Managers: Are You PR-Fit?

Can you honestly say that your business, non-profit or association's key outside audiences behave in ways that help lead to your success on-the-job?

Or, have you pretty much ignored the reality that target audience behaviors can help or hinder you in achieving your department, division or subsidiary's operating objectives?

Truth is, your unit's public relations effort can never be truly fit until the primary focus of the PR people assigned to you is shifted from tactical concerns to a more comprehensive public relations action blueprint 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.

What such a foundation gives you is the ability to help persuade those important external stakeholders to your way of thinking. Which can cause them to take actions that lead to your success as a manager.

Any idea how to make that happen?

First, tell your public relations team that you're serious about nailing down what those outside audiences with the behaviors that affect your unit the most, really think about your organization. After you list the external stakeholders, prioritize them so we're certain we're working on one of your key target audiences.

Next, you and your PR team must interact with members of that audience by asking a number of questions aimed at finding out how you're perceived. Look for inaccurate beliefs, troublesome misconceptions, potentially dangerous rumors, and any other negativities that might translate into target audience behaviors that could hurt you.

Of course, you could hire a professional survey firm to interact with members of your target audience and gather the perception data you need. But that can get expensive indicating, at least to me, that the alternative use of your own PR staff to handle this chore, is the better choice.

Question now, how to achieve that public relations goal? Obviously, you need the right strategy to show you how to do it. Luckily, where opinion/perception is concerned, there are really only three strategy choices: create perception/opinion where none exists, change existing perception, or reinforce it. And be certain the strategic choice you made clearly fits your new public relations goal.

Now, remember that the message you use to communicate your corrective message to members of your target audience is not only crucially important to the program's success, but a real writing challenge for you and your public relations team. The message must be clearly written as to why the offending perception really needs to be clarified. Supporting facts must be above challenge and believable if your message is to be persuasive. And, it should be compelling.

Delivering your message, perhaps surprisingly, is not a complex assignment because you have a long list of communications tactics to help you do the job. They range from media interviews, emails, personal contacts and newsletters to facility tours, press releases, brochures, consumer meetings and many others. The only caution here is to check and double-check that those you choose are known to reach people like those who make up your target audience.

Sooner rather than later, you will need to determine how much progress you're making in altering the damaging perception and its equally damaging follow-on behavior. This is also not a complex challenge.

Here, you and your public relations people must once again interact with members of your target audience and ask questions similar to those used in the earlier benchmark monitoring drill.

The big difference this time around? You'll be alert to change. In other words, you want to see clear indications that the damaging perception is actually undergoing alteration in your direction.

You can always add more communications tactics, increase their frequencies and sharpen your message to move things along at a faster clip.

The result for you as a business, non-profit or association manager, will be a workable department, division or subsidiary public relations blueprint that succeeds in creating key outside audience behaviors that help lead you to success on-the-job.

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.

---

Why Do You Want PR?

To get someone's name in the newspaper or a product... Read More

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

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

Know What Matters Most About PR?

When, as a business, non-profit or association manager, you are... Read More

Public Relations Writing: Write Better Press Release Headlines With More Impact in Less Time

Public relations writing when writing press releases can be a... Read More

Publicity Tips from the Pros

If you want to know the best way to approach... Read More

Marketing-Minded Financial Planners, Make Your Web Site a Resource for the Media

Reporters, by nature, are curious people.If you can get them... Read More

Public Relations ? Defining Your Organization from the Inside Out

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

Managers: PR More Than Tix and Plugs?

You bet! And in three ways vital to you as... Read More

Online Business Press Release Writing Tips And Ideas

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

The Ten Ps of PR

Everyone is talking about the Ps of successful marketing, so... Read More

A Company That Doesnt Need Public Relations?

Really? You mean there are NO perceptions and behaviors peculiar... 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

How to Get Publicity for a Service Business

Many of our clients are in service businesses, such as... Read More

Slow Day? Create News

Sometimes there seems to be no client news worthy of... Read More

Why Not PR That Gets Real Results?

And not results you can measure only in terms of... Read More

PR: Lets Cut to the Chase

If your key ? that's KEY ? outside audiences don't... Read More

The Medias Muscle: Make it Work for You

The least expensive, most effective way for you to promote... Read More

6 Steps to Using Trade Magazines To Reach Customers

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

In PR, You Pay When You Stray

Don't let yourself be diverted by communications tactics playtime. You... Read More

The Four Seasons of Publicity - Building an All-Year Publicity

If you're like most publicity seekers, you probably think oneproject... Read More

Business - How to Build it Using the Media

Have you ever noticed that when someone is interviewed on... Read More

PR Where it Matters Most

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

Financial Planning Publicity: When Talking to the Media, Dont Fake What You Dont Know

Relationships are based on trust-not just romantic relationships, or doctor/patient... 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

A Simple Formula for Success

Leaders in the business world need public relations big time,... Read More

6 Essentials for Doing Your Own PR: Guest Author

Today's issue of Lean Marketing Champions features tips on doing... Read More

Promote Your Products With A Press Release

Writing an effective press release is a way to draw... Read More

Managers: A Key to Your Survival

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

PR: The Thrill of a Good Idea

The notion that a business, non-profit or association manager can... Read More

Preparing For Your Media Interview

Media interviews are an important part of an overall public... Read More

Free Radio Publicity for Marketing-Minded Financial Planners

Radio is a powerful publicity tool. Most stations offer news... Read More

Editorial Calendars: A Key to Publicizing Your Business

What is the one thing that all of the best... Read More

Inoculate Yourself Against Bad PR

What is bad PR?Well, if you're a business, non-profit or... Read More