Some folks see the word "strategic" as a needlessly tiresome and complicated notion. But anything that shows you how to get from here to there IS strategic, and something we all need.
Even the dictionary calls a strategy "of great importance to a planned effort."
For example, look at public relations where just about everything is based on getting from here to there. That is, from a dangerous lack of concern with external audiences to a sensible plan for doing something about what those key audiences think about you.
To make the point, here's a quick two-sentence thumbnail that promises just such an outcome.
"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."
While it's obvious that survival is the pot of gold at the end of this rainbow, you don't get those external audiences on your side without a little work
Better prioritize those outside interest groups of yours into some kind of importance ranking. Then, let's take the external audience you rank clearly as #1 and do a little work on it right now.
How much do you know about this group of people? Are you aware of what the prevailing view of you and your enterprize is among group members? Do you know of any negative perceptions?
No? That's why you must get busy and interact with members of that key target audience of yours. Ask questions: "What do you think about our business, products or services? Why?" And stay alert to any signs of negativity, any inaccurate perceptions, misconceptions or rumors.
The reactions to such probing questions help you to set down a public relations goal designed to correct misperceptions and inaccuracies.
So, while this gives you your public relations goal, HOW will you reach it? That's right, you need a strategy to help you get from here to there. You're in luck because there are just three strategic options for dealing with opinion available to you. Create opinion (perceptions) where none may exist; change existing opinion, or reinforce it.
Select the one that logically flows from the goal you established.
Now, you're ready to write the persuasive and compelling message you'll be counting on to change perceptions and move your target audience behaviors in your direction.
It's not an easy writing job. The message must be not only persuasive and compelling but very clear, direct and brief in its presentation. The facts and figures supporting WHY target audience members should alter their perception of your organization must be accurate and believable. It's best to try out the message on a few audience members first, then adjust if needed and commence public distribution.
Now, to mix metaphors, who will be your "beasts of burden," or "foot soldiers?" In other words, which communications tactics will you use to carry that carefully constructed message to the eyes and ears of key target audience members?
There are a lot of tactics available to you. Everything from letters and emails, personal contacts, face-to-face meetings and special events to brochures, press releases, speeches, broadcast interviews and a ton of others.
At this point, you will still not know if you're making progress towards your public relations goal.
Which is why you must return to the field and once again talk to those members of your key target audience. Ask questions very similar to those you used during your earlier information gathering.
The big difference the second time around will be that you are watching closely for signs of changed perceptions, hopefully in your direction. Have misconceptions cleared up? Does it appear that inaccuracies have been corrected? Do you see signs that the dangerous rumor has been defeated?
Not enough progress? Review the mix and frequency of your communications tactics. And take a hard look at that all- important message. Measure it as to how well your facts and figures equip it to change minds and perceptions. Make adjustments and recommence firing!
What you've just completed is a first-class, "strategic" plan for managing the perceptions and behaviors of your key external audiences. A plan that will have a large say in your personal success and, possibly, the survival 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
professional maid services Park Ridge ..Media placement is an art. Practicing it often requires as... Read More
Aren't you tired of hearing how extremely easy it is... Read More
THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More
Shooting from the hip always creates anxiety.Especially when managers order... Read More
Above all, you need to know that the right PR... Read More
PR, that is public-relations, leads the way to effective advertising;... Read More
A musician spends years honing his craft. He writes world-class... Read More
When I talk with business people, they tend to believe... Read More
A term you'll hear in newsrooms, in editing meetings, in... Read More
FIVE WAYS TO GET ON THE RADIOHere are five basic... Read More
So many restaurants spend money on publicity and then practically... Read More
How do you make a friend of the media? A... Read More
The media need you. Need the information and expertise you... Read More
You're trying to recruit a downline into your program, you've... Read More
If you do, it means:you don't value tracking the perceptions... Read More
If you get the hang of speaking to the press... Read More
It's one thing for a senior manager to approve story... Read More
Especially good advice for business, non-profit and association managers whose... Read More
1) Package your story. Two critical elements will help you... Read More
You have been if you're a business, non-profit or association... Read More
Something that results in your most important outside audiences doing... Read More
Receiving free advertising is the dream of most business people.... Read More
To survive in business, you've got to focus your attention... Read More
?lose the confidence of your key target audiences? discourage them... Read More
Well, for starters, because good public relations can alter individual... Read More
cleaning lady near Lincolnshire ..There is a process for successfully getting publicity about your... Read More
As a business, non-profit or association manager, your public relations... Read More
Quite a bit, actually. Public relations helps business, non- profit... Read More
If you're trying to promote your store, but you don't... Read More
Media relations is a great profession.On good days, I earn... Read More
A new public relations blueprint could be a good idea... Read More
I mean public relations that presumes from the get-go that... Read More
Better check out the public relations fundamental premise, then take... Read More
This is the ending to my previous article, How to... Read More
Next to white papers, case studies are the most popular... Read More
When starting a successful business venture or launching a new... Read More
The real public relations geniuses might be managers. You know,... Read More
As a business, non-profit or association manager, why continue a... Read More
New business owners often miss out on publicity opportunities because... Read More
Journalists are trained and often experienced at getting information out... Read More
You do not have to hire a publicist or advertise... Read More
"I want a pony, a tree house and the fastest... Read More
Would you advise clients to buy a stock based on... Read More
One big mistake that many marketing-minded financial planners make when... Read More
That's like asking if advertising is all about type faces... Read More
If you're seeking to promote yourself or your new business... Read More
Looking to get your name into a magazine? You need... Read More
1) Package your story. Two critical elements will help you... Read More
Really? You mean there are NO perceptions and behaviors peculiar... Read More
Business, non-profit or association managers hurt their own public relations... Read More
Public Relations |