Are You a PR Chowderhead?

You are if you stand by while your public relations people futz around with communications tactics instead of nailing down those outside audience behaviors that help you reach your objectives.

No slap at communications tactics. They come in real handy at the right time, as noted later in this piece.

But the real public relations opportunity lies with this reality: 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.

What it does for you, is put the spotlight where it belongs by delivering the key external audience behaviors you need to help achieve your mission objectives. So look at tactics for what they are -- no substitute for a primary public relations effort.

For example, change perceptions and, thus, behaviors among those important outside audiences of yours, then watch for activity like customers making repeat purchases, capital givers or specifying sources looking your way, prospects starting to do business with you, community leaders seeking you out, organizations proposing strategic alliances and joint ventures, and legislators and political leaders viewing you as a key member of the business, non-profit or association communities.

It just isn't that hard to do it right.

Check out the PR work underway in your unit for activities like these. Has anyone listed those outside audiences with the greatest impact on your specific operation? Has that list been prioritized according to the severity of those impacts?

Do you have any real idea of how those key target audiences at the top of the list perceive your organization? That's really important because, as the fundamental premise cited earlier notes, those perceptions inevitably morph into behaviors that can help or hurt achieving your unit objectives.

Of course there's work involved in pulling this off. You, your colleagues or somebody, must get out there and interact with members of that key target audience.

And ask a lot of questions like "Have you heard of us? Have you had contact with us? Was it satisfactory in all regards?" Of course, all this time you are listening carefully for any negativity while staying alert for evasive or hesitant responses, and especially for untruths, inaccuracies, rumors or misconceptions.

The data you collect, you will use to establish your public relations goal, i.e., the specific perception to be altered, followed by the desired behavior change. In other words, your objective here is to correct those untruths, inaccuracies, misconceptions and rumors.

But goals are worthless without strategies. Happily you have three of them to choose from: create perception/opinion where there isn't any, change existing perception, or reinforce it. Let your public relations goal point to the obvious choice.

Now you put on your writer's hat and write a really persuasive bit of prose ? the corrective message you will use to create, change or reinforce individual opinion among members of that target audience. Clarity is really important, as is accuracy and believability. The more compelling the message is, the more it helps alter what a lot of people believe, so try hard to "compel" the reader.

Luckily, you have a herd of "beasts of burden" ? the communications tactics mentioned earlier ? that will carry your "message of inspiration" to the eyes and ears of your target audience.

The tactics range from newsworthy surveys, all kinds of speeches and letters-to-the-editor to press releases, brochures, radio and newspaper interviews and just about everything in between. One caveat: make sure the tactics you select have a proven record of reaching people like those in your target audience.

Pretty soon you will ask yourself, "Are we making any progress in altering the offending perception?" Assuming you don't want to spend a lot of money on professional opinion surveys, (any more than you did earlier in this drill), you'll have to remonitor that target audience's perceptions.

Big difference this time is, you'll be watching carefully to see, while asking the same questions again, to what degree the offending perception has now been altered. In other words, how much that perception is actually moving in your direction, AND how likely it is to deliver the behaviors you really want.

That is to say, you have no chance of becoming a chowderhead when you use the fundmental realities of public relations to safely nail down the outside audience behaviors that help you reach 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 general management personnel 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

---

PR: Behavior Modification Specialist

While awaiting economic recovery, business needs to attract the attention... 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: Ouch! Tells the Tale

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

When Should You Outsource Your PR Efforts?

1) Do you NEED solid, consistant media exposure...week after week,... Read More

10 Tips for Tantalizing News Releases

Want to get radio interviews and coverage in print publications... Read More

The Role Of Public Relations In Branding

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

Austin?s Annual Charity Event with KVET

In my travels around the country while building my business... Read More

Rise of the Creative Class

The fast changing dynamics of the world economy is forcing... Read More

How To Get Press To Come To You

Have you ever noticed how the same people's names always... Read More

Media Training: How to Tell a More Interesting Story

PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More

PR tips for business

Question: Why should your business issue a press release? Answer:... Read More

How to Stay Composed During Contentious TV Interviews

NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More

Public Relations: The Fundamental Premise

It seems difficult to believe at the dawn of the... Read More

7 Tips to Get More Mileage Out of Your Online or Offline Publicity

You worked hard to get a story on your business... Read More

A Well-Oiled Strategy Machine

Yes, that's what public relations really is when it tracks... Read More

Is There a Plumber in the House?

I don't know about you but I get really frustrated... Read More

A Winning Public Relations Game Plan

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

Mind Your Own Business!

And the best way to mind your own business is... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

Time to Spruce Up Your Public Relations?

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

Publicity Tips from the Pros

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

Doubt PRs Clout? Dont!

Done right, it helps modify the behaviors of your most... Read More

Be Patient? Nah, Lets Kill Something

There's the old joke about the two buzzards sitting in... Read More

Right PR Empowers a Manager

Business, non-profit and association managers are in a stronger position... Read More

PR Failure Defined

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

Media Training: Stop Talking, Already!

THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More

Attention PR Shoppers!

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

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message... Read More

What Does Your Telephone Say About You When You Are Away?

Business to Business relationships come to expect a certain level... Read More

Three Publicity Tips for Marketing-Minded Financial Planners

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

Press Release, An Alternative For Paid Advertisement. Step 1

What's a press release? This is generally a one page... Read More

How To Create A News Angle

Think of a triangle. On the left, imagine the story... Read More

Foolproof Publicity for Marketing-Minded Financial Planners

They'd hate to admit it, but the media is pretty... Read More