Don't let yourself be diverted by communications tactics playtime. You know, straying from the main Public relations game plan by juggling a press release against a radio interview, or a brochure against an op-ed.
Those "beasts of burden" who will carry your message to you target audiences will come in handy at the right time.
For you, the main public relations consideration must be attracting the support of those external audiences whose behaviors have the most effect on your enterprise. But you must do it by first achieving the positive changes you need in their perceptions and, thus, behaviors.
You get both using this strategic approach to public relations which means your chances of achieving your organizational objectives are clearly enhanced.
It all starts with the fundamental premise of public relations shown just below.
"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 those people whose behaviors affect the organization, the public relations mission is accomplished."
The core strength of those comments lies in the behavior changes that can take place among your key, outside audiences. When those changes occur - and the combined perceptions of members of that important external "public" begin to move in your direction - it can spell public relations success.
For instance, with a strong factual basis, you convince area activists gathering at your plant gate that (1) you don't dump chemicals into the river, and (2) both State and Federal investigations found that to be true. When they finally clear out, you've limited the damage an expensive and long-lasting disruption could have caused. That saved the organization cold, hard cash!
What happened? You managed to change the perception of those activists which, predictably, led to the change in their behavior that you desired. In other words, a successful use of public relations' fundamental premise.
While public relations can bring real power to bear, and while there's a well-worn path leading to each success, truth is, you can't change perceptions, and thus behaviors of your important outside audiences if you are not in touch with them on a regular and meaningful basis.
That's why it's so important to interact with members of each target audience, and ask questions. What do you think of our services, our programs, or our products? Are you satisfied? Listen carefully for signs of a misconception or a factual inaccuracy. Is there a belief alive out there that simply isn't true? Do you detect a hurtful rumor that must be squashed?
The answers you receive let you establish your public relations goal. For example, correct that inaccuracy, clear up that misconception, or get out the facts in order to neutralize that rumor.
But how will you actually reach that goal? With a clear and urgent strategy.
Fortunately, in dealing with perception/opinion, we have just three options available to us. Create perception/opinion where there is none, change existing perception, or reinforce it.
The goal you established will quickly tell you which strategy choice you must make.
But, of course, what you say to that target audience, in pursuit of your public relations goal, is crucial. Your message must be persuasive, compelling and clear as a mountain stream. It also must be credible and believable, which means truthful in all detail. It should also address the particular inaccuracy, misconception or rumor head on and not allow room for any further misunderstandings.
Now, how do you get that carefully chiseled message to the attention of members of that key, target audience? I still call them "beasts of burden" because they carry messages from Point A to Point B. Communications tactics are the answer, and you have a huge selection from which to choose. Everything from open houses, contests, news releases and speeches to brochures, community briefings, letters-to-the- editor, emails, radio/TV and newspaper interviews, and lots more.
Sooner rather than later, you will wonder whether you're making any progress. And the only realistic way to nail that down is to go back to members of that target audience again and ask them the same questions all over again.
The big difference this time around is, you're looking for signs that opinion/perceptions have begun to change in your direction. By that I mean clear indications that the miscon- ception is clearing up, or the inaccuracy has been corrected, or that a negative impression is slowly turning around.
Truth is, that's when this strategic, and powerful approach to public relations - supported by appropriate tactical firepower - delivers the altered perceptions and modified behaviors promised in the fundamental premise of public relations.
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 © 2005.
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
School BusesWhen approaching a school bus: Slow down; If the... Read More
Public relations changes minds in the process of delivering what... Read More
The least expensive, most effective way for you to promote... Read More
About a year ago I read a feature story in... Read More
Aren't you tired of hearing how extremely easy it is... Read More
You are in business for yourself, but how well do... Read More
How to write a press release is a major challenge... Read More
Do editors of newspapers, magazines and online news sites really... Read More
If you don't have a grip on public relations, how... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
When you are planning to call a reporter for the... Read More
The media live by the calendar. Your story pitch might... Read More
In my travels around the country while building my business... Read More
The easiest way to meet city council members is to... Read More
What's the real reason some managers shy away from public... Read More
If you own a franchise and have company vehicles, be... Read More
It's safe to say that we live in interesting times.... Read More
Simply that the behaviors of their most important outside audiences... Read More
Prior to launching a new public relations campaign, evaluate the... Read More
Just about anyone who has been in the public eye... Read More
NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More
You bet!Especially for business, non-profit and association managers who REALLY... Read More
You worked hard to get a story on your business... Read More
The words are pop culture heroes.Movies such as "The Insider,"... Read More
When you pay good money for public relations services, you... Read More
How do you make a good relationship with a newspaper... Read More
Media kits include a combination of information whether created for... Read More
You have been if you're a business, non-profit or association... Read More
OK, as a manager, your goal is to show a... Read More
Do you want to be quoted by the national press... Read More
There's an old African proverb:"If you think you are too... Read More
One of the primary tools still used by PR professionals... Read More
You have a story to tell. Your company has developed... Read More
How do press releases or interest stories have an effect... Read More
And show it for what it is - a humdinger... Read More
No comment. These are probably the two most damaging words... Read More
Getting a press release published in a newspaper or magazines... Read More
Above all, you need to know that the right PR... Read More
Publicity is obtaining editorial coverage or features for your business.... Read More
Be a ResourceThe media people that are likely to want... Read More
Some people think that publicity is all about paparazzi snapping... Read More
Another way to really become known in your area is... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
Recently I had a craving for... Read More
UNDER FIREA friend whose organization is often in the media... Read More
They say that image is everything and some of us... Read More
In an ideal world, your business would be overflowing withnewsworthy... Read More
The power of public relations is its ability to alter... Read More
Sometimes there seems to be no client news worthy of... Read More
If you don't have a grip on public relations, how... Read More
The least expensive, most effective way for you to promote... Read More
That's like asking if advertising is all about type faces... Read More
Just promoted to manager?Here's something you need to know.Whether you... Read More
You never know when 60 Minutes will knock on your... Read More
The media live by the calendar. Your story pitch might... Read More
Everyone knows the value of free publicity. And given the... Read More
I heard a speaker recently who was talking about how... Read More
Press releases are one of the most cost-effective ways to... Read More
Most small businesses have logo'ed shirts, usually polo shirts with... Read More
The practice of public relations is often misunderstood, thus overlooked... Read More
NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More
Prior to a TV interview it is guaranteed the journalist... Read More
If you're seeking to promote yourself or your new business... Read More
Small Business Owners should send press releases out at least... Read More
Public relations writing when writing press releases can be a... Read More
You have been if you're a business, non-profit or association... Read More
Public Relations |