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
So Whats Wrong With Strategic? > NetSparsh - Viral Content you Love & Share

So Whats Wrong With Strategic?

Some folks see the word "strategic" as a needlessly tiresome and complicated notion. But anything that shows you how to get from here to there IS strategic, and something we all need.

Even the dictionary calls a strategy "of great importance to a planned effort."

For example, look at public relations where just about everything is based on getting from here to there. That is, from a dangerous lack of concern with external audiences to a sensible plan for doing something about what those key audiences think about you.

To make the point, here's a quick two-sentence thumbnail that promises just such an outcome.

"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 those people whose behaviors affect the organization, the public relations mission is accomplished."

While it's obvious that survival is the pot of gold at the end of this rainbow, you don't get those external audiences on your side without a little work

Better prioritize those outside interest groups of yours into some kind of importance ranking. Then, let's take the external audience you rank clearly as #1 and do a little work on it right now.

How much do you know about this group of people? Are you aware of what the prevailing view of you and your enterprize is among group members? Do you know of any negative perceptions?

No? That's why you must get busy and interact with members of that key target audience of yours. Ask questions: "What do you think about our business, products or services? Why?" And stay alert to any signs of negativity, any inaccurate perceptions, misconceptions or rumors.

The reactions to such probing questions help you to set down a public relations goal designed to correct misperceptions and inaccuracies.

So, while this gives you your public relations goal, HOW will you reach it? That's right, you need a strategy to help you get from here to there. You're in luck because there are just three strategic options for dealing with opinion available to you. Create opinion (perceptions) where none may exist; change existing opinion, or reinforce it.

Select the one that logically flows from the goal you established.

Now, you're ready to write the persuasive and compelling message you'll be counting on to change perceptions and move your target audience behaviors in your direction.

It's not an easy writing job. The message must be not only persuasive and compelling but very clear, direct and brief in its presentation. The facts and figures supporting WHY target audience members should alter their perception of your organization must be accurate and believable. It's best to try out the message on a few audience members first, then adjust if needed and commence public distribution.

Now, to mix metaphors, who will be your "beasts of burden," or "foot soldiers?" In other words, which communications tactics will you use to carry that carefully constructed message to the eyes and ears of key target audience members?

There are a lot of tactics available to you. Everything from letters and emails, personal contacts, face-to-face meetings and special events to brochures, press releases, speeches, broadcast interviews and a ton of others.

At this point, you will still not know if you're making progress towards your public relations goal.

Which is why you must return to the field and once again talk to those members of your key target audience. Ask questions very similar to those you used during your earlier information gathering.

The big difference the second time around will be that you are watching closely for signs of changed perceptions, hopefully in your direction. Have misconceptions cleared up? Does it appear that inaccuracies have been corrected? Do you see signs that the dangerous rumor has been defeated?

Not enough progress? Review the mix and frequency of your communications tactics. And take a hard look at that all- important message. Measure it as to how well your facts and figures equip it to change minds and perceptions. Make adjustments and recommence firing!

What you've just completed is a first-class, "strategic" plan for managing the perceptions and behaviors of your key external audiences. A plan that will have a large say in your personal success and, possibly, the survival of your organization.

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.

Robert A. Kelly © 2003

About The Author

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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: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 New Republic

The White House P.R. “Nightmare” That Never Came | The New ...
The New Republic
On June 20, the Trump administration released a report some officials hoped would never see the light of day. The draft study from the Agency for Toxic ...

and more »

MLB.com

Much like '97 Midsummer Classic, island well represented this season
MLB.com
You would not have known it in that moment, but the 1997 game was Puerto Rico at its big league peak. Soon after, the sport began to see a steep decline in the impact of Puerto Rican players. Whether that decline could be traced back, as some argue, to ...
Get the mobile appMLB.com
Home Run Derby | MLB.comMLB.com
MLB (@mlb) • Instagram photos and videosInstagram

all 760 news articles »

North America Public Relation Robots Market to 2025
PR Newswire (press release)
The "North America Public Relation Robots Market by Product, Application and Country 2014-2025: Growth Opportunity and Business Strategy" report has been added to ResearchAndMarkets.com's offering. North America public relation (PR) robots market is ...

and more »

Hanergy Takes 42nd on World Brand Lab's 'China's Top 500 Most Valuable Brands' 2018 List
PR Newswire (press release)
BEIJING, July 17, 2018 /PRNewswire/ -- Hanergy Holding Group, a pioneering multinational clean energy company continues to strengthen its foothold in the global market. The company has recently taken 42nd on the 2018 list of 'China's 500 Most Valuable ...


Minneapolis / St. Paul Business Journal

PR firm Lola Red plots move within Warehouse District
Minneapolis / St. Paul Business Journal
Public relations firm Lola Red will move this fall to space above the long-shuttered Bootlegger's bar at the corner of Fourth St. and First Avenue North in Minneapolis, several blocks from its current location in the Warehouse District, just above ...


US Virgin Island Based Non-Profit Project Promise Appoints Issa PR as Agency of Record to Showcase Humanitarian ...
PR Newswire (press release)
NEW YORK, July 16, 2018 /PRNewswire/ -- Luxury strategy and public relations agency Issa PR will lead communications efforts for Project Promise, a St. Croix, U.S.Virgin Islands based non-profit dedicated to improving the lives of at-risk youth ...


Forbes

What You Can Expect From The Future Of Public Relations
Forbes
The guiding principle of public relations revolves around the use of news and content to put forth a message about anything -- a product, a business, an organization, an endeavor -- using just about any effective medium of reach. Through the years ...


Jack O'Dwyer's Contributions to the PR M&A World
O'Dwyer's PR News
I met Jack O'Dwyer in 1987 when he launched his monthly magazine, O'Dwyer's PR Services Report. Jack approached me to write a monthly PR agency management column. At the time, I owned a general NYC-based CPA firm. I had one client, Creative ...


O'Dwyer's PR News

Then and Now: The Changing PR Landscape
O'Dwyer's PR News
Fifty years ago, in 1968, Barbara Hunter, the eventual Founder of Hunter Public Relations, was setting her sights on taking over Dudley-Anderson-Yutzy. She achieved this ambitious goal in 1970 when she and her sister, Jean Schoonover, purchased the ...


The Holmes Report

Q2 2018: Omnicom PR Firms Up 2.7%
The Holmes Report
On an organic basis, PR outpaced the group's advertising agencies, which saw a 1.6% lift, and its CRM execution and support division, whose revenues dropped 4.4%. PR firms, however, lagged behind the CRM consumer experience division, which grew by ...
Omnicom PR revenue up 2.7% in Q2PRWeek

all 70 news articles »
Google News

If I Were Coaching You

If I were coaching you as a business, non-profit or... Read More

Effective Media Relations Tips- What To Do After The Media Interviews You!

Effective Media Relations Tips - What To Do After The... Read More

Five Publicity Buckets For Marketing-Minded Financial Planners

Maybe you've seen another financial planner on TV, and thought,... Read More

How To Create A News Angle

Think of a triangle. On the left, imagine the story... Read More

Writing a Press Release: The Design Basics

Big corporations like General Motors and Coca-Cola spend thousands of... Read More

The Ultimate PR Edge: Getting Reporters To Open Your E-Mails

You know that getting publicity is vital to the health... Read More

Between Now and Economic Recovery

There's still time to review your public relations program like... Read More

How To Get Zero Cost Publicity For Your Business Part 1

Would you like to expand the volume of your business?... Read More

How to Create Quality PR Results

For many of us, the word quality is closely related... Read More

10 Secrets to Free Publicity

Public relations is popular because it is very cost-effective and... Read More

PR tips for business

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

PR: The Thrill of a Good Idea

The notion that a business, non-profit or association manager can... Read More

Publicity: Nailing a Media Interview, Part I

The most important thing to remember for any interview: stay... Read More

Killing Them Softly

The world has woken up to ethical issues in corporate... Read More

How to Get Publicity for a Service Business

Many of our clients are in service businesses, such as... Read More

A Natural Phenomenon? Really?

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

Did You Know That Even TV Remote Control Units Can Get Press and Media Coverage?

Did you Know That Even TV Remote Control Units... Read More

Media Training: Stop Talking, Already!

THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More

Financial Planners Publicity and Marketing - Live By The Calendar

The media live by the calendar. Your story pitch might... Read More

The Medias Muscle: Make it Work for You

The least expensive, most effective way for you to promote... Read More

Are You PR-Challenged?

You won't be if you accept a very simple premise.... Read More

Ramp Up Your Newsletter to Build a Strong Business

To survive in business, you've got to focus your attention... Read More

Killer Press Kits - Press Kits That Demand Attention

So, you've had your book published or you've gone the... Read More

Levines Laws For Pitching With Panache

Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More

The Key to Great PR

The Key to Great PR is PerseveranceBy Paula Gardner of... Read More