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
PR: Your 500 Pound Gorilla > NetSparsh - Viral Content you Love & Share

PR: Your 500 Pound Gorilla

What else, for goodness sake, could you as a business, non-profit or association manager, call a heavy-duty helper who does something REALLY positive about the behaviors of those outside audiences of yours that most affect your organization?

And that uses the fundamental premise of public relations to deliver the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives?

And does it all by persuading those important outside folks to your way of thinking, moving them to take actions that help your department, division or subsidiary succeed?

Man, that's one heavy workload for a very large monkey!

And here's the core message he brings to you. Your public relations effort must involve more than news releases, special events and brochures if you really want to get your money's worth. And, the right PR really CAN alter individual perception and lead to changed behaviors that help you succeed.

Both points well-supported by a public relations blueprint that reads like 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 your organization the most, the public relations mission is accomplished.

What kind of payoff can you expect from such an approach to public relations? How about capital givers or specifying sources making inquiries; stronger relationships with the educational, labor, financial and healthcare communities; prospects starting to work with you as well as customers making repeat purchases; and improved relations with government agencies and legislative bodies.

Keep your pedal to the metal and you could see results like new proposals for strategic alliances and joint ventures; new thoughtleader and special event contacts; membership applications on the rise; enhanced activist group relations, and expanded feedback channels; rebounds in showroom visits; and almost certainly, community service and sponsorship opportunities;

Like most managers, you want your most important outside audiences to have positive perceptions of your services and operations or products. Which is why every member of your PR support team must believe in what you are doing. It will also be very helpful if they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Review the PR plan with them, especially how you will go about monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures?

Certainly, the perception monitoring part of the effort can be handled by professional survey people IF you have the budget. Fortunately, however, you can always use your PR people who are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

With preparations complete, you need to set your public relations goal, one that deals with perception problems that developed during your key audience perception monitoring. The new goal will require that you straighten out that dangerous misconception, or correct that gross inaccuracy, or do something about that damaging rumor.

To show you how to reach the goal, you need a strategy. And there are three choices when it comes to doing something about a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. By the way, if you select the wrong strategy, it will taste like fish sauce on your rhubarb. So be certain the new strategy fits well with your new public relations goal. For example, you don't want to select "change" when reality dictates a "reinforce" strategy.

Some heavy writing needed here. In brief, some carefully targeted, corrective language. Language that is compelling, persuasive and believable AND clear and factual. There is little choice here. You must correct a damaging perception by shifting opinion towards your point of view, leading to the desired behaviors.

It's pick-your-own time when you and your PR group select the communications tactics most likely to carry your words to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.

By the way, experience shows that the credibility of a message can depend on how it's delivered. So you might want to introduce it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances.

Experience shows that, by this time, all concerned will be chomping at the bit for a progress report. Which will signal you and your PR staff to return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, you'll now be alert for signs that the bad news perception is being altered in your direction.

Occasionally, momentum will slow in which event you can always accelerate matters by using more communications tactics supported by increased frequencies.

Your 500 pound gorilla will be one happy simian when your data show that you have achieved the kind of key stakeholder behavior change that leads directly to achieving your department, division or subsidiary objectives.

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 © 2004.

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.

Visit: http://www.prcommentary.com; bobkelly@TNI.net

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

MileSplit

Vincent Mauri's Epic PR In Ohio Won The Weekend
MileSplit
In Massachusetts, Grace Connolly dazzled at Brown Northeast. And in Illinois, Katelynne Hart dropped a PR for 3-miles. Click in the slideshow to find the top 500 performances over the past four days at 5K and 3-Miles. Or find each list in the links below.


GlobeNewswire (press release)

Fortune 1000 C-Suite Survey: 96% See Their Marketing & PR Teams as “Unwilling or Unable” to Prove ROI ...
GlobeNewswire (press release)
“The Proof survey is a giant wake-up call for marketing and PR teams, and their agencies too,” said Michelle Killebrew, head of global performance marketing at CA Technologies and the company's western regional marketing leader. “This survey places a ...


TransMedia Group to Paint a Swath of Publicity On Its Widest PR Canvass For Dazzling New Client, Prolific Post ...
PR Newswire (press release)
BOCA RATON, Fla., Oct. 22, 2018 /PRNewswire/ -- Prolific PR firm TransMedia Group has a prolific new client, the post-impressionist artist DUAIV. The firm that has worked with many impressive creatives from renowned sports artist LeRoy Neiman to one of ...


The Holmes Report

"PR Excels In The Complex," Richard Edelman Tells PRovoke18
The Holmes Report
WASHINGTON — Richard Edelman, president and CEO of the world's largest public relations firm, headlined the Independent Public Relations Firm Forum, kicking off the annual PRovoke18 Global Public Relations Summit. Edelman marked his Summit ...


Reuters

Philip Morris stop-smoking campaign attacked as PR stunt
Reuters
LONDON (Reuters) - Marlboro cigarette maker Philip Morris International (PM.N) drew accusations of hypocrisy on Monday after using a four-page newspaper advertisement to urge smokers to quit cigarettes.
Philip Morris: Tobacco giant's anti-smoking campaign branded 'PR puff'Sky News
Marlboro-maker Philip Morris accused of 'PR puff' amid launch of £2m anti-smoking campaignThe Drum

all 187 news articles »

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

Q3 2018: Interpublic PR Agencies Continue Growth
The Holmes Report
While Interpublic's PR firms have consistently outperformed the market in recent years, PR revenues from the group's CMG were down for the last three consecutive quarters of 2017 and the year as a whole amid the economic turbulence that gripped the ...


The Spectator USA

When justice is a PR stunt
The Spectator USA
Last week the public was informed of the indictment of a Russian citizen, 'Elena Alekseevna Khusyaynova, 44', for conspiring to defraud the United States. What had she done wrong? According to FBI Special Agent, David Holt, whose girlish signature ...

and more »

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 ...


Vanguard

IPRA 2018: Russia, Japan, Turkey win Multiple PR Awards in Barcelona
Vanguard
In the ranking of multiple award winners among the PR agencies, Dentsu PR of Japan led with 10 awards in different categories followed by FleishmanHillard with Headquarters in the United States of America which won 6 awards for PR campaigns in Russia ...

Google News

Business Gifts for Your Clients and Employees

Tis' the season for business and corporate gift-giving! If you... Read More

Media Kit: 25 Component Possibilities

Media kits include a combination of information whether created for... Read More

Do You Have A Press Package?

How do you make a friend of the media? A... Read More

PR: Your 500 Pound Gorilla

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

Between Now and Economic Recovery

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

Oprah! How to Appear on The Oprah Winfrey Show

Do you dream of being on Oprah Winfrey's television show?... Read More

TV Reporter Shares the Secrets to Getting Covered on the News

Do you have a great idea for a story, but... Read More

Nows The Time To Get Christmas Media Coverage

Publicity seekers know that Christmas can provide a bonanza of... Read More

How to Generate Free Publicity for Your Product, Service, or Cause

One of the most misunderstood and most underutilized promotional tools... Read More

There Is No Such Thing as Competition

A wise friend of mine has often said, "There is... Read More

A Well-Oiled Strategy Machine

Yes, that's what public relations really is when it tracks... Read More

Is PR Right for You? 6 Questions to Ask

When most people think about marketing, they think advertising. While... Read More

Post Your Press Release Online ? For Free!!

Are you launching a new product or website? Announcing a... Read More

How to Form a Relationship with a Newspaper

How do you make a good relationship with a newspaper... Read More

Media Exposure Validates And Legitimizes Your Business

Although repetition is extremely important, there are times when advertising... Read More

Business Community Relations 101 - Getting the Most Out of Your Chamber of Commerce Membership

Since the major part of a small business typically comes... Read More

The Non-business Business

Think for a moment! If you were to do a... Read More

Publicity: Nailing a Media Interview, Part I

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

The Worst PR Mistakes

For a business, non-profit or association manager, they could be... 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

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery... Read More

How To Share Your Success Story Without Sounding Like You Are Bragging

A great way to celebrate your achievements and capitalize on... Read More

Sure-Fire Recipe for a Successful Public Relations Career

Without a solid, well-designed foundation, few buildings successfully withstand the... Read More

Is PR All About Image? NO!!

That's like asking if advertising is all about type faces... Read More

Killer Press Kits - Press Kits That Demand Attention

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