Like human nature over time, the power of good public relations remains the same.
Whether you are a manager working for a business, a non-profit or an association, at some point, you will want, or need to create outside stakeholder behavior change ? the kind that leads directly to achieving your managerial objectives.
Fortunately, you can get that job done by doing something positive about the behaviors of those external audiences that MOST affect your organization. And do so by persuading those important outside folks to your way of thinking, and moving them to take actions that help your department, division or subsidiary succeed.
Fact is, your public relations push must involve more than special events, brochures and news releases if you really want to get your money's worth.
The fundamental premise of public relations says as much when it highlights the reality 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.
That premise, that blueprint, really promises results. >From new proposals for strategic alliances and joint ventures; rebounds in showroom visits, membership applications on the rise; community service and sponsorship opportunities, to capital givers or specifying sources looking your way; enhanced activist group relations, and expanded feedback channels; not to mention new thoughtleader and special event contacts.
Even, conceivably, results like stronger relationships with the educational, labor, financial and healthcare communities; prospects starting to work with you; customers making repeat purchases, and improved relations with government agencies and legislative bodies.
That's a lot of results from even a high-impact blueprint.
It almost goes without saying that your PR crew ? agency or staff ? must be committed to you as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring.
Be wary of PR people who describe themselves as "totally on board the program." That doesn't mean they've bought into the whole effort. Convince yourself that your team members honestly believe why it's SO important to know how your most important outside audiences perceive your operations, products or services. Assure yourself that they buy the reality that perceptions almost always lead to behaviors that can help or hurt your unit.
Then, take time to go over the PR blueprint in detail with your PR team, especially the plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures?
It would be ideal, of course, to use professional survey counsel to handle the perception monitoring phases of your program, if the budget is available. But keep in mind that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.
At this juncture, you require a public relations goal to aim for as you address the bumps that showed up during your key audience perception monitoring. And that goal could be to straighten out that dangerous misconception, or correct that gross inaccuracy, or stop that potentially fatal rumor cold.
But don't try it without a strategy to show you how to get there. There are only three strategic options available to you when it comes to handling a perception or opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like hollandaise sauce on your cornflakes, so be certain the new strategy fits well with your new public relations goal. You certainly don't want to select "change" when the facts dictate a "reinforce" strategy.
The truth is that persuading an audience to your way of thinking is plain, hard work. Which is why your PR team must create just the right, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual. Only in this way will you be able to correct a perception by shifting opinion towards your point of view, leading to the behaviors you are want.
Get the input of your communications specialists as they review your message for impact and persuasiveness. Then, sharpen it one more time, and select the communications tactics most likely to carry your words to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.
Remember the old saw about the credibility of a message depending on its delivery method. You might consider unveiling it in presentations before smaller gatherings rather than using higher-profile tactics such as news releases. When the moment for doing a progress report arrives, it will sound the alert for you and your PR team to get back out in the field and start work on a second perception monitoring session with members of your external audience. You'll want to use many of the same questions used in the first benchmark session. Only this time, you'll be watching very carefully for signs that the bad news perception is being altered in your direction.
And for those among us who are just plain impatient, you can always move things along at a faster clip with more communications tactics and increased frequencies.
The reason the same old, same old PR is still tops is that it continues to focus sharply on those key external audiences that most affect your organization, and you as a manager. And it does something positive about them by persuading those key folks to your way of thinking, and moving them to take actions that help you achieve your managerial objectives.
end
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1155 including guidelines and resource box.
Robert A. Kelly © 2004.
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 communi- cations, 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: http://www.prcommentary.com
It's difficult enough running the day-to-day aspects of a business,... Read More
Every reporter, from the cub at the small town paper... Read More
There's an old African proverb:"If you think you are too... Read More
That's like asking if advertising is all about type faces... Read More
Better check out the public relations fundamental premise, then take... Read More
Media relations, simply put, is the business of building and... Read More
Parties, videos, booklets and column plugs?Or public relations that does... Read More
Like human nature over time, the power of good public... Read More
You never want to inundate a reporter with information, but... Read More
It behooves you to know and remember the names of... Read More
The next time a newspaper photographer takes your photo, remember... Read More
When a group of outsiders behaves in a way that... Read More
In these days of every increasing demand and competition, there... Read More
If your reading this, you must be online and most... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
Public relations changes minds in the process of delivering what... Read More
Maybe you've seen another financial planner on TV, and thought,... Read More
Stripped down to its core, publicity is little more than... Read More
What's more crucial to the success of a business, non-profit... Read More
Don't let yourself be diverted by communications tactics playtime. You... Read More
If you're seeking to promote yourself or your new business... Read More
I heard a speaker recently who was talking about how... Read More
New business owners often miss out on publicity opportunities because... Read More
And here it is: public relations alters individual perception leading... Read More
As someone with expertise in media relations, I've been asked... Read More
For many of us, the word quality is closely related... Read More
It's a phrase I hear over and over again from... Read More
The real public relations geniuses might be managers. You know,... Read More
And show it for what it is - a humdinger... Read More
Ideally, you will have two types of quotes in your... Read More
Business, non-profit or association managers hurt their own public relations... Read More
Fiercely combative business, non-profit and association managers use every PR... Read More
Do you dream of being on Oprah Winfrey's television show?... Read More
When properly applied by business, non-profit and association managers, public... Read More
What's the real reason some managers shy away from public... Read More
Got a huge need for publicity and a tiny publicity... Read More
News releases (also called press releases) are an important part... Read More
A reporter's job is to get the most accurate and... Read More
It's difficult enough running the day-to-day aspects of a business,... Read More
Could be, when unit managers in businesses, non-profits and associations... Read More
Do you want to be quoted by the national press... Read More
While scoring anice story in BusinessWeek or USA Today is... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
Do small-business owners always have to rely on large PR... Read More
I heard a speaker recently who was talking about how... Read More
Experience tells me that too many business, non-profit and association... Read More
When I search Google News for "surveys," I get nearly... Read More
For financial planners, getting publicity, in the end, isn't about... Read More
Where is there a business, non-profit or association manager who... Read More
Many of my clients have had the misguided perception that... Read More
Imagine you're the technology reporter at a daily newspaper. You... Read More
You are if you stand by while your public relations... Read More
Although repetition is extremely important, there are times when advertising... Read More
You bet!Especially for business, non-profit and association managers who REALLY... Read More
Big corporations like General Motors and Coca-Cola spend thousands of... Read More
1. Your press release should sound like news, not an... Read More
Especially good advice for business, non-profit and association managers whose... Read More
Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
One portion of your marketing plan that you probably don't... Read More
Can you honestly say that your business, non-profit or association's... Read More
How can media training help you create a successful Hispanic... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
As a business, non-profit or association manager, you'll know it's... Read More
UNDER FIREA friend whose organization is often in the media... Read More
Would you like to be the next Dr. Phil, Suze... Read More
Just because a publication is small doesn't mean that getting... Read More
Public Relations |