List Categories | List All Articles | List Articles By Title
Dont Get Eaten Alive!
If you don't have a grip on public relations, how your most important outside audiences behave really CAN eat you alive.
But that needn't happen, and for a simple reason: people like those who make up your key target audiences, act on their perception of the facts (like everybody else) which leads to predictable behavior, good or bad, about which something can be done.
The way to address target audience perceptions is to regularly monitor how members perceive your organization, especially any existing misconceptions or brewing problem areas. This is the monitoring phase.
Now, you isolate what is causing the perceptions you've uncovered, and the probable "fix" you will apply. Then you decide upon a realistic amount of behavior change you can achieve in an equally realistic time frame. You've just established your public relations goal.
Here, your public relations advisor moves into action by selecting one of three strategies available, to reach that goal: create a perception if none exists, change an existing perception, or reinforce it.
Then you prepare the persuasive messages you need to change perceptions among your key target audience. They should also address indirectly those problems or misconceptions that cropped up during your information gathering. The messages must also clearly identify what is really at issue, and be perceived as credible.
Now that you've done some information gathering while interacting with that key target public, you've set your public relations goal, strategy and prepared persuasive messages. How will you get those messages to the eyes and ears that need to hear and read them?
That's what communications tactics are for - the "beasts of burden" that deliver your carefully prepared, persuasive messages to your #1 external audience.
And there are scores of them including face-to-face meetings with adversaries, newspaper and radio interviews, op-ed placements, speeches, press releases, community meetings and many, many more.
From this point forward you're really in monitoring mode. You must interact again with members of that key, target audience, and keep an eye on print and broadcast media for references to your messages or viewpoints.
Because such indicators will reflect how local feelings about your organization are changing, you'll then have a chance, if needed, to adjust both the communications tactics and message content.
As time passes, you'll begin to notice increased awareness of your business and its role in the marketplace; a growing receptiveness to your messages by customers and others; increased public perception of the role your organization plays in its industry and in the community, as well as increasing numbers of prospects. At the same time, you'll look for indications that any misconceptions, or other problems you discovered, have been resolved.
Of course, how much progress you achieve will depend heavily upon your continued personal involvement in the activity, and the amount of effort you invest.
The good news is that when behaviors among those groups of people important to your organization are actually modified, the public relations effort is a success, and nobody gets eaten alive.
In public relations, there are no more happier, happy endings.
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.
Same Old, Same Old PR Still Tops
Like human nature over time, the power of good public relations remains the same.Whether you are a manager working for a business, a non-profit or an association, at some point, you will want, or need to create outside stakeholder behavior change - the kind that leads directly to achieving your managerial objectives.
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.
Public Relations Primer, Part I: Packaging Your Story for the Media
Imagine you're in the breakfast cereal business. You make the best corn flakes.
What Some Pros Know About PR
They know they had better do something positive about those outside audiences that MOST affect their organizations. Especially business, non-profit or association managers, who also know they must persuade those key external "publics" to the manager's way of thinking, then move those people to actions that allow that manager's department, division or subsidiary to succeed.
How to Write Press Releases That Work And Get Free Publicity
One study found that as many as 90% of the stories you read every day in the newspaper came about because someone sent a press release. Why aren't some of those stories about you?When people see you in the media, you become familiar, even famous! And it gives you credibility.
Public Relations & Your Small Business
The practice of public relations is often misunderstood, thus overlooked by small business owners. There is an assumption among small businesses that PR exists only to serve corporate giants who are looking to dodge impending negative fall out of their reputation, following a catastrophic blunder on the part of their company.
Publicity: When Calling a Reporter, Keep it Short
When you are planning to call a reporter for the first time, it can help to imagine that you are a phone solicitor (albeit one with terrific, useful ideas).When phone solicitors call you, you don't want to hear a long explanation of their product.
Does the PR Blueprint Work?
Managers, please take a minute and read two sentences: 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.
Media Training 201: The Reporters Have Done Their Homework. Have You Done Yours?
Just about anyone who has been in the public eye has a story of the media interview that went south. "I talked to that reporter for an hour and all they used was a ten-second sound bite!" or, "He said he wanted to ask me about X when that was just a way to get in the door so he could talk about Y.
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.
Southern grandmothers have often said, "there are only three times a respectable person's name should be in the paper: when you are born, when you are married, and when you die." This is the one area in which I part company with my grandmothers.
Press Kit Elements That Work
Considering how fundamental they are to the publicist's trade,it's always amazed me how lousy almost all press kits truly are.Your typical press kit is a bloated folder filled with puffery,hype, irrelevant information and worse.
The Story The Media Really Wants
If you're like most of my clients, you're probably interested in getting the media to cover the success of your business. These "business success stories" can be used for future marketing efforts -- including reprints of the story in your marketing materials or on your Web site, or framing the article and hanging it in your office.
Are You a PR Chowderhead?
You are if you stand by while your public relations people futz around with communications tactics instead of nailing down those outside audience behaviors that help you reach your objectives.No slap at communications tactics.
Managers Who Leave PR to Others
You're a business, non-profit or association manager who needs to achieve your organizational objectives on schedule. Since public relations should be helping you do just that, why leave it wholly in the hands of others?In your own best interest, get personally involved in your public relations effort and ask the PR team servicing your department, division or subsidiary a few questions.
A Blueprint for Managing your PR
OK, as a manager, your goal is to show a profit for your business unit, or meet certain expectations of your association membership, or achieve your non-profit's operating objective. In each case, you'll need public relations activity that creates behavior change among your key outside audiences.
Meet The Media
Although media relations is not all there is to PR, it is a darned good, low cost way to spread the word. So here are a few media contacts to help you out.
Dont Be Incredible
Public relations is all about credibility and trustworthiness. If you don't practice PR, then you are likely to be incredible.
Much Ado About A Lot!
I say public relations can be a matter of survival for your organization.So, to me, making your business a success is a lot over which to raise much ado!Especially when the very people who hold your future in their hands - your key, target audiences - may harbor negative perceptions likely to hurt you by turning into negative behaviors.
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.
home | site map
All articles are copyright to their owners.
Note: this website lists articles, We do not Write Articles !