Its Just Common Sense!

When a group of outsiders behaves in a way that hurts your business, you usually do something about it. Yet, many business people are amazingly casual about their own external audiences. To me at least, they seem to ignore the reality that those behaviors really do impact their organizations.

Even when they do realize it, they often fail to associate the damage with the one remedy likely to help ? public relations, America's behavior modification specialists.

Not surprisingly, the fundamental premise of public relations spells out why businesses need public relations. Namely, to help alter the perceptions, and thus behaviors of their key target audiences which almost always leads to achieving their business objectives.

Here's what the premise says: 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.

And here's how you can apply it to your business.

Have you ever thought seriously about who these groups are that can wield such power over your organization? In addition to obvious audiences such as customers, prospects and employees, would your list of key external audiences also include such "publics" as area residents, political officeholders, minorities, fraternal groups, trade and industry leaders, nearby military personnel and union leaders? The test is, do their behaviors affect my business in any way? If they do, they belong on the list.

Now, put the names on that list into priority order and, for starters, let's see how we might approach the group at the top of your list ? your key, target public.

Can't affect how they perceive you, or behave towards you, unless you take the time to find out how they currently perceive you and your business. Interact with several members of that important outside audience, and ask a lot of questions. Have you heard about us? Do you have a positive opinion about us? And listen carefully for any hint of negativity such as inaccurate beliefs about your product or service quality and pricing. Do you notice other misconceptions about your business, or a recurring rumor that needs to be confronted directly?

When you monitor individual perceptions this way, the responses you receive allow you to establish your public relations goal. For example, neutralize that rumor, or clear up that misconception, or correct that inaccuracy.

But what good is that public relations goal all by itself? No good, of course, until you know how you're going to achieve it. And that means you need a strategy. Since there are really just three ways to affect perceptions or opinion, you must decide whether the public relations goal can be achieved by creating opinion/ perceptions where there isn't any, or by changing existing opinion, or by reinforcing it.

And so, with goal and strategy all set, the real work begins. What are you going to say to those individuals whose perceptions of your organization you wish to alter? In other words, you need a message that, in addition to being crystal-clear as to intent, will be persuasive, credible and really compelling. And you must be specific as to whether you seek to correct a misconception, an inaccuracy, a rumor or a mistaken belief about the organization.

Every bullet needs a gun to fire it at the target. And the same goes for your message. The "beasts of burden" that will carry your message to the right eyes and ears among your target audience will be communications tactics. They include news releases, letters-to-the-editor, speeches, newsletters, brochures, face-to-face meetings, broadcast interviews and dozens of others.

In due course, you will wonder if you're making any progress. Best way to tell is to monitor members of your target audience all over again. Ask questions similar to those you used earlier, and listen carefully for indications that their perceptions now reflect the corrective elements of your message.

Not enough movement in their perceptions? You'll want to think about increasing the number of different communications tactics you're bringing to bear as well as an increase in their frequencies. And don't forget to re-evaluate the factual basis and impact of your message itself.

Your ongoing monitoring of perceptions among your key target audience will begin to reveal changes in that opinion as time passes. And that spells success in public relations.

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

---

Killer Press Kits - Press Kits That Demand Attention

So, you've had your book published or you've gone the... Read More

How to Generate Free Publicity for Your Product, Service, or Cause

One of the most misunderstood and most underutilized promotional tools... Read More

Generating Publicity For Your Business: Knowing Your Media Market Is Critical

When starting a successful business venture or launching a new... Read More

A Powerful PR Strategy

It really is powerful when a business, non-profit or association... Read More

6 Essentials for Doing Your Own PR: Guest Author

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

Media Release Headlines - Ten Tips to Get Media Attention

So you have spent hours and hours writing, shaping and... Read More

PR: Heres All You Need to Know

Above all, you need to know that the right PR... Read More

PRs Big Bang Theory

Lots of theories out there about public relations.Everything from "publicity's... Read More

Hispanic Media Relations Training: What to Do When Hispanic Media Call

You are a spokesperson for your company, representing it for... Read More

The Ten Ps of PR

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

The Key to Great PR

The Key to Great PR is PerseveranceBy Paula Gardner of... Read More

PR? Why?

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

Publicrelationistas?

Is that what we are? Fanatic, over-the-top disciples of some... Read More

Financial Planners Publicity and Marketing - Live By The Calendar

The media live by the calendar. Your story pitch might... Read More

Using Publicity As A Creative Marketing Tool

Publicity is an important and often overlooked tool of creative... Read More

Publicity: Write a Letter to the Editor for Free Publicity

Ever wonder why papers devote a page or more to... Read More

Internet Etiquette for Business Success

You're trying to recruit a downline into your program, you've... Read More

A Managers PR Paradigm

If you manage a department, division or subsidiary for a... Read More

How to Take Advantage of Public Relations

Decide once and for all to do something about those... Read More

Publicity: Financial Planners That Get It Follow One Rule

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

PR: Room at the Bottom?

When special events and communications tactics rule the PR roost... Read More

There Is No Such Thing as Competition

A wise friend of mine has often said, "There is... Read More

Get Outsiders on Your Side

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

A Natural Phenomenon? Really?

Sure. What else do you call a human discipline whose... Read More

Media Relations: Ending the Press Release Crutch

When most people think of media relations, they think of... Read More

24 Killer Press Release Secrets

1. Your press release should sound like news, not an... Read More

Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it... Read More

How Managers Hit PR Paydirt

As a business, non-profit or association manager, you'll know it's... Read More

Grow Your Financial Planning Practice by Taking Your Publicity National

Think that you aren't big enough for national media coverage?... Read More

Press Releases for Every Occasion

To many marketers, the press release is something of a... Read More

Managers, Which PR Is Right For You?

An effort built around a string of print and broadcast... Read More

Write Press Releases That Dazzle

When a reporter is wowed, intrigued, surprised or captivated by... Read More

Do You Really Need PR?

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