List Categories | List All Articles | List Articles By Title
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
How To Get An Avalanche Of Free Publicity For Your Home Business!
There are many ways you can get tons of free publicity in the form of write-ups in magazines, newspapers, and even radio and TV. And sometimes you can turn family events into human-interest stories that editors like and will publish in their magazine and newspapersOne way is to compose a printed news release on your product or service, but include a story involving your family into the release.
Auto Detailing Public Relations; United Way Withholding
As a mobile detailing company it is important to have some key corporate accounts where you can show up weekly and wash and detail cars for executives. One promotion you can do to help secure such accounts is to join in with the United Way in their promotion.
Custom Reasons for Custom Publishing
Once considered the stepchild of the publishing industry, custom publishing now claims a legitimate slice of the B-to-B MarCom pie.Custom magazines, newsletters and sponsored supplements are becoming an increasingly integral part of the overall marketing program.
The wind of changes..
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.
Inoculate Yourself Against Bad PR
What is bad PR?Well, if you're a business, non-profit or association manager, bad PR does nothing positive about the behaviors of those important outside audiences of yours that most affect your operation.It fails to create external stakeholder behavior change leading directly to achieving your managerial objectives.
So, How Do I Answer That?
How you answer questions depends on many factors. Example what type of situation is it.
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.
Marketing-Minded Financial Planners--Appearing on TV? Tell the World!
It doesn't matter how cruel the reality programs get, there always seems to be an endless supply of people willing to humiliate themselves to get on television. There's just something exciting about appearing in front of millions of people.
Press Release, An Alternative For Paid Advertisement. Step 1
What's a press release? This is generally a one page story about your business, your product/service or an event happening related to your business that is about to, or recently occurred. These publicity stories are generally "shot gunned" to newspapers, radio, television and the trade publications.
Is This the PR You Thought You Were Getting?
You know, where you do something positive about the behaviors of those outside audiences that MOST affect your organization? And where you do so by persuading those important external folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed?Yes, that's right, it's where you use the fundamental premise of public relations to produce external stakeholder behavior change - the kind that leads directly to achieving your managerial objectives.What it boils down to is (1) your public relations effort must involve more than special events, brochures and news releases if you really want to get your money's worth, and (2), the right PR really CAN alter individual perception and lead to changed behaviors that help you succeed!You can do it when you bring that fundamental premise of PR mentioned above, into play.
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.
How PR Makes a Managers Life Easier
Things are pleasant for many business, non-profit or association managers when their public relations people deliver newspaper and talk show mentions, informative brochures and videos, and special events that attract a lot of people.But things could be much more pleasant for those managers if their PR teams were to deliver the kind of behavior change among their key outside audiences that leads directly to achieving their managerial objectives.
Three Publicity Tips for Marketing-Minded Financial Planners
Financial planners, the first thing to know about reporters is this: they are busy.Often, they are too busy to read a press release, too busy to wait for you to call back, too busy to find the "best" resource.
Boost Your Business by Partnering with a Non Profit Organization
Is your business looking for new and creative ways to gain publicity and build your customer base? Partnering with non profit organizations may benefit your business in many ways.Why business owners and managers should consider supporting non profits as part of their marketing strategy:1.
Easy to be Foolish About PR
In fact, here are three really foolish goofs made by too many business, non-profit and association managers.If that's you, you foolishly do nothing positive about the behaviors of those important outside audiences of yours that most affect your operation.
The Medias Muscle: Make it Work for You
The least expensive, most effective way for you to promote your product is through media coverage. Reporters are excellent communicators.
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.
Hispanic Media Training: How It Can Benefit You
How can media training help you create a successful Hispanic market campaign? There are plenty of examples of Hispanic market campaigns with a broad range of results. Many of you have heard of the infamous airline that invited travelers to fly 'naked'.
How to Create Quality PR Results
For many of us, the word quality is closely related to our expectations. When we receive the public relations results we planned for, we feel, understandably, that we have generated quality results.
home | site map
All articles are copyright to their owners.
Note: this website lists articles, We do not Write Articles !