Shooting from the hip always creates anxiety.
Especially when managers order a communications tactic here, another there, but fail to base them on a realistic public relations goal and strategy. One that could increase the chances they'll get the results they want.
Why waste resources this way when a little more effort can bring public relations success?
I mean, firing off communications tactics without knowing precisely how that target audience perceives your organization, and who your tactics should be aimed at, then failing to decide what changes in perception, and thus behavior you need and want, is like pouring resources down the you-know-what.
How much better to do it this way.
Who's the real public relations target? Is it not that external audience whose behaviors have the most important impacts on your organization? Shouldn't you eagerly court such people and focus your public relations efforts directly on them because your enterprise may be at stake?
Of course.
One way to approach the challenge is to decide up front which groups of people ? which external audiences ? really DO affect you the most.
Could it be those residents in a certain geography? Or those folks you know regularly use your services or those of your competitors? Or those who are members of trade unions? Or those between the ages of 21 and 35.
Doesn't really matter which, as long as you have solid reasons for targeting that #1 target audience. Namely, that their behaviors, good or bad, really DO have the most serious impacts on your organization.
What now? Take nothing for granted. Get out there as soon as possible and interact with members of that key audience. Monitor their perceptions by asking questions. What do you think of our organization? How about our products and services or, if you are an association or non-profit, our programs? Do you sense an undercurrent of negativity? Probe deeper to see if some basic misconceptions are at work. Or inaccurate perceptions or damaging rumors that may be at fault.
The answers to such questions should be studied carefully and a public relations goal created that, when achieved, corrects the problem you uncovered. It might be as simple as knocking down that trouble-making rumor once and for all. Or, you may want a goal that clarifies an unfortunate misconception, or an inaccurate belief about your organization. Even a "confused feeling" about your people will need attention.
Your brand new public relations goal leads directly to your next step ? a strategy that shows clearly how to reach that goal. Will you attempt to create opinion (perceptions) where none may exist? Or will you strive to change existing opinion? Occasionally, you'll even decide to reinforce a slightly positive perception so that it grows to a strongly positive belief about your organization.
That's right! There's just three strategic choices ? create, change or reinforce perceptions. That simplifies things.
Now, with your chosen strategy in hand, what will the corrective message you wish to convey look like? It must be persuasive, and that requires candor, clarity and directness, if there is such a word. Be brief, to the point and, of course, completely straightforward so that further misunderstanding is just not possible.
At last in their proper role, we come to the "beasts of burden," the communications tactics that will carry your crystal-clear message to the attention of members of your key target audience.
The list of such tactics is, literally, endless. You could start with letters-to-the-editor, press releases and broadcast interviews, then proceed to making speeches as well as arranging community briefings and open houses. You might even decide to ratchet up the tactics effort with special events, a series of targeted emails or face-to- face meetings with a thoughtleader segment of that key target audience.
Now up to this point, after two or three months of vigorous communications, what do you really know? Not much, until you determine whether you've actually impacted those target audience perceptions.
Sorry, but that means monitoring opinion all over again. So fan out again among key audience members and ask lots of questions one more time.
What are you hearing? Playback or feedback suggesting that a misconception has been clarified? That a damaging inaccuracy no longer dominates? That a rumor has been disarmed?
Remember, your public relations goal implies that perceptions and, thus, behaviors among your #1 external audience must be altered before you can declare victory.
So, when your remonitoring activity clearly reflects perceptual and behavioral movement in your direction, you have achieved your public relations goal.
If remonitoring reflects otherwise, you must consider increasing the mix and frequency of your communications tactics. And your message must be reanalyzed again for believability and impact.
Either way, you are no longer wasting your public relations resources because you have a proper plan with a proper strategy, message and communications tactics.
And that suggests you will not fail because you are no longer shooting from the hip. So last step? Bag the anxiety!
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
In larger cities with many outlets they are competing for... Read More
The media (newspaper, radio, television) can be of enormous help... Read More
?makes the rules, of course.But when the gold takes the... Read More
One of the primary tools still used by PR professionals... Read More
Like human nature over time, the power of good public... Read More
Public relations writing when writing press releases can be a... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
You never know when 60 Minutes will knock on your... Read More
The message is determined by analyzing the brand being marketed,... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
They can when they invest in the basics. The best... Read More
Trade publications present an excellent opportunity for organisations to gain... Read More
It could, but what if it doesn't?Will you be prepared?Will... Read More
You know, where you do something positive about the behaviors... Read More
If you don't have a grip on public relations, how... Read More
For business, non-profit or association managers like yourself, survival pretty... Read More
You want to sell your products or services, and that... Read More
I often begin my media training sessions by asking members... Read More
Recently someone asked me why so many restaurants go out... Read More
You are getting a good deal when you accept the... Read More
Where is there a business, non-profit or association manager who... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
Not a single reporter showed up at our news event.... Read More
Who wants to face the challenges of a business recovery... Read More
Stripped down to its core, publicity is little more than... Read More
How you answer questions depends on many factors. Example what... Read More
Etymology is the study of the origins of words.As languages... Read More
Have you ever heard of the saying, "One person's trash... Read More
What's REALLY potent for a business, non-profit or association manager... Read More
Question: Why should your business issue a press release? Answer:... Read More
Especially good advice for business, non-profit and association managers whose... Read More
With a dismal failure rate of more than 75 percent... Read More
In fact, here are three really foolish goofs made by... Read More
Do you have a great idea for a story, but... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
Yes, and that pressure often comes from a CEO who... Read More
Here are two to-the-point questions recently posed by several association... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
I am often asked by clients to target USA Today... Read More
I heard a speaker recently who was talking about how... Read More
As an owner of an independent record label, I often... Read More
What's the real reason some managers shy away from public... Read More
Personnel mentions in the newspaper and product plugs on radio... Read More
It's hard to imagine a reporter working today who doesn't... Read More
A musician spends years honing his craft. He writes world-class... Read More
Quality public relations does something positive for business, non-profit and... Read More
Successful buisnesses know that media attention reaches consumers better than... Read More
The short answer is, it works best when its fundamental... Read More
They know they had better do something positive about those... Read More
With a dismal failure rate of more than 75 percent... Read More
Could be, when unit managers in businesses, non-profits and associations... Read More
You do not have to hire a publicist or advertise... Read More
With all due respect to all those stereotypical males out... Read More
Managers, please take a minute and read two sentences: People... Read More
Business, non-profit or association managers hurt their own public relations... Read More
Every organization has issues that could affect its operation. The... Read More
How can media training help you create a successful Hispanic... Read More
Well, autumn is upon us and with the onset of... Read More
One study found that as many as 90% of the... Read More
In fact, here are three really foolish goofs made by... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
Small Business Owners should send press releases out at least... Read More
For business, non-profit or association managers like yourself, survival pretty... Read More
There are all kinds of smart moves professionals can make... Read More
At the core of any successful public relations campaign is... Read More
Ain't a gonna happen unless business, non-profit and association managers,... Read More
Public Relations |