A PR Surprise for Managers
For those business, non-profit and association managers committed to PR tactics like radio and newspaper plugs, it can come as a surprise to discover where public relations value REALLY lies.
Truth is, your PR budget can deliver results far beyond such limited publicity placements.
For example by embracing the kind of PR plan that persuades those important outside audiences to your way of thinking, and moving them to take actions that help your department, division or subsidiary succeed.
Then by using the high-impact, fundamental premise of public relations to deliver external stakeholder behavior change the kind that leads directly to achieving your managerial objectives.
And finally by revving up the creative potential of your assigned PR team or agency and involving them in a way that positively impacts the behaviors of the very outside audiences that MOST affect your unit.
Perhaps then you will find yourself with a basketful of results such as prospects starting to do business with you; community leaders beginning to seek you out; newly arrived proposals for strategic alliances and joint ventures; customers starting to make repeat purchases; membership applications on the rise; politicians and legislators beginning to think of you as a key member of the business, non-profit or association communities; welcome bounces in show room visits; and even capital givers or specifying sources starting to look your way.
Spend a moment here and read that fundamental public relations blueprint referred to above: 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.
This lets you broaden your public relations field of fire, putting its primary focus where it belongs, on your units key external stakeholder behaviors.
A caveat here: be sure that the public relations personnel assigned to your unit really believe deep down -- why its SO important to know how your most important outside audiences perceive your operations, products or services. Be certain they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.
Review with them your blueprint for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: How much do you know about our services or products and employees? How much do you know about our chief executive? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures?
When you think of it, youre fortunate that your PR folks already are in the perception and behavior business so they can jump right on the perception monitoring assignment. If your budget can handle it, you can always use a professional survey firm, but they can be very expensive. Nevertheless, whether its your people or a survey firm asking the questions, your objective is to identify untruths if not outright lies, false assumptions, unfounded rumors, inaccuracies, and misconceptions .
Now you must carefully select which of the above aberrations qualifies as your corrective public relations goal for example, clarify the misconception, spike that rumor, correct the false assumption or fix certain other inaccuracies.
Now, if you pick the wrong strategy to show you how to reach your goal, it will feel like youre eating Roast Turkey without the stuffing. Fact is, you can only achieve your PR goal by picking the right strategy from the three choices available to you, change existing perception, create perception where there may be none, or reinforce it. And take care that your new strategy is a natural fit with that new public relations goal.
Sooner or later you will have to address your key stakeholder audience in a way that will help persuade them to your way of thinking. So assign the task to your very best writer because s/he must put together some very special, corrective language. Words, by the way, that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have targeted.
Here you take an easy step select the communications tactics needed to carry your message to the attention of your target audience. Checking, of course, that the tactics you select are known to reach folks like your audience members. Dozens are available from speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.
Because HOW one communicates often affects the believability of the message, you may wish to deliver it in smaller meetings or presentations rather than high-profile media such as a news release..
Questions will arise as to indications of progress. That will be your signal to schedule a second perception monitoring session with members of your external audience. You will use many of the same questions as in the first benchmark session. But you will now be watching carefully for signs that the offending perception is actually moving in your direction.
A fortunate reality in the public relations business is that these matters usually can be accelerated by adding more communications tactics as well as increasing their frequencies.
Yes, as a manager, it may surprise you that a workable public relations blueprint like this one will help you persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department, division or subsidiary.
But its no surprise that the people you deal with behave like everyone else they act upon their perceptions of the facts they hear about you and your operation. Leaving you little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move those key external audiences to action.
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. Word count is 1110 including guidelines and resource box. Robert A. Kelly 2004.
About The Author
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. bobkelly@TNI.net. Visit: http://www.prcommentary.com
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news
Zika vaccine for brain cancer? PR release headline omits crucial words: 'in mice' - HealthNewsReview.org
PR: A Potent Force for Success
What's REALLY potent for a business, non-profit or association manager is public relations' ability to alter individual perception leading to changed behaviors. And then, to persuade those key outside folks to the manager's way of thinking, and help move them to take actions that allow their department, division or subsidiary to succeed.
Managers: Can We Agree on This?
Your public relations effort really should involve more than press releases, brochures and special events if you are to get your PR money's worth.In particular, you should be pursuing those three pots of gold at the end of the PR rainbow.
How to Get PR
There is a process for successfully getting publicity about your business or organization. Publicity is no great mystery, just a thorough and strategic sales job.
Can Newbies Avoid The Pitfalls?
Yes indeed! If you are a young person who has decided that a career in public relations will be your Caviar and Champagne in life, here are four situations in which you do not want to find yourself:1. You confuse the basic function of public relations with sub-parts that make up the whole like publicity, crisis management or employee communications.
Smashing the Myth of the Press Release
A musician spends years honing his craft. He writes world-class songs and performs them in a manner that moves his listeners to tears.
The Only Way to Get Free Advertising?
Receiving free advertising is the dream of most business people. If you've ever found yourself frosting at the mouth over how your competitor got interviewed on the news or how they are always highlighted in the local paper, then read on.
4th Quarter 2003 Publicity = 1st Quarter 2004 Prosperity
As the year starts to wind down, many businesses and entrepreneurs are making plans and budgets for the year 2004. Those plans could include anything from setting up goals for new products to preparing marketing, sales and PR/publicity campaigns.
Media Relations - Ten Essential Tips to Use The Media to Market Your Business
In the 'Age of Scepticism' gaining media coverage is one way of cutting through the ever increasing noise to get your message across.Research shows the average consumer receives between 1500 and 3000 marketing messages a day.
Making Your Own News
Getting a press release published in a newspaper or magazines can be one of the best ways to publicize your business. First, though, you need a good story - and that can be the hard part.
Why Not Juice-Up Your PR?
Say, from tactics like special events, brochures and press releases to a public relations effort more in keeping with the challenges you face as a business, non-profit or association manager?I speak of public relations that alters individual perception and leads to changed behaviors among those key outside audiences of yours.Public relations that does something positive about the behaviors of those key external "publics" that MOST affect your operation.
Two Donts for Financial Planners Seeking Free Publicity
Many of my clients have had the misguided perception that they won't be able to get media coverage from a publication that their larger competitors advertise in. Nothing could be further from the truth.
How to Write a Media Release That Wins You Coverage & Exposure
The Today show? The New York Times? Vanity Fair? What's your dream hit? While nothing inspires more fear and trepidation in public relations professionals than media relations, it doesn't have to be complicated. There are 2 keys to a press release.
Dont Put Up With Junk PR
In public relations, "junk" is more about attitude and lack of understanding than a measure of quality.Hopefully, if your public relations mission is yet to be accomplished, you agree that its primary thrust MUST be to take advantage of the fact that people act on their own perception of the facts before them leading to predictable behaviors.
Media Relations: When Numbers Lie
NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the local news. Your boss asks you how many people saw it.
Managers: Heres a PR Template for You
Let's start out with a caution for business, non-profit and association managers: the premise of public relations implies that the work you do BEFORE you use PR tactics, such as press releases, brochures and broadcast interviews, will determine the success of your public relations effort.Reason is, if you are one of those managers, the PR plan that flows from that premise will call for achieving your managerial objectives by altering perception leading to changed behaviors among those important external audiences that MOST affect your department, group, division or subsidiary.
The Non-business Business
Think for a moment! If you were to do a business, profession or a job that you loved, something that was a passion, you considered worth doing, one that gave you joy; would you ever think early retirement or rush home early from work? 'Doubtful' is a certainty, to say the least!A few years ago, I perchance drifted across a book titled 'To Sail Beyond the Sunset' in which Robert Heinlein's character, Jubal Harshaw, said something that left a lasting impression on me, and ergo, naturally, on the way I look at life. Jubal says "Happiness lies in being privileged to work hard for long hours in doing whatever you think is worth doing.
Financial Planner Marketing - Problems Are Good (For Financial Planners Seeking Free Publicity)
A common complaint you'll hear is that the media is fixated on negative stories.But, let's face it, that's what people watch.
Three Communication Secrets of The Great Communicator
I've worked in media and public relations for 20 years, and experience has taught me that communication is an essential skill to master in order to be successful in all aspects of one's life. No one person can do many things without the involvement of other human beings; having superior communication skills, then, is a highly enviable quality, and those who manage such a feat serve as role models to the rest of us.
Publicity - Tips on Dealing With the Media
You thought of it, you researched it, you wrote it. So you own your story.
Marketing-Minded Financial Planners, Join Your Professional Organization to Get Free Publicity
Unlike some professionals like lawyers and doctors, financial planners aren't required to be members of a professional association.However, if you want to take advantage of a great way to get free publicity, you marketing-minding financial professionals will join an association like the Financial Planning Association or the Society of Financial Service Professionals.
|home | site map|