You want to sell your products or services, and that means good money management, top quality products or services, and hard work on your part. But, for REAL success, the icing on the cake is public relations.
Here's why. People act on their perception of the facts about you; those perceptions lead to certain, predictable behaviors; and, best of all, something can be done about both that will lead to achieving your objectives.
First, public relations creates, changes or reinforces public opinion -- you know, all those perceptions we just talked about.
Then it reaches, persuades and moves-to-actions-you-desire those very people whose behaviors affect your business. We're talking about actions like new customer development, retention of long-time patrons and increased product purchases.
Now, when you can actually see those behaviors you want so badly (hopefully matching the behaviors you said upfront you wanted), the public relations effort is complete, and a success.
How do you pull this off?
If you follow a game plan like this one, you should rank in order-of-importance those audiences with an interest in your organization, often referred to as stakeholders or "publics." They would include customers, prospects, media, the business community and local thought-leaders as well as a number of other interested groups.
What Do They Think of You?
You should interact with those audiences and gather their impressions of your organization, in particular, areas where problems may be brewing. Ask questions. Notice any negativity? Misconceptions? Inaccuracies? Rumors?
This is information gathering, opinion sampling, informal polling, if you will, but essential to any public relations effort. If resources are available, a modest opinion poll of the #1 priority audience also would be helpful.
How Much Behavioral Change is Needed?
Well, with opinion sampling of one kind or another underway, it's a good time to focus on any negative perceptions you discovered. Once they're identified and understood, a marker can be set down setting the degree of behavioral change you would like and that realistically can be expected and monitored in an agreed-upon time frame..
This becomes the goal against which the public relations program will finally be measured.
Create, Change or Reinforce Opinion?
Now, should those key audience perceptions be created from scratch, nudged in one direction or another, or simply reinforced? An important decision, because it will influence the direction, content and tone of all of your communications. Make it carefully.
The Persuasive Message
Once that decision is made, it's time to prepare messages tailored to each audience that, while providing details about your products and services, indirectly address those problem areas that came up during the information gathering meetings. Then, while you do the persuasive messages needed to bring those folks around, be guided by your behavior modification goal as well as the perception changes needed to achieve it.
Reaching Your Audience
How will you communicate each message to its audience? How will you reach these people? Your choices include face-to-face meetings, briefings, speeches, news releases, news announcement luncheons, emailings, media interviews, facility tours, special promotional events, a brochure, and a variety of other communications tactics.
And don't forget special event exposures as a means for reaching those target audiences with your messages. They usually make news and include activities such as open houses, roadshows, awards ceremonies, trade shows and contests.
Media That Target Your Audience
It sounds elementary, but selecting the right media to carry your messages demands that you be certain that each communications tool zeros in directly on the target audience. Example: little sense in using ride-time (rush hour) radio appearances if you're trying to reach retirees.
Signs of Improvement
So, how will you know whether your efforts are actually changing perceptions (and behaviors) for the better? As time passes, experience tells us that you will begin to notice increased awareness of your business and its role in the marketplace; a growing receptiveness to your messages by customers; increased public perception of the role your organization plays in its industry and in the community, as well as increasing numbers of prospects.
Achieving The Goal
To track actual results, you must speak once again - and on a regular basis -- with people among each of your key audiences. And also by monitoring print and broadcast media for mentions of your messages or viewpoints.
Each of these indicators will reflect how local feelings about your organization are changing. In turn, this will allow you to adjust your communications tactics in pursuit of the perceptions and behaviors you seek
The effort is worth it. Done correctly, when public relations results in altered perceptions and modified behaviors among groups of people important to your organization, you're talking about nothing less than its survival.
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.
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
Media placement is an art. Practicing it often requires as... Read More
You know that getting publicity is vital to the health... Read More
Use journalistic styleReporters are busy. Just like you.So when you... Read More
Etymology is the study of the origins of words.As languages... Read More
Business, non-profit and association managers committing their public relations resources... Read More
Media kits include a combination of information whether created for... Read More
Just think about it.If I come to believe that you... Read More
Unlike some professionals like lawyers and doctors, financial planners aren't... Read More
Have you ever gotten one of those letters from your... Read More
If you leave a star player sitting on the bench,... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More
You want to sell your products or services, and that... Read More
Things are pleasant for many business, non-profit or association managers... Read More
As a business, non-profit or association manager, do you see... Read More
It doesn't matter how cruel the reality programs get, there... Read More
Business to Business relationships come to expect a certain level... Read More
Advice about business and life often gets around to one... Read More
Often the first point of contact the media has with... Read More
It behooves you to know and remember the names of... Read More
As a business, non-profit and association manager, how satisfied are... Read More
Business, non-profit and association managers get a ton of satisfaction... Read More
Your public relations effort really should involve more than press... Read More
As small businesses we have an opportunity and an obligation... Read More
Corporations are willing to pay substantial amounts of money to... Read More
Writing an effective press release is a way to draw... Read More
Early in my career as a public relations consultant, I... Read More
Some financial planners think that they shouldn't share their top... Read More
True, because department, division or subsidiary managers for a business,... Read More
Does it really make sense to bet your PR budget... Read More
Be a ResourceThe media people that are likely to want... Read More
And show it for what it is - a humdinger... Read More
Community relations is one of those marketing strategies that isn't... Read More
If you're trying to promote your store, but you don't... Read More
When most people think about marketing, they think advertising. While... Read More
Before you even think about writing a press release, there... Read More
As the year starts to wind down, many businesses and... Read More
It seems difficult to believe at the dawn of the... Read More
So you've put yourself "out there" with a public relations... Read More
As a business, non-profit and association manager, how satisfied are... Read More
Would you like to be the next Dr. Phil, Suze... Read More
How cool is this? You're a business, non-profit or association... Read More
Just about anyone who has been in the public eye... Read More
Ever wonder why papers devote a page or more to... Read More
And not results you can measure only in terms of... Read More
Business, non-profit and association managers are in a stronger position... Read More
Business people often spend time and money trying to find... Read More
Just happens to be public relations activity that alters individual... Read More
1) Establish Rapport, then get the editor/producer excited.There's not a... Read More
The fast changing dynamics of the world economy is forcing... 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
Like human nature over time, the power of good public... Read More
The short answer is, it works best when its fundamental... Read More
You can if, as a business, non-profit or association manager,... Read More
Sure, any publicity is good. But don't invest time and... Read More
Sure. What else do you call a human discipline whose... Read More
What is bad PR?Well, if you're a business, non-profit or... Read More
Hundreds of thousands of News Releases are sent out all... Read More
Small businesses have always known the importance of word of... Read More
Big corporations like General Motors and Coca-Cola spend thousands of... Read More
Decide once and for all to do something about those... Read More
When your public relations results pretty much depend on whether... Read More
During my career as the head of media relations for... Read More
We rely on all kinds of tools and advice to... Read More
Yes, that's what public relations really is when it tracks... Read More
Public Relations |