Decide once and for all to do something about those outside audiences whose behaviors affect your organization the most.
When members of those "publics" of yours perceive and understand who and what you are, and like what they see, the behaviors that flow from those perceptions will put a smile on your face.
Good things happen like converting sales prospects into customers, convincing existing customers to stay with you, or even toning down activist rhetoric. Even internally, productivity often increases when employees conclude that you really do care about them.
It's all possible when you commit your organization to confront head-on those key target audience perceptions and behaviors.
Easy to do? Well, it's not so hard when you have a roadmap to guide you.
Right at the top, try listing, say, your top three outside audiences whose behaviors can really affect the success of your organization. Let's pick the audience at the top of the list and go to work on it.
Can't take any chances on being wrong about what they think of you, so now's the time to start interacting with audience members. Ask a lot of questions. What do they think of your services or products? Is there a hint of negativity in their answers? Do you detect the evil effects of a rumor? Are their facts inaccurate and in need of correction?
What information gathering like this does for you is let you form a public relations goal. It could be as simple as correcting an inaccurate perception, clearing up a misconception or spiking that nasty rumor. Your goal might even have to take aim at a widespread belief that's just plain wrong.
With your goal set, how will you actually affect those perceptions? Of course, that takes a successful strategy. But when it comes down to really doing something about opinion, we have only three ways to go: create opinion if there is none, change existing opinion, or reinforce it. Just make sure the strategy you choose flows logically from the public relations goal you set.
What exactly will you say to the members of your key target audience? Well, that depends largely on what changes in perception and, thus, behaviors you want. Your message must be clear as a mountain stream and, above all, factually believable and persuasive. It should be direct and as compelling as possible. Might help to try it out on one or two audience members and get their reactions.
Dare I call this part fun? Communications tactics, I mean? There are dozens available and they all will reach members of your key target audience with varying degrees of efficiency. You could use personal meetings, emails, letters-to-the-editor and brochures, or you could try open houses, speeches, radio interviews and even a news conference. There are many, many more.
But now, you can't avoid this. You must once again interact with members of your key target audience or you will never know if your goal, strategy, message and communications tactics ever worked.
When you again meet with these individuals, you'll be asking questions similar to your first opinion monitoring session.
Difference this time is that you're hot on the trail of altered perceptions because you know they will almost always lead to the change in behavior you really want.
Does it look like you were successful in cleaning up that misconception? Or in rooting out that wrong but deep- seated belief? Or shooting big round holes in that mischievous rumor?
If you're not happy with your progress, consider altering the mix and frequency of your communications tactics. And don't forget to take a hard look at your message. Was it REALLY clear? Did your facts and figures support your contention that the rumor is not only unfair, but hurtfully wrong?
Finally, as noted at the top of this piece, when members of your key audiences really understand you and your organization, good things usually happen. Things that really will put that smile on your face.
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
How to write a press release that generates free publicity... Read More
What do you do with junk mail? Are you like... Read More
Is your business looking for new and creative ways to... Read More
One study found that as many as 90% of the... Read More
It can bite you and waste your public relations budget... Read More
Recently, I told a friend (who's a business owner) that... Read More
The public relations bar, should such a proficiency measure ever... Read More
When a group of outsiders behaves in a way that... Read More
Done right, it helps modify the behaviors of your most... Read More
Something that results in your most important outside audiences doing... Read More
There's good news for public relations execs, marketing professionals and... Read More
For discerning business, non-profit and association managers, PR success is... Read More
Because when it comes to public relations, non-believers can produce... Read More
You've probably noticed, if you live on this planet, that... Read More
Today's issue of Lean Marketing Champions features tips on doing... Read More
Especially good advice for business, non-profit and association managers whose... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
Business, non-profit or association managers hurt their own public relations... Read More
Stripped down to its core, publicity is little more than... Read More
You won't accomplish much if you call the gas company... Read More
Recently someone asked me why so many restaurants go out... Read More
Before you even think about writing a press release, there... Read More
Everyone is talking about the Ps of successful marketing, so... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
As a business, non-profit or association manager, your public relations... Read More
Lots of theories out there about public relations.Everything from "publicity's... Read More
Many of my clients have had the misguided perception that... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
As the kids say, how cool is this?You're a business,... Read More
Prior to a TV interview it is guaranteed the journalist... Read More
Even after a nice piece in a national publication, or... Read More
Are there secrets to gaining media coverage or is it... Read More
Business, non-profit and association managers committing their public relations resources... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
Business, non-profit and association managers committing their public relations resources... Read More
Public relations is popular because it is very cost-effective and... Read More
Yes? Then do something positive about the behaviors of those... Read More
If a reporter approached you about an interview, would you... Read More
Southern grandmothers have often said, "there are only three... Read More
As the comedian Steve Martin once said, "some people have... Read More
Tis' the season for business and corporate gift-giving! If you... Read More
Public relations and news releases are synonymous in the minds... Read More
A PR product or service launching is a perfect way... Read More
The truth is, you CAN attract the support of those... Read More
You are getting a good deal when you accept the... Read More
Does it really make sense to bet your PR budget... Read More
Prior to launching a new public relations campaign, evaluate the... Read More
Sometimes there seems to be no client news worthy of... Read More
?lose the confidence of your key target audiences? discourage them... Read More
The media need you. Need the information and expertise you... Read More
Demand that it pull its own weight in your boat... Read More
You're trying to recruit a downline into your program, you've... Read More
Mark Twain once said the rumors of his death had... Read More
Andrew Bogut, the Australian basketballer is now officially in the... Read More
They know they had better do something positive about those... Read More
There is a process for successfully getting publicity about your... Read More
Imagine that you are a radio producer. You have to... Read More
If you're an online business using public relations (PR) to... Read More
When it comes to launching a new business or product,... Read More
I heard a speaker recently who was talking about how... Read More
Whether you are a business, non-profit or association manager, your... Read More
Something that results in your most important outside audiences doing... Read More
Public relations changes minds in the process of delivering what... Read More
For business, non-profit and association managers, is it publicity that... Read More
Yes, and that pressure often comes from a CEO who... Read More
When your book is mentioned on television, sales go up.... Read More
Public Relations |