Strong for business, non-profit and association managers when they use the fundamental premise of public relations to produce external stakeholder behavior change ? the kind that leads directly to achieving their managerial objectives.
And strong when they do something positive about the behaviors of those outside audiences that most affect their organization.
And finally, if this is you, really strong when you persuade those important outside folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed.
On the other hand, not so strong when you limit your PR activity pretty much to placing product and service plugs on radio and in newspapers. In short, your public relations effort really must involve more than press releases, brochures and special events if you are to get your PR money's worth.
The fundamental premise of public relations says as much: 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.
The strength of that blueprint can appear in results like these: new thoughtleader and special event contacts; membership applications on the rise; new community service and sponsorship opportunities; prospects starting to work with you; new feedback channels; customers making repeat purchases; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies; new proposals for strategic alliances and joint ventures; promotional contest overtures; enhanced activist group relations; capital givers or specifying sources looking your way, and even a rebound in showroom visits.
But first, the division of labor. Just who is going to do the work? Your own full-time public relations staff? People assigned to your unit by a parent organization? An outside PR agency team? Regardless of where they come from, they must be committed to you as the senior project manager, to the PR blueprint and its implementation, starting with key audience perception monitoring.
An alert. Just because someone describes him/herself as a public relations person doesn't mean they've bought the whole loaf of bread. Be sure the PR people assigned to your unit really believe why it's SO important to know how your most important outside audiences perceive your operations, products or services. Make sure they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.
Trace out the PR blueprint for them, especially your plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. 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?
If you can afford the considerable expense of a professional survey firm, by all means use it in the perception monitoring phases of your program. But keep in mind that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.
Now you establish a PR goal that stands a good chance of doing something about the most serious distortions you discovered during your key audience perception monitoring. It could be to straighten out that dangerous misconception, or correct that gross inaccuracy, or stop that potentially fatal rumor dead in its tracks.
And, of course, you must have the right strategy, one that clearly shows you how to proceed. Please note that there are only three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. Since the wrong strategy pick will taste like capers on your strawberry shortcake, be certain the new strategy fits comfortably with your new public relations goal. You don't want to select "change" when the facts dictate a "reinforce" strategy.
Here, the PR staff must prepare a powerful message and aim it at members of your target audience. As is usually the case, crafting action-forcing language to persuade an audience to your way of thinking is hard work. Which is why your crew must create some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual. Only in this way will you be able to correct a perception by shifting opinion towards your point of view, leading to the behaviors you are targeting.
I'd run it by my PR colleagues for impact and persuasiveness. Then, fine-tune it before selecting the communications tactics most likely to carry your message to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.
As you know, the credibility of a message is often dependent on the means used to deliver it. So you may wish to unveil it before smaller meetings and presentations rather than using higher-profile news releases. It won't be long before calls for progress reports are heard. This tells you and your PR team to start work on a second perception monitoring session with members of your external audience. You'll want to use many of the same questions used in the first benchmark session. Difference this time is that you will be watching very carefully for signs that the bad news perception is being altered in your direction.
Should the program's momentum flag, you can simply accelerate matters by adding more communications tactics as well as increasing their frequencies.
Yes, what you really want the new PR plan to do, is to persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department, division or subsidiary.
Indeed, this could be the strongest public relations on the planet.
end
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 1175 including guidelines and resource box.
Robert A. Kelly ? 2004.
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 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.
Visit: bobkelly@tni.net
recurring cleaning service Wilmette ..Use journalistic styleReporters are busy. Just like you.So when you... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
Business people often spend time and money trying to find... Read More
What is bad PR?Well, if you're a business, non-profit or... Read More
Public relations is popular because it is very cost-effective and... Read More
Tracking your correspondence with reporters, via phone or email, is... Read More
Anything that lets managers achieve their managerial objectives is a... Read More
When you should send samples with your press release:1) When... Read More
Have you ever noticed that in communities without big universities,... Read More
You won't be if you accept a very simple premise.... Read More
If you do, it means:you don't value tracking the perceptions... Read More
In public relations, "junk" is more about attitude and lack... Read More
Demand that it pull its own weight in your boat... Read More
The most sensible way for business, non-profit or association managers... Read More
About a year ago I read a feature story in... Read More
Is that what we are? Fanatic, over-the-top disciples of some... Read More
To survive in business, you've got to focus your attention... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
"Advertising is what you pay for. Publicity is what you... Read More
Especially good advice for business, non-profit and association managers whose... Read More
The VIP databases are fun to create and can be... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
Only two media in Spanish speaking countries offer RSS: the... Read More
You do not have to hire a publicist or advertise... Read More
Ever get the feeling that your public relations program isn't... Read More
reliable maid service Morton Grove ..You can if, as a business, non-profit or association manager,... Read More
There are all kinds of smart moves professionals can make... Read More
Considering how fundamental they are to the publicist's trade,it's always... Read More
There's still time to review your public relations program like... Read More
It sounds too simple to be true, but it really... Read More
As you start getting more media-savvy, you'll find yourself coming... Read More
There is something newsworthy happening at your organization right now.... Read More
Who wants to face the challenges of a business recovery... Read More
Media relations is a great profession.On good days, I earn... Read More
Let's say you've called a reporter with some ideas for... Read More
Do it by restructuring your business, non-profit or association public... Read More
Like human nature over time, the power of good public... Read More
How do you make a friend of the media? A... Read More
1) Do you NEED solid, consistant media exposure...week after week,... Read More
PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More
Often the first point of contact the media has with... Read More
Do you want to be quoted by the national press... Read More
Obviously, it hurts when a promising business project you backed... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
Being invited to appear on radio and television used to... Read More
Fiercely combative business, non-profit and association managers use every PR... Read More
You want to sell your products or services, and that... Read More
From time to time, people ask me how public relations... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
Public Relations |