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
Tough Times, Tough Tactics > NetSparsh - Viral Content you Love & Share

Tough Times, Tough Tactics

When times are tough, it's no time to ignore those external audiences whose behaviors matter so much to your organization.

In your own best interest, are you seeing to their care and feeding? I mean, if a certain group of outsiders behaves in ways that really help or hinder your operations, they do rate your attention, right?

Of course they do! That's why we call them key target audiences, or publics. Either way, what they think about you, then how they behave, can support or derail the best laid plans.

Why take any chances?

Make a list of those important external audiences and put them in priority order. Then pick #1 and let's go to work.

Since it's their perceptions that lead to behaviors, you must get inside their heads. That means monitoring members of that key audience and asking lots of questions to determine what they think about you and your operation.

Watch for rumors. And for negativity. Misconceptions and misunderstandings involving your products, services and pricing should be pursued in those conversations.

With that kind of data in hand, you are able to establish the public relations goal. Namely, correct that misconception, or neutralize that rumor, or clarify that fuzziness about your services.

Goals are certainly necessary, but they need a strategy that shows HOW you will alter those worrisome perceptions. In this business, we have just three possible strategies: create opinion (perceptions) where none exist, change existing opinion, or reinforce it.

Obviously, you will select the strategy that leads directly to achieving your public relations goal.

Now the tough part. What will you communicate to members of your #1 target audience? Your message is key to the success of your public relations effort.

It must be clear as crystal as to what needs to be clarified or neutralized. It must be obvious that the message is truthful, authoritative and compelling. In short, it must deliver a specific message about what is being corrected.

What do you do with the message? As with a bullet in a rifle, you pull the trigger. Or, to mix metaphors, you call in the "beasts of burden," communications tactics, to carry your message directly to members of that key target audience.

You're fortunate that there are piles of communications tactics just waiting for you - the Internet, broadcast appearances, press releases, brochures, seminars, personal meetings, special events, emailings, and on and on.

Sooner rather than later, you're going to want some signs that your public relations program is working. And that means Remonitoring that target audience, again asking lots of questions and seeking evidence that a misconception has been corrected, an inaccuracy cleared up, or a rumor explained away.

If that is the result of your REmonitoring drill, your public relations program has succeeded.

Should your remonitoring not yield those results, you will need to adjust your communications tactics to produce a broader mix of "weapons" going against that audience. You may also decide to increase the frequencies of your tactics. Your message, of course, must be reevaluated for clarity, emphases and factual support.

Handling public relations this way, you're moving in the right direction because you're mobilizing your most important external audiences in support of YOUR goals and 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 © 2005.

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 communications, 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

Spectrum Named 2018 Medium PR Firm of the Year by PR News
PR Newswire (press release)
24, 2018 /PRNewswire/ -- Spectrum Science Communications, a leading independent health and science public relations agency, has been named PR News' 2018 Medium PR Firm of the Year. This win comes during a pivotal year for the firm, during which it ...

and more »

O'Dwyer's PR News

PR Nightmare: Ticketmaster's Secret Scalping Program Unveiled
O'Dwyer's PR News
A new CBC investigation has revealed disturbing details regarding a secret scalping program run by box-office giant Ticketmaster, after investigative journalists went undercover as scalpers at a ticketing and live entertainment convention in Las Vegas.
Ticketmaster's PR nightmare continues: Alan CrossGlobalnews.ca
Ticketmaster: American ExpressTicketmaster
Can Bruce Springsteen vanquish ticket scalpers?Marketplace.org
Relix -CNBC -Amazon.com
all 100 news articles »

Bitcoin News (press release)

PR: Last Chance to Contribute to Modex Tech ICO - Bitcoin News
Bitcoin News (press release)
The Modex ITO closes this Monday, on September 24t (6:00 pm CET). This is your chance to sign up and support the company developing the world's First ...

and more »

PR Firm Ex-CFO Admits Skimming But Disputes By How Much
Law360
Law360, Boston (September 24, 2018, 5:47 PM EDT) -- The former chief financial officer for an international marketing and public relations firm pled guilty to an embezzlement scheme that prosecutors say cost the four companies he worked for more than ...


PR News - For Smart Communicators (blog)

The Importance of Freedom and Consistency to PR Measurement
PR News - For Smart Communicators (blog)
Excuses for avoiding PR measurement are heard over and over: "It takes too long," "It's too expensive," "I'm in PR, I'm not supposed to be good with numbers." Dan Beltramo, CEO of PR data science company AirPR, has heard these excuses, of course, but ...


NBC Bay Area

'Absolute No': Trump Opposes Puerto Rico Statehood Over Critics in Office
NBC Bay Area
President Donald Trump on Monday declared himself an "absolute no" on statehood for Puerto Rico as long as critics such as San Juan's mayor remain in office, the latest broadside in his feud with members of the U.S. territory's leadership. Trump lobbed ...

and more »

Bitcoin News (press release)

PR: IX Launches Exchange with BTC as Platform Token
Bitcoin News (press release)
The digital asset trading platform, which invested $ 10 million on purchasing the unusual overseas domain name, IX.com, officially announced to launch. As the world's first exchange with BTC as platform token, in which one can get multiple high returns ...

and more »

PR Daily

Why PR pros should wait to start their own firm
PR Daily
I was most certainly on the partner track. I wanted my new business commission and my year-end bonus and my BMW. It never occurred to me to do those things for myself. More than a decade ago, during a dinner with a client, the topic of starting a PR ...


This is a test from PR Newswire - Sept. 24, 2018
PR Newswire (press release)
24, 2018 /PRNewswire/ -- This is a test from PR Newswire. This is a test from PRNewswire. This is a test from PR Newswire. This is a test from PRNewswire. This is a test from PR Newswire. This is a test from PRNewswire. This is a test from PR Newswire.


Politico

PR firm helped Whelan stoke half-baked Kavanaugh alibi
Politico
CRC Public Relations, the prominent Alexandria, Virginia-based P.R. firm, guided Whelan through his roller-coaster week of Twitter pronouncements that ended in embarrassment and a potential setback for Kavanaugh's hopes of landing on the high court, ...

and more »
Google News

Five Publicity Buckets For Marketing-Minded Financial Planners

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

The MOST Powerful Marketing and Advertising on the Planet!

It sounds too simple to be true, but it really... Read More

Do I Really Need a Publicist?

Are you hesitating about hiring a publicist or, if you... Read More

Writing a Press Release: Inverted Pyramid Style

A term you'll hear in newsrooms, in editing meetings, in... Read More

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand... Read More

How to Tie-In With News Events to Score Publicity

It's safe to say that we live in interesting times.... Read More

Publicity - Use This System to Track Publicity Progress

Tracking your correspondence with reporters, via phone or email, is... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... Read More

The Worst PR Mistakes

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

Press Releases: Not Dead, Just Evolved

Mark Twain once said the rumors of his death had... Read More

Television Reporters - Questions to Ask Before Agreeing to an Interview

Prior to a TV interview it is guaranteed the journalist... Read More

Want To Join the Bandwagon? Be Sure It Has Wheels!

Here are two to-the-point questions recently posed by several association... Read More

Free Radio Publicity for Marketing-Minded Financial Planners

Radio is a powerful publicity tool. Most stations offer news... Read More

Publicity: The Right Way for Marketing-Minded Financial Planners to Follow Up with a Reporter

Let's say you've called a reporter with some ideas for... Read More

Go Ahead, Marketing-Minded Financial Planners, Call a Reporter

Yes, you can call a reporter.I've said it before, in... Read More

How to Get PR

There is a process for successfully getting publicity about your... Read More

The Truth About Public Relations

The truth is, you CAN attract the support of those... Read More

How to Get a Story About You or Your Business in USA Today

I am often asked by clients to target USA Today... Read More

She Who Has the Gold...

?makes the rules, of course.But when the gold takes the... 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

Ignore PR at Your Peril!

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

Publicity: Marketing-Minded Financial Planners, Take a Reporter to Lunch

Sometimes a phone call isn't intimate or long enough to... Read More

Publicity Wont Thrive on Press Releases Alone

Press releases are a useful tool for announcing news and... Read More

Ill Alert The Media

There is something newsworthy happening at your organization right now.... Read More

Its Just Common Sense!

When a group of outsiders behaves in a way that... Read More