You are getting a good deal when you accept the fact that the right PR really CAN alter individual perception and lead to the changed behaviors you need.
Especially when you recognize that people really DO act upon their perceptions of the facts they hear about your operations, and about you as a manager. Meaning you have little choice but to deal promptly and effectively with those perceptions by reaching and moving those key external audiences of yours to actions you desire.
Thus, you are certainly getting a good deal when your business, non-profit or association PR investment creates behavior change among those important outside audiences that leads directly to achieving your managerial objectives. However, you'll be able to accomplish this only after persuading those key outside folks to your way of thinking, then moving them to take actions that allow your department, division or subsidiary to succeed.
Obviously, these managers are doing something positive about the behaviors of those important outside audiences of theirs that MOST affect their operations.
Underlying such efforts is the fundamental premise of public relations: 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 the organization the most, the public relations mission is accomplished.
Public relations helps business, non-profit and association managers achieve their managerial objectives with outcomes like these. New proposals for strategic alliances and joint ventures; rebounds in showroom visits; customers making repeat purchases; stronger relationships with educational, labor, financial and healthcare interests; enhanced activist group relations; new membership applications; capital givers and specifying sources looking their way, as well as improved relations with government agencies and legislative bodies; new thoughtleader and special event contacts; and expanded feedback channels.
Like most managers, you want your most important outside audiences to view your operations, products or services in the most positive light. So, you need to be certain that your PR staff accepts the fact that perceptions almost always lead to behaviors that can help or hurt your unit.
Discuss with your PR folks how you will gather and monitor 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 how things went? Have you experienced problems with our people or procedures?
Yes, if necessary, the perception monitoring phases of your program can be assigned to professional survey people to handle, IF the budget is available. If that's not the case, you can depend on your own 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.
Obviously, problems that surfaced during your first perception monitoring session, will identify your public relations goal. Which should shoot to straighten out that dangerous misconception, or correct that gross inaccuracy, or do something about that wretched rumor.
While you can't have a public relations goal without a strategy to tell you how to reach it, fact is, you have just three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. Of course, picking the wrong strategy will taste like seaweed on your popcorn, so be certain the new strategy fits well with your new public relations goal. For example, you don't want to select "change" when the facts dictate a "reinforce" strategy.
At this point, because the structure of your corrective message is crucial, we start the search for words that compel and persuade. Above all, they must be believable AND clear and factual if they are to persuade an audience to your way of thinking. But a must if you are to correct a perception by shifting opinion towards your point of view, leading to the behaviors you desire. Take the time to review your message with the PR staff for its impact and persuasiveness.
Here you get to pick those communications tactics most likely to attract the attention of your target audience. Fortunately, you can pick from dozens of available techniques. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. Just be very sure that the tactics you pick are known to reach folks just like your audience members.
Because the very credibility of your message can depend on the way you deliver it, you might introduce it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances.
In due course, you can expect you and your PR folks will move back to the field for a second perception monitoring session with members of your external audience. Same questions used in the first benchmark session, will do the trick again. But you must stay alert for signs that your communications tactics have worked and that the negative perception is being altered the way you want it to be altered.
If things slow down, you can always accelerate matters with a broader selection of communications tactics AND increased frequencies.
Public relation's single most important contribution to a business, non-profit or association manager is building the resolve to do something positive about the behaviors of those important outside audiences that most affect their operations.
And that can only be effective when you, the manager in charge, has accepted the fact that the right PR really can alter individual perception and lead to those changed behaviors you need.
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
There is something newsworthy happening at your organization right now.... Read More
Lots of theories out there about public relations.Everything from "publicity's... Read More
Some people think that publicity is all about paparazzi snapping... Read More
Powerful is a strong word. But it fits here. As... Read More
Being part of a trade show gives small business a... Read More
Done right, it helps modify the behaviors of your most... Read More
Things are pleasant for many business, non-profit or association managers... Read More
Like human nature over time, the power of good public... Read More
"We are in the communications business, the business of conveying... Read More
Shooting from the hip always creates anxiety.Especially when managers order... Read More
Better check out the public relations fundamental premise, then take... Read More
OK, as a manager, your goal is to show a... Read More
As a mobile detailing company it is important to have... Read More
As many of you already know, promoting and marketing your... Read More
It's not unusual for clients of service providers to insist... Read More
If a reporter was writing a story about you and... Read More
A common complaint you'll hear is that the media is... Read More
No comment. These are probably the two most damaging words... Read More
I don't know about you but I get really frustrated... Read More
Public relations is the art, as one of my colleagues... Read More
News releases (also called press releases) are an important part... Read More
Ever get the feeling that your public relations program isn't... Read More
There are a lot of things that make a business... Read More
The Acai Berry is starting to gain world wide recognition... Read More
As a business, non-profit or association manager, do you see... Read More
Think for a moment! If you were to do a... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
Do it by restructuring your business, non-profit or association public... Read More
Parties, videos, booklets and column plugs?Or public relations that does... Read More
If you're serious about getting great results from your PR... Read More
For some, public relations works well when their news release... Read More
You can if, as a business, non-profit or association manager,... Read More
Have you fantasized about spreading word of your business on... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
"Don't say you don't have enough time. You have exactly... Read More
It's not unusual for clients of service providers to insist... Read More
The media's role is to package and spread news, current... Read More
When you should send samples with your press release:1) When... Read More
Are there secrets to gaining media coverage or is it... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
Have you ever noticed that in communities without big universities,... Read More
About a year ago I read a feature story in... Read More
That's like asking if advertising is all about type faces... Read More
Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
The words are pop culture heroes.Movies such as "The Insider,"... Read More
Hundreds of thousands of News Releases are sent out all... Read More
Think of a triangle. On the left, imagine the story... Read More
And show it for what it is - a humdinger... Read More
There is a process for successfully getting publicity about your... Read More
Almost every day, I hear the same question, over and... Read More
Media kits include a combination of information whether created for... Read More
Imagine you're the technology reporter at a daily newspaper. You... Read More
Can you honestly say that your business, non-profit or association's... Read More
You have a story to tell. Your company has developed... Read More
The payoff for business, non-profit or association managers can be... Read More
It's difficult enough running the day-to-day aspects of a business,... Read More
Publicity seekers know that Christmas can provide a bonanza of... Read More
In last year's animated film Shrek II, a giant gingerbread... Read More
You can if, as a business, non-profit or association manager,... Read More
Whether you are a business, non-profit or association manager, your... Read More
Stripped down to its core, publicity is little more than... Read More
Writing a press (or media) release is quite an art... Read More
OK, as a manager, your goal is to show a... Read More
Media management has become one of the strategic tools for... Read More
Really? You mean there are NO perceptions and behaviors peculiar... Read More
Public Relations |