| |
| |
|
PR Information |
|
|
|
Attention PR Shoppers!
As a business, non-profit or association manager, what do you want? Publicity that delivers newspaper and talk show mentions, or behavior change among your key outside audiences that leads directly to achieving your managerial objectives? Special events that attract a lot of people, or public relations that persuades your most important outside audiences to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed? Zippy brochures and videos, or a way for you to do something positive about the behaviors of those external audiences of yours that MOST affect your organization? What I believe you need to know about PR are two realities: 1) The right PR really CAN alter individual perception and lead to changed behaviors that help you succeed, and 2), your public relations effort must involve more than special events, brochures and news releases if you really want to get your money's worth, The underlying truth about PR goes this way: 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. And it can generate results like prospects starting to work with you; customers making repeat purchases; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies, and even capital givers or specifying sources looking your way Once the program gets rolling, you also should see results such as new proposals for strategic alliances and joint ventures; rebounds in showroom visits; membership applications on the rise; community service and sponsorship opportunities; enhanced activist group relations, and expanded feedback channels, not to mention new thoughtleader and special event contacts. That's a lot of results from even a high-impact blueprint. It almost goes without saying that your PR crew - agency or staff - must be committed to you, as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring. Is it crucially important that your most important outside audiences really perceive your operations, products or services in a positive light? Of course, so assure yourself that your PR staff has bought into the whole effort. Be especially careful that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit. Sit down with your PR team and review the PR blueprint in detail, especially the 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? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures? Professional survey people obviously can handle the perception monitoring phases of your program, IF the budget is available. But always 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. What about your public relations goal? You need a goal statement that speaks to the aberrations that showed up during your key audience perception monitoring. And it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor. When you set a goal, you need a strategy that shows you how to get there. You have three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. A bad strategy pick will taste like marinara sauce on your brownies, so be certain the new strategy fits well with your new public relations goal. For example, you don't want to select "change" when the facts dictate a "reinforce" strategy. Because persuading an audience to your way of thinking is awfully hard work, your PR team must come up with just the right, corrective language. Words that are compelling, persuasive and believable AND clear and factual. You must do this if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors. Sit down again with your communications specialists and review your message for impact and persuasiveness. Then, select the communications tactics most likely to carry your words 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. You've heard the old bromide about the credibility of a message depending on its delivery method. On the chance it's true, you might think about introducing it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances. The need to produce a progress report will sound the alert for you and your PR folks to return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, you'll now be watching very carefully for signs that the bad news perception is being altered in your direction. If impatience enters the fray, you can always accelerate things with more communications tactics and increased frequencies. Finally, like a military unit, your public relations effort can use an action-oriented motto: the right PR really CAN alter individual perception and lead directly to changed behaviors that help you succeed. 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 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. Visit: http://www.prcommentary.com
MORE RESOURCES:
pr - Google News |
|
|
|
RELATED ARTICLES
Managers: Are You PR-Fit? Can you honestly say that your business, non-profit or association's key outside audiences behave in ways that help lead to your success on-the-job?Or, have you pretty much ignored the reality that target audience behaviors can help or hinder you in achieving your department, division or subsidiary's operating objectives?Truth is, your unit's public relations effort can never be truly fit until the primary focus of the PR people assigned to you is shifted from tactical concerns to a more comprehensive public relations action blueprint like this: 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. PR for Brand New Managers Just promoted to manager?Here's something you need to know.Whether you are now a business, non-profit or association manager, your road to success really means achieving your new managerial objectives by altering perceptions. 8 Ways to Use Local Publicity to Drive Your Business While scoring anice story in BusinessWeek or USA Today is something tocelebrate, there are times when you need to grab attention a bitcloser to home. If your business draws its clientele from a specific town, cityor region, focusing your energy on getting an elusive nationalpublicity hit may be overkill, especially when getting publicitywhere you need it -- in your home town -- is often so mucheasier. Asian Media Relations: Increase Your Profile and Image in China China's media is booming creating opportunities for marketing-savvy businesses. But many companies have little understanding of how to harness the power of the media in the world's most populous country. Making Press Releases Work - Creating News Where None Existed Aren't you tired of hearing how extremely easy it is to get free publicity? Have you tried the suggestions that most public relations "gurus" give you? The hard, cold truth of the matter is that you cannot write a press release about any old aspect of your business and have it end up on the home page of the Fortune Small Business Web site. It just doesn't work that way. 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. If Your PR Cant Do This, Bag It! As a business, non-profit or association manager, why continue a public relations effort that doesn't deliver the key external audience behaviors you need to achieve your department, division or subsidiary objectives?Time for a change. One that will base your PR effort on a fundamental premise that makes sense. Write Press Releases That Dazzle When a reporter is wowed, intrigued, surprised or captivated by your press release, you can be pretty sure you'll get some media coverage. And for most businesses, positive media coverage is worth its weight in gold. Where is the Best PR Value? Wherever the fundamental premise of public relations is practiced.Look at what it suggests. 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. Why Good PR Warrants Your Attention Because good public relations can alter individual perception and lead to changed behaviors among key outside audiences. And that can help business, non-profit and association managers achieve their managerial objectives. Media Relations: Should You Pay For News Coverage? Dear New York Times:I'd like to be quoted in one of your news stories. Enclosed is a check for $500. How to Form a Relationship with a Newspaper How do you make a good relationship with a newspaper so that you can get new contacts?Newspaper relationships are probably the most difficult relationships to form. Often a newspaper will have different departments that look after advertising, human interest stories, editorials and daily news. 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. Best Approach For Free Advertisement Product/service publicity is the superhighway to business success everyone dreams. Then imagine having your product/service written on newspapers, trade publications, aired on radio and viewed on television absolutely for free!!! That's going to skyrocket your profit target only if you know how to use the best method of getting free publicity. Do I Really Need a Publicist? Are you hesitating about hiring a publicist or, if you have one, do you stop before writing that final zero on the monthly check, and think "I can do that myself." Suuure, you can!But just to be certain, take this little test. Marketing-Minded Financial Planners, Its Not Who You Know But What You Know Almost every day, I hear the same question, over and over, from motivated, well-meaning financial planners who want to use publicity in their marketing mix. It goes something like this:"Who do you know in the media? (Or, sometimes they frame it as, "Who do I need to know in the media?") Can you get me publicity?"My answer is always the same. Cross Cultural Communication & PR The Public Relations (PR) industry is responsible for creating and maintaining relationships between clients and customers. Through areas such as brand management, advertising, media relations and crisis management, PR practitioners seek to foster interest, trust and belief in a product or company. Media Training: How to Tell a More Interesting Story PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush stood before a group of Florida voters to tout his social security plan. He did something quite ordinary during his speech. Leveraging Media Coverage - Your Tool For Business Growth Media relations, simply put, is the business of building and growing reputations. One of the strengths of media coverage is that its free and gives great credibility because it is written by a third party, namely a journalist.
|
| 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. |
