When times are tough, it's no time to ignore those external audiences whose behaviors matter so much to your organization.
In your own best interest, are you seeing to their care and feeding? I mean, if a certain group of outsiders behaves in ways that really help or hinder your operations, they do rate your attention, right?
Of course they do! That's why we call them key target audiences, or publics. Either way, what they think about you, then how they behave, can support or derail the best laid plans.
Why take any chances?
Make a list of those important external audiences and put them in priority order. Then pick #1 and let's go to work.
Since it's their perceptions that lead to behaviors, you must get inside their heads. That means monitoring members of that key audience and asking lots of questions to determine what they think about you and your operation.
Watch for rumors. And for negativity. Misconceptions and misunderstandings involving your products, services and pricing should be pursued in those conversations.
With that kind of data in hand, you are able to establish the public relations goal. Namely, correct that misconception, or neutralize that rumor, or clarify that fuzziness about your services.
Goals are certainly necessary, but they need a strategy that shows HOW you will alter those worrisome perceptions. In this business, we have just three possible strategies: create opinion (perceptions) where none exist, change existing opinion, or reinforce it.
Obviously, you will select the strategy that leads directly to achieving your public relations goal.
Now the tough part. What will you communicate to members of your #1 target audience? Your message is key to the success of your public relations effort.
It must be clear as crystal as to what needs to be clarified or neutralized. It must be obvious that the message is truthful, authoritative and compelling. In short, it must deliver a specific message about what is being corrected.
What do you do with the message? As with a bullet in a rifle, you pull the trigger. Or, to mix metaphors, you call in the "beasts of burden," communications tactics, to carry your message directly to members of that key target audience.
You're fortunate that there are piles of communications tactics just waiting for you - the Internet, broadcast appearances, press releases, brochures, seminars, personal meetings, special events, emailings, and on and on.
Sooner rather than later, you're going to want some signs that your public relations program is working. And that means Remonitoring that target audience, again asking lots of questions and seeking evidence that a misconception has been corrected, an inaccuracy cleared up, or a rumor explained away.
If that is the result of your REmonitoring drill, your public relations program has succeeded.
Should your remonitoring not yield those results, you will need to adjust your communications tactics to produce a broader mix of "weapons" going against that audience. You may also decide to increase the frequencies of your tactics. Your message, of course, must be reevaluated for clarity, emphases and factual support.
Handling public relations this way, you're moving in the right direction because you're mobilizing your most important external audiences in support of YOUR goals and objectives.
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 ? 2005.
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. He holds a bachelor of science degree from Columbia University, major in public relations.
Visit: bobkelly@tni.net; bobkelly@tni.net
efficient cleaning crew Highland Park ..A great way to celebrate your achievements and capitalize on... Read More
In last year's animated film Shrek II, a giant gingerbread... Read More
Although media relations is not all there is to PR,... Read More
Think for a moment! If you were to do a... Read More
Yup -- it's hot and sticky and you don't feel... Read More
There is a process for successfully getting publicity about your... Read More
When a reporter is wowed, intrigued, surprised or captivated by... Read More
If you do, it means:you don't value tracking the perceptions... Read More
As someone with expertise in media relations, I've been asked... Read More
The media's role is to package and spread news, current... Read More
There is something newsworthy happening at your organization right now.... Read More
The reason might be this simple: as a business, non-profit... Read More
Southern grandmothers have often said, "there are only three... Read More
You won't accomplish much if you call the gas company... Read More
Tis' the season for business and corporate gift-giving! If you... Read More
Especially good advice for business, non-profit and association managers whose... Read More
A common complaint you'll hear is that the media is... Read More
Most people consider getting publicity the most important part of... Read More
Ever get the feeling that your public relations program isn't... Read More
Is that what we are? Fanatic, over-the-top disciples of some... Read More
Business, non-profit or association managers hurt their own public relations... Read More
When properly applied by business, non-profit and association managers, public... Read More
The payoff for business, non-profit or association managers can be... Read More
Maybe it played for Kevin Costner in "Field of Dreams,"... Read More
As the practice of public relations in China continues to... Read More
scheduled maid service Park Ridge ..When starting a successful business venture or launching a new... Read More
A common complaint you'll hear is that the media is... Read More
It behooves you to know and remember the names of... Read More
Let's start out with a caution for business, non-profit and... Read More
Another way to really become known in your area is... Read More
Whether you are a business, non-profit or association manager, your... Read More
Publicity is obtaining editorial coverage or features for your business.... Read More
The notion that a business, non-profit or association manager can... Read More
Before you even think about writing a press release, there... Read More
Personnel mentions in the newspaper and product plugs on radio... Read More
As a business, non-profit or association manager trying to get... Read More
Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More
Are there secrets to gaining media coverage or is it... Read More
One study found that as many as 90% of the... Read More
Want to get radio interviews and coverage in print publications... Read More
There are a lot of things that make a business... Read More
One of the greatest ways to promote your product or... Read More
True, because department, division or subsidiary managers for a business,... Read More
Even after a nice piece in a national publication, or... Read More
When developing a publicity campaign for their business many owners... Read More
Recently I had a craving for... Read More
This guide to "SEOing" your PR efforts can help you... Read More
If you want to know the best way to approach... Read More
1) Establish Rapport, then get the editor/producer excited.There's not a... Read More
The media (newspaper, radio, television) can be of enormous help... Read More
Public Relations |