Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Is This Any Way to Run Your PR? > NetSparsh - Viral Content you Love & Share

Is This Any Way to Run Your PR?

You bet!

Especially for business, non-profit and association managers who REALLY need to persuade their key outside audiences to their way of thinking. Then move them to behaviors that lead to the success of their department, division or subsidiary.

Could this be you? If so, you may need to reduce your emphasis on tactical public relations weaponry with its simple print and broadcast mentions.

And instead, use a broader, more comprehensive and workable public relations blueprint to alter your key external audience perceptions ? perceptions that deliver the changed behaviors you need to achieve your managerial goals.

Why go to this much trouble?

Because of the possible results, of course. Results like new proposals for strategic alliances and joint ventures; customers making repeat purchases; prospects starting to work with you; membership applications on the rise; capital givers or specifying sources looking your way, and even bounces in showroom visits.

But, what about that core PR blueprint that gets everyone working towards the same external audience behaviors, and that insures that your organization's public relations effort stays sharply focused?

Try this on for size: 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.

Just what will you do with such a plan?

Well, find out who among your key external audiences is behaving in ways that help or hinder the achievement of your objectives. Then, list them according to how severely their behaviors affect your organization.

But what do members of that key outside audience think about your organization? If the budget to pay for what could be costly professional survey counsel isn't there, you and your PR colleagues will have to monitor those perceptions yourselves. Actually, they should be quite familiar with perception and behavior matters.

Best way to get that handled is to meet with members of that outside audience asking questions like "Are you familiar with our services or products?" "Have you ever had contact with anyone from our organization? Was it a satisfactory experience?" And if you are that manager, you must be sensitive to negative statements, especially evasive or hesitant replies. And watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. When you find such, they will need to be corrected, as they inevitably lead to negative behaviors.

Now we select the specific perception to be altered which then becomes your public relations goal. You obviously want to correct those untruths, inaccuracies, misconceptions or false assumptions.

Here we go with the strategy. Fact is that a PR goal without a strategy to show you how to get there, is like clam chowder without the clams. So, as you select one of three strategies available to you (and especially constructed to create perception or opinion where there may be none, or change or reinforce it,) what you want to do is insure that the goal and its strategy match each other. You wouldn't want to select "change existing perception" when current perception is just right suggesting a "reinforce" strategy.

O.K., it's writing time ? time to prepare a compelling message carefully constructed to alter your key target audience's perception, as specified by your public relations goal.

Fortunately, when you distribute it, you can always put your corrective message together with another news announcement or presentation which may serve to downplay the apparent need for such a correction.

The message conveyed must be compelling and crystal-clear as to what perception needs clarification or correction, and why. Of course you must be truthful and your position logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction.

Occasionally, you'll hear the communications tactics needed to move your message to the attention of that key external audience, referred to as "beasts of burden" because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.

Actually, you have a wide choice because the list of tactics is lengthy. Included are letters-to-the-editor, brochures, press releases and speeches. Or, you might choose radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are scores available and the only selection requirement is that the communications tactics you choose have a record of reaching people just like the members of your key target audience.

Again fortunately, things can always be hurried along by adding more communications tactics, AND by increasing their frequencies.

Those around you will soon be asking about progress. But by that time, you will already be hard at work remonitoring perceptions among your target audience members to test the effectiveness of your communications tactics. Using questions similar to those used during your earlier monitoring session, you'll now look closely for signs that audience perceptions are beginning to move towards your position.

Yes, I believe this IS the way to run your PR, in particular when you are doing something about the behaviors of those important outside audiences that most affect your operation?.when you are creating the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives?.and when you are doing so by persuading those key outside folks to their way of thinking by helping to move them to take actions that allow your department, division or subsidiary to succeed.

end

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1030 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:bobkelly@TNI.net

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

Philippine Star

2Do we need a PR for PR?
Philippine Star
September is public relations month in the Philippines by virtue of Proclamation No. 1357 signed on Aug. 13, 2007 by then President Gloria Macapagal-Arroyo. As such, the Public Relations Society of the Philippines (PRSP) is tasked to hold a public ...


Politico

PR firm helped Whelan stoke half-baked Kavanaugh alibi
Politico
CRC Public Relations, the prominent Alexandria, Virginia-based P.R. firm, guided Whelan through his roller-coaster week of Twitter pronouncements that ended in embarrassment and a potential setback for Kavanaugh's hopes of landing on the high court, ...

and more »

Spectrum Named 2018 Medium PR Firm of the Year by PR News
Markets Insider
WASHINGTON, Sept. 24, 2018 /PRNewswire/ -- Spectrum Science Communications, a leading independent health and science public relations agency, has been named PR News' 2018 Medium PR Firm of the Year. This win comes during a pivotal year for ...

and more »

PRWeek

'PR is having its moment in the sun, despite confidence crisis' - senior adland exec
PRWeek
But this isn't the view of PR from senior marketers or advertising executives, according to an global adland veteran. Richard Pinder, the chair of Universum and former COO of Publicis Groupe, said adland believes we are approaching "peak PR", a ...


The Holmes Report

SharkNinja Hands US PR Duties To DeVries Global
The Holmes Report
NEW YORK — SharkNinja has tapped DeVries Global to lead its communications in the US, a move that puts the home appliance company's PR and media in the hands of Interpublic Group agencies. DeVries is charged with driving awareness of and interest ...


The Guardian

OPINION: PR breeds unstable governments
The Guardian
Some see the upcoming B.C. referendum on electoral reform - whether the province should switch to a proportional representation (PR) voting system - as a blatant attempt by the B.C. Green Party to secure more power. While it's clear that under any form ...


Branding in Asia Magazine

Kellogg Appoints Eleven to PR Duties Across Australia and New Zealand
Branding in Asia Magazine
Eleven's appointment will see all PR responsibilities folded into its Sydney, Melbourne, and Auckland offices, providing integrated solutions across B2C and B2B audiences. Eleven has created a hybrid team comprising specialists from Eleven and ...


JoTo PR Reveals Value of Disruptive Public Relations in B2B Marketing Podcast
Markets Insider
To help business-to-business (B2B) executives navigate today's shifting and often-volatile media landscape, Karla Jo Helms of JoTo PR strapped on her boots and forayed into the quagmire in a recent If You Market podcast. During her interview with ...


MuMbrella

Eleven wins PR business for Kellogg Australia and New Zealand
MuMbrella
Omnicom's PR agency Eleven has won the public relations account for Kellogg across both Australia and New Zealand, Mumbrella can reveal. Just last February Kellogg appointed Edelman to its public relations account while the brand also worked with both ...


Globalnews.ca

Ticketmaster's PR nightmare continues: Alan Cross
Globalnews.ca
Tue, Sep 11: New regulations have been put in place to protect consumers in Alberta buying tickets to events, festivals and concerts. Global's Tomasia DaSilva explains what they are and how they're working.
More on Ticketmaster's latest PR nightmare: Some analysis from me.A Journal of Musical Things (blog)
Ticketmaster reportedly has secret deals with scalpers that cheat other customersCNBC
Ticketmaster: American ExpressTicketmaster
Marketplace.org -Amazon.com -Relix
all 96 news articles »
Google News

Do I Really Need a Publicist?

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

Press Releases: Not Dead, Just Evolved

Mark Twain once said the rumors of his death had... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... Read More

A Natural Phenomenon? Really?

Sure. What else do you call a human discipline whose... Read More

Dont Get Eaten Alive!

If you don't have a grip on public relations, how... Read More

PR: Focus on What Matters!

Sure, as a manager, you have a talented member of... Read More

Financial Planners, Want Free Marketing and Publicity? The Key is Understanding the Media

The media need you. Need the information and expertise you... Read More

33 Reasons To Do A News Release

News releases are not the best way to get major... Read More

Using Media and PR to Your Advantage.

Lights...camera...ACTION.That's what often happens when people think of using media... Read More

PR: Heres All You Need to Know

Above all, you need to know that the right PR... Read More

What Is Best Practice Public Relations?

Why, public relations that stays true to its fundamental premise,... Read More

How to Make A Great Press Kit ? A Musicians Guide

As an owner of an independent record label, I often... Read More

When Should You Outsource Your PR Efforts?

1) Do you NEED solid, consistant media exposure...week after week,... Read More

PR Where it Matters Most

What's more crucial to the success of a business, non-profit... Read More

How To Write A Press Release: The Seven Deadly Sins And How To Avoid Them

How to write a press release that generates free publicity... Read More

Smashing the Myth of the Press Release

A musician spends years honing his craft. He writes world-class... Read More

The 7 Deadly Sins of Press Releases

A press release is often your only chance to make... Read More

PR tips for business

Question: Why should your business issue a press release? Answer:... Read More

What Kind of PR Makes Sense?

For business, non-profit and association managers, is it publicity that... Read More

Prep for a Successful Trade Show

Well, autumn is upon us and with the onset of... Read More

What Determines PR Success?

As a business, non-profit or association manager, occasions will arise... Read More

Think Big

Would you like to be the next Dr. Phil, Suze... Read More

A PR Question For Chinese Managers

As the practice of public relations in China continues to... Read More

Interviews - Five Tips To Handle Tough Questions From Reporters

Journalists are trained and often experienced at getting information out... Read More

Meet The Media

Although media relations is not all there is to PR,... Read More