List Categories | List All Articles | List Articles By Title
PR: A Potent Force for Success
What's REALLY potent for a business, non-profit or association manager is public relations' ability to alter individual perception leading to changed behaviors. And then, to persuade those key outside folks to the manager's way of thinking, and help move them to take actions that allow their department, division or subsidiary to succeed.
Potent because public relations does something positive for managers about the behaviors of the very outside audiences of theirs that MOST affect their operation.
And ESPECIALLY appropriate when such potency helps create the kind of external stakeholder behavior change that leads directly to achieving those manager's managerial objectives.
But how potent is it when business, non-profit and association managers are handed the precise public relations blueprint they need designed to get all their team members and organizational colleagues working towards the same external stakeholder behaviors? Wouldn't that insure that their PR thrust stays focused?
Talking about a PR blueprint plan like this one: 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.
Yes, potent's a pretty darn good word when results like these start to crop up: a rebound in showroom visits; capital givers or specifying sources looking your way; new proposals for strategic alliances and joint ventures; membership applications on the rise; new feedback channels; community service and sponsorship opportunities; enhanced activist group relations; new thoughtleader and special event contacts; improved relations with government agencies and legislative bodies; prospects starting to work with you; customers making repeat purchases; promotional contest overtures, and even stronger relationships with the educational, labor, financial and healthcare communities.
It must be a prime concern to you as to who carries out this PR plan for you. Just who is going to do the work anyway? Will it be a regular public relations staff? Or people sent to you by a higher authority? Or possibly a PR agency crew? Regardless of where they come from, they must be committed to you as the senior project manager, to the PR blueprint and its implementation, starting with key audience perception monitoring.
Something to keep your eye on. Simply because a practitioner describes him/herself as a public relations specialist doesn't mean they've bought into the whole the program. Assure yourself that your team members really believe deeply why it's SO important to know how your most important outside audiences perceive your operations, products or services. Be certain they buy the reality that perceptions almost always lead to behaviors that can help or hurt your unit.
Now spend some time reviewing the PR blueprint with your PR team, especially your plan for monitoring and gathering 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?
Now you can use professional survey counsel for the perception monitoring phases of your program if your budget will allow. But remember that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.
It's goal-setting time. Here, you do something about the most serious distortions you discovered during your key audience perception monitoring. In other words, establish your public relations goal. And that could be to straighten out that dangerous misconception, or correct that gross inaccuracy, or stop that potentially fatal rumor dead in its tracks.
For success, you need a solid strategy, one that clearly shows you how to proceed. To keep things simple, note that there are only three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. Of course, the wrong strategy pick will taste like week-old cole slaw, so be certain the new strategy fits well with your new public relations goal. Naturally, you don't want to select "change" when the facts dictate a "reinforce" strategy.
Now you need to hit members of your target audience with a powerful message. But persuading an audience to your way of thinking is hard work. Which is why your PR folks must create some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual. Only in this way will you be able to correct a perception by shifting opinion towards your point of view, leading to the behaviors you are targeting.
Check out your message with your communications specialists to make certain its impact and persuasiveness measure up. Then, sharpen it before selecting the communications tactics most likely to carry your message to the attention of your target audience. 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. But be sure that the tactics you pick are known to reach folks just like your audience members.
It's well-known that the credibility of a message can depend on its delivery method. So you might consider unveiling it in presentations before smaller gatherings rather than using higher-profile tactics such as news releases. People will soon request progress reports, which will alert you and your PR team to get back out in the field and start work on a second perception monitoring session with members of your external audience. You'll want to use many of the same questions used in the first benchmark session. Difference this time is that you will be watching very carefully for signs that the bad news perception is being altered in your direction.
Should program momentum slow, try speeding things up with more communications tactics and increased frequencies.
By now you know this secret about potent public relations: the right PR can alter individual perception and lead to changed behaviors which, in turn, lead directly to achieving your managerial objectives.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1170 including guidelines and resource box.
Robert A. Kelly © 2004.
About The Author
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.
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.
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'.
Financial Planners Publicity - Dont Wait, Media Folks Want Your Free Publicity
Looking to get your name into a magazine? You need to be thinking ahead--way ahead. Magazines start planning their issues as much as six months before their publication date.
Not Getting the PR Results You Want?
The reason might be this simple: as a business, non-profit or association manager, you're too focused on communi- cations tactics and not on a workable blueprint for dealing with those important outside audiences whose behaviors most affect your department, division or subsidiary.If this sounds familiar, the blueprint I refer to provides the tools required to persuade those key external stakeholders to your way of thinking.
Public Relations Writing: Write Better Press Release Headlines With More Impact in Less Time
Public relations writing when writing press releases can be a real challenge.When writing press releases the most important part is the headline or title.
Writing a Press Release: How to Write Quotes
Ideally, you will have two types of quotes in your press release. A quote from yourself is mandatory.
Dont Do This to Your News Release!
Hundreds of thousands of News Releases are sent out all the time and many people will show you different ways to write a news release in a way that will result in publicity for you or for your company. However, many people over look the 17 Deadly Sins that you should never do or have in a news release.
Is This Any Way to Run Your PR?
You bet!Especially for business, non-profit and association managers who REALLY need to persuade their key outside audiences to their way of thinking. Then move them to behaviors that lead to the success of their department, division or subsidiary.
Publicity - Use This System to Track Publicity Progress
Tracking your correspondence with reporters, via phone or email, is important for two reasons. First of all, promises to follow-up can slip between the cracks of daily business and cost you a change at free publicity.
Why PR Packs a Punch
Done right, it delivers the key, target audience behaviors you know you must have to achieve your organizational objectives.I refer to perceptions of your organization, and resulting behaviors such as:customers making repeat purchases;prospects starting to do business with you;employees really valuing their jobs;suppliers doing all possible to expand your relationship;community leaders strengthening bonds with you;businesses seeking beneficial joint ventures;unions bargaining more frequently in good faith;and legislators and political leaders viewing you as an important member of the business community.
How To Get Radio-Active PR For Your Non-Profit Cause: Part Three of Three
HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay calm, relaxed, and focused while being interviewed on the radio?I've been both a guest and a host, and I've heard the nervousness in the voices of many callers, and seen it in the eyes of some first-time guests.But I also know that it goes away with experience-even though that might be small comfort to newcomers who have the jitters.
Sound Like Your Situation?
What a shame! Potentially productive public relations people resting on their oars in a large organization. Just kind of tinkering with tactics and leaving target audience perceptions (and behaviors) to pretty much do their own thing.
Cutting Down Your Trade Show Budget
Whenever a recession or volatility threatens the economy, companies immediately look at where they can cut budgets. Without much forethought, the first to hit the block is inevitably training, followed closely behind by marketing.
Managers: PR More Than Tix and Plugs?
You bet! And in three ways vital to you as a business, non-profit or association manager.To succeed, your public relations effort needs to do something really positive about the behaviors of those outside audiences that most affect your operation.
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.
The wind of changes..
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.
Is that what we are? Fanatic, over-the-top disciples of some wretched obsession?Well, maybe not fanatic, or even wretched or obsessive, but certainly SOLD on the reality that people act on their own perception of the facts before them, leading to predictable behaviors. And equally sold on the next step too, create, change or reinforce that perception/opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization.
Building Community Support for Project Permitting, Construction, and Marketing
Redevelopment is replacing new construction throughout the Greater Boston area, as construction costs climb and the commercial/retail vacancy rate reaches new (and alarming) levels.Redevelopment of highly visible, publicly owned or historic properties~ such as shipyards, air bases, and historic mills ~ involves all the usual steps of Federal and State permitting and approvals, and the additional layer of permitting involving historic, archeological and cultural review and approvals.
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.
home | site map
All articles are copyright to their owners.
Note: this website lists articles, We do not Write Articles !