Where is the Best PR Value?
Wherever the fundamental premise of public relations is practiced.
Look at what it suggests. 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 those people whose behaviors affect the organi- zation, the public relations mission is accomplished.
What a positive message for those business, non-profit and assoc- iation managers who don't really understand the role public relations can play in helping achieve their organizational objectives. Nor, that reliance on public relations' fundamental premise even identifies the tools they need to put such a plan into action.
If, sadly, you are one of those managers, here's how you can make up for lost time and actually boost your chances of reaching your organizational goals.
Make the time investment needed to identify and rank, as to their impact on your organization, those important outside audiences whose behaviors really do help or hinder your operations. Let's talk about the one at the top of the list.
It's really crucial that you know what members of that "public" think about your organization. Obviously, you must ask them! Interaction is really necessary if you are going to identify percep- tions likely to lead to negative behaviors. For example, wrong- headed beliefs, misconceptions, inaccuracies and even rumors.
And while you're talking to these audience members, keep an eye or an ear on local talk show and newspaper columns for the same signs.
The results of such opinion or perception monitoring are the very data you need to establish your public relations goal. For instance, neutralize that rumor, clear up that misconception or correct the inaccuracy.
And the very same goal will stand as your behavior modification objective so that you can measure your progress.
But here, the question always arises as to just how you will get to that goal. You need a strategy to show you the way, and you have three choices: create opinion/perception where there may be none, change existing opinion or reinforce it. Fortunately your goal will identify which strategy you should select.
Still, nothing happens until you write a truly responsive message and transmit it to members of your target audience. You must convince them that what you discovered in the way of rumors, inaccuracies, misconceptions or wrong-headed beliefs is simply not true. But do try for believability and clarity. And, above all, make your message persuasive and compelling.
Meanwhile, a whole stable of "beasts of burden" await your pleasure ? communications tactics capable of carrying that hard-won message direct to your audience members' eyes and ears. And there are scores and scores of them in that stable ? articles, interviews, newsletters, personal meetings, op-eds, emails, speeches and brochures among many others.
Impatience always grows at this point as you wait for signs that your public relations program is working. But that's the signal to once again interact with members of your target audience. The difference the second time around is that you're looking for signs that their perceptions of your organization have been altered by your message through its aggressive delivery system. So get out there and, again, ask lots of questions.
If things aren't moving fast enough for you, you may want to add a few more communications tactics to the mix, as well as increasing their frequency. Your message should also be vetted again for factual validity and clarity.
Gradually, the perceptions, and thus behaviors of your key, target audiences will begin moving in your direction, leaving little doubt as to where the best PR value can be found.
I can tell you from personal experience that there is no more satisfying moment in the practice of public relations.
About The Author
Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com.
Robert A. Kelly © 2003.
Public Relations: Understanding Educated Gambling
As an entry level position to PR, I found myself typing up a forecast by a major Public Relation's firm for a major pharmaceutical company of what life would be like in the year 2000. Market research predictions included telephones with monitors that could help you see people while you talked, fax machines that could transmit information over telephone wires, microwave ovens for reducing food defrosting time from hours to minutes and other devices that have certainly come to pass. In the lifestyle area, predictions proved less valid. Not only would Americans be enjoying longer lives, it foretold, but they would have shorter work weeks, more vacations and overall, a more leisurely lifestyle. An iota of truth, but mostly wishful thinking when we read 2005 front pages.
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. They can often tell your story better than you can. They also have the attention of the public.
Franchise Work Vehicles Should Have a Flag on Them
If you own a franchise and have company vehicles, be sure you have a flag on it. First let's discuss the American flag. Franchising is the epitome of the free enterprise system. It's what makes America great. The entire United States government is a franchise system. The federal government grants powers to states to govern exclusive territories. They have the power to tax. They give royalties to the federal government in the form of tax revenue. Each state consists of counties. Again, counties are assigned geographical territories and have certain rights and powers. Each county has cities with charters and taxing authority (limited). Think of it this way: Franchisor = Federal Government; Master Franchisee = States; Regional Directors & Area Reps = Counties; Individual Franchisees = Cities; Customer = The People
Publicity Wont Thrive on Press Releases Alone
Press releases are a useful tool for announcing news and for keeping your name in the mind of the news media.
Managers: Paying for PR-Lite?
As a business, non-profit or association manager, your public relations expenditure may give you names in the newspaper or product plugs on radio. But what about key stakeholder behavior change ? the kind that leads directly to achieving your managerial objectives?
Andrew Bogut - His Big Media Blunder And What You Can Learn From It
Andrew Bogut, the Australian basketballer is now officially in the top four of Australia's sporting rich list after signing a five-year deal with the Milwaukee Bucks worth about $37 million.
Time to Spruce Up Your Public Relations?
Better check out the public relations fundamental premise, then take action in your own best interest.
Press Releases: Not Dead, Just Evolved
Mark Twain once said the rumors of his death had been greatly exaggerated. The same may be said for the press release. It's not dead, but its mission has evolved.
All Youve Got To Lose Is Everything
Everything, that is, if you ignore those folks whose behaviors have the greatest effect on your business.
How To Write A Press Release: The Seven Deadly Sins And How To Avoid Them
How to write a press release that generates free publicity is a great skill to have.
Anxious About Your Public Relations?
Shooting from the hip always creates anxiety.
Watch Your Attitude
So many restaurants spend money on publicity and then practically chase customes away by the owner's attitude.Stop to think, please, who is really more important, yourcustomers, your chef or your own cost-saving ideas? True, youhave to keep your chef happy but not if he refuses to cook whatthe customer wants and you, Mr. Restaurateur: what good issaving a few cents here or even a dollar there, if the customernever returns?
Speaking to the Press
If you get the hang of speaking to the press and you can establish a few good relationships, their contacts and outreach can be extremely beneficial to the marketing of your organization.
Can Media Coverage Build An Online Business? You Bet It Can!
As someone with expertise in media relations, I've been asked if media coverage and publicity can build an online business. The real question is whether what happens offline really matters online. And the answer is unquestionably, "Yes!"
A PR Surprise for Managers
For those business, non-profit and association managers committed to PR tactics like radio and newspaper plugs, it can come as a surprise to discover where public relations value REALLY lies.
How to Write a Media Release That Wins You Coverage & Exposure
The Today show? The New York Times? Vanity Fair? What's your dream hit? While nothing inspires more fear and trepidation in public relations professionals than media relations, it doesn't have to be complicated. There are 2 keys to a press release... the Headline and making sure it doesn't sound like an advertisement, but more like it is news.A media release (which also goes by its former name, the press release) is a one page, double spaced, single-sided document designed to transmit news about books, products, and people. Don't forget that real live people, editors and producers, must pull the release from the fax machine and be motivated to read it.
35 Quick Tips for Writing A Press Release
Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch margins.4. Use company stationary with logo and slogan.5. Avoid bright or dark-colored paper.6. Center "News Release" at top.7. Place a "release date" under "News Release".8. On second page, type "page 2".9. Use company stationary with logo and slogan on page 2.10. Leave out "release after" date on second page, all else should be the same.11. At end of press release, type "-30-" or "# # #".12. Include both black & white, color, and a variety of font sizes (but no more than four).
Marketing-Minded Financial Planners, Dont Hold Back Information From the Media
Some financial planners think that they shouldn't share their top tips with the media.
Public Relations: Power Tool for the 21st Century
I address this article to businesses, associations, non-profits and public entity managers seeking a direct connection between the money they're planning to spend on public relations, and the achievement of their organizational objectives.
Is This Any Way to Run Your PR?
|© Athifea Distribution LLC - 2013|