When Managers Play the PR Card

The payoff for business, non-profit or association managers can be a real assist towards meeting their department, division or subsidiary objectives.

Playing that public relations card means they've decided to pursue their objectives by reaching, persuading and moving those outside audiences whose behaviors most affect their organizations, to actions those managers desire.

Here's a blueprint to help them do just that: 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.

In other words, here is the PR blueprint and tools you need to persuade your most important external stakeholders to your way of thinking. And then move them to take actions that lead to your success.

First step? Shift the attention of the PR team assigned to your unit away from communications tactics and over to a more effective action plan like the one outlined above.

You'll know it's worth the effort when you begin to see stakeholder behaviors like strong increases in inquiries, more repeat purchases, new proposals for strategic alliances or joint ventures, a fresh round of employment inquiries, or stronger contribution levels.

Lay it all out for the PR people who work for your unit, especially why it's a must to list in priority order those key outside audiences whose behaviors impact your operation the most. Talk about the importance of discovering how your organization is perceived by those audience members. Particularly because such perceptions almost always result in predictable behaviors that can affect the success of your unit for better or for worse.

If you have a large, uncommitted budget, you can use professional survey counsel to interact with target audience members and ask the important questions. "Do you know anything about us? Do you have an opinion about our products or services? Have you ever had a transaction with us? Was it a positive experience?" Or, members of your public relations team can handle this crucial task since perception, persuasion and behavior are prime concerns of theirs, or certainly should be.

While handling the perception monitoring chore, keep an eye out for negative comment and voice inflections. Especially watch for inappropriate assumptions, misconceptions, inaccuracies, rumors and clearly negative attitudes.

Once you collect these data, you're ready to establish your public relations goal. For example, torpedo those false assumptions, turn those misconceptions around, or correct that unfortunate inaccuracy.

The goal by itself is not much use without a strategy to show you how to reach it. As luck would have it, there are just three strategies available in the perception and opinion game: create perception/opinion where there simply isn't any, change the existing perception, or reinforce it. Makes things simple, but be sure the strategy you select is an obvious fit with your new goal.

The meat on this bone is the actual message you will prepare should the perceptions you discovered require some alteration. This is not a simple writing job and the very best writing talent on your PR team will be required. The message must be both persuasive AND compelling. It must be very clear as to what is being corrected and why. Factual support, of course, must be above challenge if your message is to be believable as it works to alter perception in your direction.

And now to the easy part of this public relations problem solving sequence ? getting that message to the right eyes and ears among the members of your target audience. The main limiting factor will be the size of your budget since there are dozens of communications tactics available to carry that message. They range from emails, speeches and private meetings to newsletters, media interviews, brochures and group briefings. Just be sure the tactics you decide to go with demonstrate that they can reach the same kind of folks that populate your target audience.

You'll be best equipped to answer queries about program progress after you and your PR team again interact with those target audience members asking the same questions used in the initial perception monitoring session. Big difference in the two sessions? This time, all hands will be alert to any signs that the negative perception has actually been altered.

Want things to move faster? Add more communications tactics, increase their frequencies and take another look at your message to be certain it's really persuasive and compelling.

The good news is, when managers play the PR card, they concentrate on persuading their most important external stakeholders to their way of thinking. And then moving those target audience members to take actions that lead to the managers on-the-job success.

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

apartment cleaning near Highland Park ..
In The News:

Holiday scams spike during Black Friday and Cyber Monday as criminals exploit your leaked personal data. Learn how to protect yourself from fake stores and phishing.
Commerce Department proposes TP-Link router ban over Chinese security risks. Learn how this potential prohibition could affect your home network and devices.
Hyundai AutoEver America suffered a data breach affecting 2,000 current and former employees, exposing names, Social Security numbers and driver's license information.
Washington court rules automated license plate reader images are public records, even when stored by vendors like Flock Safety, setting precedent for transparency.
Fake airline texts claiming flight cancellations are targeting travelers with convincing scams. Learn how cybercriminals steal personal data and credit card info.
Discover how iOS 26's new Adaptive Power feature automatically extends iPhone battery life by learning your usage patterns and adjusting performance intelligently.
New TikTok malware campaign tricks users into running PowerShell commands that download Aura Stealer, which steals credentials and authentication tokens.
Gaia Family offers fixed upfront pricing for IVF cycles with unlimited embryo transfers and financial protection, partnering with over 100 U.S. fertility clinics.
The Jetsons Act aims to position Pennsylvania as a leader in advanced air mobility by establishing regulations for hybrid ground-air vehicles.
Fake Geek Squad invoice emails are targeting users with convincing charges and urgent phone numbers to steal personal information and money.
Fox News Digital's artificial intelligence newsletter digs into a robot in Russia that faceplanted, George Clooney's alarm and OpenAI's rivalry with the New York Times.
Major data breach at Conduent exposes personal information of 10+ million people. Government contractor hit by cyberattack affecting Medicaid, child support systems.
Texas startup Janta Power raises $5.5M for innovative vertical solar towers that generate 50% more energy than traditional panels while using just one-third the land.
NASA's twin ESCAPADE spacecraft launched aboard Blue Origin's New Glenn rocket Thursday afternoon from Cape Canaveral, beginning their journey to Mars with arrival expected in 2027.
Learn how to set email reminders on iPhone and Android so you never forget to reply again. Simple built-in features help you stay organized and on top of messages.
Discover how Apple's passkeys revolutionize Mac security by replacing vulnerable passwords with biometric authentication and encryption for ultimate protection.
New survey reveals 78% of parents fear AI scams targeting their kids, yet nearly half haven't discussed these threats. Learn why this dangerous gap exists.
Chrome now autofills passport and driver's license info automatically. Google's latest browser update adds official document support with encryption and user control.
Scammers impersonate Department of Veterans Affairs employees claiming veterans owe money, but real VA communications only direct to VA.gov or official channels.
The AltoVolo Sigma hybrid-electric aircraft flies 500 miles at 220 mph while operating 80% quieter than helicopters, featuring safety systems and compact design.
Google search scam alert: fake customer service numbers can give scammers remote control of your phone. Learn how to spot these traps and protect yourself.
Electric vehicles overtake gas cars in total CO2 savings after just two years of driving, with emissions benefits growing over time as power grids get cleaner.
Louvre Museum reportedly used "Louvre" as password for surveillance system during $100M jewel heist. Learn how weak passwords put even famous institutions at risk.
Bipartisan AI jobs bill from Sens. Hawley and Warner would require companies to report AI-related layoffs and hiring to Department of Labor quarterly.
Joe A. from Shelton, Connecticut, lost $228,000 to a ZAP Solutions cryptocurrency investment scam after his divorce, highlighting rising online fraud.

Creating Event Magic through Planned Video Production

Once upon a time, there was a young, stressed out... Read More

Yes, There is a PR Sweet Spot

And here it is: public relations alters individual perception leading... Read More

Do You Have Issues?

Every organization has issues that could affect its operation. The... Read More

Why Not Juice-Up Your PR?

Say, from tactics like special events, brochures and press releases... Read More

Competition in the News Creates Spin

In larger cities with many outlets they are competing for... Read More

A PR Surprise for Managers

For those business, non-profit and association managers committed to PR... Read More

Dont Need No Stinking PR?

Almost assuredly you do, especially when your most important external... Read More

Make Sure Your Media Room Rocks

If a reporter was writing a story about you and... Read More

Austin?s Annual Charity Event with KVET

In my travels around the country while building my business... Read More

Attention PR Shoppers!

As a business, non-profit or association manager, what do you... Read More

What is GuerrillaPR Anyway?

Public relations is the art, as one of my colleagues... Read More

Publicity - How to Write a Headline That Will Garner Free Publicity

Taking your ad and turning it into paragraph-style prose is... Read More

Using Media and PR to Your Advantage.

Lights...camera...ACTION.That's what often happens when people think of using media... Read More

How To Share Your Success Story Without Sounding Like You Are Bragging

A great way to celebrate your achievements and capitalize on... Read More

Dont Expect to Bump Oprah From A Magazine Cover

"I want a pony, a tree house and the fastest... Read More

How to Write News Releases that Get Noticed

What do you do with junk mail? Are you like... Read More

Write Press Releases That Dazzle

When a reporter is wowed, intrigued, surprised or captivated by... Read More

Is PR All About Image? NO!!

That's like asking if advertising is all about type faces... Read More

How to Form a Relationship with a Newspaper

How do you make a good relationship with a newspaper... Read More

The Press Pack Is Chasing You - Give Them Room

There's good news for public relations execs, marketing professionals and... Read More

Cross Cultural Communication & PR

The Public Relations (PR) industry is responsible for creating and... Read More

Managers and PR Genius

The real public relations geniuses might be managers. You know,... Read More

Marketing-Minded Financial Planners Piggyback on Topic A to Get Free Publicity

That big story the media pursue each day is what... Read More

Sure-Fire Recipe for a Successful Public Relations Career

Without a solid, well-designed foundation, few buildings successfully withstand the... Read More

Meet The Media

Although media relations is not all there is to PR,... Read More

cleaning lady near Arlington Heights ..