| |
| |
|
PR Information |
|
|
|
Time to Spruce Up Your Public Relations?
Better check out the public relations fundamental premise, then take action in your own best interest. The premise reads this way: "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." Here's how you can reap its benefits. Do you REALLY know what your most important outside audiences think about your organization? Are you actually aware of which external audience has the most serious impacts on your operations? Better find out by interacting with members of those target audiences whose behaviors affect you the most, then ask lots of questions. "Have you done business with us? Was it a satisfactory experience? What do you think of us and our products and services?" And watch carefully for any negatives, even undertones that may need corrective action. The responses you receive allow you to set your public relations goal. For instance, correct that inaccuracy, straighten out the misconception, or challenge that rumor. Not surprisingly, reaching that goal requires that you set a strategy, and only three are available to you: create opinion where there is none; change existing opinion, or reinforce it. The goal you set will lead you to the right strategy choice. The "bullet for your gun," so to speak, will be the message you carefully craft and send to members of your target audience. It needs to be very clear as to meaning. It must be believable and it should be compelling. Above all, your message must be persuasive since it seeks to alter perception in order to modify somebody's behavior. Make your message very specific to your strategy: create opinion, or change opinion, or reinforce opinion. Moving that message to members of your target audience is next, and you have a wide choice of communication tactics to do the job. Everything from speeches, emails and personal contacts to press releases, radio and newspaper interviews, special events and lots more. By this time, you'll be wondering whether you're making any progress. Best way to tell is to interact once again with members of that key target audience. Ask much the same questions you used during your first perception monitoring session. The difference the second time around is that you're watching carefully for altered perceptions. Were you successful in straightening out that inaccurate belief? Does it appear that you turned around that awful rumor, or made headway in clarifying that misconception? Not enough progress to suit you? Take another look at your communication tactics and consider expanding both the mix and frequencies. And review your message. Is it clear enough? Were your supporting facts and figures as strong and persuasive as they might be? As you increase the tactical pressure, you'll begin to notice positive changes in the perceptions of members of your target audience. In time, this will lead to the kind of behaviors you seek and, thus, the successful completion of your public relations effort. 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 About The Author Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com
MORE RESOURCES:
PR - Google News |
|
|
|
RELATED ARTICLES
Just What Kind of PR Matters to You? Parties, videos, booklets and column plugs?Or public relations that does something positive and directly about those important outside audiences of yours whose behaviors most affect your operation?How happy are you -- as a business, non-profit or association manager -- when you see your PR folks futzing around with special events, brochures, press releases and TV talk show mentions?Especially at a time when you probably need to create the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives?What it comes down to is this: are you simply looking for publicity, or do you want public relations that really CAN change individual perception and lead to equally changed stakeholder behaviors that help you get your PR money's worth?If that sounds more like it, here's the roadmap for you: 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. The Feeding Tube for Your Business There are a lot of things that make a business full of clients and running smoothly.We all know you need a constant stream of clients. Mind Your Own Business! And the best way to mind your own business is to insure that those audiences whose behaviors have the greatest effect on your enterprise keep thinking about you in the most positive way. Reason is, bad behaviors often follow bad perceptions, so what your external audiences think about you can mean success or failure. Media Relations: Minority Media Matters Your boss just stopped by your office. He tells you that he has decided to put you in charge of a major upcoming news release. Advertising and Community Relations -- Get the Best of Both Worlds Have you ever noticed that in communities without big universities, high school sports take on an even bigger importance?That's what it's like where I live.But like everywhere else in the country, our high school sports are always looking for ways to make a few extra bucks. Austin's Annual Charity Event with KVET In my travels around the country while building my business I have had the pleasure of meeting some of the greatest community volunteers in our nation. I never missed an opportunity to meet community leaders and learn all I could about every market my company franchised in. Celebrities Cant Have It Both Ways Corporations are willing to pay substantial amounts of money to prominent personalities so that consumers will relate the brand with their favorite star, and thus will be more likely to buy the product. The buying public imparts credibility to the celebrity because of his or her charisma as well as the credibility that comes with prominence in the media. Want to Light a Fire Under Your PR? Yes? Then do something positive about the behaviors of those important external audiences of yours that MOST affect your operation.Those embers can leap into flame when business, non- profit or association managers use public relations to alter individual perception among their target publics, leading to changed behaviors and helping to achieve their managerial objectives. Where is the Best PR Value? Wherever the fundamental premise of public relations is practiced.Look at what it suggests. Youve Done PR the Hard Way Long Enough As a business, non-profit or association manager, let the tacticians handle the special events, brochures and press releases from now on.You have better things to do. Publicity From Thin Air In an ideal world, your business would be overflowing withnewsworthy stories, and the media would be waiting with batedbreath for your next press release, ready to give you front pagecoverage. In the real world, however, it's not always so easy to generatereal news. A Natural Phenomenon? Really? Sure. What else do you call a human discipline whose very nature is firmly rooted in the principle that people act on their own perception of the facts. Do I Really Need a Publicist? Are you hesitating about hiring a publicist or, if you have one, do you stop before writing that final zero on the monthly check, and think "I can do that myself." Suuure, you can!But just to be certain, take this little test. 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. PR: How Sweet It Is! The public relations goal and strategy make sense; the message is persuasive and compelling; the communications tactics are aggressive and well-targeted. YES!!For those of us in public relations, how sweet it is when members of an important target audience appear to understand why the rumor was wrong and what they believed about the organization is simply not true. Press Release Preparation Small Business Owners should send press releases out at least once a month to local newspapers, cable TV, local magazines and radio stations. You will be surprised how often they get published or air time. CD ROM Business Cards Created properly, an extremely effective marketing tool.It's a great concept, - and it has a 'cool factor' of 300%. 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. Publicity: Marketing-Minded Financial Planners, Never Say These Words to a Reporter Everyone has something that drives them up a wall. You may be surprised at what aggravates reporters. Publicity: Nailing a Media Interview, Part II (Crisis Management) We'd all like reporters to ask us about our career successes and personal triumphs-heck, we'd all like anyone to ask us about those. But reporters must look out for their clients, the reading public.
|
| home | site map |
| © 2006 |
