PR: Lets Talk Fundamentals

How much more fundamental can you get than this? As a business, non-profit or association manager, if you don't get your most important outside audiences on your side, you will fail.

To me, failure means key target audiences that don't behave as you want them to. For example, capital donors or specifying sources who look the other way, customers who fail to make repeat purchases, community leaders working closely with your competitors, prospects still doing business with others, organizations looking elsewhere to propose new strategic alliances and joint ventures, and even legislators and political leaders overlooking you as a key member of the non-profit, association or business communities.

All that can change in a New York minute when you base a public relations effort on this simple premise: 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 those people whose behaviors affect the organization, the public relations mission is accomplished.

The primary benefit of that premise to you as a business, non-profit or association manager is the kind of key stakeholder behavior change that leads directly to achieving your objectives.

And that's very doable. Especially when you take the time to list your most important external audiences, then prioritize them according to the impacts they have on your organization.

The real key to success using this premise is actually gathering information as to how members of your key, external audience perceive your organization.

If you have the resources available and can afford professional survey help, fine. If, however, like most of us you don't, the best alternative is for you or your colleagues to begin interacting with audience members. Ask many questions starting with, "Have you heard of us? What do you think of us, if at all? Have you ever done business with us? Why do you feel the way you do?"

Listen carefully for signs of negativity, and watch for untruths, false assumptions, inaccuracies, misconceptions or flagrant rumors.

Obviously, the data you gather from this monitoring activity form the basis of your public relations goal. For example, correct that untruth or inaccuracy, clear up that misconception, or spike that rumor.

Now here, you encounter three forks in the road.

You need a strategy to show you how to get where you need to go. But only three choices are available to you when dealing with matters of perception and opinion: create perception where there may be none, change existing perception, or reinforce it. And make certain the strategy option you choose flows naturally from your new public relations goal.

It's writing time ? hard work preparing the actual message designed to alter people's perceptions leading, hopefully, to the behaviors you need to help achieve your objectives.

The corrective message is crucial. It must be clear about just what perception needs clarifying, and why. Your facts, of course, must be truthful, logical and believable in order to be persuasive. And the tone of the message should be compelling if it is to command attention and alter perception.

Next step is easy. Pick your "beasts of burden," the communications tactics you will use to carry that brand new, corrective message to members of your target audience.

You have a very long list of such tactics at your disposal. The only caveat is, make sure each one shows a proven record for reaching people like those who make up your specific target audience.

Tactics range from electronic magazines (called eZines!), speeches, brochures and emails to radio/newspaper interviews, press releases, newsletters, facility tours and so many more.

Shortly, you will start to wonder if you are making any progress. And that means a second round of Q&A with members of your target audience. Same questions as before, by the way, only now your focus is on signs that their perception has been altered to reflect that described in your carefully prepared message.

You can always speed up the effort by introducing new communications tactics, and by increasing their frequencies. Also, not a bad idea to check that message of yours one more time for both factual accuracy, and for how successful it was at actually impacting opinion.

Clearly, as a business, non-profit or association manager, you benefit most when your public relations program succeeds in creating the kind of key stakeholder behavior change that leads directly to achieving your objectives.

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.

Robert A. Kelly © 2003.

About The Author

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about the fundamental premise of public relations. 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

---

Dont Pay for Radio Interviews

It used to be that all you had to do... Read More

How to Get Some of Paris Hilton?s TV Time

When your book is mentioned on television, sales go up.... Read More

Business Gifts for Your Clients and Employees

Tis' the season for business and corporate gift-giving! If you... Read More

Do I Really Need a Publicist?

Are you hesitating about hiring a publicist or, if you... Read More

Press Release Preparation

Small Business Owners should send press releases out at least... Read More

She Who Has the Gold...

?makes the rules, of course.But when the gold takes the... Read More

Managers: Get Real, Please!

Personnel mentions in the newspaper and product plugs on radio... Read More

What is News?

What may be the more appropriate question is: What makes... Read More

Why PR Packs a Punch

Done right, it delivers the key, target audience behaviors you... Read More

Managers Who Leave PR to Others

You're a business, non-profit or association manager who needs to... Read More

Publicity: Financial Planners That Get It Follow One Rule

Advice about business and life often gets around to one... Read More

Just What Kind of PR Matters to You?

Parties, videos, booklets and column plugs?Or public relations that does... Read More

Time Your News Release For Maximum Publicity

"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More

Interviews - Five Tips To Handle Tough Questions From Reporters

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

Think Big

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

Publicity: Marketing-Minded Financial Planners, Take a Reporter to Lunch

Sometimes a phone call isn't intimate or long enough to... Read More

Making Press Releases Work - Creating News Where None Existed

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

Get Outsiders on Your Side

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

PR: Ouch! Tells the Tale

Ever get the feeling that your public relations program isn't... Read More

Five Great News Stories You?re Sitting On Right Now

Smaller companies don't always have the budget - or inclination... Read More

PR Power: How to Write a Killer Press Release

I'm what we in the business (the "business" being journalism)... Read More

PR: Lets Talk Fundamentals

How much more fundamental can you get than this? As... Read More

The Role Of Public Relations In Branding

Because PR can be difficult to control, it is often... Read More

Public Relations: Power Tool for the 21st Century

I address this article to businesses, associations, non-profits and public... Read More

Public Relations: Converting the Non-Believers

What's the real reason some managers shy away from public... Read More

Marketing-Minded Financial Planners, Dont Hold Back Information From the Media

Some financial planners think that they shouldn't share their top... Read More

PR Buyers Beware!

It can bite you and waste your public relations budget... Read More

Say What?

As the comedian Steve Martin once said, "some people have... Read More

Publicity: Five Tips for Calling a Reporter

Always ask, "Is now a good time?"Deadlines in journalism are... Read More

PR for Brand New Managers

Just promoted to manager?Here's something you need to know.Whether you... Read More

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

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

Media Training 201: The Reporters Have Done Their Homework. Have You Done Yours?

Just about anyone who has been in the public eye... Read More

How Marketing-Minded Financial Planners Get Publicity

You've probably noticed, if you live on this planet, that... Read More