All Youve Got To Lose Is Everything
Everything, that is, if you ignore those folks whose behaviors have the greatest effect on your business.
What those people see and believe about your enterprise, pretty well determines what their follow-on behaviors will be - for example, do business with you, or move on to someone else.
Is that what you want? Of course not. So let's do something about it.
While I recognize that there are other factors bearing on the success of your business, this one is simply too important, and its impact too severe and too immediate, to ignore.
You get this airplane off the ground by listing your top outside audiences who, when they like you OR ignore you, you feel it.
In other words, they are groups of people important to you whom we refer to as target audiences or target publics. The one MOST important to you, we call your key target audience. And that's why you must list them in priority order so you know where you really need to direct your resources.
How do you determine who thinks what about you? Sounds like work, but you must continually monitor that key target audience (and probably others). Are you bothered by what they tell you? Is there a perception problem? If there is, we know it usually turns into a behavior problem, so something must be done about it now, at the perception stage.
What you've just done is establish your public relations goal - a specific behavior flowing from an equally specific perception, which we'll work on creating starting right now.
Now that you've got a public relations goal, you need a public relations strategy. Lucky for you (and for all of us), there are only three possible strategies. Create opinion among that target audience where there may be none, change existing opinion, or reinforce it. We've picked "create" so let's proceed.
With your goal and strategy in hand, you begin thinking "messages." And I mean persuasive messages carefully designed to deal with that perception problem you discovered when you interacted with your key target audience. Keep your message focused on correcting that perception problem, and keep it believable and credible. Try it out on a few colleagues to see it if really is persuasive.
Now you need a few "beasts of burden," communications tactics whose job it is to carry those persuasive messages directly to the attention of the folks who make up that key target audience of yours.
And there are tons of them from trade show appearances, awards programs and news releases to speeches, brochures, radio interviews and face-to-face meetings.
Well, here we are again at the monitoring stage. At the start of the program, you monitored the feelings and perceptions of your key target audience so that you could identify the problem and set your public relations goal and strategy.
Now, you monitor all over again to see what kind of progress you made. Specifically, you want to know how many individuals received the message, through what tactics, and how many are aware of your messages' actual content. Also gives you a chance to make mid-course corrections by adjusting both message content and your mix of communications tactics.
Keep the faith! As time goes by, you'll begin noticing signs of awareness of your business, and a growing receptiveness to what you have to say. The bottom line, of course, will be welcome indications that the behaviors you have sought to modify in your direction are, in fact, doing just that.
In public relations, that spells 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.
Public Relations ? Defining Your Organization from the Inside Out
What do your customers say about your company?
Public Relations: Why it Works
The short answer is, it works best when its fundamental premise is the guide, which insures that the primary focus of your public relations program is the behaviors of your most important outside audiences. Not less urgent matters like personalities, communi- cations tactics or administrative concerns.
How to Generate Free Publicity for Your Product, Service, or Cause
One of the most misunderstood and most underutilized promotional tools available to small businesses and organizations is FREE PUBLICITY.
Business Community Relations 101 - Getting the Most Out of Your Chamber of Commerce Membership
Since the major part of a small business typically comes from business to business services, it is essential to maintain a positive standing with the local business community. It is of value to you to join as many business type organizations as possible in your town. You should attend meetings when possible and introduce your clients to each other.
Publicity - How to Write a Headline That Will Garner Free Publicity
Taking your ad and turning it into paragraph-style prose is not a press release ? chances are it will only lead the publisher to call and invite you to run it as a paid ad. A press release is for news or for information about a topic the audience needs to know.
Marketing-Minded Financial Planners--Appearing on TV? Tell the World!
It doesn't matter how cruel the reality programs get, there always seems to be an endless supply of people willing to humiliate themselves to get on television. There's just something exciting about appearing in front of millions of people.
Is There a Plumber in the House?
I don't know about you but I get really frustrated when I have to deal with anyone in the plumbing, heating, or electrical field. For the most part, the service is horrible, the contractors are unreliable, and the lack of professionalism is rampant.
How to Get Publicity for a Service Business
Many of our clients are in service businesses, such as realtors, financial advisors, interior designers, attorneys, salon and spa professionals, home health care, therapists, consultants, accountants, computer services, and several more.
Public Relations Primer, Part I: Packaging Your Story for the Media
Imagine you're in the breakfast cereal business. You make the best corn flakes. So do you just back a truck-load of them up to every supermarket, then wait for the customers to buy?
13 Publicity Ideas for Retailers
If you're trying to promote your store, but you don't have a big advertising budget, relax. There are lots of ways to get in front of the audience you want to reach by using free publicity. Here are tips that will boost your publicity efforts and help you finally get noticed.
Getting Free Publicity with Radio Interviews
Imagine that you are a radio producer. You have to fill three hours a day, five days a week, every single week. You need topics that inform, enrage, entertain, educate, motivate, and otherwise engage your audience. How do you find those topics, and the guests to make them come alive?
Publicity - Use This System to Track Publicity Progress
Tracking your correspondence with reporters, via phone or email, is important for two reasons. First of all, promises to follow-up can slip between the cracks of daily business and cost you a change at free publicity. Second, you don't ever want to contact a reporter twice about the same story. You will immediately destroy your credibility.
Marketing-Minded Financial Planners, Join Your Professional Organization to Get Free Publicity
Unlike some professionals like lawyers and doctors, financial planners aren't required to be members of a professional association.
Where is the Best PR Value?
Wherever the fundamental premise of public relations is practiced.
Managerial Survival Key
For business, non-profit or association managers like yourself, survival pretty much depends on whether you achieve, or fail to achieve your department, division or subsidiary objectives.
How To Get Radio-Active PR For Your Non-Profit Cause-Part One
"We are in the communications business, the business of conveying messages to the human brain," said the late David Sarnoff, founder and president of RCA. "No man is wise enough to know which avenue to the brain is best. Therefore, the sensible idea is to make all avenues available for carrying the message."
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.
Media Relations: How We Landed on the Wall Street Journals Front Page
Media relations is a great profession.
Three Publicity Tips for Marketing-Minded Financial Planners
Financial planners, the first thing to know about reporters is this: they are busy.
The Power of Radio - Tips for Great Radio Interviews
Many people are intimidated by radio interviews, whether live or pre-recorded and often spoil great promotion and branding opportunity in less then effective interviews.
|© Athifea Distribution LLC - 2013|