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

---

How PR Makes a Managers Life Easier

Things are pleasant for many business, non-profit or association managers... Read More

Publicity Wont Thrive on Press Releases Alone

Press releases are a useful tool for announcing news and... Read More

What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners

New business owners often miss out on publicity opportunities because... Read More

What Is Best Practice Public Relations?

Why, public relations that stays true to its fundamental premise,... Read More

The Story The Media Really Wants

If you're like most of my clients, you're probably interested... Read More

7 Simple Steps To A PR Launch

A PR product or service launching is a perfect way... Read More

A Blueprint for Managing your PR

OK, as a manager, your goal is to show a... Read More

Are You PR-Challenged?

You won't be if you accept a very simple premise.... Read More

How to Form a Relationship with a Newspaper

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

Attention PR Shoppers!

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

Publicity - The Right Media Person to Call for Free Publicity

You won't accomplish much if you call the gas company... Read More

Talk Back Radio - Tips To Be A Star On-Air!

Talkback radio offers a fantastic opportunity to access thousands of... Read More

The Power of Radio - Tips for Great Radio Interviews

Many people are intimidated by radio interviews, whether live or... Read More

Generating Publicity: Will The Media Be Interested In My Product/Business?

When it comes to launching a new business or product,... Read More

Financial Planner Marketing - Problems Are Good (For Financial Planners Seeking Free Publicity)

A common complaint you'll hear is that the media is... Read More

Public Relations Productivity

Should it be measured in "publicity by the pound," or... Read More

The Press Release: How to Get the Media to Pay Attention!

As many of you already know, promoting and marketing your... Read More

Sound Like Your Situation?

What a shame! Potentially productive public relations people resting on... Read More

PR and the Small Matter of Results

As a business, non-profit and association manager, how satisfied are... Read More

When Managers Play the PR Card

The payoff for business, non-profit or association managers can be... Read More

How To Write A Press Release

A well structured press release in an excellent way of... Read More

Asian Media Relations: Increase Your Profile and Image in China

China's media is booming creating opportunities for marketing-savvy businesses. But... Read More

Marketing-Minded Financial Planners: Get Free Publicity by Choosing the Right Outlets

Sure, any publicity is good. But don't invest time and... Read More

Media Exposure Validates And Legitimizes Your Business

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

Maybe the Strongest PR on Planet Earth?

Strong for business, non-profit and association managers when they use... Read More

Why Restaurants Go Out of Business

Recently someone asked me why so many restaurants go out... Read More

Custom Reasons for Custom Publishing

Once considered the stepchild of the publishing industry, custom publishing... Read More

Something New For Managers?

A new public relations blueprint could be a good idea... Read More

Why Good PR Warrants Your Attention

Because good public relations can alter individual perception and lead... Read More

Building Credibility Through Bylined Articles

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

Competition in the News Creates Spin

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

Making the News - Tips from A News Journalist

What makes a good media release and how do you... Read More

Do You Have A Press Package?

How do you make a friend of the media? A... Read More