Is This the PR You Thought You Were Getting?

You know, where you do something positive about the behaviors of those outside audiences that MOST affect your organization? And where you do so by persuading those important external folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed?

Yes, that's right, it's where you use the fundamental premise of public relations to produce external stakeholder behavior change ? the kind that leads directly to achieving your managerial objectives.

What it boils down to is (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!

You can do it when you bring that fundamental premise of PR mentioned above, into play. It goes 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.

What kind of results can you, as a business, non-profit or association manager, expect from such an approach? Well, for starters, improved relations with government agencies and legislative bodies, stronger relationships with the educational, labor, financial and healthcare communities; prospects starting to work with you; customers making repeat purchases; and even capital givers or specifying sources looking your way

And that's not all. You also could see progress in the form of membership applications on the rise; new proposals for strategic alliances and joint ventures; rebounds in showroom visits; enhanced activist group relations, and expanded feedback channels; as well as community service and sponsorship opportunities; not to mention new thoughtleader and special event contacts.

Yes, that's promising quite a bit but that's what this approach to public relations is capable of delivering.

Of course the PR people supporting you as a manager ? agency or staff ? must be real team members and committed to you, as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring.

Ask yourself how important it is that your most important outside audiences really perceive your operations, products or services in a positive light? Then assure yourself that your PR staff buys into that notion wholeheartedly. 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 with your team, especially the plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Use 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 obviously can be handled by professional survey people, IF the budget is available. But keep in mind that your PR people 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.

Clearly, you will need a well-defined goal, one that responds to the aberrations that appeared during your key audience perception monitoring. As a flexible goal, it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

Inevitably, a goal needs a strategy to show you how to get there. And here, you have three strategic choices for handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. Unfortunately, a bad strategy pick will taste like fudge sauce on your spareribs, so be sure the new strategy fits well with your new public relations goal. For instance, you don't want to select "change" when the facts dictate a "reinforce" strategy.

Changing people's minds to your way of thinking is a tough assignment, so your PR team must set down the needed 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.

Sit down again with your communications specialists and review your message for impact and persuasiveness. Then, 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.

Because the credibility of a message can occasionally depend on its delivery method, you might introduce it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances. One good thing about doing progress reports for clients or bosses is that they sound the alert for you and your PR folks to return to the field 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 must now stay alert for signs that the bad news perception is being altered in your direction.

If impatience shows up, you can always accelerate things with more communications tactics and increased frequencies.

It should be an irresistable premise for any manager! Do something positive about the behaviors of those outside audiences that MOST affect your organization. And do so by persuading those important external folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed.

Wow!

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at [email protected]. Word count is 1125 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.

mailto:[email protected]

Visit: http://www.prcommentary.com

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

Forbes

PR Pros Team Up To Help Brands Overcome Marijuana Marketing Challenges
Forbes
More than 60 percent of Americans support marijuana legalization – a figure that has nearly doubled since 2000. Nine states and Washington D.C. allow recreational use, and 30 states have comprehensive medical marijuana programs. You'd think with this ...


PR and Social Media Experts Shared Stirring Words of Wisdom During the ?Brands in Demand? Mixer &
WLNS
NEW YORK--(BUSINESS WIRE)--May 22, 2018--As part of their ongoing Minority Leadership Series, which serves to empower and connect multicultural business professionals, Black PR Wire and Business Wire held a mixer and live discussion entitled ?


American Inno

How This PR Professional Started Over as a Successful Coder
American Inno
Wojtkun had successfully navigated an illustrious PR career in D.C., eventually landing the role of vice president at Weber Shandwick, a major national public relations firm. That wasn't the only career highlight, with stints as a press secretary to a ...


MuMbrella

To the PR industry: It's time to stop blowing your own trumpet
MuMbrella
But I'm afraid it's the red card he's reaching for. You've got us bang to rights. For even those paragons of modesty and self-effacement – my PR sisters and brothers – have, to use the common parlance, been bigging it up large with tales of their ...


Japan Has the Most Powerful Passport in the World
PR Newswire (press release)
LONDON, May 22, 2018 /PRNewswire/ -- Japan has consolidated its spot at the top of the Henley Passport Index, now offering its citizens visa-free access to a record total of 189 destinations. Following closely behind are Singapore and Germany in joint ...

and more »

The Pop Insider Satisfies Cravings for All Things Geek and Pop Culture With New Multimedia Publication Celebrating ...
PR Newswire (press release)
NEW YORK, May 22, 2018 /PRNewswire/ -- From the experts who publish The Toy Insider, one of the toy industry's most influential media outlets and a trusted go-to resource on toys and games for parents and gift-givers, comes a brand new cross-platform ...


PRWeek

PRWeek UK unveils 30 Under 30 for 2018
PRWeek
Thirty PR professionals all aged under 30, from a variety of agency and in-house roles and across different specialisms, have been selected to be part of the prestigious group after a nomination process and scrutiny from our expert judging panel. The ...


The CIA's unprecedented PR push to make Gina Haspel its director
Columbia Journalism Review
As of Monday morning, Gina Haspel is director of the CIA, replacing Mike Pompeo, despite her history of participation in the agency's torture program. It's hard to imagine such a smooth path through the nomination process without the unusual and full ...

and more »

Phyllis A. Gunderson is recognized by Continental Who's Who
PR Newswire (press release)
PECOS, N.M., May 21, 2018 /PRNewswire/ -- Phyllis A. Gunderson is recognized by Continental Who's Who as a Pinnacle Professional Member in the field of Fine Art in recognition of her role as Owner of Humming Wolf Studio. An established, fine art ...


Fashion Journal

PR Account Manager
Bizcommunity.com
Requirements: PR qualification and 5+ years PR agency experience in traditional PR; excellent communications and organisational skills; and a talent for writing. Hospitality and travel experience will be advantageous, as well as a knowledge of wine and ...
Fashion PR Account ExecutiveFashion Journal

all 2 news articles »
Google News

How to Write Press Releases That Work And Get Free Publicity

One study found that as many as 90% of the... Read More

How PR Helps Fiercely Competitive Managers

Fiercely combative business, non-profit and association managers use every PR... Read More

If Your PR Cant Do This, Bag It!

As a business, non-profit or association manager, why continue a... Read More

How to Master Communication Even if you failed High School Grammar

Does the thought of knowing your verbs from your adjective... Read More

Public Relations Mixup?

When you pay good money for public relations services, you... Read More

Cutting Down Your Trade Show Budget

Whenever a recession or volatility threatens the economy, companies immediately... Read More

Can Newbies Avoid The Pitfalls?

Yes indeed! If you are a young person who has... Read More

Media Relations - Ten Essential Tips to Use The Media to Market Your Business

In the 'Age of Scepticism' gaining media coverage is one... Read More

PR: Lets Talk Fundamentals

How much more fundamental can you get than this? As... Read More

Do I Really Need a Publicist?

Are you hesitating about hiring a publicist or, if you... Read More

How to Generate Free Publicity for Your Product, Service, or Cause

One of the most misunderstood and most underutilized promotional tools... Read More

All You Need to Know About Press Release Writing and Distribution

Before you even think about writing a press release, there... Read More

Media Relations: When Numbers Lie

NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More

Getting Articles Published - Eight Steps for Trade Publications

Trade publications present an excellent opportunity for organisations to gain... Read More

Managers, Start Your PR

There'll never be a better time for a manager working... Read More

PR Works! 15 Ways To Make Your Press Release Stand Out From the Crowd

Do editors of newspapers, magazines and online news sites really... Read More

The Only Way to Get Free Advertising?

Receiving free advertising is the dream of most business people.... Read More

Right PR Focus A Powerful Advantage

Powerful is a strong word. But it fits here. As... Read More

Speak Up

Another way to really become known in your area is... Read More

Is The Traditional Press Review Still A Business Tool Of The Future?

Press reviews are a common and basic feature for surveying... Read More

How to Stay Composed During Contentious TV Interviews

NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More

How Managers Hit PR Paydirt

As a business, non-profit or association manager, you'll know it's... Read More

How to Write a Media Release That Wins You Coverage & Exposure

The Today show? The New York Times? Vanity Fair? What's... Read More

Post Your Press Release Online ? For Free!!

Are you launching a new product or website? Announcing a... Read More

A Well-Oiled Strategy Machine

Yes, that's what public relations really is when it tracks... Read More