List Categories | List All Articles | List Articles By Title
Ignore PR at Your Peril!
If you do, it means:
Man, that's risky and an awful lot not to care about!
Actually, I don't believe you don't care, and I don't believe you're really ignoring public relations. If you were, by now your organization would be on its last legs, Kaput!, Morto!
In fact, you may be a closet PR person who knows better. Why you may even buy the fundamental premise of public relations:
"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."
I'll bet you're also pretty darn good at monitoring what that #1 external audience thinks about you and your organization. And that you regularly interact with them asking questions like What do you think of us? Why? while watching for negative undertones, wrong-headed beliefs or misconceptions.
And that means you'll be anxious to create a public relations goal that corrects such misconceptions because they can lead directly to negative behaviors that will hurt you.
In practice, your goal may be focused on pacifying an activist group, reinforcing prospect interest in your product or service, or even countering a painful rumor.
You're probably ahead of me in forming the strategy you need to reach that goal. For better or worse, there are only three ways to deal with opinion or perception problems. Create some all-new opinion where none exists, change existing opinion, or reinforce it.
With goal and strategy both in hand, you now have some real work to do. What will you need to say to your key audience members to persuade them to your way of thinking? You must be clear about what should be corrected or clarified. You must also be persuasive, and your facts and figures believable. And if appropriate, try to be compelling, perhaps with a certain sense of urgency.
Your "foot soldiers" - communications tactics - can now carry that hard-won message to the attention of your #1 target audience, and there are scads of them just waiting for you to send them into action. For example, speeches, news releases, brochures, special events, radio interviews and one-on-one meetings.
One question remains. How do you tell whether or not you are making any headway with your public relations effort?
You again interact with members of that key audience of yours. And yes, with questions very similar to those you asked during your original information gathering exercise at the start of the program. Only this time, you are more interested in whether your communications tactics have moved perceptions in your direction.
Do the new responses show signs that your were successful in changing that inaccurate belief? Or correcting that misconception? Or killing that dangerous rumor for good?
Not enough movement? Take another look at your message to see if it is really compelling. Is it honestly persuasive? Are your facts supportive of your goal and strategy? Is it written clearly enough?
I want to reemphasize that what you are looking for at this stage is a strong indication that your efforts have clearly moved perceptions and target audience behaviors in the desired direction.
When this second monitoring drill allows that conclusion, you will have good reason to value highly your public relations goal, strategy, message and communications tactics.
Together, they will have made it possible for you to say, as promised in the fundamental premise,"My public relations mission is accomplished."
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 © 2003
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
Media Releases - Helping Grow Your Business
Business people often spend time and money trying to find new ways to stand out from the crowd or craving recognition and exposure for their organisation and its achievements.Communicating with your customers and stakeholders has become more demanding, complex and pressure-driven.
Public Relations Mixup?
When you pay good money for public relations services, you have a right to expect its primary focus to be on your most important outside audiences, those people whose behaviors have the greatest impact on your operation.Often, however, that primary focus is limited to a communi- cations tactics debate about the relative merits of brochures versus press releases versus newsletters instead of planning how to achieve those key audience behaviors that directly support your business objectives and make the difference between success and failure.
P.R. Strategies for Professional Service Providers
Promotion for Professional Services Providers requires a different approach than for other types of business people. Here's why:* People buy professional services based on reputation, credibility and knowledge* Advertising works for products, especially ones that can be described; professional services are intangible and the selling points are based on the provider of service* Professionals must differentiate themselves by creating niches and through PR activities that create strong reputations, build credibility and showcase knowledgeLow-Cost, No Cost PR strategies you can use immediately:* Speaking engagements* Guest columns* Radio Expert* Volunteering on charity committees; member of a charity board; pro-bono work for a charity* Award submission* Web Site* Special Events* Newsletter (e-mail)* PublicityHow to decide which PR strategies are best for you:* What do you feel comfortable with? I have an attorney client who doesn't feel comfortable doing speaking engagements or radio shows, but likes to write.
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.
Mastering the Media
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch have in common? Media exposure. They were ordinary people who became household names.
Media Training: When Reporters Bully You
UNDER FIREA friend whose organization is often in the media spotlight recently told me a story about her boss. Her boss, let's call her Susan, is on the leadership team for a lobbying group that represents a somewhat unpopular industry.
Life After Press Release Distribution?
A few weeks ago I was participating on an on-line message board. One of the members was a new business owner who was very excited about sending out her company's first press release.
Get Write To It
The toughest thing about writing a news release is getting started. But writing doesn't have to be hard.
Some Cool P.R. Tips for These Dog Days of Summer
Yup -- it's hot and sticky and you don't feel like doing much of anything -- let alone working on publicity for your business.But the summer months can actually be a great time to get publicity.
What Determines PR Success?
As a business, non-profit or association manager, occasions will arise when you'll need to employ tactics like a brochure, a special event or a press release. But it will be your work that precedes those tactics that will determine the success of your public relations effort.
Media Training: Stop Talking, Already!
THE TWO MINUTES UNDERDOGEdward Everett was one of the most famous orators of his time. Standing before an audience of thousands in a Pennsylvania field on a cold winter's day in November 1863, he delivered one of the impassioned speeches that made him famous.
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.
Media Relations: Making Your Story More Newsworthy
During my career as the head of media relations for the world's second largest environmental group, I regularly heard a common refrain from the scientists who so desperately wanted press attention for their projects. "But my project is so important," they'd say, expecting that was enough to crack the evening news.
Dont Pay for Radio Interviews
It used to be that all you had to do was pitch a great idea with a clever hook, and you'd be booked as a guest on a half-hour radio show.These days, however, hang onto your wallet.
Sending Samples With Your Press Release-- should you or shouldnt you? Heres a guide?
When you should send samples with your press release:1) When the item is very low cost: If the press release you're sending is about a product that is under $10.00, you may want to consider sending a sample of the product to the editors.
Dont Need No Stinking PR?
Almost assuredly you do, especially when your most important external and internal audiences behave in ways that stop you from achieving your organizational objectives.With that attitude, you could have a long wait before you see community leaders strengthening their bonds with you; customers making repeat purchases; unions bargaining more frequently in good faith; prospects becoming customers; employees beginning to value their jobs; political leaders and legislators starting to think of you as a key player in the business community, and suppliers working hard to expand your relationship.
Sure-Fire Recipe for a Successful Public Relations Career
Without a solid, well-designed foundation, few buildings successfully withstand the ravages of time and weather. And so it is with public relations, ever-dependent upon how well its practitioners understand the discipline.
Radio Interviews - How To Get Them!
Getting on the radio can be a great tactical move as part of your overall publicity effort, but you do need to have a story idea or an angle to present on a particular topic. Selling yourself as a guest on a talk show is a great way to raise your profile and if your subject relates to a topic that is currently in the news your chances of getting on is clearly improved.
PR Essential to Your Success
Whether you are a business, non-profit or association manager, your success will depend, to a large degree, on how well you positively impact the behaviors of those outside audiences that most affect your operation.You need to create external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives.
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.
home | site map
All articles are copyright to their owners.
Note: this website lists articles, We do not Write Articles !