PR: Ouch! Tells the Tale

Ever get the feeling that your public relations program isn't doing much about the behaviors of your important outside audiences? Those audiences whose actions have the greatest impacts on your business?

Chances are your PR effort is focused primarily on communi- cations tactics and not on the process needed to really move those key audience perceptions, and thus behaviors in your direction.

Which means you've missed out on the sweet spot of public relations.

Ouch!

That sweet spot can be summed up in just two sentences:

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 those people whose behaviors affect the organization, the public relations mission is accomplished.

Now there's nothing wrong with communications tactics. They are necessary "beasts of burden" that fit in nicely at the proper time, as you will shortly note.

So, if you believe it finally may be time to utilize that PR sweet spot, you could start this way.

Just who are your most important outside audiences? Customers and prospects, of course. But what about employees, minorities, residents, political and labor union leaders, the trade and business communities, among others?

Rank them in order of importance to your operation and let's work on your #1 external target audience.

Nothing can happen until you know what members of that audience think about your organization. And that means interacting with them while asking lots of probing questions and monitoring their perceptions. Have they heard about your company, its products or services? What do they think about them? Do you detect negativity, inaccuracies, misconceptions or even disturbing rumors?

With that kind of information, you're ready to set down your corrective public relations goal. Examples might be to counter that rumor with the truth, or correct an inaccurate belief, or clarify a hurtful misconception.

Now, you need the right strategy, one that gets you from here to your goal. Happily, there are only three strategies you can use in dealing with an opinion challenge like this: create perception (opinion) where there may be none, change existing perception, or reinforce it. Your goal will lead you to the correct strategy choice.

It's time to put on your writer's hat and prepare a really responsive message for delivery to the target audience. Above all, you must be convincing when you state that the unfortunate misconception, inaccuracy or rumor is untrue, and then lay out that truth creditably. Strive for clarity, persuasiveness, believability and, if at all possible, a compelling tone.

Your "beasts of burden" are standing by patiently ready to carry your message to the attention of your target audience. Because there are so many such tactics, you must choose carefully, and check just as carefully that each tactic has a proven record for reaching people like those who make up your target audience. Tactics range from radio and newspaper interviews, newsletters and press releases to emails, op-eds, speeches and many, many others.

What about progress? Are you making any? Best way to find out is to re-monitor perceptions/opinion in that target audience now that your communications tactics have been underway for six to eight weeks. Interact again with target audience members using the same questions you used the first time around. What you want to see are perceptions beginning to reflect the corrections in the message carried by your communications tactics. In other words, you are looking for opinion/perceptions that have been altered in your direction.

Talk about early-warning systems! When you pay attention regularly to your most important external audiences, you will be continuously aware that certain behaviors may be getting ready to exert negative pressure on your business. Which gives you time to spersuade the stakeholders who make up that target audience to your way of thinking, thus moving them to take actions that lead to the success of your organization.

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.

Robert A. Kelly ? 2003.

About The Author

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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. bobkelly@tni.net. Visit: bobkelly@tni.net.

Wood Dale Chicago prom limo .. Lockport Chicago limo O’Hare

In The News:

Fueled by artificial intelligence, CyberDog the robotic dog is designed specifically locate fire ant nests, which are endangering ecosystems.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents

Internet browsers are useful, but they can be dangerous. Clicking on malicious links can direct you to dangerous websites that steal information or infect your device.

Apple's latest iOS update introduces advanced artificial intelligence capabilities, which may be capturing and analyzing sensitive information.

Breach site confirmed 56,904,909 Hot Topic users' data leaked online. Tech expert Kurt “CyberGuy" Knutsson says the company's silence makes matters even worse.

Tech expert Kurt “CyberGuy" Knutsson discusses how an innovative Easy-Way kit turns standard strollers electric, simplifying navigation for parents.

Tech expert Kurt “CyberGuy" Knutsson talks about T-Mobile being hacked in broad cyberattack on global phone and internet companies.

Tech expert Kurt “CyberGuy" Knutsson shows you how to add, customize and manage widgets for quick access to apps and info from your iPhone home screen.

Wrong Google searches can not only compromise your device and personal data. They can also bring law enforcement to your doorstep. Hackers are targeting Google searches.

China's Shanghai Kepler Robotics has developed a new humanoid robot that can carry up to 35 pounds per hand for commercial applications across various industries

Checking your hearing has gotten easier with the new hearing test feature in AirPods Pro 2. You can take reliable hearing tests using your iPhone or iPad.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Kurt "CyberGuy" Knutsson explains how a VPN — virtual private network — works and how running it can slow down the operation of your device.

The WalkON Suit F1, an exoskeleton developed to help people with disabilities, can actually walk over to a person in a wheelchair, solving a major problem.

ClickFix, a new scam targeting computer users, is on the rise in the U.S. The scam prompts its targets to click on a link to fix a problem.

Skydweller is the world's largest unmanned solar-powered aircraft that can stay airborne for weeks, and even months, without refueling.

The U.S. government said it is investigating after People's Republic of China hackers targeted commercial telecommunications service providers in the U.S.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Scammers are using increasingly sophisticated ways to lure unsuspecting victims, and some are impersonating an email help desk or support team.

You can unsend or edit your iMessages with the latest iOS updates. Kurt the CyberGuy explains how you can save yourself some potential embarrassment.

Kurt “CyberGuy" Knutsson says there’s been a rise in cybercriminal services using hacked police and government emails to send subpoenas and data requests to U.S. companies.

Kurt “CyberGuy" Knutsson discusses how Axiom Space and luxury designer Prada are collaborating on NASA's Artemis III spacesuit design.

Voice assistants may cause confusion across devices. Tech expert Kurt “CyberGuy" Knutsson offers some solutions to fix it.

Shameless scammers trick veterans into giving personal info or cash. Tech expert Kurt “CyberGuy" Knutsson explores five common scams.

PR: Ouch! Tells the Tale

Public Relations