Between Now and Economic Recovery
There's still time to review your public relations program like Navy flight crews go over a fighter jet.
Reason is, you need to fine-tune your public relations activitylooking forward to a snap-back in the economy, when you'll need all guns blazing.
First thing to check?
Do you know for certain what your most important external audiences think about you and your organization? Your answer is central to your success because those key perceptions leadto predictable behaviors, good or bad.
Here's a checklist.
Take another look at those outside audiences and put them in priority order. Decide which is most important to your organization's success, and let's work on that one.
Now, get out there and speak with members of that #1 target audience. And ask a lot of questions about how they feel about you and especially your organization.
Do you sense negative undercurrents? Have rumors crept into their consciousness? Are perceptions of your products, services and pricing what you want them to be?
The responses you receive let you set your public relations goal. For example, impact individual perception in a positive way by clearing up pricing inaccuracies or replacing rumor with truth.
However, to do something about that goal, a strategy is neededshowing you how to reach it.
You're fortunate that you can choose from only three possible strategies. Create opinion (perceptions) where none exist, changeexisting opinion, or reinforce it. The challenge here is to select thestrategy most likely to achieve your public relations goal.
Now comes the toughest job of all - creating the message you willsend to your target audience. You don't want to goof the message, because it is central to achieving that goal.
First, it must set down the clarifying facts clearly and persuasively. It must take on the issue in question directly, and in an authoritative and compelling manner. And it must be as brief and specific as possible. One way to test message effectiveness is to try it out onseveral people, being careful to explain how it is intended to create, change or reinforce their opinions.
Here, the real fun begins. You get to pick your "beasts of burden," those communications tactics that will carry your first class message to the right ears and eyeballs in your target audience.
Happily, there are dozens of communications tactics available to you, in all shapes and sizes, to suit the communications challenge at hand, and your pocketbook. You might choose tactics such as community briefings, personal contacts, Internet emails or electronic magazines, news releases, speeches, brochures or even special events and newsworthy surveys.
The moment of truth comes when you go back to members of your target audience and remonitor their responses to your questions. Have perceptions changed? Do answers to your questions indicate less willingness to believe that rumor? Or do you get more accurate responses compared to inaccurate comments earlier?
This is what you want, a visible change in perception on the partof your key audiences. Once achieved, follow on behaviors almost always lead to organizational 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.
Robert A. Kelly © 2005.
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.
Top 10 Tips for Successful TV Interviews
1. Appearing in other types of media is the best way to attract TV notice. The more your name appears in print, the more likely it is that you'll be approached to appear on TV.
Writing a Press Release: The Medias Dirty Secret
There's a dirty little secret about press releases that the media doesn't want you to know. The fact is, most of them travel directly from the sender's computer to the reporter's trash box. Or from out of the envelope into the "round file."
Rise of the Creative Class
The fast changing dynamics of the world economy is forcing organizations to fundamentally rethink the manner in which they have been communicating with their constituent communities and decision-makers. It is constantly being proven that conventional communication approaches that are designed to raise public awareness may often have the opposite effects of those intended. This is because they fail to take into account the public's profound resistance to the traditional communication stimuli.
How To Write A Killer Press Release
One of the primary tools still used by PR professionals to garner media coverage is the press release. Now understand the purpose of a press release is to grab the attention of an editor, not to offer a word for word story to a publication. Most professionals as well as small business owners misunderstand this concept and are therefore frustrated when they can't seem to make it work for them.
The Best PR Has to Offer Managers
How cool is this? You're a business, non-profit or association manager. You decide to get serious about your public relations and shift the spotlight away from communications tactics. You implement an action blueprint that (1), helps you persuade your key external stakeholders to your way of thinking. And then (2), helps move them to take actions that lead to your success as a department, division or subsidiary manager.
Marketing-Minded Financial Planners: Put Extra Content in an E-Zine
As you start getting more media-savvy, you'll find yourself coming up with more and more information and ideas to help the public. Not all of these ideas will strike the fancy of your media contacts, but don't let them go to waste-become a media person yourself by publishing an e-zine.
Talk Radio Success
You do not have to hire a publicist or advertise through a booking service to promote your books on talk radio. My friend Stephen Schochet and I have been scheduling our own radio appearances for several years. Working independently, we have, between us, logged over 1,000 interviews, and we continue to sell our books, CDs, and audiotapes year in and year out.
Austin?s Annual Charity Event with KVET
In my travels around the country while building my business I have had the pleasure of meeting some of the greatest community volunteers in our nation. I never missed an opportunity to meet community leaders and learn all I could about every market my company franchised in. One event in particular was a standout; the Austin's Annual Charity Event with KVET.
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.
A Winning Game Plan
You want to sell your products or services, and that means good money management, top quality products or services, and hard work on your part. But, for REAL success, the icing on the cake is public relations.
How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph
How to write a press release is a major challenge facing both experienced and aspiring PR professionals.
Press Release, An Alternative For Paid Advertisement. Step 1
What's a press release? This is generally a one page story about your business, your product/service or an event happening related to your business that is about to, or recently occurred. These publicity stories are generally "shot gunned" to newspapers, radio, television and the trade publications.
Publicity: Nailing a Media Interview, Part II (Crisis Management)
We'd all like reporters to ask us about our career successes and personal triumphs-heck, we'd all like anyone to ask us about those. But reporters must look out for their clients, the reading public. Think about it from your own perspective as an investor-when you read a story about a company, you want to know that the reporter has asked difficult questions, not just relied on the PR hype.
Ignore PR at Your Peril!
If you do, it means:
Publicity: Write a Letter to the Editor for Free Publicity
Ever wonder why papers devote a page or more to letters to the editor? Because subscribers love to read them!
Generating Publicity: Will The Media Be Interested In My Product/Business?
When it comes to launching a new business or product, some marketing consultants might say that EVERY product is appropriate for a publicity or media exposure campaign. That is true to a degree, but as a PR/publicity professional and former media person, I would qualify that statement by saying that although new products would benefit from a solid publicity campaign, not all businesses or products and their pitches will grab the attention of the media.
Financial Planners, Follow These Guidelines to Get Free Publicity
Be a Resource
Trade Show Tactics Revealed
Being part of a trade show gives small business a chance to experience economies of scale and to mix around with the big guys. This may also be the most stressful period for the PR Dept. head as he will hope that R & D people will be able to bring out the latest prototype of the company's new and "hot" product to a large audience. Top management may plan to use the trade show to increase profitability and market share.
Radio Interviews - How To Get Them!
Getting on the radio can be a great tactical move as part of your overall publicity effort, but you do need to have a story idea or an angle to present on a particular topic. Selling yourself as a guest on a talk show is a great way to raise your profile and if your subject relates to a topic that is currently in the news your chances of getting on is clearly improved.
The Right Hook
Have you fantasized about spreading word of your business on a top-rated TV show like The Today Show or Oprah?
|© Athifea Distribution LLC - 2013|