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
one time home cleaning Morton Grove ..UNDER FIREA friend whose organization is often in the media... Read More
Considering how fundamental they are to the publicist's trade,it's always... Read More
Commit this to memory, please: To get in the media,... Read More
Yes indeed! If you are a young person who has... Read More
Public relations is the art, as one of my colleagues... Read More
Media kits include a combination of information whether created for... Read More
If you are in Australia at the moment, it is... Read More
Would you like to expand the volume of your business?... Read More
Everyone has something that drives them up a wall. You... Read More
The media (newspaper, radio, television) can be of enormous help... Read More
You want to sell your products or services, and that... Read More
Media interviews are an important part of an overall public... Read More
Taking your ad and turning it into paragraph-style prose is... Read More
How do you make a good relationship with a newspaper... Read More
I often begin my media training sessions by asking members... Read More
How you answer questions depends on many factors. Example what... Read More
Without a solid, well-designed foundation, few buildings successfully withstand the... Read More
Small businesses have always known the importance of word of... Read More
Every reporter, from the cub at the small town paper... Read More
The VIP databases are fun to create and can be... Read More
Some people think that publicity is all about paparazzi snapping... Read More
Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More
Yes, and that pressure often comes from a CEO who... Read More
There's good news for public relations execs, marketing professionals and... Read More
One of the greatest ways to promote your product or... Read More
eco-friendly cleaning service Glencoe ..They'd hate to admit it, but the media is pretty... Read More
Mark Twain once said the rumors of his death had... Read More
Strong for business, non-profit and association managers when they use... Read More
Obviously, it hurts when a promising business project you backed... Read More
If a reporter approached you about an interview, would you... Read More
Powerful is a strong word. But it fits here. As... Read More
You've heard "them" say it, haven't you?By "them" I mean... Read More
The real public relations geniuses might be managers. You know,... Read More
Here are two to-the-point questions recently posed by several association... Read More
To many marketers, the press release is something of a... Read More
The Today show? The New York Times? Vanity Fair? What's... Read More
Question: Why should your business issue a press release? Answer:... Read More
In previous articles for marketing-minded financial planners, I've discussed what... Read More
Tis' the season for business and corporate gift-giving! If you... Read More
Although repetition is extremely important, there are times when advertising... Read More
They know they had better do something positive about those... Read More
It doesn't matter how cruel the reality programs get, there... Read More
When special events and communications tactics rule the PR roost... Read More
Can you honestly say that your business, non-profit or association's... Read More
And the best way to mind your own business is... Read More
Managers in the non-profit, association and business worlds need to... Read More
Your public relations people are busy. The buzz is all... Read More
The media (newspaper, radio, television) can be of enormous help... Read More
Don't assume that a reporter understands financial planning. If anything,... Read More
Things are pleasant for many business, non-profit or association managers... Read More
Public Relations |