Much Ado About A Lot!

I say public relations can be a matter of survival for your organization.

So, to me, making your business a success is a lot over which to raise much ado!

Especially when the very people who hold your future in their hands - your key, target audiences - may harbor negative perceptions likely to hurt you by turning into negative behaviors.

Needn't happen.

In the first place, you should already be monitoring those potentially damaging perceptions by regularly interacting with those important publics. Why let them stew until they boil over?

By letting that kind of personal opinion monitoring identify what's on the minds of those important people, you can decide on a specific behavior you wish to see come about, one that flows from a specific perception.

Progress!! You've just set your public relations goal - create a specific behavior from an equally specific perception.

Let's try it out! To do so, you need a strategy to implement that goal. Fortunately, we have just three strategies from which to choose: create opinion (perceptions) if none already exist, change existing opinion, or reinforce it.

Let's decide to "create opinion." First step: we need to prepare a persuasive message. It will be designed to create awareness of your products and services among your key, target audience. Or it might explain your position on a con- tentious issue with which some members of your target audience disagree.

Now make sure the message is focused on their perceptions; that it carefully explains the facts as you see them; and that the message is believable. Read it to a colleague to check that it meets these persuasion tests.

Now, how do you get this persuasive message over which you have worked so hard, into the consciousness of those folks who make up your key, target audience?

You use our tried and tested "beasts of burden," communications tactics designed to carry messages to the right ears and eyeballs. Luckily you have a basketful at your disposal. Speeches, emailings, news releases, personal meetings, editorial board interviews, special events and scores of others.

Are we succeeding in moving opinion among our target audience in our direction?

We'll never know if the effort is succeeding unless we regularly monitor the changing perceptions and behaviors of that #1 target audience. First, we want to know if our message was received, then how many remember seeing or hearing it, and then how many can recall its content, our message!

Finally, what we need to see is the perceptions and behaviors - i.e., opinions - of the target public moving in our direction. When we do, we can say with assurance that our public relations program is succeeding.

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 communications, 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

---

How to Write a Press Release

Why You Should Write Press Releases: A press release is... Read More

How to Write a Media Release That Wins You Coverage & Exposure

The Today show? The New York Times? Vanity Fair? What's... Read More

Right PR Focus A Powerful Advantage

Powerful is a strong word. But it fits here. As... Read More

Marketing-Minded Financial Planners Piggyback on Topic A to Get Free Publicity

That big story the media pursue each day is what... Read More

Make Your PR Budget Work Harder

Do it by restructuring your business, non-profit or association public... Read More

Why Restaurants Go Out of Business

Recently someone asked me why so many restaurants go out... Read More

Is This the PR You Thought You Were Getting?

You know, where you do something positive about the behaviors... Read More

Something New For Managers?

A new public relations blueprint could be a good idea... Read More

Publicity: Nailing a Media Interview, Part III (Staying on Topic)

In a media interview, always stick to your main points... Read More

How Would You Ever Know?

Your important outside audiences behave in ways that stop you... Read More

Do You Have Issues?

Every organization has issues that could affect its operation. The... Read More

The Three-Mile Radius

In last year's animated film Shrek II, a giant gingerbread... Read More

Advertising Is Dead. Long Live PR

Although I still believe there is a place for advertising... Read More

How to Get More Mileage Out of Your Media Coverage

Maybe it played for Kevin Costner in "Field of Dreams,"... Read More

10 Tips for Tantalizing News Releases

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

Managers, Got a Grip on Your PR?

What are you trying to do with your business, non-profit... Read More

Media Training 101: When 60 Minutes Knocks On Your Door

You never know when 60 Minutes will knock on your... Read More

Do-It-Yourself Public Relations

"Advertising is what you pay for. Publicity is what you... Read More

A PR Surprise for Managers

For those business, non-profit and association managers committed to PR... Read More

Financial Planners Publicity and Marketing - Live By The Calendar

The media live by the calendar. Your story pitch might... Read More

PR? Why?

Well, for starters, because good public relations can alter individual... Read More

Business Gifts for Your Clients and Employees

Tis' the season for business and corporate gift-giving! If you... Read More

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

Prior to launching a new public relations campaign, evaluate the... Read More

Credibility Lost or Gained, Are you Prepared?

If a reporter approached you about an interview, would you... Read More

Managers, Start Your PR

There'll never be a better time for a manager working... Read More

Austin?s Annual Charity Event with KVET

In my travels around the country while building my business... Read More

Media Training: Exposing Reporter Tricks -- Three Tactics Designed to Get You

A reporter's job is to get the most accurate and... Read More

For Marketing-Minded Financial Planners, Small Publications Can Have Great Publicity Impact

Just because a publication is small doesn't mean that getting... Read More

Sending Samples With Your Press Release-- should you or shouldnt you? Heres a guide?

When you should send samples with your press release:1) When... Read More

Public Relations Primer, Part I: Packaging Your Story for the Media

Imagine you're in the breakfast cereal business. You make the... Read More

Know What Matters Most About PR?

When, as a business, non-profit or association manager, you are... Read More

How To Use PR To Build Your Business

Everyone knows the value of free publicity. And given the... Read More

Take the High Ground With Quality PR

Quality public relations does something positive for business, non-profit and... Read More