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
Ignore PR at Your Peril! > NetSparsh - Viral Content you Love & Share

Ignore PR at Your Peril!

If you do, it means:

  • you don't value tracking the perceptions of important outside audiences whose behaviors could sink your ship:

  • you don't care about setting a public relations goal designed to correct misconceptions, inaccuracies or rumors that can hurt you;

  • you care even less about strategies to get you from here to that PR goal you already don't care about;

  • and you certainly don't value the persuasive messages you need to convince your key outside audiences that their damaging perceptions of your enterprise are dead wrong.

    Man, that's risky and an awful lot not to care about!

    Actually, I don't believe you don't care, and I don't believe you're really ignoring public relations. If you were, by now your organization would be on its last legs, Kaput!, Morto!

    In fact, you may be a closet PR person who knows better. Why you may even buy the fundamental premise of public relations:

    "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."

    I'll bet you're also pretty darn good at monitoring what that #1 external audience thinks about you and your organization. And that you regularly interact with them asking questions like What do you think of us? Why? while watching for negative undertones, wrong-headed beliefs or misconceptions.

    And that means you'll be anxious to create a public relations goal that corrects such misconceptions because they can lead directly to negative behaviors that will hurt you.

    In practice, your goal may be focused on pacifying an activist group, reinforcing prospect interest in your product or service, or even countering a painful rumor.

    You're probably ahead of me in forming the strategy you need to reach that goal. For better or worse, there are only three ways to deal with opinion or perception problems. Create some all-new opinion where none exists, change existing opinion, or reinforce it.

    With goal and strategy both in hand, you now have some real work to do. What will you need to say to your key audience members to persuade them to your way of thinking? You must be clear about what should be corrected or clarified. You must also be persuasive, and your facts and figures believable. And if appropriate, try to be compelling, perhaps with a certain sense of urgency.

    Your "foot soldiers" ? communications tactics ? can now carry that hard-won message to the attention of your #1 target audience, and there are scads of them just waiting for you to send them into action. For example, speeches, news releases, brochures, special events, radio interviews and one-on-one meetings.

    One question remains. How do you tell whether or not you are making any headway with your public relations effort?

    You again interact with members of that key audience of yours. And yes, with questions very similar to those you asked during your original information gathering exercise at the start of the program. Only this time, you are more interested in whether your communications tactics have moved perceptions in your direction.

    Do the new responses show signs that your were successful in changing that inaccurate belief? Or correcting that misconception? Or killing that dangerous rumor for good?

    Not enough movement? Take another look at your message to see if it is really compelling. Is it honestly persuasive? Are your facts supportive of your goal and strategy? Is it written clearly enough?

    I want to reemphasize that what you are looking for at this stage is a strong indication that your efforts have clearly moved perceptions and target audience behaviors in the desired direction.

    When this second monitoring drill allows that conclusion, you will have good reason to value highly your public relations goal, strategy, message and communications tactics.

    Together, they will have made it possible for you to say, as promised in the fundamental premise,"My public relations mission is accomplished."

    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 American Prospect

    Raises and Bonuses: The PR Fraud
    The American Prospect
    As public relations, it was brilliant. Corporate America had begun rolling out a propaganda campaign aimed at transforming the image of the least-popular tax cut in history. Soon other corporations had piled on. Comcast said that thanks to the tax bill ...


    PRWeek

    Which PR agencies won the most Cannes Lions?
    PRWeek
    The sole Gold Lion winner among PR agencies was FleishmanHillard for Turning Beer into Water for Anheuser-Busch, for which it also was awarded a Bronze Lion; Edelman won a Silver Lion for Crock-Pot Killed Jack for Newell Brands' Crock-Pot.
    Cannes: Industry CEOs On Opportunities & Threats For PRThe Holmes Report

    all 71 news articles »

    Hollywood Reporter

    Netflix Airs 'Strong Black Lead' Spot Two Days After Firing PR Chief for Using 'N-Word'
    Hollywood Reporter
    The timing of the commercial is rather ironic, given that it aired two days after the streaming giant fired its top PR chief Jonathan Friedland for using the N-word on multiple occasions at work and displaying what CEO Reed Hastings referred to as ...
    Netflix 'Strong Black Lead' Spot Airs Days After Its Top PR Exec Was Fired for Using the N-WordFortune
    After firing PR chief for using the n-word, Netflix debuts 'strong black lead' campaignNational Post

    all 73 news articles »

    Bitcoin News (press release)

    PR: Tron Celebrates Its Independence from Ethereum
    Bitcoin News (press release)
    This is a paid press release, which contains forward looking statements, and should be treated as advertising or promotional material. Bitcoin.com does not endorse nor support this product/service. Bitcoin.com is not responsible for or liable for any ...

    and more »

    PRWeek

    Trash Isles PR Lions victory a 'light bulb moment' showing impact of 'social publishers'
    PRWeek
    Peter Heneghan described the campaign, which also won the Grand Prix in the Design Lions – as well as the PR Lions – as "an evolution of PR". Trash Isles was created by ad agency AMV BBDO in June 2017 in partnership with LADBible and The Plastic ...


    Vanity Fair

    Netflix Fires PR Boss After He Uses the N-Word Twice
    Vanity Fair
    On Friday afternoon, Netflix C.E.O. Reed Hastings announced in an internal memo to Netflix staff that he had decided to fire the company's longtime public-relations chief, Jonathan Friedland, after Friedland used the n-word in the presence of staff on ...
    Netflix Fires PR Exec For Saying N-Word Twice To EmployeesThe Daily Caller
    Netflix fires PR chief over use of racial slurThe Siasat Daily
    jonathan friedland on Twitter: "I'm leaving Netflix after seven years. Leaders have to be beyond reproach in the ...Twitter
    Variety -Hollywood Reporter
    all 109 news articles »

    The Verge

    Netflix PR chief fired for repeatedly using the n-word
    The Verge
    Netflix CEO Reed Hastings has fired his chief public relations executive, Jonathan Friedland, after his repeated use of the n-word, according to The Hollywood Reporter. Friedland, who's been with the company for seven years, reportedly used the racial ...
    Netflix PR Head Drops the N-Word, Netflix Drops HimGizmodo
    Netflix PR Chief Fired After Saying the N-word in a MeetingVulture
    Netflix PR chief fired for using the 'N' word: reportThe Mercury News
    Fortune -Deadline -Twitter -Variety
    all 419 news articles »

    PR Daily

    5 phrases PR pros should never utter
    PR Daily
    Working in public relations, you know you'll face some challenges. One stumbling block is the preconceived ideas people seem to have about PR practitioners. Whether this is based on previous experience or simply on the reputation some in PR have as ...


    Page Six

    Airbnb chief Kim Kingsley stuns PR insiders with cringe-worthy ...
    Page Six
    The new director of global communications for Airbnb Kim Kingsley made a communications blunder of global proportions amid the child separation crisis at the ...

    and more »

    Marketing Interactive

    Rosewood appoints WE Red Bridge as PR partner
    Marketing Interactive
    Rosewood Hotels & Resorts (Rosewood), has appointed WE Red Bridge to lead the brand's PR representation across traditional and digital media in China and Hong Kong. With expertise spanning digital, insights, content and creative, the WE Red Bridge ...

    Google News

  • Publicity: Nailing a Media Interview, Part III (Staying on Topic)

    In a media interview, always stick to your main points... Read More

    Ignore PR at Your Peril!

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

    PR: Whats the Point?

    Here's the point: people act on their own perception of... Read More

    Do-It-Yourself Public Relations

    "Advertising is what you pay for. Publicity is what you... 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

    Seven Tips To Get Your Press Release Noticed

    If you're seeking to promote yourself or your new business... Read More

    Public Relations: Understanding Educated Gambling

    As an entry level position to PR, I found myself... Read More

    The Best PR Has to Offer Managers

    How cool is this? You're a business, non-profit or association... Read More

    Public Relations Going O.K?

    Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More

    Managers and PR: One Thing Is Clear

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

    10 Tips to Give Your Press Release The Edge It Needs to Make the News

    Writing a press (or media) release is quite an art... Read More

    A Winning Game Plan

    You want to sell your products or services, and that... Read More

    The Story The Media Really Wants

    If you're like most of my clients, you're probably interested... Read More

    Press Release Preparation

    Small Business Owners should send press releases out at least... Read More

    Add Some Firepower to your PR

    Sure, as tactics usually presented to business, non-profit and association... Read More

    Publicity Tips from the Pros

    If you want to know the best way to approach... Read More

    The Ultimate PR Scam

    It happens to business, non-profit and association managers when their... Read More

    How To Write A Press Release

    A well structured press release in an excellent way of... Read More

    Grandma Says...

    Southern grandmothers have often said, "there are only three... Read More

    Competition in the News Creates Spin

    In larger cities with many outlets they are competing for... Read More

    Three Publicity Tips for Marketing-Minded Financial Planners

    Financial planners, the first thing to know about reporters is... Read More

    How to Get $1000 worth of Advertising for $60

    ©2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More

    Get Outsiders on Your Side

    Especially good advice for business, non-profit and association managers whose... Read More

    Can Newbies Avoid The Pitfalls?

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

    Franchise Work Vehicles Should Have a Flag on Them

    If you own a franchise and have company vehicles, be... Read More