Home
>
Public Relations
>
Managers: Super-Charge Your PR

Managers: Super-Charge Your PR

Ain't a gonna happen unless business, non-profit and association managers, possibly like you, do something positive about those important external audiences of yours that most affect your operation. And then, as you persuade those key outside folks to your way of thinking, help move them to take actions that allow your department, group, division or subsidiary to succeed.

Fortunately for all of us, good public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.

Why should you believe it? Because of this public relations premise: 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.

Just look at the kind of reactions that can result: customers starting to make repeat purchases; politicians and legislators starting to view you as a key member of the business, non-profit or association communities; capital givers or specifying sources beginning to look your way; prospects starting to work with you; fresh proposals for strategic alliances and joint ventures; welcome bounces in show room visits; membership applications on the rise; and community leaders beginning to seek you out.

But it doesn't just happen, as I'm certain you already suspect. Your public relations people really must be on board this particular approach to PR. And especially, they must buy into why it's so important to know how your outside audiences perceive your operations, products or services. And do be sure they accept the reality that negative perceptions almost always lead to behaviors that can damage your organization.

Now, how do you plan to monitor and gather perceptions of your key external audiences? Why, by questioning members of your most important outside audiences. Meet with your public relations people and review possible questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

Hopefully it will not come as a surprise that your PR people are already in the perception and behavior business and can be of real use for the initial opinion monitoring project. You can always use professional survey firms, of course, but that can cost a bundle. So, whether it's your people or a survey firm who handles the questioning, the objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions.

Soon you will have to decide which of the problems outlined above (or others) becomes your corrective public relations goal ? clarify the misconception, spike that rumor, correct the false assumption or fix a variety of other possible inaccuracies?

At the same time you set your PR goal, you must select the right strategy from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. The right strategy will show you how to reach that goal. Of course, picking the wrong strategy will taste like peanut butter on a nice piece of Nova Scotia salmon. So be sure your new strategy fits comfortably with your new public relations goal. Obviously, you wouldn't want to select "change" when the facts dictate a "reinforce" strategy.

At last we come to the "muscular" part of your public relations effort -- writing a persuasive message aimed at members of your target audience. It's always a severe test to come up with action-forcing language that will help persuade a target audience to your way of thinking.

It almost goes without saying that you must assign the task to your best writer. What is required are words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you desire.

Now comes one of the less pressuresome chores -- identifying the communications tactics needed to carry your message to the attention of your target audience. Always making certain that the tactics you select have a record of reaching folks like your audience members, you have at your disposal dozens of communications tactics ranging from speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.

Do not overlook the fact that the believability of your message can be dependent on the credibility of its delivery method. And that means you may wish to deliver it in small getogether-like meetings and presentations rather than through a higher-profile media announcement.

As initial impact of your communications tactics is felt, you and your PR people will want to undertake a second perception monitoring session with members of your external audience. The same questions used in the benchmark session can be used again. But now, you will be looking very carefully for indications that the bad news perception is moving in your direction.

By the way, take comfort in the fact that that your PR program usually can be accelerated by adding more communications tactics as well as increasing their frequencies.

To recap: I strongly advise you to remember this as a business, non-profit or association manager: supercharging your managerial public relations effort will depend heavily on you doing something positive about those important external audiences of yours that most affect your operation ? positive steps like those mentioned above. And as you persuade those key outside folks to your way of thinking, you will hopefully move them to take actions that allow your department, group, division or subsidiary to succeed.

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. Word count is 1075 including guidelines and resource box. Robert A. Kelly ? 2005.

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:http://www.prcommentary.com

kitchen deep cleaning Deerfield ..

In The News:

Unlike robotaxi competitors, Tensor focuses on consumer-owned self-driving cars that adapt to highways and urban roads with full redundancy systems for safety.

Medicare scams cost $54 billion in 2024 as fraudsters target beneficiaries with fake calls demanding payments and personal information to steal benefits.

Scammers create fake Evite invitations that mimic legitimate event emails, requiring users to verify senders and use antivirus software for protection.

The new Apple Watch hypertension feature passively monitors blood pressure patterns over 30 days using sensors to detect chronic high blood pressure signs.

Chrome extension spyware disguised as a free VPN service highlights security risks after it captured private browsing data from trusted sites.

New research shows how fatty acids in cooking oil can safely dissolve and recover silver from circuit boards without harmful chemicals or environmental damage.

The Fox News AI newsletter gives you information on the latest AI technology advancements, and about the challenges and opportunities AI presents now and for the future.

Anthropic investigates alarming AI abuse case where hacker automated entire cybercrime campaign using Claude, stealing sensitive data from defense and healthcare firms.

TikTok, Meta and YouTube restrict Charlie Kirk shooting videos with age gates and warnings while X faces criticism for allowing continued circulation.

Cybercriminals use fake troubleshooting websites to trick Mac users into running terminal commands that install Shamos malware through ClickFix tactics.

San Francisco startup Fable launches Showrunner, an AI platform dubbed the 'Netflix of AI' that generates animated episodes from text descriptions with Amazon support.

Apple raised iPhone prices for some models despite receiving tariff relief from President Donald Trump, with the new lineup starting at $799 for the base model.

A two-story 3D concrete printed home in Western Australia demonstrates faster construction methods that could reshape American housing amid rising costs.

Credit scores remain important during retirement for insurance rates and housing applications, while seniors become prime targets for identity theft and financial scams.

Scammers now send unexpected packages with QR codes that redirect victims to fraudulent websites or download malicious software to steal sensitive information.

Meeting AI tools record private conversations alongside work discussions, creating privacy risks that can be managed with proper settings and awareness.

Hotel privacy concerns are valid but rare, with methods to detect hidden tech using smartphone flashlights, mirror tests and scanning apps.

Improve your Wi-Fi speed and reliability with 10 simple router optimization tips that don't require special apps or expensive subscriptions.

A Columbia University breach exposed names, Social Security numbers and academic records of nearly 869,000 people, with notifications beginning in August.

Rental car drivers use AI-powered apps like Proofr to protect themselves from unfair damage fees as major companies deploy automated inspection tools.

Fox News' AI newsletter brings you the latest on technology advancements around artificial intelligence.

OnTrac data breach between April 13-15, 2025, exposed personal information of over 40,000 people including Social Security numbers and medical records.

A woman named Wika announces her engagement to an AI chatbot sparking worldwide debate about virtual relationships and technology.

The notorious people search site National Public Data relaunches despite a previous breach affecting 3 billion individuals, raising fresh privacy concerns.

Revolutionary TRAUMAGEL gel controls life-threatening bleeding from gunshot wounds and traumatic injuries, helping first responders prevent prehospital deaths.

Managers: Super-Charge Your PR

Public Relations