now pick one of three strategies designed to create perception or opinion where there may be none, or change existing perception, or reinforce it. The challenge here (a small one) is to insure that the goal and its strategy match each other. You wouldn't want to select "change existing perception" when current perception is just right suggesting a "reinforce" strategy.
Flexing your PR muscle, it's your writer's turn to prepare a compelling message carefully designed to alter your key target audience's perception, as called for by your public relations goal.
Remember that it may be advisable to blend in your corrective message with a presentation, or a newsworthy announcement of a new product, service or employee, which may lend more credibility by not overemphasizing the correction.
Clarity is the watchword with regard to what perception needs clarification or correction, and why. Your facts must be truthful and your position must be logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction. In other words, your message must be compelling.
Now you select your communications tactics, the "beasts of burden" you will harness to carry your persuasive new thoughts to the attention of your outside target audience.
Your potential tactics list is ample, to say the least. It includes letters-to-the-editor, brochures, press releases and speeches. Or, you might select radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are scores available with the only selection requirement being that those you choose have a record of reaching people just like your target audience members.
Before long, questions will be raised as to how much progress is being made. By which time, you'll be hard at work remonitoring target audience member perceptions. Using questions similar to those used during your earlier monitoring session, you will now look carefully for indications that audience perceptions are beginning to move in the direction you have in mind.
By adding more communications tactics, increasing their frequencies or fine tuning your message, you can always move things along at a faster clip.
Leaving tactics to do what they do best, carry messages, what should come first is an aggressive public relations plan like that outlined above that targets key stakeholder behavior change leading directly to achieving your department, division or subsidiary 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 communi- cations, 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. mailto:bobkelly@tni.net Visit: mailto:bobkelly@tni.net
professional maid services Deerfield ..So you've put yourself "out there" with a public relations... Read More
The message is determined by analyzing the brand being marketed,... Read More
Press reviews are a common and basic feature for surveying... Read More
There's a dirty little secret about press releases that the... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
If you have had any experience in public relations or... Read More
Early in my career as a public relations consultant, I... Read More
"Don't say you don't have enough time. You have exactly... Read More
Business people often spend time and money trying to find... Read More
Is your business looking for new and creative ways to... Read More
The toughest thing about writing a news release is getting... Read More
Are you working as hard as you can in your... Read More
Commit this to memory, please: To get in the media,... Read More
Your public relations people are busy. The buzz is all... Read More
You won't accomplish much if you call the gas company... Read More
What is bad PR?Well, if you're a business, non-profit or... Read More
If your reading this, you must be online and most... Read More
Lights...camera...ACTION.That's what often happens when people think of using media... Read More
Sure. What else do you call a human discipline whose... Read More
To get someone's name in the newspaper or a product... Read More
Public relations is all about credibility and trustworthiness. If you... Read More
Does the thought of knowing your verbs from your adjective... Read More
Prior to launching a new public relations campaign, evaluate the... Read More
Quality public relations does something positive for business, non-profit and... Read More
There is something newsworthy happening at your organization right now.... Read More
quick home cleaning Lake Forest ..As if making sure your company runs smoothly on an... Read More
Aren't you tired of hearing how extremely easy it is... Read More
You are a senior business, non-profit or association manager. So,... Read More
Be a ResourceThe media people that are likely to want... Read More
So many restaurants spend money on publicity and then practically... Read More
For business, non-profit or association managers like yourself, survival pretty... Read More
"Don't say you don't have enough time. You have exactly... Read More
Is that what we are? Fanatic, over-the-top disciples of some... Read More
Media relations, simply put, is the business of building and... Read More
Product/service publicity is the superhighway to business success everyone dreams.... Read More
?2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More
A few weeks ago I was participating on an on-line... Read More
Your important outside audiences behave in ways that stop you... Read More
If you get the hang of speaking to the press... Read More
"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More
In a media interview, always stick to your main points... Read More
Trade publications present an excellent opportunity for organisations to gain... Read More
Press releases are one of the most cost-effective ways to... Read More
Public relations and news releases are synonymous in the minds... Read More
The media has the power to shape public opinion and... Read More
Journalists are trained and often experienced at getting information out... Read More
Although, as a business, non-profit or association manager, you may... Read More
You bet!Especially for business, non-profit and association managers who REALLY... Read More
China's media is booming creating opportunities for marketing-savvy businesses. But... Read More
Managers in the non-profit, association and business worlds need to... Read More
Public Relations |