Home
>
Public Relations
>
How to Take Advantage of Public Relations

How to Take Advantage of Public Relations

Decide once and for all to do something about those outside audiences whose behaviors affect your organization the most.

When members of those "publics" of yours perceive and understand who and what you are, and like what they see, the behaviors that flow from those perceptions will put a smile on your face.

Good things happen like converting sales prospects into customers, convincing existing customers to stay with you, or even toning down activist rhetoric. Even internally, productivity often increases when employees conclude that you really do care about them.

It's all possible when you commit your organization to confront head-on those key target audience perceptions and behaviors.

Easy to do? Well, it's not so hard when you have a roadmap to guide you.

Right at the top, try listing, say, your top three outside audiences whose behaviors can really affect the success of your organization. Let's pick the audience at the top of the list and go to work on it.

Can't take any chances on being wrong about what they think of you, so now's the time to start interacting with audience members. Ask a lot of questions. What do they think of your services or products? Is there a hint of negativity in their answers? Do you detect the evil effects of a rumor? Are their facts inaccurate and in need of correction?

What information gathering like this does for you is let you form a public relations goal. It could be as simple as correcting an inaccurate perception, clearing up a misconception or spiking that nasty rumor. Your goal might even have to take aim at a widespread belief that's just plain wrong.

With your goal set, how will you actually affect those perceptions? Of course, that takes a successful strategy. But when it comes down to really doing something about opinion, we have only three ways to go: create opinion if there is none, change existing opinion, or reinforce it. Just make sure the strategy you choose flows logically from the public relations goal you set.

What exactly will you say to the members of your key target audience? Well, that depends largely on what changes in perception and, thus, behaviors you want. Your message must be clear as a mountain stream and, above all, factually believable and persuasive. It should be direct and as compelling as possible. Might help to try it out on one or two audience members and get their reactions.

Dare I call this part fun? Communications tactics, I mean? There are dozens available and they all will reach members of your key target audience with varying degrees of efficiency. You could use personal meetings, emails, letters-to-the-editor and brochures, or you could try open houses, speeches, radio interviews and even a news conference. There are many, many more.

But now, you can't avoid this. You must once again interact with members of your key target audience or you will never know if your goal, strategy, message and communications tactics ever worked.

When you again meet with these individuals, you'll be asking questions similar to your first opinion monitoring session.

Difference this time is that you're hot on the trail of altered perceptions because you know they will almost always lead to the change in behavior you really want.

Does it look like you were successful in cleaning up that misconception? Or in rooting out that wrong but deep- seated belief? Or shooting big round holes in that mischievous rumor?

If you're not happy with your progress, consider altering the mix and frequency of your communications tactics. And don't forget to take a hard look at your message. Was it REALLY clear? Did your facts and figures support your contention that the rumor is not only unfair, but hurtfully wrong?

Finally, as noted at the top of this piece, when members of your key audiences really understand you and your organization, good things usually happen. Things that really will put that smile on your face.

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

limousine Ackley .. Lockport Chicago limo O’Hare

In The News:

A virtual private network can help ensure your information remains security and your privacy remains intact. Kurt the CyberGuy explains.

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

Artificial intelligence-based cameras are giving air defense operators unprecedented capabilities in monitoring and protecting airspace.

Apple's iOS 18.1 Inactivity Reboot automatically reboots your iPhone if it hasn't been used or unlocked for more than three days, providing better data protection.

An inventor designed rooftop solar panels for a Tesla that draws solar energy while the car is parked, adding travel mileage without plugging in.

There are currently no laws governing what artificial intelligence can and cannot do with the information it gathers; here are 10 things to avoid telling AI chatbots to keep yourself safe.

A credit union with over 240,000 members recently revealed it was targeted by cybercriminals, resulting in a data breach that was part of a two-month attack by hackers.

Scammers have become skilled at creating convincing fake websites that can easily fool unsuspecting users. The CyberGuy offers tips to protect yourself.

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

CAPTCHAs, which are used by websites to confirm whether users are people or bots, are harmless, but hackers are using them to infect PCs with malware.

Hackers recently leaked personal information of about 500,000 Americans and stole patient medical records that included lab results and insurance details.

The holiday season sees a rise in mobile shopping scams. Tech expert Kurt “CyberGuy" Knutsson helps you learn how to stay safe.

Tech expert Kurt “CyberGuy" Knutsson says a VPN enhances online banking security by encrypting data and protecting privacy.

Beware of these six sneaky holiday scams. Tech expert Kurt “CyberGuy" Knutsson gives you tips to avoid falling victim.

Tech expert Kurt “CyberGuy" Knutsson reveals how to securely back up and factory reset your Android to protect your privacy and data.

Artificial intelligence is making life easier for cybercriminals, allowing them to create elaborate scams to trick people. Kurt the Cyberguy explains how to protect yourself.

Cut through all the digital clutter and delete multiple emails from your Android simultaneously. Kurt the CyberGuy explains how it's done.

Tips to prevent your holiday decorations from being stolen

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

Kurt "CyberGuy" Knutsson lays out the immediate steps you should take if your phone has been hacked and your personal information becomes vulnerable.

Fraudsters are sending people bogus invoices through PayPal as part of a sneaky scam that is going around; here's how to protect yourself from being fooled.

A former Colgate-Palmolive employee was shocked to discover $750,000 had been drained from her 401(k) account. "CyberGuy" offers tips on how to prevent identity theft.

Electric vehicle maker Harbinger recently showed its electric delivery truck can handle icy roads with agility and stability in winter.

To make the busiest time of year more manageable, here are some tricks for tracking your packages, taking quality family photos and curating the perfect Christmas playlist.

Kurt "CyberGuy" Knutsson explains how to keep your online Amazon gift purchases a secret from loved ones or friends this holiday season.