| |
| |
|
PR Information |
|
|
|
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. And speaking of non-believers, what's the real reason some shy away from public relations? I believe it's because they don't understand, or believe, the direct connection between what public relations is capable of delivering and their need to achieve specific business objectives. So, what do we say to non-believers? Surely it's not that difficult a concept to understand or accept? People act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving your organization's objectives. That's pretty good! Better yet, you can establish the degree of behavior change you want, up front, then insist on getting that result before you pronounce the public relations effort a success. That way, you KNOW you're getting your money's worth. But it gets better. How can you measure the results of any activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success when you meet that goal. Public relations is no different. The client/employer wants our help in altering counterproductive perceptions among key audiences which almost always change behaviors in a way that helps him or her get to where they want to be. But, the Doubting Thomases might ask, are we really qualified to do that job? I think yes, because everything we do is based on the same realities -- people act on their perception of the facts, and we can do something about those perceptions. So, when public relations activity successfully creates, changes or reinforces that opinion by reaching, persuading and moving-to-desired- action those people whose behaviors affect the organization, the public relations effort is a success. In practice, you may want people to perceive your organization more positively, thus strengthening its reputation. Or, you could communicate a company's strengths to a target audience leading them to a positive perception of the firm, in turn leading to new investments in the company's shares. I know our non-believers are not primarily interested in our ability to communicate, paint images or schmooz with the media. Nor are they especially fascinated with our efforts to identify target audiences, set public relations goals and strategies, write persuasive messages and select communications tactics. What I believe they DO want is a change in the behaviors of certain key audiences leading directly to the achievement of their business objectives. Which is why I continually stress that quality planning, and the degree of behavioral change it produces, defines the success or failure of a public relations program. Done correctly, when public relations results in modified behaviors among groups of people important to an organization, we could be talking about nothing less than its survival. But that means public relations professionals must modify somebody's behavior if they are to help hit the objective and earn a paycheck - I believe everything else is a means to that end. But, we can't let the Doubting Thomases off the hook without reminders that some very basic but unattended perceptions may be out there that could lead to very costly negative behaviors. For example, if sales prospects are unaware of your product or service, you will not get them as customers; if your customers don't remain convinced of the value of your product or service, you lose them; and if employees believe you don't care about them, productivity suffers. And on and on when still more audiences like citizens, journalists, regulators, investors and legislators don't believe you. So, what do I believe the unbelievers still want from us whether they know it or not? I believe they want us to apply our special skills in a way that helps them achieve their business objectives. But no matter what strategic plan we create to solve a problem, no matter what tactical program we put in place, at the end of the day we must modify somebody's behavior for them if we are to earn our money. Which is why I say that when you measure our real effectiveness, you will be fully satisfied with those public relations results only when our "reach, persuade and move-to-desired-action" efforts produce that visible modificationin the behaviors of those people you wish to influence. In my view, this is the central, strategic function of public relations - the basic context in which we must operate. As for the Doubting Thomases, I hope these remarks contain a nugget or two that assists you in leading them to a better understanding of how public relations works. Especially how it can strengthen relationships with those important groups of people - those target audiences whose perceptions and behaviors can help or hinder the achievement of their business 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 © 2005. Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. 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. He holds a bachelor of science degree from Columbia University, major in public relations. Visit: http://www.prcommentary.com; bobkelly@TNI.net
MORE RESOURCES:
PR - Google News |
|
|
|
RELATED ARTICLES
How to Work with Newspaper Photographers The next time a newspaper photographer takes your photo, remember the 8 things they hate:1. Bossy people who demand that other people be included in the photo, so there won't be hurt feelings. How to Create Quality PR Results For many of us, the word quality is closely related to our expectations. When we receive the public relations results we planned for, we feel, understandably, that we have generated quality results. 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. Why Restaurants Go Out of Business Recently someone asked me why so many restaurants go out of business. I answered that too many people open a restaurant because it's their dream. What is GuerrillaPR Anyway? Public relations is the art, as one of my colleagues put it, of "offering people reasons to persuade themselves." In other words, we are not Madison Avenue; we don't tell people what we want them to think. Gaining Free Publicity Through Press Releases One of the greatest ways to promote your product or service is with publicity. Many people have little, if any, understanding of how to go about securing publicity, never mind free publicity. Publicity - Tips on Dealing With the Media You thought of it, you researched it, you wrote it. So you own your story. This is the Power of PR The power of public relations is its ability to alter individual perception, resulting in changed behaviors that lead directly to your organization's success.Its power really lies in doing something positive about the behaviors of a business, non-profit or association manager's important outside audiences - behaviors that MOST affect his or her operation. PR: Focus on What Matters! Sure, as a manager, you have a talented member of the PR team assigned to your department, division or subsidiary, or housed at your agency, and s/he is darn good at placing product and service plugs on radio and in the newspaper. Which may be all you want. HELP: I Need a Press Kit! A press kit is an essential press relations tool. While it can be used to support a special event or promotional activity, it is most helpful in strategically positioning an organization or product. PR: The Thrill of a Good Idea The notion that a business, non-profit or association manager can actually hold a big key to success in his or her own hands IS a thrilling idea!And it becomes more thrilling as the manager actually alters individual perceptions leading to changed behaviors of key outside audiences. Then persuades those external stakeholders to that manager's way of thinking, helping move them to take actions that allow their department, division or subsidiary to succeed. Publicity - The Right Media Person to Call for Free Publicity You won't accomplish much if you call the gas company to ask about your cable bill. Make sure that when you call about your story that the reporter you are contacting is the right person. Mission-Critical Public Relations? As a business, non-profit or association manager, any tool that helps you reach your department, division or subsidiary objective IS mission-critical.And particularly so when that tool helps you persuade your most important external stakeholders to your way of thinking, and then moves them to take actions that lead to your success. Public Relations: The Fundamental Premise It seems difficult to believe at the dawn of the 21st Century, that there exists a major discipline with so many diverse, partial, incomplete and limited interpretations of its mission. Here, just a sampling of professional opinion on what public relations is all about:* talking to the media on behalf of a client. How To Get Radio-Active PR For Your Non-Profit Cause: Part Two of Three FIVE WAYS TO GET ON THE RADIOHere are five basic methods of fitting your group into the programming at radio stations:1) Spot messages2) Feature stories3) News4) Interviews5) And becoming a reporter.Here are details on each method. Publicity and Marketing Magic For Financial Planners: The Four Mores Publicity will take your financial planning practice, your business, and your life to the next level. It's going to bring you: more recognition more credibility more value to the marketplace more business It's obvious that getting more publicity - exposure in the media - will yield you more marketplace recognition. Top Ten Tips for Writing your Best Press Release Ever Keep these few crucial details in mind when writing and submitting your press release to increase your chances of news coverage:1. If you are not the news: become the news. What I Do I believe this about public relations.People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. 10 Secrets to Get Your Press Release Noticed It's difficult enough running the day-to-day aspects of a business, let alone trying to drum up new business as you go. But according to Shannon Cherry, APR, even if you have additional staff helping to get the word out about your products and services, location and prices, delivery and sales support, news releases can make your company grow faster. Whats Important About PR? Quite a bit, actually. Public relations helps business, non- profit and association managers achieve their managerial objectives with results like these.
|
| home | site map |
| © 2006 |
