| |
| |
|
PR Information |
|
|
|
PR Failure Defined
I define public relations failure this way:
Failure insured! Similar, in fact, to the artillery commander who tells his gunners to point their cannons in any direction and fire them when they feel like it! No plan, no results! Why not deal this way with those external target audiences whose behaviors really have an impact on your organization? Who are they? List them in order of their impact on your operation. And let's concentrate here on #1. What do you really know about how they perceive your operation? This is vital, of course, because perceptions almost always lead to predictable behaviors. That's why it's so important that you get this step right. Fact is, you must interact with members of this target audience and question them carefully. What do they think of you and your organization? Do you detect negative undercurrents? Are you surprised by certain inaccuracies or misconceptions? Has a rumor crept in to their consciousness to do its dirty work? The answers prepare you for establishing the corrective public relations goal. For example, straighten out that wrong impression. Or fix that misconception. Or correct that unfortunate inaccuracy. Rumors, of course, need immediate attention to neutralize them in the minds of target audience members. With your goal all set, what is your strategy for achieving it? This one is a time-saver because there are only three strategies designed to deal with this situation: create opinion (perceptions) where none may exist; or change existing opinion; or reinforce it. Your goal will point you toward the proper choice. Now here is the real challenge - preparing the message you will send to members of your target audience. To be persuasive, it must be believable, clearly presented and compelling. Ideally it should deal with the most important problem you wish to correct so as not to divide the reader's attention. For example, an inaccuracy, misconception or damaging rumor. Of course, your message must use supporting facts and figures that have been carefully checked for accuracy. Recapping, you have now monitored and evaluated opinion among your target audience to determine the extent of any problems, you have set your corrective public relations goal and strategy, and you have prepared an impactful and corrective message. How will you effectively deliver that message to members of that important outside audience? The answer lies in communications tactics, which some refer to as "beasts of burden" because they will carry your message to the right eyes and ears. There are scores of tactics awaiting your pleasure. For instance, you can use newsletters, special events, press releases or open houses. You might also consider face-to- face-meetings, radio and newspaper interviews, speeches or emails. The key consideration is that a communications tactic be targeted specifically at the members of your #1 external audience. Sooner rather than later, you will wonder if your public relations effort is making any progress towards your goal. And that will require that you put on your opinion monitoring hat and go talk to members of your target audience once again. As them the same questions you used in your earlier information gathering exercise. Only this time, stay alert for answers that indicate perceptions are changing in your direction. Of course, this means that, before long, behaviors should be changing as well. And that is the test for public relations success: perceptions altered and behaviors modified as called for in your plan. When all is said and done, what you will have is an important outside audience more accurately informed about your organization and, thus, more likely to behave in ways that help you achieve your objectives. 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
How to Write a Press Release Why You Should Write Press Releases: A press release is another way of saying news release or an announcement. It's an easy and affordable way to get your message out to the public. Passion with Purpose - The Winning Combination The power of PassionPassion is an extraordinarily powerful spring. Without it religion, history, romance, and art are useless. Be Patient? Nah, Lets Kill Something There's the old joke about the two buzzards sitting in a tree overlooking a highway. One responds to the other, "Be patient? I'm hungry. Dont Be Incredible Public relations is all about credibility and trustworthiness. If you don't practice PR, then you are likely to be incredible. Business - How to Build it Using the Media Have you ever noticed that when someone is interviewed on radio, television or in the newspapers about a particular subject, it tends to be the same people? You may even be saying - "Why don't they ever ask me?"Well the reason is - they don't know about you. If they did know that you were an expert on a particular subject, then there's a good chance you'll be asked from time to time. Managerial Survival Key For business, non-profit or association managers like yourself, survival pretty much depends on whether you achieve, or fail to achieve your department, division or subsidiary objectives.Which strongly suggests that, if you haven't already done so, you may wish to employ a set of tools that will help you persuade your most important outside audiences to your way of thinking, then move them to take actions that lead to your success. Do You See PRs Real Value? As a business, non-profit or association manager, do you see the value in doing something positive about the behaviors of those important external audiences of yours that most affect your operation?Do you see the value in persuading those key outside folks to your way of thinking?Do you see the value in moving them to take actions that allow your department, division or subsidiary to succeed?Then you must see the value in good public relations that alters individual perception leading to changed behaviors among those key outside people. And further, that helps managers like you achieve your managerial objectives. The Ratings are Coming Small businesses have always known the importance of word of mouth. Many successful businesses have been built on word of mouth referrals, and many have been killed by bad word of mouth. Hey, Mr/Ms Manager! Does it really make sense to bet your PR budget on results like newspaper mentions and zippy brochures while your all-important outside audience behaviors are probably receiving much less attention than they need?I mean, the concern is valid. What your most important external audiences believe about your organization, and then to what behaviors those perceptions lead, has a lot to do with whether it - and you - succeed. Mastering the Media What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch have in common? Media exposure. They were ordinary people who became household names. 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. Publicizing Your Company Got a huge need for publicity and a tiny publicity budget? You don't need to have a Madison Avenue-sized advertising budget to make your name known. Here are five ideas to help you promote your company: 1. Public Relations Mixup? When you pay good money for public relations services, you have a right to expect its primary focus to be on your most important outside audiences, those people whose behaviors have the greatest impact on your operation.Often, however, that primary focus is limited to a communi- cations tactics debate about the relative merits of brochures versus press releases versus newsletters instead of planning how to achieve those key audience behaviors that directly support your business objectives and make the difference between success and failure. Foolproof Publicity for Marketing-Minded Financial Planners They'd hate to admit it, but the media is pretty predictable.There are some stories that will run in newspapers until the saints go marching in. Public Relations 8 Fix Factors I say to business, non-profit and association managers, a key part of your job description is - or should be - do everything you can to help your organization's public relations effort as it strives to persuade important outside stakeholders to your way of thinking. Especially when it's YOUR PR program that is tasked to move those stakeholders to behaviors that lead to the success of YOUR department or division. If Your PR Cant Do This, Bag It! As a business, non-profit or association manager, why continue a public relations effort that doesn't deliver the key external audience behaviors you need to achieve your department, division or subsidiary objectives?Time for a change. One that will base your PR effort on a fundamental premise that makes sense. Think Like a Reader, Viewer, or Listener to Get Great Publicity About a year ago I read a feature story in the Wall Street Journal. It was about a new trend -- baby showers that were being thrown for grandmothers. The Three-Mile Radius In last year's animated film Shrek II, a giant gingerbread man steps on a building and sends all the customers scurrying across the street. The name of the establishment they leave and the one they run into is "Farbucks" - poking fun at the fact that an unending stream of patrons appears willing to pay four bucks for a cup of coffee. Are You Newsworthy? Non-news professionals often have a hard time understanding why their ENORMOUS news announcement, creates barely a ripple in the media.That's not to say a news release shouldn't be done about it. Creating Your Online News Room: How To Build a Site The Media Will Love From time to time, people ask me how public relations has changedduring the two decades in which I've been seeking publicity. Myanswer: technology.
|
| home | site map |
| © 2006 |
