The Best PR Has to Offer Managers

How cool is this? You're a business, non-profit or association manager. You decide to get serious about your public relations and shift the spotlight away from communications tactics. You implement an action blueprint that (1), helps you persuade your key external stakeholders to your way of thinking. And then (2), helps move them to take actions that lead to your success as a department, division or subsidiary manager.

It comes into sharper focus when that public relations blueprint helps deliver target audience behaviors like new waves of prospects buzzing around, more qualified calls about strategic alliances, a jump up in repeat purchases, a boost in the number of engineering consultants specifying your products or services, and even increased membership applications and contributions.

What is that blueprint, anyway? Try 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.

As I've said many times in the past about that fundamental premise of public relations, it shines the PR spotlight directly on those outside groups of people with a large say about how successful a manager is going to be ? namely, it targets his or her most important external audiences.

But you need the PR folks assigned to your unit to buy into the program and shift their priorities from communications tactics to a workable, comprehensive plan like this one designed to deliver those key, outside audience behaviors.

Behaviors, by the way, that obviously help or hinder a manager in achieving his or her operating objectives.

The real work for you as the department, division or subsidiary manager starts by listing all your key external audiences in priority order so that you initially focus your resources on that number one audience.

Next step is answering the question, what do members of that audience think about your organization? Short of spending big money on professional survey counsel, you and your PR team can/should/must interact with those members by asking questions such as "What, if anything, do you think about us? Have you ever dealt with our people? Were you pleased with the experience? Have you heard other comments about our organization?"

At each step in this perception monitoring drill, you and your team must watch carefully for negatives like false assumptions, rumors, misconceptions and inaccurate statements. In other words, negativities that might turn into target audience behaviors that could really damage your operation.

The monitoring data you collect is the stuff of your public relations goal. For example, stifle the rumor, straighten out the misconception, turn around the false assumption, or make that inaccuracy accurate.

However, managers know that achieving any goal demands the right supporting strategy to show you how to reach it. Considering the workload, you'll be glad to know that opinion/ perception matters allow just three strategy choices: create perception where there isn't any, change existing perception, or reinforce it. But be alert to the need to select a strategy that directly complements your public relations goal.

The real burden of this PR problem solving sequence rests with the actual message you use to communicate your corrective facts to your target audience. This is where the public relations heavy lifting takes aim at altering individual perception among your target audience population.

First and foremost, your message must be clear, persuasive and carefully factual if it is to nudge perception/opinion in your direction and lead directly to those behaviors you desire. And it will do so only if your message is both believable and compelling. Which suggests that it be vetted prior to release by a variety of individuals to insure that it measures up to these standards.

You're in luck because you will benefit from a long list of communications tactics to help carry your message to the eyes and ears of members of your target audience. The list includes tactics like speeches, special events, media interviews and newsletters as well as press releases, customer briefings, facility tours, emails and quite a few others. Only caution here is, research each tactic carefully to be certain it has a record of reaching people just like those who make up your target audience.

Fortunately, things can always be accelerated by adding more high- impact communications tactics, increasing their frequencies and fine-tuning your message.

Answering the opening question, using a public relations blueprint of this nature can be extremely "cool." Especially when you, as a unit manager for a business, non-profit or association, take these steps to help persuade your key outside stakeholders to your way of thinking, then help move them to take actions that lead to your managerial success.

In my view, that IS the best PR has to offer managers.

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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. 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

CNN

Corker: North Korea pulled good PR move
CNN
JUST WATCHED. Corker: North Korea pulled good PR move. Replay. More Videos ... MUST WATCH. Playing on. Play Video. Play MuteMute. Current Time 0:00. /. Duration Time 0:00. Loaded: 0%. 0:00. Progress: 0%. 0:00. Progress: 0%. Live. Remaining Time -0:00 ...


CNNMoney

How major companies handle - and botch - public relations crises
CNNMoney
Before Southwest and Starbucks came Equifax (EFX), Facebook (FB), United Airlines (UAL) and Wells Fargo (WFC). Each of these companies has had to navigate a public relations crisis over the past year and a half. Some have been more successful than ...

and more »

Deadline

Slate PR Promotes 10 Across Team
Deadline
“We are very excited to be recognizing the outstanding work of these team members with these well-deserved promotions,” the Slate PR partners said. “Not only are all of these folks incredibly talented and hard-working executives, they also have great ...


Bitcoin News (press release)

PR: Bitcoin of America Opening New BTMs in 5 Major U.S. Cities ...
Bitcoin News (press release)
Chicago, IL: Bitcoin of America is happy to announce that they will be expanding their services in five major U.S. cities during the next four months. The company, which is headquartered in Chicago, IL, will be opening new Bitcoin Teller Machines ...

and more »

MLive.com

Lambert Edwards buys New York PR firm
MLive.com
GRAND RAPIDS, MI - Lambert, Edwards & Associates is bolstering its national presence with the purchase of a New York financial public relations firm, Owen Blicksilver Public Relations, Inc. The deal announced this week moves LE&A from a Midwest player ...


Forbes

13 Proven Tactics For Getting Free PR
Forbes
For most modern PR professionals, the goal is to get their clients earned media -- press mentions, news features, TV and radio segments, etc. that don't cost anything other than their time and knowledge. These media placements can drive significant ...


InsideSources

Pulitzer Prize Winners Moving to PR: What Does That Say About the ...
InsideSources
The Pulitzer Prize is the ultimate accolade of American journalism, the mark of the best of the best, or perhaps, the culmination of a lifetime of effort in the field. A few publications win more than their fair share–the Boston Globe, the New York ...

and more »

Slate Magazine

Why the Starbucks Racial Bias Training Is More Than Just Good PR
Slate Magazine
For Starbucks, racism isn't just bad PR: It's an existential threat to the entire business model. The job of a Starbucks manager, then, is to constantly be aware of social interactions in the store, and to try to keep it as welcoming as possible to as ...
Anatomy of a PR response: How Starbucks is handling its Philadelphia crisisWashington Post
Starbucks to Close All U.S. Stores for Racial-Bias Education | Starbucks NewsroomStarbucks Newsroom
Unconscious Bias | diversity.ucsf.eduUCSF Office of Diversity and Outreach
TeenVogue.com
all 618 news articles »

CNN

Most of Puerto Rico still without power
CNN
(CNN) With most of Puerto Rico in the dark Wednesday night, Gov. Ricardo Rossello said in a tweet that he has suggested Puerto Rico's Electric Power Authority cancel its contract with a subcontractor that caused an island-wide power outage. An ...
In Puerto Rico, Stadium Lights Glow, Homes Do NotNew York Times
Puerto Rico Series coverageMLB.com
Puerto Rico Loses Power — AgainNPR
AccuWeather.com -Bloomberg -NBCNews.com
all 689 news articles »

Morris Posts PR in Steeplechase at War Eagle Invitational
GoMocs.com
AUBURN, Ala. --- University of Tennessee at Chattanooga runner Haley Morris led a strong showing for the Mocs with a PR in the 3000 meter Steeplechase at the War Eagle Invitational hosted by Auburn University. "We had another good day with Haley ...

Google News

How to Get a Story About You or Your Business in USA Today

I am often asked by clients to target USA Today... Read More

A PR Question For Chinese Managers

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

Best Approach For Free Advertisement

Product/service publicity is the superhighway to business success everyone dreams.... Read More

A Natural Phenomenon? Really?

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

Cultivating Positive Media Relationships

Some people think that publicity is all about paparazzi snapping... Read More

Just What Kind of PR Matters to You?

Parties, videos, booklets and column plugs?Or public relations that does... Read More

Public Relations: The Fundamental Premise

It seems difficult to believe at the dawn of the... Read More

Dont Be Incredible

Public relations is all about credibility and trustworthiness. If you... Read More

Rise of the Creative Class

The fast changing dynamics of the world economy is forcing... Read More

Managers Who Leave PR to Others

You're a business, non-profit or association manager who needs to... Read More

Public Relations 8 Fix Factors

I say to business, non-profit and association managers, a key... Read More

Can Media Coverage Build An Online Business? You Bet It Can!

As someone with expertise in media relations, I've been asked... Read More

Television Reporters - Questions to Ask Before Agreeing to an Interview

Prior to a TV interview it is guaranteed the journalist... Read More

What Does the Public Relations Client REALLY Want, and Why?

It's not unusual for clients of service providers to insist... Read More

Attention PR Shoppers!

As a business, non-profit or association manager, what do you... Read More

Publicity - The Right Media Person to Call for Free Publicity

You won't accomplish much if you call the gas company... Read More

Public Relations Writing: Write Better Press Release Headlines With More Impact in Less Time

Public relations writing when writing press releases can be a... Read More

How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now

Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More

I Cant Afford A PR/Publicity Campaign -- Can I?

It's a phrase I hear over and over again from... Read More

Think Like a Reader, Viewer, or Listener to Get Great Publicity

About a year ago I read a feature story in... Read More

So Whats Wrong With Strategic?

Some folks see the word "strategic" as a needlessly tiresome... Read More

Guerrilla PR- Chapter One

THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More

Hey, Mr/Ms Manager!

Does it really make sense to bet your PR budget... Read More

Top Ten Tips For Great Sound Bites

If you're an online business using public relations (PR) to... Read More