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
Anxious About Your Public Relations? > NetSparsh - Viral Content you Love & Share

Anxious About Your Public Relations?

Shooting from the hip always creates anxiety.

Especially when managers order a communications tactic here, another there, but fail to base them on a realistic public relations goal and strategy. One that could increase the chances they'll get the results they want.

Why waste resources this way when a little more effort can bring public relations success?

I mean, firing off communications tactics without knowing precisely how that target audience perceives your organization, and who your tactics should be aimed at, then failing to decide what changes in perception, and thus behavior you need and want, is like pouring resources down the you-know-what.

How much better to do it this way.

Who's the real public relations target? Is it not that external audience whose behaviors have the most important impacts on your organization? Shouldn't you eagerly court such people and focus your public relations efforts directly on them because your enterprise may be at stake?

Of course.

One way to approach the challenge is to decide up front which groups of people ? which external audiences ? really DO affect you the most.

Could it be those residents in a certain geography? Or those folks you know regularly use your services or those of your competitors? Or those who are members of trade unions? Or those between the ages of 21 and 35.

Doesn't really matter which, as long as you have solid reasons for targeting that #1 target audience. Namely, that their behaviors, good or bad, really DO have the most serious impacts on your organization.

What now? Take nothing for granted. Get out there as soon as possible and interact with members of that key audience. Monitor their perceptions by asking questions. What do you think of our organization? How about our products and services or, if you are an association or non-profit, our programs? Do you sense an undercurrent of negativity? Probe deeper to see if some basic misconceptions are at work. Or inaccurate perceptions or damaging rumors that may be at fault.

The answers to such questions should be studied carefully and a public relations goal created that, when achieved, corrects the problem you uncovered. It might be as simple as knocking down that trouble-making rumor once and for all. Or, you may want a goal that clarifies an unfortunate misconception, or an inaccurate belief about your organization. Even a "confused feeling" about your people will need attention.

Your brand new public relations goal leads directly to your next step ? a strategy that shows clearly how to reach that goal. Will you attempt to create opinion (perceptions) where none may exist? Or will you strive to change existing opinion? Occasionally, you'll even decide to reinforce a slightly positive perception so that it grows to a strongly positive belief about your organization.

That's right! There's just three strategic choices ? create, change or reinforce perceptions. That simplifies things.

Now, with your chosen strategy in hand, what will the corrective message you wish to convey look like? It must be persuasive, and that requires candor, clarity and directness, if there is such a word. Be brief, to the point and, of course, completely straightforward so that further misunderstanding is just not possible.

At last in their proper role, we come to the "beasts of burden," the communications tactics that will carry your crystal-clear message to the attention of members of your key target audience.

The list of such tactics is, literally, endless. You could start with letters-to-the-editor, press releases and broadcast interviews, then proceed to making speeches as well as arranging community briefings and open houses. You might even decide to ratchet up the tactics effort with special events, a series of targeted emails or face-to- face meetings with a thoughtleader segment of that key target audience.

Now up to this point, after two or three months of vigorous communications, what do you really know? Not much, until you determine whether you've actually impacted those target audience perceptions.

Sorry, but that means monitoring opinion all over again. So fan out again among key audience members and ask lots of questions one more time.

What are you hearing? Playback or feedback suggesting that a misconception has been clarified? That a damaging inaccuracy no longer dominates? That a rumor has been disarmed?

Remember, your public relations goal implies that perceptions and, thus, behaviors among your #1 external audience must be altered before you can declare victory.

So, when your remonitoring activity clearly reflects perceptual and behavioral movement in your direction, you have achieved your public relations goal.

If remonitoring reflects otherwise, you must consider increasing the mix and frequency of your communications tactics. And your message must be reanalyzed again for believability and impact.

Either way, you are no longer wasting your public relations resources because you have a proper plan with a proper strategy, message and communications tactics.

And that suggests you will not fail because you are no longer shooting from the hip. So last step? Bag the anxiety!

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

NewsOK.com

'Bite the dog,' buy this book, learn PR
NewsOK.com
A friend of mine wrote a book about public relations. It is a good book. I recommend it to anyone who dares practice the art of PR. There. Whew. It took nine months for me to be able to put those words down. See, my friend has committed PR for some ...


PRSA Los Angeles Celebrates Region's Best Public Relations Achievements
PR Newswire (press release)
The chapter named past PRSA-LA president Brian O'Connor of Princess Cruises its 2018 Public Relations Professional of the Year. The communications team from NETFLIX was recognized as the 2018 Public Relations Team of the Year. Former player ...

and more »

Benzinga

5 Ways Cannabis Companies Use PR To Succeed
Benzinga
Branding allows a company to communicate their identity to customers, and PR helps cannabis companies net media coverage, reach customers, build a reputation and even attract investors. “Public relations is at the core of any brand or marketing strategy.


Forbes

Traditional Versus Digital PR: Is There A Need For Both?
Forbes
The last two decades have been a whirlwind of change. Email, social media, instant messaging -- there are now more ways to communicate with each other than ever before, and unsurprisingly, this revolution is changing the way that people consume ...


The Holmes Report

Webinar: PR in a Polarized, Politicized World
The Holmes Report
In this high-stakes climate, successful public relations must be politically engaged. As brand protectors, PR professionals must be ready to navigate this treacherous new territory and guide their charges safely through. Join us for a thought-provoking ...


Forbes

Facebook Opens A War Room To Fight Election Interference and Bad PR
Forbes
Facebook's war room is the nerve center where the company will wage a potentially never-ending battle against disinformation and election interference. Facebook has another foe that the war room will help it fight: public relations disasters. The ...
Exclusive: Women's March target of elaborate Facebook scam run from BangladeshCNN
How the Russians did itCNNMoney

all 449 news articles »

The Atlantic

Trump Sees Khashoggi's Disappearance Mostly as a PR Problem
The Atlantic
President Donald Trump is slowly coming around to the probable reality of Jamal Khashoggi's murder by Saudi Arabia. But he isn't happy about it. Not the assassination itself, although he does seem at least displeased about that (he calls it “bad, bad ...

and more »

Daily Beast

Report: UK Media, PR Firms Worked for Saudi Arabia to Boost Image
Daily Beast
Media and PR companies in the U.K. have worked for Saudi Arabia as part of a “soft power” campaign to help the country's image in recent years, according to The Guardian. Newspapers, including The Guardian, have run advertisements “promoting” Crown ...

and more »

CNN

Fareed: US behaving like Saudi government's PR
CNN
Fareed: US behaving like Saudi government's PR. CNN Tonight. CNN's Fareed Zakaria discusses President Trump's course of action since the apparent assassination of Saudi journalist Jamal Khashoggi. Source: CNN ...


Vancouver Sun

Opinion: The effects of PR on politics and economics
Vancouver Sun
B.C. voters will soon be flooded with information about the “superiority” of proportional representation (PR) over the first-past-the-post (FPTP) system presently used for allocating seats in the legislature. If the past is any guide, this information ...

Google News

Dont Be Incredible

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

Anatomy Of A PR Campaign

The message is determined by analyzing the brand being marketed,... Read More

Can Small PR Firms Deliver Huge Results?

They can when they invest in the basics. The best... Read More

All Youve Got To Lose Is Everything

Everything, that is, if you ignore those folks whose behaviors... Read More

How To Write A Killer Press Release

One of the primary tools still used by PR professionals... Read More

Why Managers Need the PR Advantage

Where is there a business, non-profit or association manager who... Read More

Lets Blow The Lid Off Public Relations

And show it for what it is - a humdinger... Read More

A Guide to Optimizing Public Relations Content

This guide to "SEOing" your PR efforts can help you... Read More

Managers: Heres a PR Template for You

Let's start out with a caution for business, non-profit and... Read More

6 Steps to Using Trade Magazines To Reach Customers

When developing a publicity campaign for their business many owners... Read More

Asian Media Relations: Increase Your Profile and Image in China

China's media is booming creating opportunities for marketing-savvy businesses. But... Read More

Public Relations ? Defining Your Organization from the Inside Out

What do your customers say about your company?Would you let... Read More

Watch Your Attitude

So many restaurants spend money on publicity and then practically... Read More

Press Kit Elements That Work

Considering how fundamental they are to the publicist's trade,it's always... Read More

PR: Your 500 Pound Gorilla

What else, for goodness sake, could you as a business,... Read More

Driving Near School Buses in Company Vehicles

School BusesWhen approaching a school bus: Slow down; If the... Read More

How To Get Radio-Active PR For Your Non-Profit Cause-Part One

"We are in the communications business, the business of conveying... Read More

Media Training: When Reporters Bully You

UNDER FIREA friend whose organization is often in the media... Read More

PR: Behavior Modification Specialist

While awaiting economic recovery, business needs to attract the attention... Read More

Top 10 Tips for Successful TV Interviews

1. Appearing in other types of media is the best... Read More

How Real PR Works

For some, public relations works well when their news release... Read More

Why Good PR Warrants Your Attention

Because good public relations can alter individual perception and lead... Read More

Press Release Preparation

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

PR Power: How to Write a Killer Press Release

I'm what we in the business (the "business" being journalism)... Read More

The Increasing Power Of Publicity - And How It Can Benefit Your Business

The call came into my office and the voice on... Read More