| |
| |
|
PR Information |
|
|
|
What Does the Public Relations Client REALLY Want, and Why?
It's not unusual for clients of service providers to insist that their budget dollars be quickly applied to a variety of flashy tactics. Yet, when pressed, many acknowledge that what they REALLY want for their money is visible, end-game change. This is especially true in public relations where clients often second-guess careful plans for achieving that end-game change by insisting on premature use of tactics like news releases, talk-show appearances and sports sponsorships. But obviously, flashy tactics alone will not satisfy those clients once they start looking for a return on their public relations investment. Because it is then that it becomes clear, sometimes painfully, that their goal MUST be the kind of change in the behaviors of key stakeholders that lead directly to achieving their business objectives. Thus, it is quality planning, and the degree of behavioral change it produces, that eventually captures client attention, not tactics. These days, with public relations budgets always in mortal danger, tactical chats between a client CEO and public relations counsel probably sound like this: "Do something about those activists chaining themselves to our plant gate and yelling that our emissions go into the river. It's costing us big money each day that plant is shut down." Or, "How are we going to calm down those Garden Club members down in the lobby waving around those cockamamie newspaper reports and talking to the TV cameras about the additives we use? Where'd that reporter get those numbers, anyway? It's costing us sales!" Or, "Please people, what are you doing to encourage a favorable Town Council vote on our petition for that new highway off-ramp?" What's common to each of those rants? The CEO is asking his public relations people to modify somebody's behavior. He doesn't want to talk tactics, or even strategies. He wants those activists off his property, he wants those print and broadcast reporters to do a fairer job of reporting on his production methods (hopefully getting the Garden Clubbers off his back), and he wants a real effort made to move public opinion in a way that encourages local officials to approve that badly needed vehicle ramp. Modify somebody's behavior, that's his goal, and that's the job of the public relations agency and its client's corporate professionals. Fortunately, the key to a successful effort is the fact that people really DO act on their perception of the facts. In so doing, and in a cumulative way, they form the very public opinion that those practitioners must now inform. So, what is their strategy? In short, to reach those perceptions with the facts as they know them. Hopefully, the messages they use will be clear and persuasive, and will change negative or inaccurate perceptions, then alter behaviors in the client company's direction. Using the three examples above, when the activists become satisfied with explanations of the company's new, public commitment to correct their emission problems, the protesters can be expected to leave the plant gates. Editorial board meetings with local newspapers and television stations will begin to bear fruit with more balanced reportage of the company's efforts to meet emission standards which, in turn, will reduce negative public opinion. And, while the agency's briefing sessions with town council staff will do little to hasten a formal vote, a targeted communications effort is likely to lead to a community opinion poll showing positive movement in public, then official sentiment about the new highway off-ramp. In the end, a sound public relations strategy combined with effective tactics leads directly to the bottom line - perceptions altered; behaviors modified; client satisfied. 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 720 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
Getting Articles Published - Eight Steps for Trade Publications Trade publications present an excellent opportunity for organisations to gain thousands of dollars worth of free publicity by having articles published. As they are regularly looking for articles to fill space and they are often used as a forum to promote new products or services to specific audiences. Keep The Publicity Machine Rolling with Reprints More than half of America skips the Super Bowl, the nation's most-watched TV event. So it stands to reason that not all your prospects will see your publicity, even if you're on 60 Minutes and Oprah. PR Works! 15 Ways To Make Your Press Release Stand Out From the Crowd Do editors of newspapers, magazines and online news sites really use press releases? Too right they do. In fact, the press release is one of the most effective forms of publicity. Why Good PR Warrants Your Attention Because good public relations can alter individual perception and lead to changed behaviors among key outside audiences. And that can help business, non-profit and association managers achieve their managerial objectives. GETTING YOUR MESSAGE ACROSS You have a story to tell. Your company has developed a revolutionary new product, or an improved version of one that is known and respected in the marketplace. 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. How To Use PR To Build Your Business Everyone knows the value of free publicity. And given the opportunity, most businesses would jump at the chance to have a news article written about them, or to be covered by TV and radio stations. The Power of Radio - Tips for Great Radio Interviews Many people are intimidated by radio interviews, whether live or pre-recorded and often spoil great promotion and branding opportunity in less then effective interviews.Did you know there are more than 1500 talk radio shows in the US?Also, radio is the only medium to show increased usage since the introduction of the Internet. Television Reporters - Questions to Ask Before Agreeing to an Interview Prior to a TV interview it is guaranteed the journalist involved will spend time preparing, writing down questions or goals for the interview either quickly or more in-depth as well as conducting some background research. As the interview subject it is important to undergo a similar preparation process to make the most out of your media opportunity. What You Dont Know About PR Can Hurt You And hurt bad if you are a business, non-profit or association manager. Especially when you rely too heavily on tactics like special events, brochures and press releases to get your money's worth. Business Gifts for Your Clients and Employees Tis' the season for business and corporate gift-giving! If you believe in the law of reciprocity, and if your business is the least bit successful you must; you know that giving back is not only the right thing to do, but it's very smart business as well. Let's look at some of the benefits and mechanics of Christmas and holiday gift-giving. 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. E-Mail Media Releases E-mail is becoming the preferred way to receive media releases. Although it can sometimes be harder to get valid e-mail addresses for media contacts, e-mail releases are more likely to be read than faxes and faster than snail mail. 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. The Best PR Has to Offer Managers How cool is this? You're a business, non-profit or association manager. You decide to get serious about your public relations and shift the spotlight away from communications tactics. Managers: Get Real, Please! Personnel mentions in the newspaper and product plugs on radio hardly qualify as an adequate return on your public relations dollar, and you probably know it!Especially unfortunate when your PR budget could be doing something really positive about the behaviors of those outside audiences that most affect your business, non-profit or association.And also when it could be delivering external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives. 8 Ways to Use Local Publicity to Drive Your Business While scoring anice story in BusinessWeek or USA Today is something tocelebrate, there are times when you need to grab attention a bitcloser to home. If your business draws its clientele from a specific town, cityor region, focusing your energy on getting an elusive nationalpublicity hit may be overkill, especially when getting publicitywhere you need it -- in your home town -- is often so mucheasier. Put Yourself in the Reporters Shoes Imagine you're the technology reporter at a daily newspaper. You learn that a new computer virus is making the rounds on the Net and you find that it has shut down three local banks within the past few hours. The Key to Great PR The Key to Great PR is PerseveranceBy Paula Gardner of Do Your Own PRI regularly seem to come across businesses that have pinned their hopes on one press release. They tell me how they sent it out with excitement in the pits of their stomachs and then felt the hard cold flop of disappointment when they didn't get an army of journalists on the phone the very next day. The Ultimate PR Edge: Getting Reporters To Open Your E-Mails You know that getting publicity is vital to the health of yourbusiness.� You probably also know that e-mail is the way mostpublicity seekers get in touch with reporters to score thatprecious coverage.
|
| home | site map |
| © 2006 |
