True, because department, division or subsidiary managers for a business, non-profit or association really DO need a dynamic yet workable blueprint for reaching those key outside groups of people who have a big say about how successful those managers are going to be.
Unfortunately, a primary emphasis on communications tactics does not take the place of a well thought-out public relations plan for persuading your most important external audiences to your way of thinking, then moving them to take actions that lead to your success.
For example, a basic public relations blueprint like this one: 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.
Save the communications tactics for later when you need something to carry your message to the right external audience.
For now, think about an impactful public relations plan that can deliver the behavior results you want. I'm thinking of behaviors that produce real increases in capital gifts, new inquiries concerning joint ventures or strategic alliances, new waves of prospects or, especially, repeat purchases.
First step on this journey is one of discovery ? just how do those key, outside audiences perceive your operation? This is vital, of course, because perceptions often morph into hurtful behaviors. Which suggests that you and the PR team assigned to you begin by interacting with members of those audiences, then prioritize them according to the impacts on your unit.
Here, you have a choice: you and your PR team can personally handle the perception monitoring and data gathering for your target audience because your PR folks are already in the perception and behavior business. Or, a large budget permitting, you can retain the services of a professional survey firm to do the job.
Once you decide who monitors and gathers the perception data, you need to ask the right questions of your audience members. "How much do you know about us, if anything? Do you have an opinion about our services or people. Have you ever had a problem with our operation?"
Stay on the lookout for negative responses such as misconcep- tions, rumors and false assumptions. And especially for inaccur- acies that could do damage because of the hurtful behaviors they can produce.
Now, with such perception data in hand, you're ready to set your public relations goal. And this can be as direct as "clear up that misconception, neutralize the rumor, or fix that inaccuracy."
Reaching that goal, however, requires just the right strategy. Since this is a matter of perception/opinion, you have only three choices: change existing perception, create it where none exists, or reinforce that existing opinion/perception.
Now, tap your best writer because you need to prepare a message effective enough to alter negative perceptions among members of your target audience. The message should be multifaceted if it is to do the job. It must be clearly written and fact-based as well as believable and thus, persuasive. Hopefully, it also will be compelling in its tone.
The challenge of delivering your message to the right ears and eyes falls to your communications tactics, and there are a ton of them. Everything from electronic magazines, consumer presentations, speeches and press releases to media interviews, newsletters, brochures and personal contacts. But make sure that each tactic you choose displays a track record of reaching folks similar to those you are trying to reach.
How will you know when you're making progress? By going back to the field and re-monitoring the perceptions of members of that target audience. But there's a new wrinkle the second time around. Your antennae will be up to capture signs of change in the offending perception ? has that untruth, false assumption, hurtful misconception or damaging rumor been adequately addressed by your message and communications tactics? In other words, is perception among members of your target audience moving in your direction, thus signaling success?
Luckily, you can always speed up the process with additional communications tactics, and by increasing their frequencies.
By this point, what you will have done, of course, is put in place precisely the well thought-out public relations plan you need to persuade your most important external audiences to your way of thinking, then move them to take actions that lead to your success as a manager.
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.
Batchtown Chicago prom limo .. Lockport Chicago limo O’HareThe next time a newspaper photographer takes your photo, remember... Read More
I recently worked with a group dealing with an unusual... Read More
Without a solid, well-designed foundation, few buildings successfully withstand the... Read More
And hurt bad if you are a business, non-profit or... Read More
Do small-business owners always have to rely on large PR... Read More
Maybe you've seen another financial planner on TV, and thought,... Read More
Well, for starters, because good public relations can alter individual... Read More
Tracking your correspondence with reporters, via phone or email, is... Read More
When you are planning to call a reporter for the... Read More
As the year starts to wind down, many businesses and... Read More
Do you dream of being on Oprah Winfrey's television show?... Read More
Even after a nice piece in a national publication, or... Read More
OK, as a manager, your goal is to show a... Read More
It really is powerful when a business, non-profit or association... Read More
"Advertising is what you pay for. Publicity is what you... Read More
Sometimes a phone call isn't intimate or long enough to... Read More
Business people often spend time and money trying to find... Read More
What's REALLY potent for a business, non-profit or association manager... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
Media relations, simply put, is the business of building and... Read More
The words are pop culture heroes.Movies such as "The Insider,"... Read More
Getting a press release published in a newspaper or magazines... Read More
Although I still believe there is a place for advertising... Read More
Publicity is an important and often overlooked tool of creative... Read More
An effort built around a string of print and broadcast... Read More
shuttle from Midway Munster are ..While scoring anice story in BusinessWeek or USA Today is... Read More
The truth is, you CAN attract the support of those... Read More
The power of public relations is its ability to alter... Read More
The payoff for business, non-profit or association managers can be... Read More
Gaining news coverage on a successful press tour requires planning,... Read More
There's good news for public relations execs, marketing professionals and... Read More
This is the ending to my previous article, How to... Read More
Because PR can be difficult to control, it is often... Read More
Can you honestly say that your business, non-profit or association's... Read More
Everyone has an opinion on something, and you can leverage... Read More
Not a single reporter showed up at our news event.... Read More
And hurt bad if you are a business, non-profit or... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
Press releases are one of the most cost-effective ways to... Read More
If your key ? that's KEY ? outside audiences don't... Read More
Just because a publication is small doesn't mean that getting... Read More
In competing for a piece of business not too long... Read More
Product/service publicity is the superhighway to business success everyone dreams.... Read More
OK, as a manager, your goal is to show a... Read More
Everyone is talking about the Ps of successful marketing, so... Read More
Media management has become one of the strategic tools for... Read More
Recently, I told a friend (who's a business owner) that... Read More
When is your best advertisement not an advertisement? When it's... Read More
In my travels around the country while building my business... Read More
Have you ever noticed that when someone is interviewed on... Read More
Public Relations |