Home
>
Public Relations
>
Something New For Managers?

Something New For Managers?

A new public relations blueprint could be a good idea if you're a business, non-profit or association manager who's not getting the important external audience behaviors you need to achieve your department, division or subsidiary objectives.

You know, behaviors like more people interested in your services or products, or more capital contributions coming in the door, or more corporate membership applications hitting your desk.

While those kinds of behaviors may warm the cockles of a manager's heart, they're not going to happen for you if you encourage, or allow the public relations team assigned to your unit to concentrate on simple tactics to the exclusion of a workable and comprehensive action blueprint.

In other words, a strategy, say, 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.

Now that's not only a blueprint, it's a foundation for a public relations effort that can persuade those important external stakeholders to your way of thinking. Then move them to take actions that lead to your success as a manager working for a business, non-profit or association.

Here's one way to do it. Decide that you're going to spend some quality time with your PR folks and tell them you really want to find out what those outside audiences, those with the behaviors that really impact your operation, actually think about you. Next, put your target audiences in priority order so we can get to work on your #1.

By the way, because your PR people could be surprised at this kind of public relations blueprint, you had best stay personally involved as the effort gets off the ground. Another good reason to do so, is that actually doing something about key audience behaviors can have a positive effect on your own organizational success.

Now, as you find out how your operation is perceived by these important outside audiences, you will need to make an immediate choice. Spend a large chunk of your budget for professional survey people to ask questions of members of your target audience, or ask your PR team, and other employees to do it.

Interacting with outside audience members lets your people ask questions like "How do you feel about us? How recently have you had contact with our personnel? Have you actually used our services or products? Do you have any questions or problems with regard to our organization?"

The data gathered by this exercise is the raw material you need to establish your public relations goal. For instance, correct that inaccuracy, clear up that misconception or spike that rumor.

To achieve such a public relations goal, you'll need the right strategy to show you how to do it. And the choice of strategies is not complex because there are just three available when you address matters of opinion and perception: change existing opinion, create perception where none exists, or reinforce an existing perception/opinion. Always be careful that your chosen strategy flows naturally from your public relations goal.

Now, what will you say to members of that key target audience that, hopefully, will alter the inaccurate perception you discovered? You want your message to be crystal-clear as it details why that perception is just not true. From such clarity should come believability and a compelling delivery that can lead to the target audience behaviors you need to meet your department, division or subsidiary objectives.

Actually delivering the message is the least complex step in the public relations problem solving sequence. Fortunately for you, there is a large collection of communications tactics available to you ranging from your own personal contacts, service or product promotions, news announcements and consumer briefings to newsletters, media interviews, emails and dozens of other tactics.

In due course, you, your team and other interested parties will want to assess how your public relations effort is faring at altering the offending perception. Best way to determine that is to duplicate your earlier benchmark monitoring session putting similar questions to the members of your target audience. The important difference now? You're watching carefully for signs that the troublesome perception is being altered in your direction.

That altered perception, leading inevitably to predictable behaviors, is the bottom line. And a strong indication that a workable department or division public relations blueprint can help a unit manager achieve his or her operating objectives.

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

limo prices to midway Crystal Lake west of Randal .. Lockport Chicago limo O’Hare

In The News:

Creating an email alias can help clean up your inbox by organizing emails based on purpose, like creating different aliases for shopping, newsletters and work.

A multipurpose robotic system promises to transform how items are stacked onto pallets, aiming to maximize space utilization and reduce shipping costs.

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

The number of people affected by a UnitedHealth data breach in February 2024 was actually higher than previously reported and was the largest medical data breach in U.S. history.

A phishing campaign uses Google Calendar to schedule fake meeting invitations that appear legitimate, redirecting targets to phishing sites.

Toll road text scam: Fake messages claim unpaid fees, seek payment via fraudulent links. Kurt “CyberGuy" Knutsson says this scam is becoming increasingly sophisticated and widespread.

Kurt “CyberGuy" Knutsson says these steps ensure that your friends and family get to the exact moment you want them to see. Try it out and streamline your sharing experience.

Tech expert Kurt “CyberGuy" Knutsson offers tips on how to protect your identity: Be vigilant, monitor accounts, use smart security, know theft response.

Tech expert Kurt “CyberGuy" Knutsson says cybercriminals are exploiting iMessage phishing protection, tricking users to reactivate links.

It's hard to imagine life without in-flight Wi-Fi these days – but sky-high web surfing comes with its own set of privacy concerns. Here's how to protect yourself.

Over 400,000 cases of credit card fraud were reported in 2024 to the Federal Trade Commission. The CyberGuy explains how to protect against becoming another victim.

A nondescript metal box transforms into a fully functional electric motorcycle that blurs the line between vehicle and urban infrastructure.

Many apps unrelated to location still ask users for tracking permission, and Texas Attorney General Ken Paxton has filed a lawsuit seeking to end this alleged practice by Allstate.

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

Melody, the artificial intelligence-powered robot, is life-sized and represents a move toward creating robots that resemble people in appearance and interaction.

Here are five easy smartphone rules from the National Security Agency that you can follow to better protect your mobile device from hackers and scammers.

A U.S. robotics company has developed "Jennie," a robotic pet powered by artificial intelligence that's designed to comfort those facing mental health challenges.

Healthcare records for more than 184 million Americans were breached in 2024, but you can take steps to minimize that risk. Kurt the CyberGuy explains.

The Skyrider X1 from Rictor claims to be the "first amphibious flying passenger motorcycle," and it combines land and air travel in one sleek design.

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

Home inventory and restoration apps help itemize and track every item in your home in the event you have to make an insurance claim after a natural disaster.

The White House launched a new cybersecurity safety label, the U.S. Cyber Trust Mark, intended to help consumers make informed decisions on smart device safety.

Today's tech can help make life so much easier — if you know how to use it. Here are a few tips on the quickest and best ways to make your phone, laptop and other devices work for you.

Tech expert Kurt “CyberGuy" Knutsson offers Windows 11 restart fixes: Update drivers, run system scans and check hardware.

Sony and Honda's Afeela 1 EV launches with advanced tech and entertainment for $89,900. Tech expert Kurt “CyberGuy" Knutsson gives his takeaways.

Something New For Managers?

Public Relations