Recessions Dont Last Forever!

It could, but what if it doesn't?

Will you be prepared?

Will those key external audiences of yours, whose behaviors REALLY affect you, look favorably at you and your business?

Because, once the economy emerges from recession, if they don't, you'll have one arm tied behind your back.

Don't let that happen. Instead, decide now which groups of people outside your organization can help or hurt you the most. For our purposes, that #1 group is your key target audience.

What's going through the minds of members of that audience? You and your people must monitor those perceptions by interacting with these important folks, and asking questions. Yes, that takes time, but you must do it!

Take this approach when you actually meet those members. Start with questions. What do you think of our operation, products or services? Stay alert for wrong thinking, misconceptions and inaccuracies that can hurt. Watch for rumors or beliefs that can lead to behaviors that will pain you. And be especially sensitive to negative conversational tone. Does it suggest that a problem may be on the horizon?

The answers you gather will let you create a corrective public relations goal. It may call for straightening out a damaging misconception about your service quality, or it may seek to replace an inaccurate perception with the truth. Sometimes, your public relations goal will zero in on a particularly hurtful rumor with plans to lay it to rest. For that matter, even a less than positive overall impression of your organization can be targeted for improvement by your public relations goal

How do you achieve that goal? You select a strategy that shows you how to get there. There are only three choices. Create opinion (perceptions) where none exist, change existing opinion, or reinforce it. Select the one that obviously fits your public relations goal.

Now, we think message. What are we going to say to your target audience?

First, your message must aim at correcting the misconception, inaccuracy, rumor, even a lukewarm enthusiasm for your organization. But it must be persuasive, and compelling with its meaning as clear as possible. It must also prevent any further misunderstanding. Try it out on a test sampling of members of your target audience, then adjust the content if needed.

How will you get your message to the attention of that key external audience? "Beasts of burden," that's how! Better known as communications tactics that will carry that message to the right eyes and ears.

And there are many tactics awaiting you. Personal contact, radio interviews, newsletters and open houses. Or contests, news conferences, emails and press releases. There are literally scores available.

So, after two or three months of aggressive communications between you and your key audience, are you making any progress?

Only way to find out is to monitor once again what members of your key audience are thinking. Same questions as the first set of interviews, but now what you want to see are perceptions altered in your direction.

For example, you want to know if that inaccurate belief has been successfully neutralized. Or that misconception cleared up. Or that rumor effectively killed.

Certainly, if you discover little progress in those areas, you will revisit your message and evaluate whether it offers believable facts, figures and rationale. In particular, you should revet it for clarity.

And, because there are so many communications tactics available to you, selecting higher-impact tactics, then applying them with greater frequency, will probably be the ticket for the second round.

However, as the day arrives when answers to your remonitoring questions show clear, consistent improvement, you may be excused for concluding that your public relations effort is, at long last, taking advantage of an economy emerging from recession.

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

---

Make the Media Your Friend

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

The Ten Ps of PR

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

Publicity: Nailing a Media Interview, Part II (Crisis Management)

We'd all like reporters to ask us about our career... Read More

How to Tie-In With News Events to Score Publicity

It's safe to say that we live in interesting times.... Read More

What is News?

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

How Real PR Works

For some, public relations works well when their news release... Read More

Which PR? Judge for Yourself

You are a senior business, non-profit or association manager. So,... Read More

The Ultimate PR Edge: Getting Reporters To Open Your E-Mails

You know that getting publicity is vital to the health... Read More

5 Critical Tests Every Press Release Must Pass

You've heard "them" say it, haven't you?By "them" I mean... Read More

Media Relations: Should You Pay For News Coverage, Part II

Last month, we told you about "pay for play," a... Read More

How to Make A Great Press Kit ? A Musicians Guide

As an owner of an independent record label, I often... Read More

Do You Have A Press Package?

How do you make a friend of the media? A... Read More

Getting Free Publicity with Radio Interviews

Imagine that you are a radio producer. You have to... Read More

Keep The Publicity Machine Rolling with Reprints

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

The Feeding Tube for Your Business

There are a lot of things that make a business... Read More

10 Tips for Tantalizing News Releases

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

Youve Done PR the Hard Way Long Enough

As a business, non-profit or association manager, let the tacticians... Read More

Publicity: Show a Reporter You Care by Inviting Them to Fact-Check

Just like a financial planning client fears not having enough... Read More

The 7 Deadly Sins of Press Releases

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

Is This Any Way to Run Your PR?

You bet!Especially for business, non-profit and association managers who REALLY... Read More

Killer Press Kits - Press Kits That Demand Attention

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

E-Mail Media Releases

E-mail is becoming the preferred way to receive media releases.... Read More

Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity

In this great country of ours, there are basically three... Read More

Be Patient? Nah, Lets Kill Something

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

Cultivating Positive Media Relationships

Some people think that publicity is all about paparazzi snapping... Read More

How Video Production can be used in PR

At the core of any successful public relations campaign is... Read More

Driving Near School Buses in Company Vehicles

School BusesWhen approaching a school bus: Slow down; If the... Read More

What You Dont Know About PR Can Hurt You

And hurt bad if you are a business, non-profit or... Read More

Managers: Why Not PR Like This?

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

24 Killer Press Release Secrets

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

Media Kit: 25 Component Possibilities

Media kits include a combination of information whether created for... Read More

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery... Read More

Custom Reasons for Custom Publishing

Once considered the stepchild of the publishing industry, custom publishing... Read More