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
limo prices to midway Crystal Lake west of Randal .. Lockport Chicago limo O’HareWe rely on all kinds of tools and advice to... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
1. Your press release should sound like news, not an... Read More
If you're like most publicity seekers, you probably think oneproject... Read More
If you want to know the best way to approach... Read More
How do you make a friend of the media? A... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
?lose the confidence of your key target audiences? discourage them... Read More
As a manager, does your current business, non-profit or association... Read More
The power of public relations is its ability to alter... Read More
When, as a business, non-profit or association manager, you are... Read More
In this great country of ours, there are basically three... Read More
A term you'll hear in newsrooms, in editing meetings, in... Read More
You're trying to recruit a downline into your program, you've... Read More
Like human nature over time, the power of good public... Read More
There are all kinds of smart moves professionals can make... Read More
?2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More
Maybe it played for Kevin Costner in "Field of Dreams,"... Read More
I say to business, non-profit and association managers, a key... Read More
How you answer questions depends on many factors. Example what... Read More
For many of us, the word quality is closely related... Read More
Created properly, an extremely effective marketing tool.It's a great concept,... Read More
Have you ever heard of the saying, "One person's trash... Read More
Decide once and for all to do something about those... Read More
Product/service publicity is the superhighway to business success everyone dreams.... Read More
taxi o'hare Auburn ..Public relations writing when writing press releases can be a... Read More
The least expensive, most effective way for you to promote... Read More
Because when it comes to public relations, non-believers can produce... Read More
If a reporter was writing a story about you and... Read More
UNDER FIREA friend whose organization is often in the media... Read More
They can when they invest in the basics. The best... Read More
Another way to really become known in your area is... Read More
NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More
And here it is: public relations alters individual perception leading... Read More
An effort built around a string of print and broadcast... Read More
When your public relations results pretty much depend on whether... Read More
The power of public relations is its ability to alter... Read More
Your public relations effort really should involve more than press... Read More
Big corporations like General Motors and Coca-Cola spend thousands of... Read More
A PR product or service launching is a perfect way... Read More
PR that really does something positive about the behaviors of... Read More
Since the major part of a small business typically comes... Read More
You won't accomplish much if you call the gas company... Read More
Mark Twain once said the rumors of his death had... Read More
When a group of outsiders behaves in a way that... Read More
The message is determined by analyzing the brand being marketed,... Read More
As the practice of public relations in China continues to... Read More
When most people think about marketing, they think advertising. While... Read More
The Internet may have opened worlds for businesses and consumers,... Read More
"Don't say you don't have enough time. You have exactly... Read More
Public Relations |