R.O.I. -- O.K., Heres The Deal!
You can SO measure return-on-investment for a public relations
program!Try this.Accept the fact that people act on their own perceptions of the
facts, and that this leads to predictable behaviors about which
something can be done.
Ready For A Business Recovery?
Who wants to face the challenges of a business recovery
without a ton of firepower? Especially when getting your
piece of the action almost certainly depends upon how
well you modify the behaviors of your target audiences.That's why public relations had better play a central role in
your business planning.
Sure-Fire Recipe for a Successful Public Relations Career
Without a solid, well-designed foundation, few buildings
successfully withstand the ravages of time and weather.
And so it is with public relations, ever-dependent upon
how well its practitioners understand the discipline.
Tactics Vs. Endgame - Endgame Wins
It took me a while to see just HOW crucial the behaviors
of an organization's key audiences really are to its success,
be it big or small, non-profit, business, association or
even a public sector enterprise.Sounds elemental, doesn't it? But the truth is, few
organizations can succeed today if those target audience
behaviors don't fit the organization's objectives.
Doubt PRs Clout? Dont!
Done right, it helps modify the behaviors of your most important
target audiences, and that can spell S-U-R-V-I-V-A-L.I don't believe that's an overstatement because a customer who
thinks badly of you and your business will not soon be darkening
Between Now and Economic Recovery
There's still time to review your public relations program
like Navy flight crews go over a fighter jet.Reason is, you need to fine-tune your public relations activity
looking forward to a snap-back in the economy, when you'll
need all guns blazing.
In PR, You Pay When You Stray
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.
Tough Times, Tough Tactics
When times are tough, it's no time to ignore those external
audiences whose behaviors matter so much to your organization.In your own best interest, are you seeing to their care and
feeding? I mean, if a certain group of outsiders behaves in ways
that really help or hinder your operations, they do rate your
attention, right?Of course they do! That's why we call them key target audiences,
A Company That Doesnt Need Public Relations?
Really? You mean there are NO perceptions and behaviors
peculiar to that company's outside audiences that would help
or hinder it in the pursuit of its objectives?Wow! I need to know more about a company that can ignore
what its key external publics perceive about the company
AND how they behave. I need to know how such a company can
disregard serious negative behaviors by people who make up an
influential external audience, and still reach its business objectives!In fact, it would have to be a miracle! I don't buy it because it
defies logic!The business world doesn't believe that's possible either
because it needs public relations big time, and they show it
A New Idea For Venture Capitalists
Obviously, it hurts when a promising business project you
backed financially goes down the tube.But while you point to many possible causes, seldom do you
attribute the wreckage to a lack of effective communications
that might have modified the behavior of sales prospects in a
positive way, thus averting a money-losing shutdown.
A Winning Public Relations Game Plan
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.
All Youve Got To Lose Is Everything
Everything, that is, if you ignore those folks whose behaviors
have the greatest effect on your business.What those people see and believe about your enterprise, pretty
well determines what their follow-on behaviors will be - for
example, do business with you, or move on to someone else.
Are You Dissing Public Relations
If you leave a star player sitting on the bench, you could be
the loser.Look at it this way.
Are You Sure You Know What Youre Doing?
Because when it comes to public relations, non-believers can
produce a double-bummer -- missed opportunity AND a ton
of wasted money. It really is a shame because we do public
relations to change the behaviors of certain groups of people
important to the success of those very Doubting Thomases.
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.
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