How to Keep PR Working for You

Managers in the non-profit, association and business worlds need to persuade outside audiences with the greatest impact on their operations to their way of thinking. And then move those external stakeholders to take actions that help their departments, divisions or subsidiaries succeed.

But that takes a very special plan, one that delivers results far beyond simple publicity placements.

I'm talking about a blueprint, say, like this one that lets you broaden your public relations field of fire, putting its primary focus where it belongs, on your unit's key external stakeholder behaviors: "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."

You'll know such a blueprint is working when you see results like capital givers or specifying sources starting to look your way, customers making repeat purchases; membership applications on the rise; prospects beginning to do business with you; fresh proposals for strategic alliances and joint ventures coming in; welcome bounces in show room visits; community leaders beginning to seek you out; and politicians and legislators starting to view you as a key member of the business, non-profit or association communities.

However, to get there you've got to be certain the public relations people assigned to your unit buy into your more aggressive public relations approach. In other words, do they all accept the reality that it's crucially important to know how your outside audiences see your operations, products or services? And do they really subscribe to an even more important reality that says perceptions almost always lead to behaviors that can trouble your unit?

Start by involving your PR team in plans 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? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

I mean, your PR people ARE in the perception and behavior business to begin with, so they should be of real use for this opinion monitoring project. Professional survey firms are always available, but that can cost a bundle. So, whether it's your people or a survey firm who asks the questions, the objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions .

With such answers gathered, you must decide which of the negatives should be designated as your corrective public relations goal ? for example, clarify the misconception, spike that rumor, correct the false assumption or fix a bothersome inaccuracy.

In the same way garlic goes with lamb chops, the right PR strategy tells you how to reach your goal. But just three are available when it comes to matters of perception and opinion -- change existing perception, create perception where there may be none, or reinforce it. But be sure your new strategy fits naturally with your new public relations goal. If data gathered is satisfactory, you want the "reinforce it" strategy, not "change it."

When the moment comes to speak to your key stakeholder audience and help persuade them to your way of thinking, what will your message say?

Tap your best writer to produce the well-written corrective language you need. Words that are not only compelling, persuasive and believable, but clear and factual if they are to move perception/opinion towards your point of view and result in the behaviors you desire.

Here, fortunately, things gets easier as you select communications tactics to carry your message to the attention of your target audience. Be sure that the tactics you select have a record of reaching people like your audience members. You can pick from dozens that are available ranging from speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and so many others.

Because HOW you communicate can affect the credibility of the message, you may wish to deliver it in small meetings or presentations rather than through high-visibility media announcements.

Those around you will soon be asking about progress. Which will lead to a second perception monitoring session with members of your external audience. Employing many of the same questions used in the first benchmark session, you will now be watching carefully for signs that the offending perception is being altered in your direction.

In public relations, we're lucky that action like this can be accelerated by adding more communications tactics as well as increasing their frequencies, if necessary.

And you're lucky again that the folks you deal with behave like everyone else ? they act upon their perceptions of the facts they hear about you and your operations. Which leaves you little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move your key external audiences to action.

The workable public relations blueprint outlined above will, in fact, keep your PR working well for you for a very simple reason ? (repeating for emphasis), it will help you persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department, division or subsidiary.

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 1025 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

---

Publicity - Use This System to Track Publicity Progress

Tracking your correspondence with reporters, via phone or email, is... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... Read More

Financial Planners Garner Free Publicity by Making it Easy for the Media

Would you advise clients to buy a stock based on... Read More

Where is the Best PR Value?

Wherever the fundamental premise of public relations is practiced.Look at... Read More

A Winning Game Plan

You want to sell your products or services, and that... Read More

PR Planning: Mapping Out Your Strategies, Tactics

With all due respect to all those stereotypical males out... Read More

Get Outsiders on Your Side

Especially good advice for business, non-profit and association managers whose... Read More

PR Failure Defined

I define public relations failure this way:key audience perceptions are... Read More

Making Press Releases Work - Creating News Where None Existed

Aren't you tired of hearing how extremely easy it is... Read More

Media Relations: How We Landed on the Wall Street Journals Front Page

Media relations is a great profession.On good days, I earn... Read More

Write Press Releases That Dazzle

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

Want To Join the Bandwagon? Be Sure It Has Wheels!

Here are two to-the-point questions recently posed by several association... Read More

A Natural Phenomenon? Really?

Sure. What else do you call a human discipline whose... Read More

Cultivating Positive Media Relationships

Some people think that publicity is all about paparazzi snapping... Read More

How to Form a Relationship with a Newspaper

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

Take the High Ground With Quality PR

Quality public relations does something positive for business, non-profit and... Read More

PR: A Potent Force for Success

What's REALLY potent for a business, non-profit or association manager... Read More

Its the Little Details that Can Make or Break a News Story

Have you ever heard of the saying, "One person's trash... Read More

Media Releases - Helping Grow Your Business

Business people often spend time and money trying to find... Read More

4th Quarter 2003 Publicity = 1st Quarter 2004 Prosperity

As the year starts to wind down, many businesses and... Read More

Can Small PR Firms Deliver Huge Results?

They can when they invest in the basics. The best... Read More

Hispanic Media Training: How It Can Benefit You

How can media training help you create a successful Hispanic... Read More

Dont Use PR

?lose the confidence of your key target audiences? discourage them... Read More

How to Work with Newspaper Photographers

The next time a newspaper photographer takes your photo, remember... Read More

Three Publicity Tips for Marketing-Minded Financial Planners

Financial planners, the first thing to know about reporters is... Read More

Are You PR-Challenged?

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

How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now

Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More

Time to Spruce Up Your Public Relations?

Better check out the public relations fundamental premise, then take... Read More

Why Restaurants Go Out of Business

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

A Powerful PR Strategy

It really is powerful when a business, non-profit or association... Read More

Media Relations: Should You Pay For News Coverage?

Dear New York Times:I'd like to be quoted in one... Read More

Building Credibility Through Bylined Articles

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