What else, for goodness sake, could you as a business, non-profit or association manager, call a heavy-duty helper who does something REALLY positive about the behaviors of those outside audiences of yours that most affect your organization?
And that uses the fundamental premise of public relations to deliver the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives?
And does it all by persuading those important outside folks to your way of thinking, moving them to take actions that help your department, division or subsidiary succeed?
Man, that's one heavy workload for a very large monkey!
And here's the core message he brings to you. Your public relations effort must involve more than news releases, special events and brochures if you really want to get your money's worth. And, the right PR really CAN alter individual perception and lead to changed behaviors that help you succeed.
Both points well-supported by a public relations blueprint that reads like this: 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 the very people whose behaviors affect your organization the most, the public relations mission is accomplished.
What kind of payoff can you expect from such an approach to public relations? How about capital givers or specifying sources making inquiries; stronger relationships with the educational, labor, financial and healthcare communities; prospects starting to work with you as well as customers making repeat purchases; and improved relations with government agencies and legislative bodies.
Keep your pedal to the metal and you could see results like new proposals for strategic alliances and joint ventures; new thoughtleader and special event contacts; membership applications on the rise; enhanced activist group relations, and expanded feedback channels; rebounds in showroom visits; and almost certainly, community service and sponsorship opportunities;
Like most managers, you want your most important outside audiences to have positive perceptions of your services and operations or products. Which is why every member of your PR support team must believe in what you are doing. It will also be very helpful if they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.
Review the PR plan with them, especially how you will go about monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures?
Certainly, the perception monitoring part of the effort can be handled by professional survey people IF you have the budget. Fortunately, however, you can always use your PR people who are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.
With preparations complete, you need to set your public relations goal, one that deals with perception problems that developed during your key audience perception monitoring. The new goal will require that you straighten out that dangerous misconception, or correct that gross inaccuracy, or do something about that damaging rumor.
To show you how to reach the goal, you need a strategy. And there are three choices when it comes to doing something about a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. By the way, if you select the wrong strategy, it will taste like fish sauce on your rhubarb. So be certain the new strategy fits well with your new public relations goal. For example, you don't want to select "change" when reality dictates a "reinforce" strategy.
Some heavy writing needed here. In brief, some carefully targeted, corrective language. Language that is compelling, persuasive and believable AND clear and factual. There is little choice here. You must correct a damaging perception by shifting opinion towards your point of view, leading to the desired behaviors.
It's pick-your-own time when you and your PR group select the communications tactics most likely to carry your words to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.
By the way, experience shows that the credibility of a message can depend on how it's delivered. So you might want to introduce it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances.
Experience shows that, by this time, all concerned will be chomping at the bit for a progress report. Which will signal you and your PR staff to return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, you'll now be alert for signs that the bad news perception is being altered in your direction.
Occasionally, momentum will slow in which event you can always accelerate matters by using more communications tactics supported by increased frequencies.
Your 500 pound gorilla will be one happy simian when your data show that you have achieved the kind of key stakeholder behavior change that leads directly to achieving your department, division or subsidiary 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 © 2004.
Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.
Visit: http://www.prcommentary.com; bobkelly@TNI.net
Journalists are trained and often experienced at getting information out... Read More
PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More
When you are planning to call a reporter for the... Read More
Product/service publicity is the superhighway to business success everyone dreams.... Read More
You know, where you do something positive about the behaviors... Read More
I mean public relations that presumes from the get-go that... Read More
You know that getting publicity is vital to the health... Read More
Today's issue of Lean Marketing Champions features tips on doing... Read More
If, as is often the case, you are preoccupied with... Read More
As a business, non-profit or association manager, you'll know it's... Read More
Personnel mentions in the newspaper and product plugs on radio... Read More
The media need you. Need the information and expertise you... Read More
They can when they invest in the basics. The best... Read More
What you are about to read is a step by... Read More
As an owner of an independent record label, I often... Read More
And show it for what it is - a humdinger... Read More
It's difficult enough running the day-to-day aspects of a business,... Read More
You never want to inundate a reporter with information, but... Read More
Before you even think about writing a press release, there... Read More
Although it seems less common these days, there are still... Read More
The easiest way to meet city council members is to... Read More
Tis' the season for business and corporate gift-giving! If you... Read More
As a business, non-profit or association manager, let the tacticians... Read More
Lights...camera...ACTION.That's what often happens when people think of using media... Read More
Each of us is exposed to people from other cultures... Read More
The public relations goal and strategy make sense; the message... Read More
Even after a nice piece in a national publication, or... Read More
You are in business for yourself, but how well do... Read More
Keep these few crucial details in mind when writing and... Read More
Public relations writing when writing press releases can be a... Read More
Is your business looking for new and creative ways to... Read More
If you own a franchise and have company vehicles, be... Read More
In this great country of ours, there are basically three... Read More
Sometimes there seems to be no client news worthy of... Read More
How you answer questions depends on many factors. Example what... Read More
A press kit is an essential press relations tool. While... Read More
1. Appearing in other types of media is the best... Read More
What a shame! Potentially productive public relations people resting on... Read More
To many marketers, the press release is something of a... Read More
It's the time of year when calendars crowd out the... Read More
With a dismal failure rate of more than 75 percent... Read More
Receiving free advertising is the dream of most business people.... Read More
It can bite you and waste your public relations budget... Read More
Public relations is popular because it is very cost-effective and... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
What's REALLY potent for a business, non-profit or association manager... Read More
Well, autumn is upon us and with the onset of... Read More
Do you dream of being on Oprah Winfrey's television show?... Read More
Next to white papers, case studies are the most popular... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
Powerful is a strong word. But it fits here. As... Read More
You've heard "them" say it, haven't you?By "them" I mean... Read More
Public relations is the art, as one of my colleagues... Read More
Another way to really become known in your area is... Read More
Each of us is exposed to people from other cultures... Read More
The power of PassionPassion is an extraordinarily powerful spring. Without... Read More
Most people consider getting publicity the most important part of... Read More
Although it seems less common these days, there are still... Read More
Successful buisnesses know that media attention reaches consumers better than... Read More
Publicity will take your financial planning practice, your business, and... Read More
If your reading this, you must be online and most... Read More
A common complaint you'll hear is that the media is... Read More
If you are in Australia at the moment, it is... Read More
I heard a speaker recently who was talking about how... Read More
It is virtually impossible to succeed professionally and personally without... Read More
Although, as a business, non-profit or association manager, you may... Read More
Public Relations |