![]() |
|
![]() |
|
![]() |
|
![]() |
Just think about it.
If I come to believe that you really didn't dump those chemicals in the river, I'll probably stop picketing your business.
Or, if I now believe you actually care about me as an employee, I may stay with the company.
And if I become convinced that you provide quality service at a fair price, I'll probably do business with you.
All of which means that what I think about you - what perceptions of you I hold in my mind - can change my behavior in a way that you prefer, or hate.
So, since my behavior is affected by my perception of the facts, it suggests that those perceptions might even be created from scratch, or changed, or existing behavior reinforced through a well-planned public relations effort.
Fact is, they can be, and that should interest you. Imagine being able to affect the behaviors of members of your key target audience! What would THAT do to your bottom line?
Happily, it's not that difficult to do.
Start this way. The foundation on which successful public relations outreach is built is, in reality, YOUR outreach. So become a willing participant in the public business life in your marketing area. That means activities such as sponsoring special events, making speeches before local business and fraternal audiences, and sitting for newspaper and radio interviews. That builds the good will you may need in troubled times.
A good starting point is staying in touch with those folks whose actions either help or hurt your operations. When you interact with them, ask them what they believe about your products, your organization and you. Remain alert for looming problems. You can call this the information gathering phase.
Now it's time to list your key audiences. At the beginning, concentrate on those actions that REALLY concern you and start your interactions with members of that audience. They can include stakeholders like customers, employees, prospects, media, community residents, local government agencies and many others.
When you discover a troubling perception, do something about it as soon as you can. Working with your public relations advisor, establish your public relations goal. Examples: neutralize that negative rumor that you hire illegals; prove that your process does not pollute a nearby lake; or restore the faith of that group of former customers.
If you fail to attend to them, any one can hurt your business.
So, with your goal set, you must now decide what your strategy will be in dealing with the perception problem.
We know there are just three choices available to you in dealing with such opinion problems. Create new opinion, change existing opinion, or reinforce it.
Work closely with your public relations advisor in deciding which it is. Then, proceed by preparing persuasive messages carefully and creditably designed to counter the misconception you have uncovered. Run the messages by outsiders so you can gauge just how persuasive they really are.
Here, it's time to select the communications tactics needed to carry your persuasive message to the attention of that very important target audience. Fortunately, there are dozens of communications tactics available to you such as print and broadcast media interviews, awards ceremonies, emails, promotions, press releases, newsletters, personal meetings, speeches and open houses.
But your work is still not done. You need to continue monitoring members of your target audience to measure not only how aware they are of your message, but how well they received it.
Depending on the responses you receive, it may be necessary to adjust both your message content and your mix of communications tactics.
Until something better comes along, we have little choice but to continually track perceptions among key audiences by interacting with them and by monitoring other sources such as media reports, speeches by local influentials and emails from other interested parties. Then, create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors effect the organization.
Using this approach, you will find it easier to accept and act upon the notion that what people believe really can bring you success.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at [email protected].
Robert A. Kelly © 2003
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; [email protected]
When ABC News anchor Peter Jennings announced he had lung... Read More
Are you launching a new product or website? Announcing a... Read More
Once considered the stepchild of the publishing industry, custom publishing... Read More
Every organization has issues that could affect its operation. The... Read More
Have you ever noticed that when someone is interviewed on... Read More
Done right, it delivers the key, target audience behaviors you... Read More
One portion of your marketing plan that you probably don't... Read More
And show it for what it is - a humdinger... Read More
You've heard "them" say it, haven't you?By "them" I mean... Read More
Taking your ad and turning it into paragraph-style prose is... Read More
When is your best advertisement not an advertisement? When it's... Read More
As a mobile detailing company it is important to have... Read More
In previous articles for marketing-minded financial planners, I've discussed what... Read More
If you get the hang of speaking to the press... Read More
Done right, it helps modify the behaviors of your most... Read More
Public relations and news releases are synonymous in the minds... Read More
"Advertising is what you pay for. Publicity is what you... Read More
You never know when 60 Minutes will knock on your... Read More
Got a huge need for publicity and a tiny publicity... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
What's a press release? This is generally a one page... Read More
You want to sell your products or services, and that... Read More
Maybe it played for Kevin Costner in "Field of Dreams,"... Read More
Business, non-profit and association managers get a ton of satisfaction... Read More
The short answer is, it works best when its fundamental... Read More
If your product or service can be given as a... Read More
Just about anyone who has been in the public eye... Read More
Tracking your correspondence with reporters, via phone or email, is... Read More
What may be the more appropriate question is: What makes... Read More
In these days of every increasing demand and competition, there... Read More
"I want a pony, a tree house and the fastest... Read More
Years ago when my Dad owned a group of local... Read More
You do not have to hire a publicist or advertise... Read More
Managers ? the business, non-profit and association sort ? really... Read More
Don't assume that a reporter understands financial planning. If anything,... Read More
When developing a publicity campaign for their business many owners... Read More
Talkback radio offers a fantastic opportunity to access thousands of... Read More
For business, non-profit and association managers, is it publicity that... Read More
Without a solid, well-designed foundation, few buildings successfully withstand the... Read More
Getting a press release published in a newspaper or magazines... Read More
Most small businesses do little to no public relations (PR)... Read More
Have you ever noticed that when someone is interviewed on... Read More
Press reviews are a common and basic feature for surveying... Read More
Really? You mean there are NO perceptions and behaviors peculiar... Read More
Business, non-profit and association managers committing their public relations resources... Read More
It's the time of year when calendars crowd out the... Read More
As the year starts to wind down, many businesses and... Read More
You worked hard to get a story on your business... Read More
"Advertising is what you pay for. Publicity is what you... Read More
As a business, non-profit or association manager, do you see... Read More
Public Relations Public Relations |