| |
| |
|
PR Information |
|
|
|
Can Your PR Game Plan be Salvaged?
If, as is often the case, you are preoccupied with comm- unications tactics instead of working a plan to actively pursue those outside audience behaviors that stop you from achieving your objectives, the answer is yes. Fortunately, it's no big deal making the switch to a public relations problem-solving sequence that works. Simply accept this reality: 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. What this approach to public relations can do for businesses, non-profits and associations, is help them alter the perceptions, and thus behaviors of their most important external audiences, those with the greatest impact on their operations. This can make achieving their objectives much easier, and much more likely. Here's how it could work for you. Sit down and list those outside audiences of yours whose behaviors can damage your organization's prospects. Then, put them in the order of how severe their impacts are, and we'll work on #1 on that list. First objective is to create a public relations goal. So, because it's likely there are negative perceptions out there, you and your cohorts must meet with members of that target audience and interact with them. Ask many questions such as "What do you know about us? Have you had any kind of contact with us? What have you heard about our products or services?" And while you're asking those questions, keep your eyes and ears peeled for evasive or hesitant answers. And also for negatives like inaccuracies, untruths, misconceptions, hurtful rumors and false assumptions. Your public relations goal can now be established using the responses you just gathered. And that goal will be the specific perception you wish to alter, usually leading to the behavior change you really want. For example, goals like, correct that inaccuracy, clearup that misconception, or squash that hurtful rumor once and for all. What you need to know most about your new public relations goal is, how do I get from here to there, and what action program will be most appropriate? Your strategy will give you the answer. But you have only three choices when it comes to strategies for opinion or perception matters. Reinforce existing opinion, change it, or create perception/opinion where none exists. But make certain the strategy you select clearly fits your public relations goal. Obviously, you would not select the "reinforce it" strategy option when your goal is to change a damaging rumor. Writing, like it or not, is the next challenge. You need a message carefully prepared to alter your key target audience's perception. But writing it is no walk in the park. The message must not only be corrective and crystal-clear, it must also be compelling if it is to move your target audience member's perception in your direction - a must, if those desired behaviors are to come about. Like the military officer calling in artillery fire during combat, you must call in your communications tactics to carry your message to its target, the members of your target audience. The arsenal is full of such tactics ranging from personal contacts, group briefings, press releases and speeches to emails, letters-to-the-editor, brochures, celebrity appearances and many, many others. The only caution here is, check carefully that each tactic you choose has a proven record for reaching people like those who make up your target audience. It won't be long before urgent questions are raised. "How are we doing? Are we making any headway towards our goal?" It would be ideal if your budget could accommodate the considerable costs of professional opinion surveys to answer those questions. However, as you did at the start of the program, you can again monitor perceptions among members of your target audience by asking the very same questions you used the first time around. But now, you will watch carefully for indications that your message and communications tactics are moving audience perceptions in your direction. You can always provide a boost to the effort by adding new tactics to the mix as well as increasing their frequencies. And check your message again to insure its impact and factual accuracy. What you will have accomplished is the timely use of the fundamental realities of public relations. In this case, to salvage an unsatisfactory PR program so that it now delivers the external audience behaviors you need to help you reach 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 © 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
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 PR Helps Managers Win Anything that lets managers achieve their managerial objectives is a winner.It's a bullseye when the right public relations alters individual perception leading to changed behaviors among key outside audiences. A Guide to Optimizing Public Relations Content This guide to "SEOing" your PR efforts can help you get high-ranking search results for your press releases, marketing white papers and ezine newsletter content. Whether you are managing PR efforts for several online companies or just one website, you've probably wondered how you can increase your sites (more importantly, your work) overall impact in the Web community. Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis Prior to launching a new public relations campaign, evaluate the media coverage you've gained and dig deep into the coverage your competition has received.One of the first steps in defining a public relations strategy is to understand how you and your competition stack up in terms of media coverage. Post Your Press Release Online - For Free!! Are you launching a new product or website? Announcing a new book, movie or seminar? Then you've probably created a press release - sharing the: who, what, when, where, how and why of your special newsworthy item.However, there is a lot more to a press release than just creating one. VIP Database; Does Your Company Have One? The VIP databases are fun to create and can be an excellent source for your small business. You say; VIP database, "what is that; who would I put in it?" It will contain things like mayor, city council persons, city managers, service club board members, campaign contributors in previous elections, human resource directors, P. 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. Attention PR Shoppers! As a business, non-profit or association manager, what do you want?Publicity that delivers newspaper and talk show mentions, or behavior change among your key outside audiences that leads directly to achieving your managerial objectives?Special events that attract a lot of people, or public relations that persuades your most important outside audiences to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed?Zippy brochures and videos, or a way for you to do something positive about the behaviors of those external audiences of yours that MOST affect your organization?What I believe you need to know about PR are two realities:1) The right PR really CAN alter individual perception and lead to changed behaviors that help you succeed, and2), your public relations effort must involve more than special events, brochures and news releases if you really want to get your money's worth,The underlying truth about PR goes 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 the very people whose behaviors affect the organization the most, the public relations mission is accomplished. Publicity: The Right Way for Marketing-Minded Financial Planners to Follow Up with a Reporter Let's say you've called a reporter with some ideas for stories about financial planning, and they seemed interested. Congratulations! First, pat yourself on the back. Public Relations Primer, Part II: Five Dos 1) Package your story. Two critical elements will help you do this: Knowledge and Creativity. Managers, Which PR Is Right For You? An effort built around a string of print and broadcast exposures? Or, a public relations initiative that delivers results far beyond simple publicity tactics. Namely, real behavior change among your most important outside audiences leading directly to reaching your objectives. How To Get Zero Cost Publicity For Your Business Part 1 Would you like to expand the volume of your business? You can let thousands know about your service, your store, or your new product without spending a penny. Whether you want to make more sales or get an offer on television, you can broaden the scope of your clients by free publicity. Press Releases: Not Dead, Just Evolved Mark Twain once said the rumors of his death had been greatly exaggerated. The same may be said for the press release. Right PR Focus A Powerful Advantage Powerful is a strong word. But it fits here. Why Not Juice-Up Your PR? Say, from tactics like special events, brochures and press releases to a public relations effort more in keeping with the challenges you face as a business, non-profit or association manager?I speak of public relations that alters individual perception and leads to changed behaviors among those key outside audiences of yours.Public relations that does something positive about the behaviors of those key external "publics" that MOST affect your operation. 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. Advertising Is Dead. Long Live PR Although I still believe there is a place for advertising as a brand maintenance or brand affirmation tool, I am convinced that to build a brand today, you need PR. At one time advertising did build brands. 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. How Would You Ever Know? Your important outside audiences behave in ways that stop you from reaching your objectives.Because you haven't paid much attention to their care and feeding, is it likely you'll know they are placing a hammer lock on your business in time to limit the damage?With some luck, you might save the day, but why let matters fester until you have a bad situation like this on your hands?Especially when a proven sequence can help you alter the perceptions, and thus behaviors of your most important external audiences making the achievement of your business objectives much easier. Yes, There is a PR Sweet Spot And here it is: public relations alters individual perception leading to changed behaviors among the key outside audiences of a business, non-profit or association manager. It happens when the manager applies positive actions affecting the behaviors of those important external audiences that most affect his or her operation.
|
| home | site map |
| © 2006 |
