Managers and PR Genius

The real public relations geniuses might be managers. You know, managers who pursue their objectives by reaching, persuading and moving those outside audiences whose behavior most affect their organizations, to actions those managers desire.

Their "secret" is probably a PR blueprint something 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.

What a PR blueprint like this gives YOU, a business, non-profit or association manager, are the tools you need to persuade your important external stakeholders to your way of thinking. Then, hopefully, move them to take actions that lead to your success.

Best part is, the public relations people assigned to your department, division or subsidiary can run the program for you if, that's IF, you as the unit manager stay involved and participate in key decisions along the way.

First concern? In all probability, your PR staff will need to shift its attention from simple communications tactics to the more aggressive fundamental concept of public relations, and its action blueprint, mentioned above.

It's worth the effort because the payoff for you will be target audience behaviors like these: boosts in repeat purchases, or higher contribution and membership application rates, or new waves of interested prospects.

Sit down with the PR folks who work for your unit and explain the need to list, in priority order, those key outside audiences. And discuss the importance of learning how the organization is perceived by members of those audiences. In particular because perceptions almost always lead to predictable behaviors, and that, of course, is what will soon concern you the most.

To probe those target audience perceptions, you and your staff must interact with members of that key external audience and ask a variety of questions. For example, "Do you know anything about us? Have you had dealings with us? Was there ever a problem with a transaction?

During these perception monitoring sessions, stay alert for negativity. Was there a glaring inaccuracy that popped up repeatedly? Any false assumptions about your services or products? Did you notice misconceptions, rumors or clearly negative attitudes? And watch especially for evasive or hesitant responses.

The data you gather from these perception monitoring interviews allow you to establish your public relations goal. You must decide to focus on correcting a dangerous inaccuracy or clarifying a troublesome misconception.

As a manager, you know that goals are achieved using the right strategy. In the case of perception and opinion matters, there are just three workable strategies available to you: reinforce existing perception/opinion, create perception where there may be none, or change existing opinion. Only caveat: be sure your chosen strategy fits well with the public relations goal you have established.

Now your PR people must prepare the message that will alter perception among members of your target audience. As the unit manager, your personal input will be required to insure that it is both persuasive and compelling. As well, the message must be clearly written, and well supported with facts if it is to be believable as it strives to alter perception in your direction.

Delivering your message is not a complex task and your PR folks will help select the proper communications tactics to get the job done. Luckily for all concerned, there is a full menu of such tactics from special events, news announcements, print and broadcast interviews and brochures to newsletters, speeches, emails and many others.

To satisfy all concerned that the effort to alter an offending perception is really working, you must re-monitor the perceptions of members of your external target audience

This go-around, however, will see all members of the public relations team on the lookout for clear-cut signs that the negative perception is actually being altered according to plan.

You should also be aware that matters can be accelerated by adding new communications tactics to the effort, AND/OR by increasing their frequencies, as appropriate.

If genius is too strong a descriptive for managers who apply this public relations blueprint, let us at least observe that it allows them a degree of success in achieving their unit objectives they did not previously enjoy.

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

house refresh service Lincolnshire ..

In The News:

DoorDash launches Zesty, an AI-powered social app that recommends restaurants through conversational search, now testing in San Francisco and New York.

Cybersecurity firm Infoblox reveals that over 90 percent of parked domains now redirect visitors to scams and malware, making simple typos extremely dangerous.

The Fox News AI Newsletter covers the latest artificial intelligence technology advancements, including the challenges and opportunities AI presents now and for the future.

GPT-5.2 is now live for all ChatGPT users with improved coding, writing and image interpretation, with Kurt Knutsson offering his review.

New iPhone replacement scam uses pressure tactics and fake carrier calls to steal devices from buyers. Criminals claim shipping errors and demand urgent returns.

Amazon Ring's new facial recognition feature sparks privacy controversy as Electronic Frontier Foundation critics argue the AI upgrade expands surveillance risks.

New Android banking trojan Sturnus steals credentials, reads encrypted messages and controls devices.

Denmark's 3D-printed student village proves automation builds 36 apartments faster than traditional methods. Skovsporet project shows housing future.

Discover Android's new Sound Notifications feature that alerts you to smoke alarms, doorbells, and baby cries even when wearing headphones.

New SantaStealer malware reportedly threatens holiday shoppers with password theft. This Christmas-themed info-stealer targets browsers and crypto wallets.

The Christmas season brings a surge in Netflix phishing scams targeting shoppers with fake emails. Stacey P received convincing scam but verified account first.

San Francisco Giants invite Jamie Grohsong to throw ceremonial first pitch at Oracle Park after he learned to play baseball with a bionic hand following an injury.

FBI warns cybercriminals are stealing family photos from social media to create fake proof of life images in virtual kidnapping scams targeting victims.

Instagram's new 'Your Algorithm' tool lets you control your Reels feed in real time. The app now gives you power to customize what videos you see.

Major Marquis fintech breach exposes 400,000-plus Americans' data through unpatched SonicWall vulnerability, with Texas hardest hit at 354,000 affected.

Free up iPhone storage fast by clearing large photos and videos from Messages app. Simple steps for iOS users to delete attachments without losing chats.

Scammers are flooding inboxes with fake tracking alerts that mimic real carriers, exploiting the holiday rush to steal logins and personal data.

The Fox News AI Newsletter brings you the latest news on AI technology advancements and the challenges and opportunities AI presents now and for the future.

Texas family reunites with missing 11-year-old cat Grayson after 103 days using Petco Love Lost's AI photo matching technology and community help.

Tired of AI customer service loops? These insider tricks help you escape "frustration AI" and get real human help when you need it most for urgent issues.

Unlock richer audio from your streaming apps with simple tweaks to volume normalization, equalizer settings, and quality preferences for cleaner sound.

Scammers are sending fake Facebook settlement payout emails that mimic legitimate notices from the privacy settlement administrator to deceive users.

Holiday shopping scams surge as fake refund emails target distracted consumers during Black Friday and holiday seasons, costing Americans billions annually.

The AI-powered IRMO M1 exoskeleton features four modes, including turbo, eco, training and rest for hiking, running, cycling and sports with eight-hour battery life.

OpenAI announced upgrades for its ChatGPT Images platform on Tuesday, saying the program can now make more precise edits and produce images more quickly.

Managers and PR Genius

Public Relations