| |
| |
|
PR Information |
|
|
|
Perception Persuasion Behavior: PR at Work
Managers - the business, non-profit and association sort - really need to get this down pat if they are to meet their managerial objectives. They need to do something positive about the behaviors of those important external audiences of theirs that most affect their operation. And as they persuade those key outside folks to their way of thinking, help move them to take actions that allow their department, group, division or subsidiary to succeed. The good news for those managers is that good public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences. The premise? 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. There is literally no end to the magic that can be wrought: fresh proposals for strategic alliances and joint ventures; welcome bounces in show room visits; prospects starting to work with you; capital givers or specifying sources beginning to look your way; customers starting to make repeat purchases; membership applications on the rise; community leaders beginning to seek you out, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities. First, get your public relations people on board this particular approach to PR. Reason is, they must buy into why it's so important to know how your outside audiences perceive your operations, products or services. And do be sure they accept the reality that negative perceptions almost always lead to behaviors that can damage your organization. Then, spend some time outlining how you plan to monitor and gather perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures? You'll find satisfaction in the fact that your PR people are already in the perception and behavior business and can be of real use for the initial opinion monitoring project. Professional survey firms are always available, of course, but that can blow your budget. So, whether it's your people or a survey firm who handles the questioning, the objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions. It's time to decide which of the problems outlined above becomes your corrective public relations goal - clarify the misconception, spike that rumor, correct the false assumption or fix a variety of other possible inaccuracies? The fact is that you will realize that goal only when you select the right strategy from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. Picking the wrong strategy will taste like Limberger cheese on your Jello. So please be certain the new strategy fits comfortably with your new public relations goal. You wouldn't want to select "change" when the facts dictate a "reinforce" strategy. Now, one of the more challenging aspects of your public relations effort, writing a persuasive message aimed at members of your target audience. It's never easy to craft action-forcing language that will help persuade a target audience to your way of thinking. Needless to say, be certain you have your best writer on the assignment. What's needed are words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you desire. On the other hand, one of the less challenging chores is identifying the communications tactics needed to carry your message to the attention of your target audience. Insuring that the tactics you select have a record of reaching folks like your audience members, you can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. It's also a fact that the believability of the message can be dependent on the credibility of its delivery method. Which means you may wish to deliver it in small getogether-like meetings and presentations rather than through a higher- profile media announcement. When progress reports are first suggested, you and your PR team are well advised to undertake a second perception monitoring session with members of your external audience. The same questions used in the benchmark session can be used again. But now, you will be observing very carefully for indications that the bad news perception is being altered in your direction. If activity isn't at the pace you desire, rest assured that the PR program usually can be accelerated by adding more communications tactics as well as increasing their frequencies. The bottom line for a business, non-profit or association manager is this: a workable public relations blueprint will help you persuade your most important outside stakeholders to your way of thinking, and move them to behave in a way that leads to the success of your department, group, division or subsidiary. Another example of perception, persuasion and behavior, PR at work. 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. Word count is 1010 including guidelines and resource box. 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 communi- cations, 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. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com
MORE RESOURCES:
PR - Google News |
|
|
|
RELATED ARTICLES
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. Why PR is a Vital Force Because it can alter individual perception and lead to changed behaviors. Something of profound importance to businesses, non-profits and associations who can sink or swim on how well they employ this crucial dynamic. 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. How PR Helps Fiercely Competitive Managers Fiercely combative business, non-profit and association managers use every PR weapon they can lay their hands on. Which means they employ strategic, rapid-fire print and broadcast tactics every day of their business lives. Press Releases How do press releases or interest stories have an effect on meeting new potential clients?Press releases can make the difference between being known and being just the same old service that everyone offers. You need to set yourself apart from all the others. 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. Managers: Super-Charge Your PR Ain't a gonna happen unless business, non-profit and association managers, possibly like you, do something positive about those important external audiences of yours that most affect your operation. And then, as you persuade those key outside folks to your way of thinking, help move them to take actions that allow your department, group, division or subsidiary to succeed. Press Releases for Every Occasion To many marketers, the press release is something of a "one sizefits all" proposition.� You want to get media coverage, you knockout a press release, send it to some journalists and sit back andwait. PR Going According to Plan? Think carefully! You're a department, division or subsidiary manager for a business, non-profit or association and you really need to achieve your operating objectives.But even a yes response to the headline above leaves the really big question unanswered - does your current public relations plan help persuade your most important outside audiences to your way of thinking, then move them to take actions that lead to your success?If the answer to that question is uncertain or even no, change is in order. The Role Of Public Relations In Branding Because PR can be difficult to control, it is often discredited. According to Dick Lyles, president and chief operating officer of The Ken Blanchard Companies, a full-service consulting and performance improvement company, "People tend to migrate to things they can control. Killing Them Softly The world has woken up to ethical issues in corporate governance & accounting practices. Corporate heads that were not guillotined were forced hang their heads in retrospective shame. 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. Did You Know That Even TV Remote Control Units Can Get Press and Media Coverage? Did you Know That Even TV Remote Control Units Can Get Press and Media Coverage? It is widely and yet wrongly believed that only very famous, fascinating or controversial people or products can get valuable press coverage and publicity through the distribution of press releases.This would seem to shut out a vast majority of small businesses and their products and services from benefiting and profiting from the lucrative world of the press and media. How to Take Advantage of Public Relations Decide once and for all to do something about those outside audiences whose behaviors affect your organization the most.When members of those "publics" of yours perceive and understand who and what you are, and like what they see, the behaviors that flow from those perceptions will put a smile on your face. Media Relations: Ending the Press Release Crutch When most people think of media relations, they think of press releases. To be sure, writing and distributing them is one of the most important parts of the job. Managers: Why PR is SO Key When outside audiences important to your operation do not understand what you are all about or, worse, harbor misconceptions, inaccuracies, untruths and false assumptions about you, you are likely to suffer negative, key audience behaviors that can prevent you from achieving your operating objectives.As a business, non-profit or association manager, you simply cannot avoid such consequences when you allow external target audiences to hold negative perceptions about you which lead inevitably to those hurtful behaviors. Preparing For Your Media Interview Media interviews are an important part of an overall public relations campaign. Any size company from entrepreneur to Fortune 500 can benefit from media interviews. Forget the Press Release - Heres How to Pitch Like Roger Clemens Stripped down to its core, publicity is little more than oneperson persuading another. You, the publicity seeker, mustpersuade a journalist that your story is worthy of receivingprint space or air time. Publicity: Nailing a Media Interview, Part I The most important thing to remember for any interview: stay on topic. I ask clients to repeat this like a mantra before they go on the air, or even when on the phone with a reporter. 7 Tips to Get More Mileage Out of Your Online or Offline Publicity You worked hard to get a story on your business in a popularwebsite or your local paper. Don't let your efforts ends there --here are seven tips to help you maximize your online and offlinepublicity: 1) Reprint, Reprint, Reprint! A favorable article on your company or products is marketing gold- it implies that the publication or website has given itsendorsement.
|
| home | site map |
| © 2006 |
