Mind Your Own Business!
And the best way to mind your own business is to insure that those audiences whose behaviors have the greatest effect on your enterprise keep thinking about you in the most positive way. Reason is, bad behaviors often follow bad perceptions, so what your external audiences think about you can mean success or failure.
It's not hard to do, but it's something you must attend to on a regular basis. How? Try this.
Nobody can do it all, so put those outside audiences in order-of-importance with the REALLY key audience at the top-of-the-list.
Once prioritized. and beginning with #1, learn more about what's on the minds of that audience. In other words, monitor their feelings and perceptions about you and your business. Ask questions. While you will appreciate positive input (and take it into account), it's absence of awareness, misconceptions, inaccuracies and hard feelings that you're really after because that's what can cause you grief. Also, stay alert for similar indicators coming from print and broadcast media, emails, and business and community speeches and pronouncements.
In public relations, we know that people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. So, when we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished.
O.K., you've now gathered a lot of information about how your key target audience feels or doesn't feel about you and/or your business. What do you do with it?
You establish your public relations goal. For example, correct this inaccuracy; straighten out that misconception; reinforce and strengthen a slightly positive perception; change a view of your business that's just plain wrong.
But now, you need a strategy to help you achieve that goal. In public relations, that means you get to choose one of three basic strategies: create opinion (perceptions) where none may exist; change existing opinion; or reinforce it.
Take another look at the public relations goal you've establishedand make certain that the strategy you've selected is a logical match.
Which brings you to "the message." Exactly what meaning and what remedial understanding do you want to convey to members of that key target audience? Your message must be crystal-clear about the misconception, rumor, inaccuracy or wrong-minded belief you discovered while interacting with, and gathering information from members of that audience.
The corrective message must be persuasive and believable - not aggressive or overbearing - as it outlines in plain language the simple truth of the matter.
How do you move messages from your business to the eyes and ears of members of your key target audience? You use communications tactics, or "beasts of burden" as I like to call them. There are a ton of them and their job is to carry your message directly to the attention of key audience members.
Tactics range from Internet communications, facility tours, editorial board meetings and press releases to broadcast interviews, promotional contests, brochures, face-to-face meetings and many others.
But how do you know whether the effort is succeeding or not? You remonitor members of that key target audience, watching carefully for signs that perception (opinion) is moving in your direction. In other words, do you see progress towards achieving the public relations goal you established at the beginning of the program? For example, increasing numbers of people appear to understand why the rumor was wrong, or what they believed about your business was simply inaccurate.
If your goal and strategy make sense, and if your message is persuasive and your communications tactics aggressive and well-targeted, signs of public understanding and acceptance will steadily increase.
In which case minding one's business in this manner will prove especially rewarding as the public relations program achieves success.
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.
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. He holds a bachelor of science degree from Columbia University, major in public relations.
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).
Why Managers Need the PR Advantage
Where is there a business, non-profit or associationmanager who does not need all the help he or she can find in achieving their managerial objectives?
Public Relations Productivity
Should it be measured in "publicity by the pound," or by how well external audience behaviors help achieve the organization's key objectives?
Time to Spruce Up Your Public Relations?
Better check out the public relations fundamental premise, then take action in your own best interest.
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.
What Does the Public Relations Client REALLY Want, and Why?
It's not unusual for clients of service providers to insist that their budget dollars be quickly applied to a variety of flashy tactics. Yet, when pressed, many acknowledge that what they REALLY want for their money is visible, end-game change.
Gaining Free Publicity Through Press Releases
One of the greatest ways to promote your product or service is with publicity. Many people have little, if any, understanding of how to go about securing publicity, never mind free publicity. Fact is, people will pay more attention to free publicity than they often do to paid advertising.
Monarch Health Sciences starts shipping long awaited Monavie and Monavie Active
The Acai Berry is starting to gain world wide recognition as a "wonder of nature." On a recent Oprah Winfrey show, titled 'LOOK 10 YEARS YOUNGER IN 10 DAYS," it was named as one of the top ten superfoods in the world for combating the effects of aging. In a location piece shot for and aired on NBC's Today Show, the Acai Berry was referred to as, "the Viagra of the Amazon." Research has shown that the Acai Berry contains more potent antioxidants than any other edible fruit on the planet. It contains over 30 times more beneficial flavinoids than red wine.
Creating Your Online News Room: How To Build a Site The Media Will Love
From time to time, people ask me how public relations has changedduring the two decades in which I've been seeking publicity. Myanswer: technology. Twenty years ago, the fax machine was anewfangled novelty. Our primary means of communicating withjournalists was the telephone and the US Mail. The advent of e-mail and the web has made life easier in many regards and tougherin others - namely, thanks to hordes of clowns with money makingschemes and software that "blasts" press releasesindiscriminately to reporters, it's become very hard to get youre-mails through to spam-weary reporters.
Promote Your Products With A Press Release
Writing an effective press release is a way to draw attention to the products you sell and do so at a local level, nationwide and even get internationally. You don't need to be a writer, but you need to clarify exactly what it is you are selling.
Underestimating the Power of In-House PR
Do small-business owners always have to rely on large PR agencies to get attention from the press? An entrepreneur recently asked me this question during a networking event for women business owners. Of course my answer was, "No," but not for the reasons one might expect.
Managers: Why PR is SO Key
When outside audiences important to your operation do not understand what you are all about or, worse, harbor misconceptions, inaccuracies, untruths and false assumptions about you, you are likely to suffer negative, key audience behaviors that can prevent you from achieving your operating objectives.
Are You PR-Challenged?
You won't be if you accept a very simple premise. Here, in just two sentences, is your pathway to effective public relations. A pathway that lets you target the kind of stake- holder behavior change that leads directly to achieving your objectives.
How to Keep PR Working for You
Managers in the non-profit, association and business worlds need to persuade outside audiences with the greatest impact on their operations to their way of thinking. And then move those external stakeholders to take actions that help their departments, divisions or subsidiaries succeed.
PR Is Just Smart Business
The name of the game is doing our part to achieve manage- ment's objectives. And public relations best practice ? properly applied ? does just that.
P.R. Strategies for Professional Service Providers
Promotion for Professional Services Providers requires a different approach than for other types of business people. Here's why:
How To Get Radio-Active PR For Your Non-Profit Cause: Part Three of Three
HOW TO BE RELAXED AND EFFECTIVE ON-AIR
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. The bad news: Although truckloads of news releases fill reporters' inboxes every day, few of them are dazzling, or even interesting.
The Truth About Public Relations
The truth is, you CAN attract the support of those external audiences whose behaviors have the most effect on your enterprise. But you must do it by first achieving the positive changes you need in their perceptions and, thus, behaviors.
Effective Media Relations ? You Won?t be Talking to the Media Without It!
The media's role is to package and spread news, current affairs and public interest information to the public. They have great power to shape and influence public opinion, to target and exploit audience reactions, emotions and opinions.
|© Athifea Distribution LLC - 2013|