Managers, Which PR Is Right For You?

An effort built around a string of print and broadcast exposures? Or, a public relations initiative that delivers results far beyond simple publicity tactics. Namely, real behavior change among your most important outside audiences leading directly to reaching your objectives. Achieved, incidentally, by persuading key outside people with the greatest impacts on your organization to your way of thinking, then moving them to take actions that help your unit succeed.

It's a clear choice between limiting PR activity to simply placing product and service plugs on radio and in newspapers and magazines. Or, using a workable public relations blueprint to alter individual perceptions that lead to changed behaviors ? something that should be of profound importance to businesses, non-profits and associations who can sink or swim on how well they employ this crucial dynamic on behalf of their department, division or subsidiary.

So, as a manager, why support that business, non-profit or association operation with press release public relations when a basic PR blueprint like this one can hold the key to your success? 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.

Just look at the types of things that could transpire as a result: fresh proposals for strategic alliances and joint ventures; customers making repeat purchases; prospects starting to look your way; community leaders beginning to seek you out; and even politicians and legislators viewing you as an innovator.

But careful here. Because the cost of gathering key audience perception data ? an absolute must in this business ? can be substantial, it should be built into your original budget request, and hopefully approved because the entire public relations effort is riding on the perception monitoring function.

So, with the key stakeholders whose perceptions of your operation you care most about now the target of your PR effort, you are ready to launch a well-planned public relations program that can reach, persuade and move those individuals to actions you desire.

For your own success, you have to be certain your staff or agency public relations people are REALLY committed to (1) knowing how your outside audiences perceive your operations, products or services, and (2) the reality that negative key audience perceptions almost always lead to behaviors that can hurt you (and them). Luckily, they already are in the perception and behavior business, so they should be able to really help out with your opinion monitoring project.

Professional survey firms are always available, but that can be a budget buster. So, whether it's your people or a survey firm asking the questions, your objective is the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and other "nasties."

Best way to get that activity under way is to meet with members of your most important outside audience and ask questions like "Are you familiar with our services or products?" "Have you ever had contact with anyone from our organization? Was it a satisfactory experience?" Be sensitive to negative statements, especially evasive or hesitant replies. And watch carefully for those false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. When you find such, they will need to be corrected, as they usually lead to negative behaviors.

Now you must select the specific perception to be altered, which then becomes your public relations goal.

But clearly, a PR goal without a strategy to show you how to get there, is like French Toast without syrup and bacon. So you select one of three strategies especially constructed to create perception or opinion where there may be none, or change existing perception, or reinforce it. But insure that the goal and its strategy match each other. You wouldn't want to select "change existing perception" when current perception is just right suggesting a "reinforce" strategy.

Here, you put together a compelling message carefully structured to alter your key target audience's perception, as specified by your public relations goal.

A thought. Combine your corrective message with another news announcement or presentation which may provide more credibility by downplaying the need for such a correction.

Clearly you have to produce a compelling message, one that's quite clear about what perception needs clarification or correction, and why. Goes without saying that you must be truthful, believable and your position logically explained if you are to hold the attention of members of that target audience, and actually move perception in your direction.

On a light note, we sometimes call the communications tactics you will use to move your message to the attention of that key external audience, "beasts of burden" because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.

There is no shortage of communications tactics because the list is long indeed. It includes customer briefings, brochures, press releases and speeches. Or, you might choose facility tours, radio and newspaper interviews, personal contacts, or letters-to-the-editor. There are many available to you and the only selection requirement is that the communications tactics you choose have a record of reaching people just like the members of your key target audience.

If things slow down on you, accelerate them by adding more communications tactics, AND by increasing their frequencies.

With the passage of time, you'll anticipate that folks will soon be questioning you about progress, so you will already be hard at work remonitoring perceptions among your target audience members. Using questions similar to those used during your earlier monitoring session, you'll now be watching carefully for signs that audience perceptions are beginning to move in your general direction.

Satisfying curiosity in this regard is largely a matter of laying out the results you will receive when you undertake this aggressive public relations plan. Put another way, you may be excused for relaxing when you achieve the kind of key stakeholder behavior change that leads directly to achieving your department, division or subsidiary 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 bobkelly@TNI.net. Word count is 1135 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. mailto:bobkelly@TNI.net. Visit:http://www.prcommentary.com

---

Public Relations

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

What You Dont Know About PR Can Hurt You

And hurt bad if you are a business, non-profit or... Read More

Hey, Mr/Ms Manager!

Does it really make sense to bet your PR budget... Read More

6 Steps to Using Trade Magazines To Reach Customers

When developing a publicity campaign for their business many owners... Read More

Watch Your Attitude

So many restaurants spend money on publicity and then practically... Read More

Can Newbies Avoid The Pitfalls?

Yes indeed! If you are a young person who has... Read More

The 7 Deadly Sins of Press Releases

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

Media Training: Three Reasons to (Almost) Always Stay On-The-Record

The words are pop culture heroes.Movies such as "The Insider,"... Read More

The Right Hook

Have you fantasized about spreading word of your business on... Read More

Online Business Press Release Writing Tips And Ideas

Press releases are one of the most cost-effective ways to... Read More

Financial Planners, Make Sure Reporters Comprehend Your Topic

Don't assume that a reporter understands financial planning. If anything,... Read More

So, How Do I Answer That?

How you answer questions depends on many factors. Example what... Read More

Imagine PR Like This Helping You

As the kids say, how cool is this?You're a business,... Read More

Sure-Fire Recipe for a Successful Public Relations Career

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

Think Big

Would you like to be the next Dr. Phil, Suze... Read More

Publicity: Show a Reporter You Care by Inviting Them to Fact-Check

Just like a financial planning client fears not having enough... Read More

The Worst PR Mistakes

For a business, non-profit or association manager, they could be... Read More

Publicity: Nailing a Media Interview, Part I

The most important thing to remember for any interview: stay... Read More

A PR Question For Chinese Managers

As the practice of public relations in China continues to... Read More

Its CNN! They Want To Talk To You!

Being invited to appear on radio and television used to... Read More

Driving Near School Buses in Company Vehicles

School BusesWhen approaching a school bus: Slow down; If the... Read More

Keep The Publicity Machine Rolling with Reprints

More than half of America skips the Super Bowl, the... Read More

How To Create A News Angle

Think of a triangle. On the left, imagine the story... Read More

Do-It-Yourself Public Relations

"Advertising is what you pay for. Publicity is what you... 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

Interviews - Five Tips To Handle Tough Questions From Reporters

Journalists are trained and often experienced at getting information out... Read More

How to Write a Media Release That Wins You Coverage & Exposure

The Today show? The New York Times? Vanity Fair? What's... Read More

Managers: A Key to Your Survival

Most business, non-profit and association managers live to tell about... Read More

10 Secrets to Get Your Press Release Noticed

It's difficult enough running the day-to-day aspects of a business,... Read More

Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity

In this great country of ours, there are basically three... Read More

Smashing the Myth of the Press Release

A musician spends years honing his craft. He writes world-class... Read More

How to Tie-In With News Events to Score Publicity

It's safe to say that we live in interesting times.... Read More

Making Your Own News

Getting a press release published in a newspaper or magazines... Read More