Why PR is an Engine for Economic Growth
Business, non-profit and association managers committing their public relations resources to (1) doing something about the behaviors of those important outside audiences that most affect their operation, (2) creating the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives, and (3) doing so by persuading those key outside folks to their way of thinking by helping to move them to take actions that allow their department, division or subsidiary to succeed - greatly increase the chances of success for their operation.Thus, feeding the engine of their own economic growth AND that of the nation at large.
Right PR Empowers a Manager
Business, non-profit and association managers are in a stronger position to succeed when they use their public relations resources in a way that alters individual perception leading to changed external stakeholder behavior.A mouthful, but true.
A Great Way to Do PR
As a business, non-profit or association manager trying to get a bang for your PR buck, you could pretty much concentrate on simple print and broadcast mentions or, for that matter, the whole basket of tactical public relations weaponry including old favorites like high-visibility speech appearances and newsworthy special events.But if you really want premium public relations results, you must use a broader, more comprehensive and workable public relations blueprint to alter your key, external audience perceptions - perceptions that lead to the changed behaviors you'll need to reach your managerial goals.
Want This Kind of PR?
PR that really does something positive about the behaviors of those outside audiences that most affect your business, non-profit or association?PR that uses its fundamental premise to deliver external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives?PR that persuades those important outside folks to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed?Get organized and you could be looking at results like these: prospects starting to do business with you; membership applications on the rise; customers starting to make repeat purchases; fresh proposals for strategic alliances and joint ventures; community leaders beginning to seek you out; welcome bounces in show room visits; higher employee retention rates, capital givers or specifying sources beginning to look your way, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.And the fundamental premise of public relations will show you the way: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done.
PR: Advice You Didnt Ask For
Although, as a business, non-profit or association manager, you may be glad this came your way.Especially if your current public relations effort is delivering more publicity plugs than real behavior change among your most important outside audiences.
Managers: Paying for PR-Lite?
As a business, non-profit or association manager, your public relations expenditure may give you names in the newspaper or product plugs on radio. But what about key stakeholder behavior change - the kind that leads directly to achieving your managerial objectives?Since that's public relations' strongest suit, shouldn't you be getting that first, THEN incremental publicity exposure? Especially when persuading those important outside folks to your way of thinking can move many of them to take actions that help you achieve your department, division or subsidiary objectives?Bounce this notion off the public relations team assigned to your unit: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done.
Managers, Start Your PR
There'll never be a better time for a manager working for a business, non-profit or association to ask this question: "Am I getting the public relations results I'm paying for -- the really important external audience behaviors I need to achieve my department, division or subsidiary objectives?"If the answer is no, better get busy and rebuild that public relations engine.Best place to look for an answer to your question is the foundation on which your public relations effort is based.
PR: Room at the Bottom?
When special events and communications tactics rule the PR roost instead of a workable plan designed to manage external audience behaviors that impact your organization the most, that's where public relations results can wind up.You know, bad results like key target audiences showing little confidence in your organization, or seldom taking actions that help you succeed and, in the end, failing to help you achieve your unit objectives.
The Ultimate PR Scam
It happens to business, non-profit and association managers when their public relations budget fails to deliver the crucial external audience behaviors they need to achieve their department, division or subsidiary objectives.Behaviors they should have received leading directly to boosts in repeat purchases; growing community support; more tech firms specifying the manager's components; increased capital donations; stronger employee retention rates; new waves of prospects, or healthy membership increases.
Dont Use PR
?lose the confidence of your key target audiences? discourage them from taking actions that lead to your success?fail to achieve your department, division or subsidiary objectives.A sad scenario that should not occur.
Public Relations: Toast?
Could be, when unit managers in businesses, non-profits and associations don't get the really important external audience behaviors they need to achieve their department, division or subsidiary objectives.They're entitled to wonder where their money went when they don't see behaviors like membership applications or capital contributions on the rise; growing numbers of engineering firms specifying their components, prospects newly interested in their products and services, or simply more repeat purchases.
PR Where it Matters Most
What's more crucial to the success of a business, non-profit or association than its most important outside audiences and stakeholders?Nothing.Those stakeholder behaviors directly impact virtually every management and operating activity of the organization.
What Does Your Telephone Say About You When You Are Away?
Business to Business relationships come to expect
a certain level of professionalism, from the first
telephone call to the final delivery.Your business can be on the Really Big 500 list,
employ only a handful of people, or be a business
of one but what is said by that business to other
business customers will reflect the personality
of that business.
PR: Lets Cut to the Chase
If your key - that's KEY - outside audiences don't exhibit the kind of behaviors that lead to results like these, you need to take a closer look at your public relations effort.Results like fresh proposals for strategic alliances and joint ventures; rising membership applications, customers starting to make repeat purchases creating bounces in show room visits; prospects starting to do business with you; community leaders beginning to seek you out; new approaches by capital givers and specifying sources, not to mention politicians and legislators viewing you as a key member of the business, non-profit or association communities.
Publicity: Financial Planners That Get It Follow One Rule
Advice about business and life often gets around to one of those "80-20" rules. As in, "80% of your business will come from 20% of your customers or activities.
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