Home
>
Public Relations
>
Managers, Got a Grip on Your PR?

Managers, Got a Grip on Your PR?

What are you trying to do with your business, non-profit or association public relations program? Get a little publicity for a service or product? Or, perhaps, you're doing what you really should do, persuade your key external stakeholders to your way of thinking, then move them to take actions that lead to the success of your department, division or subsidiary.

To reach that objective, and get a real grip on your PR effort, you need a model like this: 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.

No small matter because this blueprint will help you redirect the focus of the public relations folks assigned to your unit from communications tactics over to your external audiences in a way that allows you to move ever closer to personal success as a unit manager.

The reason this PR paradigm works is that it requires you as the unit manager to zero in on exactly those people who play a big role in how successful a manager you're going to be ? your key external audiences.

The perceptions held by your most important outside audiences are crucial to your success. So meet with your PR crew and hammer out a consensus as to why it's vital to nail down just how your operation is perceived out there in the real world. They'll tell you quick-like that those perceptions almost always result in predictable behaviors that can help you or hurt you.

Which means you need to interact with members of your most important target audience while posing a number of questions. "What do you know about our organization? Have you ever made contact with us? Was it a satisfactory experience? Do you have an opinion about our people, services or products? Do you have a problem with our organization?

By the way, if your budget allows a significant expense, you can retain the services of professional survey people to interview target audience members. Of course your own PR staff is already concerned with perception and behavior matters, so they might lend a hand in this regard.

Those participating in monitoring the perceptions of your key target audience must watch carefully for negative responses to your questions. In particular for untruths, misconceptions, inaccuracies, rumors or false assumptions.

The data collected during the perception monitoring interviews are the ammunition needed to identify the corrective public relations goal. Examples might be, fix the untruth, clarify the misconception, or kill the rumor.

You still need help, however. Without a strategy to tell you how to reach that goal, not much is going to happen. You have a choice of three strategies. You can create perception/ opinion where there may be none, you can change existing perception, or you can reinforce it. But be certain that your new strategy is a natural fit with the public relations goal you selected.

Now, identify your best writer because you must put together the message which will do the heavy lifting when it alters any questionable perceptions among your target audience members. The message must not only be persuasive, but compelling as well. And it should aim for both factual accuracy and believability if it is to do the job. You may also wish to consider a lower profile means for delivering the message ? perhaps during a presentation on another matter ? so as not to raise eyebrows by using the press release format.

Actually getting your message to the right people ? members of your target audience ? is not complex. You have a wide selection of communications tactics at your disposal. They include presentations, brochures, newsletters and personal contacts as well as media interviews, articles, open houses and many others. But check carefully that those your select actually do reach people similar to those who make up your target audience.

You need results, as do all managers. And the best way to be certain your new public relations effort is succeeding is to return to perception monitoring mode and ask the same questions all over again. The difference the second time around is, you and your team will be on the lookout for signs that the negatives you discovered are actually being altered, and that your target audience perception is moving in your direction.

Fortunately, you can put things on a faster track by adding more communications tactics, AND increasing certain frequencies.

You'll know you have a solid grip on your public relations effort when you avoid communications tactics as a major focus and, instead, apply your resources to persuading your key external stakeholders to your way of thinking, then move them to take actions that lead to the success of your department, division or subsidiary.

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

limo prices to midway Crystal Lake west of Randal .. Lockport Chicago limo O’Hare

In The News:

Creating an email alias can help clean up your inbox by organizing emails based on purpose, like creating different aliases for shopping, newsletters and work.

A multipurpose robotic system promises to transform how items are stacked onto pallets, aiming to maximize space utilization and reduce shipping costs.

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

The number of people affected by a UnitedHealth data breach in February 2024 was actually higher than previously reported and was the largest medical data breach in U.S. history.

A phishing campaign uses Google Calendar to schedule fake meeting invitations that appear legitimate, redirecting targets to phishing sites.

Toll road text scam: Fake messages claim unpaid fees, seek payment via fraudulent links. Kurt “CyberGuy" Knutsson says this scam is becoming increasingly sophisticated and widespread.

Kurt “CyberGuy" Knutsson says these steps ensure that your friends and family get to the exact moment you want them to see. Try it out and streamline your sharing experience.

Tech expert Kurt “CyberGuy" Knutsson offers tips on how to protect your identity: Be vigilant, monitor accounts, use smart security, know theft response.

Tech expert Kurt “CyberGuy" Knutsson says cybercriminals are exploiting iMessage phishing protection, tricking users to reactivate links.

It's hard to imagine life without in-flight Wi-Fi these days – but sky-high web surfing comes with its own set of privacy concerns. Here's how to protect yourself.

Over 400,000 cases of credit card fraud were reported in 2024 to the Federal Trade Commission. The CyberGuy explains how to protect against becoming another victim.

A nondescript metal box transforms into a fully functional electric motorcycle that blurs the line between vehicle and urban infrastructure.

Many apps unrelated to location still ask users for tracking permission, and Texas Attorney General Ken Paxton has filed a lawsuit seeking to end this alleged practice by Allstate.

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

Melody, the artificial intelligence-powered robot, is life-sized and represents a move toward creating robots that resemble people in appearance and interaction.

Here are five easy smartphone rules from the National Security Agency that you can follow to better protect your mobile device from hackers and scammers.

A U.S. robotics company has developed "Jennie," a robotic pet powered by artificial intelligence that's designed to comfort those facing mental health challenges.

Healthcare records for more than 184 million Americans were breached in 2024, but you can take steps to minimize that risk. Kurt the CyberGuy explains.

The Skyrider X1 from Rictor claims to be the "first amphibious flying passenger motorcycle," and it combines land and air travel in one sleek design.

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

Home inventory and restoration apps help itemize and track every item in your home in the event you have to make an insurance claim after a natural disaster.

The White House launched a new cybersecurity safety label, the U.S. Cyber Trust Mark, intended to help consumers make informed decisions on smart device safety.

Today's tech can help make life so much easier — if you know how to use it. Here are a few tips on the quickest and best ways to make your phone, laptop and other devices work for you.

Tech expert Kurt “CyberGuy" Knutsson offers Windows 11 restart fixes: Update drivers, run system scans and check hardware.

Sony and Honda's Afeela 1 EV launches with advanced tech and entertainment for $89,900. Tech expert Kurt “CyberGuy" Knutsson gives his takeaways.

Managers, Got a Grip on Your PR?

Public Relations