Your public relations effort really should involve more than press releases, brochures and special events if you are to get your PR money's worth.
In particular, you should be pursuing those three pots of gold at the end of the PR rainbow.
First, when you use the fundamental premise of public relations to produce external stakeholder behavior change ? the kind that leads directly to achieving your managerial objectives.
Second, when you do something positive about the behaviors of those outside audiences that most affect your business, non-profit or association.
And finally, when you persuade those important outside folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed.
The fundamental premise of public relations mentioned above is the action blueprint you need to reach those objectives. 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.
Look at the kinds of results this process can achieve -- fresh proposals for strategic alliances and joint ventures; community leaders beginning to seek you out; membership applications on the rise; prospects starting to do business with you; customers starting to make repeat purchases; welcome bounces in show room visits; capital givers or specifying sources beginning to look your way, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.
If you wish to pursue such results, spend some time listing those outside audiences of yours who behave in ways that help or hurt you in achieving your objectives. Then prioritize them by how severely they impact your operation. Best place to start is with the target audience in first place on your list.
The chances of you having current information as to how most members of that key outside audience perceive your organization, are not that good. If you had been regularly sampling those perceptions, however, these data would be available to you.
You and your colleagues will have to monitor those perceptions yourselves if the dollars aren't there to pay for professional survey people. Interact with members of that outside audience by asking questions like "Have you ever had contact with anyone from our organization? Was it a satisfactory experience? Are you familiar with our services or products?" Be alert for negative statements, especially evasive or hesitant replies. Watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially hurtful rumors. When you find such damaging perceptions, they will need to be corrected, because experience shows they usually lead to negative behaviors.
You must do something about such negativity before it morphs into injurious behavior, so you now select the specific perception to be altered, and that becomes your public relations goal.
Sorry to say, a PR goal without a strategy to show you how to get there, is like Huevos Rancheros without the hot sauce. That's why you must select one of three strategies especially designed to create perception or opinion where there may be none, or change existing perception, or reinforce it. The challenge here is to 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 is where your writers earn their money. Someone on your PR team must put those writing skills to work and prepare a compelling message carefully designed to alter your key target audience's perception, as called for by your public relations goal.
A word of caution: combine your corrective message with another newsworthy announcement of a new product, service or employee, which may lend credibility by not overemphasizing the correction.
Your corrective message also must be multifaceted, including several values. Clarity for example. It must be clear about what perception needs clarification or correction, and why. Your facts must be truthful and your position must be persuasive, logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception your way.
Here is a less rigorous part of your campaign, selecting the the actual tactics you will use to carry your persuasive new thoughts to the attention of that external audience.
There is no shortage of communications tactics available to you including letters-to-the-editor, brochures, press releases and speeches. Or, you might settle on tactics such as radio and newspaper interviews, personal contacts, newsletters, or group briefings, always making sure those you select have a record of reaching the same audiences as those that make up your target stakeholders.
Inevitably, you will be asked about progress and will have to once again monitor perceptions among your target audience members. Using questions similar to those used during your earlier monitoring session, the difference here is that you will now watch carefully for indications that audience perceptions are beginning to move in your direction.
Luckily, one option remains ours to exercise -- we can always expedite matters and put the pedal to the metal by employing additional communications tactics, AND by increasing their frequencies.
When you target behavior change that lets you achieve your operating objectives, you are doing what is necessary to move those important outside audiences towards actions that will lead to the success of your department, division or subsidiary.
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. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com
When I search Google News for "surveys," I get nearly... Read More
Press releases are a useful tool for announcing news and... Read More
HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More
As if making sure your company runs smoothly on an... Read More
What's a Capability Statement?As the name suggests, it tells potential... Read More
Recently I had a craving for... Read More
Although it seems less common these days, there are still... Read More
The words are pop culture heroes.Movies such as "The Insider,"... Read More
A well structured press release in an excellent way of... Read More
It seems difficult to believe at the dawn of the... Read More
You won't accomplish much if you call the gas company... Read More
In my travels around the country while building my business... Read More
It behooves you to know and remember the names of... Read More
As an owner of an independent record label, I often... Read More
Business, non-profit and association managers get a ton of satisfaction... Read More
For discerning business, non-profit and association managers, PR success is... Read More
I say to business, non-profit and association managers, a key... Read More
When a group of outsiders behaves in a way that... Read More
For business, non-profit or association managers like yourself, survival pretty... Read More
There's the old joke about the two buzzards sitting in... Read More
PR, that is public-relations, leads the way to effective advertising;... Read More
Because when it comes to public relations, non-believers can produce... Read More
In competing for a piece of business not too long... Read More
Sure, any publicity is good. But don't invest time and... Read More
Whether you are a business, non-profit or association manager, your... Read More
There's still time to review your public relations program like... Read More
Talkback radio offers a fantastic opportunity to access thousands of... Read More
Although repetition is extremely important, there are times when advertising... Read More
In a media interview, always stick to your main points... Read More
A press kit is an essential press relations tool. While... Read More
Are you hesitating about hiring a publicist or, if you... Read More
The Acai Berry is starting to gain world wide recognition... Read More
Can your PR do something positive about the behaviors of... Read More
And show it for what it is - a humdinger... Read More
Wherever the fundamental premise of public relations is practiced.Look at... Read More
THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
You know that getting publicity is vital to the health... Read More
Imagine you're the technology reporter at a daily newspaper. You... Read More
One of the greatest ways to promote your product or... Read More
Some folks see the word "strategic" as a needlessly tiresome... Read More
Decide once and for all to do something about those... Read More
Considering how fundamental they are to the publicist's trade,it's always... Read More
Don't assume that a reporter understands financial planning. If anything,... Read More
You've probably noticed, if you live on this planet, that... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
Question: Why should your business issue a press release? Answer:... Read More
If you're trying to promote your store, but you don't... Read More
What's a press release? This is generally a one page... Read More
SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More
In public relations, "junk" is more about attitude and lack... Read More
When I talk with business people, they tend to believe... Read More
Would you like to be the next Dr. Phil, Suze... Read More
Most people consider getting publicity the most important part of... Read More
Do editors of newspapers, magazines and online news sites really... Read More
I'm what we in the business (the "business" being journalism)... Read More
If you do, it means:you don't value tracking the perceptions... Read More
Commit this to memory, please: To get in the media,... Read More
What's REALLY potent for a business, non-profit or association manager... Read More
Your boss just stopped by your office. He tells you... Read More
? Don't wear all black. You'll look as though you're... Read More
Really? You mean there are NO perceptions and behaviors peculiar... Read More
So you've put yourself "out there" with a public relations... Read More
If you have had any experience in public relations or... Read More
Have you ever heard of the saying, "One person's trash... Read More
Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More
Public Relations |