Get PR Off the Bench

Something that results in your most important outside audiences doing what you need them to do should not be warming the bench.

But that's exactly what's happening at organizations that allow their public relations people to play games with tactics like newsletters, press releases and brochures instead of aggressively pursuing the major benefits PR can provide.

If this describes your public relations program, why not give real PR a chance, especially since you're already paying for it?

Tell your public relations counsel you want to see the plan for how s/he will take advantage of the fact that people act on their own perception of the facts before them leading to predictable behaviors about which something can be done.

Ask her/him how aggressively s/he will create, change or reinforce those perceptions by reaching, persuading and moving-to-actions- you-desire those important external audience members whose behaviors really affect your organization?

That's the fundamental premise of public relations and you should be getting your share of that action.

Fact is, this sequence can help you alter the perceptions, and thus behaviors of your most important external target audiences making achievement of your business objectives much easier.

This is good news for managers like you because, when the behavioral changes become apparent, and meet your public relations program's original behavior modification goal, your PR effort has succeeded.

Done right, that's when you'll notice customers making repeat purchases; prospects starting to do business with you; community leaders seeking you out; businesses proposing beneficial joint ventures; and legislators and political leaders viewing you as an important member of the business community.

And that key target audience is just for starters because other external audiences of importance to you can also be monitored for perceptions, behaviors and corrective communications as needed.

Now, while there's more than one way to peel an orange, here's one high-impact, problem-solving sequence that can work for you.

Start by listing your most important audiences whose behaviors affect your operation in any way. Rank them by how severely their behaviors impact you, and let's work on the target audience at the top of your list.

Of course you should be continually aware of how members of that key target audience view you by taking the opportunity to interact with folks who make up that audience, and ask questions. Have you heard of us? What do you think of our products or services? Listen carefully for signs of negativity and, when you hear them, probe a little deeper to find out details. Stay alert for inaccuracies, mistaken beliefs, rumors or misconceptions.

The answers to your questions will quickly coalesce into your new public relations goal ? i.e., the specific perception problem and, thus, behavior change you want. As examples, neutralize that hurtful rumor, clarify that untruth, turn around that misconception or correct an important but inaccurate number.

As of this moment, you have a goal and no strategy. But, for perception and opinion purposes, there are three strategies sitting on the shelf ready to show you how to use your new PR goal.

You can create perception/opinion where there may be none, change existing opinion, or reinforce it. Fortunately, your new public relations goal will indicate clearly which strategy should be used.

The message you send to members of your key target audience is vitally important. After all, its mission is to alter people's perceptions or beliefs which you hope will lead to behaviors that are more helpful to your organization.

Clarity, believability and persuasiveness are the important ingredients of your message. It must present the truth credibly and, to the extent possible, make a compelling case.

Now you trot out your "beasts of burden" ? your communications tactics ? to carry your message to members of your key target audience. And you have an embarassment of riches in this regard ? consumer meetings, emails, press releases, facility tours, speeches, special events, brochures, radio and newspapers interviews, and many others.

Progress ? "Are we making any?" ? will rear its head at this juncture. Best way to find out is to go back to members of your target audience and ask the same questions as before.

Only the big difference now versus your first perception monitoring go-around is, you are now looking for signs that your message and your communications tactics have combined to alter perceptions, and thus behaviors in your direction.

Should progress be too slow, you may need to use a broader selection of communications tactics as well as increasing their frequencies. Also, revisit your message to determine if your facts were persuasive, then adjust as needed.

This is the way to Get PR Off the Bench and into your battle for the hearts and minds of your key target audiences.

By altering perceptions and behaviors in this manner, you take a giant step towards achieving your business 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 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.

bobkelly@TNI.net

---

Whats Stopping You From Getting Publicity?

When I talk with business people, they tend to believe... Read More

How to Master Communication Even if you failed High School Grammar

Does the thought of knowing your verbs from your adjective... Read More

Can Your PR Game Plan be Salvaged?

If, as is often the case, you are preoccupied with... Read More

PR Power: How to Write a Killer Press Release

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

Keep The Publicity Machine Rolling with Reprints

More than half of America skips the Super Bowl, the... Read More

Managers Need Basic PR

True, because department, division or subsidiary managers for a business,... 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

Hey, Mr/Ms Manager!

Does it really make sense to bet your PR budget... Read More

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

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

Can Small PR Firms Deliver Huge Results?

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

PR? Why?

Well, for starters, because good public relations can alter individual... Read More

For Marketing-Minded Financial Planners, Small Publications Can Have Great Publicity Impact

Just because a publication is small doesn't mean that getting... Read More

Making Press Releases Work - Creating News Where None Existed

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

Managers, Got a Grip on Your PR?

What are you trying to do with your business, non-profit... Read More

Make the Media Your Friend

The media (newspaper, radio, television) can be of enormous help... Read More

Why Not PR That Gets Real Results?

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

Monarch Health Sciences starts shipping long awaited Monavie and Monavie Active

The Acai Berry is starting to gain world wide recognition... Read More

Media Training: When Reporters Lie

I recently worked with a group dealing with an unusual... Read More

The 7 Deadly Sins of Press Releases

A press release is often your only chance to make... 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

Pressure From the Top?

Yes, and that pressure often comes from a CEO who... Read More

How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph

How to write a press release is a major challenge... Read More

The Press Release Method to Get Great Publicity

If you have had any experience in public relations or... Read More

10 Ways to Get the Media to Love You

So you've put yourself "out there" with a public relations... Read More

Cutting Down Your Trade Show Budget

Whenever a recession or volatility threatens the economy, companies immediately... Read More

Do You Really Need PR?

The right kind of PR, that is, the kind that... Read More

Publicity Wont Thrive on Press Releases Alone

Press releases are a useful tool for announcing news and... Read More

Managers: Why Not PR Like This?

I mean public relations that presumes from the get-go that... Read More

Top Ten Tips for Writing your Best Press Release Ever

Keep these few crucial details in mind when writing and... Read More

Recessions Dont Last Forever!

It could, but what if it doesn't?Will you be prepared?Will... Read More

How to Get PR

There is a process for successfully getting publicity about your... Read More

Public Relations Going O.K?

Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More

PR: The Thrill of a Good Idea

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