| |
| |
|
PR Information |
|
|
|
The Truth About Public Relations
The truth is, you CAN attract the support of those external audiences whose behaviors have the most effect on your enterprise. But you must do it by first achieving the positive changes you need in their perceptions and, thus, behaviors. You'll get both using this strategic approach to public relations which means your chances of achieving your organizational objectives are enhanced. It all starts with the fundamental premise of public relations shown just below. "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." The core strength of those comments lies in the behavior changes that can take place among your key, outside audiences. When those changes occur - and the combined perceptions of members of that important external "public" begin to move in your direction - it can spell public relations success. For instance, with a strong factual basis, you convince area activists gathering at your plant gate that (1) you don't dump chemicals into the river, and (2) both State and Federal investigations found that to be true. When they finally clear out, you've limited the damage an expensive and long-lasting disruption could have caused. That saved the organization cold, hard cash! What happened? You managed to change the perception of those activists which, predictably, led to the change in their behavior that you desired. In other words, a successful use of public relations' fundamental premise. While public relations can bring real power to bear, and while there's a well-worn path leading to each success, truth is, you can't change perceptions, and thus behaviors of your important outside audiences if you are not in touch with them on a regular and meaningful basis. That's why it's so important to interact with members of each target audience, and ask questions. What do you think of our services, our programs, or our products? Are you satisfied? Listen carefully for signs of a misconception or a factual inaccuracy. Is there a belief alive out there that simply isn't true? Do you detect a hurtful rumor that must be squashed? The answers you receive let you establish your public relations goal. For example, correct that inaccuracy, clear up that misconception, or get out the facts in order to neutralize that rumor. But how will you actually reach that goal? With a clear and urgent strategy. Fortunately, in dealing with perception/opinion, we have just three options available to us. Create perception/opinion where there is none, change existing perception, or reinforce it. The goal you established will quickly tell you which strategy choice you must make. But, of course, what you say to that target audience, in pursuit of your public relations goal, is crucial. Your message must be persuasive, compelling and clear as a mountain stream. It also must be credible and believable, which means truthful in all detail. It should also address the particular inaccuracy, misconception or rumor head on and not allow room for any further misunderstandings. Now, how do you get that carefully chiseled message to the attention of members of that key, target audience? I still call them "beasts of burden" because they carry messages from Point A to Point B. Communications tactics is the answer, and you have a huge selection from which to choose. Everything from open houses, contests, news releases and speeches to brochures, community briefings, letters-to-the- editor, emails, radio/TV and newspaper interviews, and lots more. Sooner rather than later, you will wonder whether you're making any progress. And the only realistic way to nail that down is to go back to members of that target audience again and ask them the same questions all over again. The big difference this time around is, you're looking for signs that opinion/perceptions have begun to change in your direction. By that I mean clear indications that the miscon- ception is clearing up, or the inaccuracy has been corrected, or that a negative impression is slowly turning around. Truth is, that's when this strategic, and powerful approach to public relations - supported by appropriate tactical firepower - delivers the altered perceptions and modified behaviors promised in the fundamental premise of public relations. 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
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. Grandma Says... Southern grandmothers have often said, "there are only three times a respectable person's name should be in the paper: when you are born, when you are married, and when you die." This is the one area in which I part company with my grandmothers. Managers: Are You PR-Fit? Can you honestly say that your business, non-profit or association's key outside audiences behave in ways that help lead to your success on-the-job?Or, have you pretty much ignored the reality that target audience behaviors can help or hinder you in achieving your department, division or subsidiary's operating objectives?Truth is, your unit's public relations effort can never be truly fit until the primary focus of the PR people assigned to you is shifted from tactical concerns to a more comprehensive public relations action blueprint like this: 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. Submitting A Press Release Can Benefit Your Business A Press Release is a captive story that can be about a person, a business or organizational group that is submitted to the media. The distribution of a release can be targeted to media outlets in newspapers, TV, radio stations, magazines and global newswire networks. 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. Say What? As the comedian Steve Martin once said, "some people have a way with words and some people have not way." Increasingly, I am seeing information from companies, particularly in news releases, that "has not way. Guerrilla PR- Chapter One THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father of modern communications, wrote the immortal words, "The medium is the message." Today I would amend that to, "The medium is the media. How to Generate Free Publicity for Your Product, Service, or Cause One of the most misunderstood and most underutilized promotional tools available to small businesses and organizations is FREE PUBLICITY.Every business, no matter how large or small, can effectively use free publicity to enhance its image, increase sales and profits, generate sales leads, expand distribution, and promote customer goodwill. Forget The Story Youre Promoting - Heres What Journalists Really Want From PR People Although it seems less common these days, there are still a fair number of us public relations practitioners who enter the business by crossing over from the journalist's side of the notebook.When you make that transition, you become something of an oracle. Recessions Dont Last Forever! It could, but what if it doesn't?Will you be prepared?Will those key external audiences of yours, whose behaviors REALLY affect you, look favorably at you and your business?Because, once the economy emerges from recession, if they don't, you'll have one arm tied behind your back.Don't let that happen. 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. Make the Media Your Friend The media (newspaper, radio, television) can be of enormous help to the small and home based business. So, it is very important that you develop a relationship with them. Financial Planners Publicity and Marketing - Live By The Calendar The media live by the calendar. Your story pitch might miss the mark with them the first time out, solely because it's out of whack with the seasonal cycle (obvious examples: just try pitching another tax story on April 16, or offering the media your 10 tips on backyard barbecue safety the morning after Labor Day). Publicity: When Calling a Reporter, Keep it Short When you are planning to call a reporter for the first time, it can help to imagine that you are a phone solicitor (albeit one with terrific, useful ideas).When phone solicitors call you, you don't want to hear a long explanation of their product. 10 Tips to Give Your Press Release The Edge It Needs to Make the News Writing a press (or media) release is quite an art (and a science) but don't let that scare you. Here are 10 tips to point you in the right direction. Editorial Calendars: A Key to Publicizing Your Business What is the one thing that all of the best public relationsagencies do every year? They research and compile editorial calendars from publicationsthat are pertinent to their client's business. You should too. Is PR Right for You? 6 Questions to Ask When most people think about marketing, they think advertising. While advertising is a part of marketing, marketing is much bigger than advertising. How to Keep PR Working for You Managers in the non-profit, association and business worlds need to persuade outside audiences with the greatest impact on their operations to their way of thinking. And then move those external stakeholders to take actions that help their departments, divisions or subsidiaries succeed. Marketing-Minded Financial Planners--Appearing on TV? Tell the World! It doesn't matter how cruel the reality programs get, there always seems to be an endless supply of people willing to humiliate themselves to get on television. There's just something exciting about appearing in front of millions of people. PR Buyers Beware! It can bite you and waste your public relations budget when the program emphasizes communications tactics instead of how to make certain your key outside audiences understand who and what you are.Especially sad when tactics are placed in motion before you really know how your key target audience views your organization, and exactly at whom those tactics should be directed.
|
| home | site map |
| © 2006 |
