This is the Power of PR
The power of public relations is its ability to alter individual perception, resulting in changed behaviors that lead directly to your organization's success.
Its power really lies in doing something positive about the behaviors of a business, non-profit or association manager's important outside audiences ? behaviors that MOST affect his or her operation.
That's how external stakeholder behaviors are created that help achieve managerial objectives. In particular when managers persuade those key outside folks to their way of thinking, then move them to take actions that help the manager's department, division or subsidiary succeed.
A basic public relations blueprint looks 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.
So, two key messages radiating from that fundamental premise are (1) your public relations effort must involve more than special events, brochures and news releases if you really want to get your money's worth, and (2), the right PR really CAN alter individual perception and lead to changed behaviors that help you succeed!
A variety of results can flow from this managerial approach to public relations. It can generate follow-on activity like customers making repeat purchases; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies; prospects starting to work with you, and even capital givers or specifying sources looking your way
You can even see results such as community service and sponsorship opportunities; new proposals for strategic alliances and joint ventures; enhanced activist group relations, and expanded feedback channels; rebounds in showroom visits; and membership applications on the rise, not to mention new thoughtleader and special event contacts.
Because those kinds of results can be expected from such a high-impact blueprint, your PR staff ? 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.
Certainly you agree that your most important outside audiences really must perceive your operations, products or services in a positive light if you are to succeed. So be certain that your PR staff is completely onboard for 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.
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?
The perception monitoring phases of your program can obviously be handled by professional survey people IF the budget is there. But you can always choose to use your PR people who 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.
Let's talk about the public relations goal. You need one that addresses the aberrations that cropped up during your key audience perception monitoring. In all probability, it will aim to straighten out that dangerous misconception, or correct that gross inaccuracy, or do something about that hurtful rumor.
Of course, 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 ketchup on your pecan pie, 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.
Here's some really hard work for your PR team, because they now must come up with some carefully targeted, 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.
After going over your message for impact and persuasiveness with your communications specialists, work with them to 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.
Taking no chances with the time-honored warning that the credibility of a message can depend on how it's delivered, consider introducing it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances. When the calls for progress reports get loud enough, you can respond by returning to the field with your PR folks 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 alert for signs that the bad news perception is being altered in your direction.
Should things slow down, you can always accelerate matters by using more communications tactics along with increased frequencies.
In this way, you employ the unique power of public relations in just the right way. You alter individual perception, resulting in changed behaviors that lead directly to your organization's 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. Word count is 1085 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.
Publicity: Nailing a Media Interview, Part III (Staying on Topic)
In a media interview, always stick to your main points without rambling or digressing. Practice this when you rehearse.
What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners
New business owners often miss out on publicity opportunities because they think it's a nuisance to talk to reporters. In fact, publicity can be far more valuable than advertising. Media exposure can give your business profile a huge boost. You'll attract clients, customers and recruiters. More important, you gain credibility as an "expert" when you can post a copy of a published article on your website, office wall, or portfolio.
Managers: PR More Than Tix and Plugs?
You bet! And in three ways vital to you as a business, non-profit or association manager.
Advertising and Community Relations -- Get the Best of Both Worlds
Have you ever noticed that in communities without big universities, high school sports take on an even bigger importance?
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.
How To Get Radio-Active PR For Your Non-Profit Cause: Part Two of Three
FIVE WAYS TO GET ON THE RADIO
Where is the Best PR Value?
Wherever the fundamental premise of public relations is practiced.
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.
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."
Dont Need No Stinking PR?
Almost assuredly you do, especially when your most important external and internal audiences behave in ways that stop you from achieving your organizational objectives.
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?
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?
Did You Know That Even TV Remote Control Units Can Get Press and Media Coverage?
Did you Know That Even TV Remote Control Units Can Get Press and Media Coverage?
The Story The Media Really Wants
If you're like most of my clients, you're probably interested in getting the media to cover the success of your business. These "business success stories" can be used for future marketing efforts -- including reprints of the story in your marketing materials or on your Web site, or framing the article and hanging it in your office.
Writing a Press Release: How to Write Quotes
Ideally, you will have two types of quotes in your press release. A quote from yourself is mandatory. To give your release extra impact, get a quote from a third-party.
Three Communication Secrets of The Great Communicator
I've worked in media and public relations for 20 years, and experience has taught me that communication is an essential skill to master in order to be successful in all aspects of one's life. No one person can do many things without the involvement of other human beings; having superior communication skills, then, is a highly enviable quality, and those who manage such a feat serve as role models to the rest of us. Ronald Reagan, "The Great Communicator", exemplified this quality so well that people elected him President.
16 Publicity tips for Restaurants
With a dismal failure rate of more than 75 percent among restaurants, you must be sure you do everything you possibly can do to promote your restaurant through free publicity. Here are 16 tips that will boost your publicity efforts and help you finally get noticed--even if you don't have a big advertising budget.
Publicity: The Best Things In Life Are... FREEE!
One portion of your marketing plan that you probably don't think about enough is "free publicity".
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.
Would you like to be the next Dr. Phil, Suze Orman or Guy Kawasaki?
|© Athifea Distribution LLC - 2013|