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
Managers: Paying for PR-Lite? > NetSparsh - Viral Content you Love & Share

Managers: Paying for PR-Lite?

As a business, non-profit or association manager, your public relations expenditure may give you names in the newspaper or product plugs on radio. But what about key stakeholder behavior change ? the kind that leads directly to achieving your managerial objectives?

Since that's public relations' strongest suit, shouldn't you be getting that first, THEN incremental publicity exposure? Especially when persuading those important outside folks to your way of thinking can move many of them to take actions that help you achieve your department, division or subsidiary objectives?

Bounce this notion off the public relations team assigned to your unit: 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.

If they buy into it, you'll have a simple blueprint that gets everyone working towards the same external audience behaviors insuring that your public relations effort stays on track.

Consider the possible payoffs: customers starting to make repeat purchases; community leaders beginning to seek you out; welcome bounces in show room visits; membership applications on the rise; prospects starting to do business with you; fresh proposals for strategic alliances and joint ventures; higher employee retention rates, capital givers or specifying sources beginning to look your way, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities

But, like everything else, there's no free lunch in PR either, and the work looks like this. You need to find out who among your important outside audiences is behaving in ways that help or hinder the achievement of your objectives. And then, list them according to how severely their behaviors affect your organization.

Of course it's unlikely that you have the facts and figures you need to pull this off because you aren't real certain just how most members of that key outside audience perceive your organization.

There's also a good chance you don't have the budget to accommodate expensive professional survey work. So you and your PR colleagues (they should be quite familiar with perception and behavior matters) must monitor those perceptions yourself.

Meet with members of that outside audience and ask 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?" Stay alert to negative statements, especially evasive or hesitant replies. Watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. Any of which will need to be corrected, because experience shows they usually lead to negative behaviors.

So, because the obvious objective here is to correct those same untruths, inaccuracies, misconceptions and false assumptions, you now select the specific perception to be altered, and that becomes your public relations goal.

But a PR goal without a strategy to show you how to get there, is like champagne without the peaches. That's why you must select one of three strategies especially designed to create perception or opinion where there may be none, or change existing perception, or reinforce it. The challenge here (albeit small) is to 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.

Your writers step forward here to create a compelling message carefully designed to alter your key target audience's perception, as called for by your public relations goal.

Stay flexible as to message delivery because combining your corrective message with another presentation or newsworthy announcement of a new product, service or employee may lend more credibility by not overemphasizing the need for such a correction.

The new message must be very clear about what perception needs clarification or correction, and why. Your facts must be truthful and your position must be logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction. It's clear that your message must be compelling.

I call the communications tactics you will use to move your message to the attention of that key external audience "beasts of burden" because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.

You're in luck here because the list of tactics is a long one. It includes letters-to-the-editor, brochures, press releases and speeches. Or, you might select radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are dozens in waiting and the only selection requirement is that those tactics you choose have a record of reaching people just like the members of your key target audience.

Your associates will soon want to know if any progress is being made. Of course you'll already be hard at work remonitoring perceptions among your target audience members. Using questions similar to those used during your earlier monitoring session, you'll now be on the lookout for indications that audience perceptions are beginning to move the way you want them to move.

Things can always be moved along at a faster clip by adding more communications tactics, AND by increasing their frequencies.

The only way to be certain you are buying full-bodied public relations results and not the "Lite" version, is to undertake an aggressive public relations plan that targets the kind of key stakeholder behavior change that leads directly to achieving your department, division or subsidiary objectives.

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

The Daily Freeman

PR Gov.: We're treated like second-class citizens
The Daily Freeman
During an interview on the one-year anniversary of Hurricane Maria, Puerto Rico Gov. Ricardo Rossello says that Puerto Ricans are treated like second-class citizens. TownNews.com Content Exchange ...

and more »

euronews

Raw Politics: who's winning the PR battle over Hungary?
euronews
There's a PR war brewing between the Hungarian government and the European Parliament following the decision by MEPs last week to trigger an Article 7 procedure and potential sanctions on Hungary for violating European values. The government of ...


O'Dwyer's PR News

SeaWorld's Ex-PR Chief Settles Blackfish-Tied Fraud Charges
O'Dwyer's PR News
Fred Jacobs, former VP-communications at SeaWorld, has agreed to settle a fraud charge for his role in misleading investors and to pay $100K disgorgement charges and prejudgment interest, according to the Securities and Exchange Commission. The SEC ...


Fox News

Alexandria Ocasio-Cortez claims Puerto Rico is still a 'colony' that 'deserves real self-determination'
Fox News
“Today marks 1 year since Hurricane Maria. A year later, Puerto Rico is still in shambles,” Ocasio-Cortez tweeted. “Some things to advocate today: 1. PR is still a colony of the United States. The island deserves real self-determination. We must say ...
Year after Maria, sisterhood reinventing Puerto RicoWDIV ClickOnDetroit
Sunrise Melodies and Tearful Reflections: Puerto Rico a Year After MariaNew York Times
1 year after Maria: Meteorologists recount the nightmare of Hurricane Maria slamming Puerto RicoAccuWeather.com
Miami Herald -AOL -Washington Post
all 3,512 news articles »

Patch.com

Joliet Seeks PR Firm On Alternative Water Source Project
Patch.com
(The following press release was issued Thursday by the Office of Joliet City Manager David Hales.) JOLIET, IL - The City of Joliet is accepting qualifications to provide public relations consulting services for Phases I and II of the City's ...

and more »

KVUE.com

AccuWeather in Puerto Rico: How NWS-PR was able to track Hurricane Maria without power
KVUE.com
During Hurricane Maria, the National Weather Service office in San Juan, Puerto Rico was unable to track the storm via radar due to power going out. All, but one satellite radar, the GOES-16. AccuWeather's Jonathan Petramala spoke with meteorologists of.


News 12 Connecticut

CT-based Save the Children continues with recovery effort in PR
News 12 Connecticut
One year after Hurricane Maria made devastating landfall on Puerto Rico, Connecticut-based Save the Children is still hard at work on the recovery effort. Save the Children's Director of Puerto Rico Outreach Luis Soto says a year later many on the ...
United for Puerto Rico Distributes Nearly $38 Million for Relief and Recovery InitiativesBusiness Wire

all 16 news articles »

5W PR Stands Up for Heroes
O'Dwyer's PR News
5W Public Relations will handle the Stand Up for Heroes event, which will include headliners Bruce Springsteen, Jon Stewart, Seth Meyers and others, slated for Madison Square Garden Nov. 5. Presented by the New York Comedy Festival and the Bob ...


5W Public Relations Announces Representation of Lesso Home New York Market
PR Newswire (press release)
NEW YORK, Sept. 20, 2018 /PRNewswire/ -- 5W Public Relations (5WPR), one of the top 10 independently owned PR firms in the U.S., is pleased to announce the addition of Lesso Home New York Market to its diverse roster of consumer home and lifestyle ...


The Sociable

News of PR Firms
O'Dwyer's PR News
Adding to that growth were the acquisition of New York City-based Owen Blicksilver PR in 2018; Lansing, Michigan-based Sterling Corporation in 2014; Atlanta-based IR Squared in 2011; and Detroit-based John Bailey & Associates in 2008. “The Lambert ...
Native Ads vs Banner Ads - SharethroughSharethrough
Originals - ESPACIO - Espacio Medellin IncubatorEspacio Medellin Incubator
How Content Promotion Changed Digital Marketing Forever - SlideShareSlideShare

all 9 news articles »
Google News

Take the High Ground With Quality PR

Quality public relations does something positive for business, non-profit and... Read More

Boost Your Business by Partnering with a Non Profit Organization

Is your business looking for new and creative ways to... Read More

Five Great News Stories You?re Sitting On Right Now

Smaller companies don't always have the budget - or inclination... Read More

PR Secrets for Small Business

Most small businesses do little to no public relations (PR)... Read More

Austin?s Annual Charity Event with KVET

In my travels around the country while building my business... Read More

Your Organization: What Role PR?

As a manager, does your current business, non-profit or association... Read More

How PR Makes a Managers Life Easier

Things are pleasant for many business, non-profit or association managers... Read More

Managers, Which PR Is Right For You?

An effort built around a string of print and broadcast... Read More

Marketing-Minded Financial Planners, Focus on Main Points During an Interview

You never want to inundate a reporter with information, but... Read More

Media Training 101: When 60 Minutes Knocks On Your Door

You never know when 60 Minutes will knock on your... Read More

Pressure From the Top?

Yes, and that pressure often comes from a CEO who... Read More

A Managers PR Paradigm

If you manage a department, division or subsidiary for a... Read More

Public Relations Strategies: Announcing News on a Press Tour

Gaining news coverage on a successful press tour requires planning,... Read More

Why PR is a Vital Force

Because it can alter individual perception and lead to changed... Read More

Press Releases

How do press releases or interest stories have an effect... Read More

Managers: Are You PR-Fit?

Can you honestly say that your business, non-profit or association's... Read More

PR: Lets Cut to the Chase

If your key ? that's KEY ? outside audiences don't... Read More

How to Get Some of Paris Hilton?s TV Time

When your book is mentioned on television, sales go up.... Read More

Ignore PR at Your Peril!

If you do, it means:you don't value tracking the perceptions... Read More

Getting to Know Your Local City Council Members

The easiest way to meet city council members is to... Read More

Making the News - Tips from A News Journalist

What makes a good media release and how do you... Read More

4th Quarter 2003 Publicity = 1st Quarter 2004 Prosperity

As the year starts to wind down, many businesses and... Read More

Right PR Focus A Powerful Advantage

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

Media Relations: Ending the Press Release Crutch

When most people think of media relations, they think of... Read More

Company Dress Codes for Small Business; Shorts and Pants

Most small businesses have logo'ed shirts, usually polo shirts with... Read More