| |
| |
|
Management Information |
|
|
|
Why All Managers Are Alike
Because, like you I suspect, they have key target audiences whose behaviors help or hinder them in achieving their organizational objectives. But even in their own best interests, too few involve themselves in their public relations effort to the degree they should. The result can be a PR program that overemphasizes things like special events, media relations or communications tactics, without a basic, realistic plan for delivering the key audience behaviors they need to succeed. I'm talking about behaviors that lead to strong community support; increased repeat purchases; growing capital contributions; positive consumer reaction; higher employee retention rates; healthier relationships with bargaining units; legislators viewing the organization as a key player in the business or charitable communities; competitors with a grudging but healthy respect for your operation, and suppliers ever more anxious to keep your good will. If this sounds like something you might like, make sure your public relations team applies a fundamental premise like this one to your unit's operating priorities: 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. The payoff for your department, division or subsidiary will be a public relations effort pretty much in sync with where you want to go. For emphasis, I repeat - from the get-go, you need to aim your effort squarely at those outside groups of people whose behaviors really DO affect your organization. In short, you need a blueprint that helps persuade those stakeholders to your way of thinking, hopefully moving them to take actions that lead both to your success and that of your organization. Where does it all begin? With a careful, priority listing of those key external audiences. Followed by interaction with audience members, complete with questions designed to ferret out perceptions of your organization. "Have you heard of us? What do you think of our products, services and our management? Have you had dealings with our people? Were they satisfactory? The trick is to listen carefully for signs of negativity. Are there false assumptions out there? How about inaccuracies, misconceptions or rumors, each potentially hurtful and requiring clarifying action. That's why the responses you gather are red-meat when you begin to establish your corrective public relations goal. For example, correct that inaccuracy, replace that false assumption with the truth, or spike that unfair rumor as soon as possible. Are there strategies available to you designed to show you how to achieve your new goal? Absolutely, but only three when it comes to perceptions and opinions. You can create perception/opinion where none exists, you can change existing perception, or you can reinforce it. A caveat here: be sure the strategy you choose flows naturally from your brand new public relations goal. Perhaps the most challenging step in our problem solving sequence is preparing the actual corrective message you will use to try and alter perception among members of the target audience. Stay involved with your PR staff as they write the message. Satisfy yourself that it is not only clear, but persuasive and compelling as well. This is not a simple task because, as you make the case for your point of view, you should keep two considerations in mind: one, above all, your message must be believable and, two, seldom will you want to deliver it in the high-profile manner of a news announcement, preferring instead to make the message part of another general interest release, presentation or address. Speaking of communications tactics, here you must work closely with your PR folks (and your budget) in reviewing the broad array of such tactics available to you. Everything from consumer meetings, media interviews, speeches and newsletters to brochures, press releases, special events, letters-to-the-editor and many others. But keep your eye on how each tactic stacks up as to its efficiency in reaching folks like those in your target audience. Inevitably, you will question whether your effort is succeeding in achieving your public relations goal. To satisfy yourself, you and your PR staff must re-monitor perceptions among members of that audience, and that means more questions. Only this time, the big difference is, you are focused sharply on signs of progress, i.e., indications that perceptions are clearly moving in your direction. But are things moving too slowly for you? Add more communications tactics, and increase their frequencies, to speed things up. Yes, when it comes to the kind of crucially important outside audience behaviors that help them reach their operating objectives, I believe all managers are, indeed, alike in welcoming such support. 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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. Visit: http://www.prcommentary.com
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Employee Orientation: Get New Hires Off To a Great Start The good news is that a new hire orientation program offers an opportunity to build a lasting impression of the new company. The bad news is that that is going to happen whether you plan it or not. Is Busyness Affecting Your Business? I'm too busy; I'd love to but I'm very busy; I'll get round to that when I'm not so busy.How often have you said any of those phrases? How many times a week do you hear someone else say those phrases? They're very common and busyness seems to have become a way of life for many people. Get Over Yourself Let me tell you a secret.Things don't always go the way we want them to. Five Steps to Successful Business Succession The great majority of family businesses in North America are still owned and operated by descendants of the founder. The business acumen that these first, second, third, and sometimes fourth generation managers possess largely determines how much longer the business will remain under family control. Birds of a Feather May Be Turkeys Birds of a Feather May Be TurkeysBy Gene Griessman, PhD Birds of a feather do flock together. It's true. Creativity Management and Behaviour What behaviour maximises the chances of thinking of great ideas? What behaviour maximises the ability to nurture ideas until they begin to reveal their potential?To begin answering the above questions we will briefly explore five areas:a) Creativity versus innovation. It is correct that the above questions are separated, as they refer to two distinct disciplines - defining problems and generating ideas (creativity) and selecting those ideas, developing and then commercialising them (innovation). Performance Expectations - 5 Tips and 5 Questions People want to understand their role - they want to do well! So by being clear, really clear about what it expected of them, makes a big, big difference! And that improves performance as well as saving you time chasing others around to deliver what you want.5 TipsBe Clear - your people need to know what they are doing, both in terms of actions and the standards that you will be expecting. Communication Mix-Up My friend Delia is the owner of a small private school. This spring her school is experiencing the crunch of reduced enrollment for next September and all staff have been asked to take a six percent salary decrease. Build Your Business (On A Shoestring): Hire a College Intern Starting up a new venture or business can be one of the most exciting times of your life. It can also be one of the most stressful. Tales From the Corporate Frontlines: Diversity in the Workplace: Ethnic Considerations This article relates to the Diversity in the Workplace Competency, commonly evaluated in employee satisfaction surveys. This competency explores whether your organization provides understanding and supports interaction among diverse population groups while respecting individuals' personal values and ideas. Medical Malpractice: Three Myths That Cost Your Hospital Millions What's the use?Nothing you do will hold down the cost of medical malpractice. It feels that way sometimes, doesn't it?Unfortunately, for many risk managers, that's not too far off the mark. Business Opportunity - Leverage Your Employees! As a business asset, they don't sit well on the P&L statement. They aren't valuable like a piece of machinery, or an office block. Treat Employees Fairly, Car Wash Entrepreneur sets Industry Standards I believe that whether corporations expense their stock options is besides the point, especially when the stock is worthless. We have studied over the years the rift between employees and employers and we have discovered many great brand names are eventually destroyed from internal strife and friction within the company itself. A Checklist for Organized Executives I could begin this article by providing a checklist of organizing techniques for you to incorporate into your daily work routine. The goal would be to become and remain organized, improve your time management and reduce your stress while increasing your productivity. Downsizing in Organisations - The Real Truth I've met and worked with many people in all sectors of the business world and found that the majority of managers and team leaders are spending too much of their time on basic administrative tasks. Tasks for which they have had no training in. Hire People For What They Do Best I recently flew from Seattle to Atlanta, I realized, just as we began our taxi, that it takes hundreds of support personnel to maintain a flight. I saw the woman at the check-in desk, security, pilots, luggage handlers, flight crews, air controllers, and the various staff physically on the tarmac doing whatever people do on an airport tarmac. The Importance of Business Goals For you to get where you want to go, there are four key steps for you to take. They are not difficult, but they are vital. Sexual Harassment Policy Guidelines Part II SEXUAL HARASSMENT COMPLAINT INVESTIGATION PROCEDUREEvery complaint will be thoroughly investigated. When a complaint of sexual harassment is received we will take the following actions:1. Why Employee Satisfaction Surveys And Employee Exit Surveys Make Good Sense In a competitive world with the need for businesses to be more streamlined and productive a company can often find itself with a workforce working under pressure resulting in low moral and high staff turnover. The benefits of a company having a highly motivated workforce can be considerable and the two goals of having a workforce that is both motivated and productive should not be regarded as being mutually exclusive to one another. When Business Becomes A Battlefield "We have to be careful it's like a minefield out there" "I like to lob the odd grenade into the meeting to shake things up" "You have to watch your back all the time with her" "We need to attack whilst they are in a weak position" "There was blood all over the carpet after he had finished with them"What is your reaction when you are in situations where you hear these kind of messages? What sort of tone and atmosphere do you think they create?These words and phrases are becoming more common-place language amongst managers and are indicators of how things are done in their business. They are also indicative of the growing number of leaders who believe that running a business is like waging war or engaging in a military operation.
|
| Article List | Index | Site Map |
|
All logos, trademarks and articles on this site are property and copyright of their respective owner(s).
The comments are property of their posters, all the rest is Copyright © 2006 CanadaSEEK.com - All Rights Reserved. |
