PR: Room at the Bottom?

When special events and communications tactics rule the PR roost instead of a workable plan designed to manage external audience behaviors that impact your organization the most, that's where public relations results can wind up.

You know, bad results like key target audiences showing little confidence in your organization, or seldom taking actions that help you succeed and, in the end, failing to help you achieve your unit objectives.

If that sounds all too familiar, you've got to change a few things. So let's start with what your public relations should be about, perhaps something like this: 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.

Building on this kind of base means you'll be working with a blueprint that helps persuade those important stakeholders to your way of thinking. Hopefully, that will move them to take actions that lead to your success as a business, non-profit or association manager.

If this sounds like an approach to public relations you want to consider, here's the way to get started.

First big question to be answered? How DO those outside audiences whose behaviors hurt or hinder your operation the most, actually perceive your organization? Everything flows from the answers to that question, and that means you and the PR team assigned to your unit must interact with members of your target audience. Questions should include "What do you know about us? Have you had any dealings with our organization? Were you satisfied? Do you have any problems with us?" And while asking your questions, be especially alert to false assumptions, inaccuracies, misconceptions or rumors. Negative attitudes as well as hesitant or evasive replies should also be recorded.

The responses you gather will determine the public relations goal you will pursue. You may choose to correct an especially dangerous inaccuracy, or to clarify a potentially hurtful misconception, or to convert a painful rumor from false to true. Remember, negative perceptions often lead to the damaging behaviors you ultimately aim to alter.

Actually reaching your goal, however, is your next challenge. But not a complex challenge because there are just three strategies available to show you HOW to reach your public relations goal: reinforce existing opinion, change that perception, or create perception/opinion where there isn't any. One caveat: be certain the strategy you select is a good match for your public relations goal.

The message you prepare designed to alter the offending perception is the most important step in this public relations problem-solving sequence. Because it must be successful in altering perception among members of your target audience, it must be clear about what it intends to change, clarify or correct. On top of that, your message must be persuasive and compelling and, above all, while making the case for your point of view, your message must be believable. This suggests that running the message by several colleagues for their reactions is a good idea.

Next step sounds like a lot of work, and it is. But again, not complex. Simply put, you have to get your message before the eyes of those members of your target audience. Communications tactics will do the job.

The choice is broad and includes tactics such as speeches, customer or member briefings, press releases, newsletters, radio/newspaper interviews and many, many more. Be careful that the tactics selected are known to reach people like the members of your target audience.

Now, you need to be able to measure progress. And the best way to do that is to return to the field and interact again with your audience members. Ask questions similar to those asked in the first perception monitoring session. But now, you will be on the alert for clear signs that perceptions are, in fact, being altered as planned.

By the way, you can boost progress by adding more communication tactics to the battle, and increasing their frequencies.

Instead of a public relations program that produces results at the bottom of the efficiency scale, the action effort outlined above will do just the opposite. Namely, persuade your important outside stakeholders to take actions that lead to the success of your organizational unit.

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: http://www.prcommentary.com

---

10 Ways to Get the Media to Love You

So you've put yourself "out there" with a public relations... Read More

Marketing-Minded Financial Planners, Join Your Professional Organization to Get Free Publicity

Unlike some professionals like lawyers and doctors, financial planners aren't... Read More

Publicity: Five Tips for Calling a Reporter

Always ask, "Is now a good time?"Deadlines in journalism are... Read More

Public Relations

The wind of changes...The digital world has changed the form... Read More

How to Get PR

There is a process for successfully getting publicity about your... Read More

The 7 Deadly Sins of Press Releases

A press release is often your only chance to make... Read More

PR Power: How to Write a Killer Press Release

I'm what we in the business (the "business" being journalism)... Read More

How To Get Press To Come To You

Have you ever noticed how the same people's names always... Read More

PR Secrets for Small Business

Most small businesses do little to no public relations (PR)... Read More

VIP Database; Does Your Company Have One?

The VIP databases are fun to create and can be... Read More

Publicity: Nailing a Media Interview, Part II (Crisis Management)

We'd all like reporters to ask us about our career... Read More

10 Tips for Tantalizing News Releases

Want to get radio interviews and coverage in print publications... Read More

Managers: Do You Trust Your PR?

You can if, as a business, non-profit or association manager,... Read More

What is News?

What may be the more appropriate question is: What makes... Read More

3 Reasons to Tap into the Power of Publicity

Publicity is obtaining editorial coverage or features for your business.... Read More

Creating Your Online News Room: How To Build a Site The Media Will Love

From time to time, people ask me how public relations... Read More

Public Relations ? Defining Your Organization from the Inside Out

What do your customers say about your company?Would you let... Read More

Life After Press Release Distribution?

A few weeks ago I was participating on an on-line... Read More

Write Press Releases That Dazzle

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

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

Prior to launching a new public relations campaign, evaluate the... Read More

Your Financial Planning Clients May Hold the Key to Free Publicity

Every reporter, from the cub at the small town paper... Read More

CD ROM Business Cards

Created properly, an extremely effective marketing tool.It's a great concept,... Read More

PR Where it Matters Most

What's more crucial to the success of a business, non-profit... Read More

Is The Traditional Press Review Still A Business Tool Of The Future?

Press reviews are a common and basic feature for surveying... Read More

Marketing-Minded Financial Planners, Create Your Very Own Story to Get Free Publicity

One big mistake that many marketing-minded financial planners make when... Read More

Is PR All About Image? NO!!

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

Dont Expect to Bump Oprah From A Magazine Cover

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

The Key to Great PR

The Key to Great PR is PerseveranceBy Paula Gardner of... Read More

Building Credibility Through Bylined Articles

As if making sure your company runs smoothly on an... Read More

Photographs - Ten Tips For Getting Good Shots

Photographs are essential for getting good publicity in the print... Read More

Media Exposure Validates And Legitimizes Your Business

Although repetition is extremely important, there are times when advertising... Read More

Media Training: How To Speak During a Media Interview

WHITE NOISEA client recently told me about a fascinating new... Read More

What Does Your Telephone Say About You When You Are Away?

Business to Business relationships come to expect a certain level... Read More