Easy to be Foolish About PR

In fact, here are three really foolish goofs made by too many business, non-profit and association managers.

If that's you, you foolishly do nothing positive about the behaviors of those important outside audiences of yours that most affect your operation.

You foolishly fail to create external stakeholder behavior change leading directly to achieving your managerial objectives.

Then you foolishly compound those goofs by never persuading those key outside folks to your way of thinking, or moving them to take actions that allow your department, division or subsidiary to succeed.

Enough already!

What you really need to know is this.

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

The foundation underlying public relations 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 the organization the most, the public relations mission is accomplished.

Just look at the results it can deliver: new proposals for strategic alliances and joint ventures; prospects starting to work with you; customers making repeat purchases; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies, and even capital givers or specifying sources looking your way

And results need not stop there. For example, you should also see results like rebounds in showroom visits; membership applications on the rise; new community service and sponsorship opportunities; enhanced activist group relations, and expanded feedback channels, as well as new thoughtleader and special event contacts.

Of course your PR crew ? agency or staff ? must be committed to you, as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring.

And furthermore, you must impress upon them the crucial importance of why your most important outside audiences really must perceive your operations, products or services in a clearly positive light. So assure yourself that your PR staff has bought into the whole effort. Be especially careful that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Meet with your PR team and discuss the PR blueprint in detail, especially the plan for 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?

Luckily, survey pros can always handle the perception monitoring phases of your program, IF the budget is available. But remember that your PR people 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.

Now a word about your public relations goal. You need one that speaks to the aberrations that showed up during your key audience perception monitoring. And it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

The hard truth is that, when you set a goal, you need a strategy that shows you how to get there. You have three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. A bad strategy pick will taste like ketchup on your stringbeans, so be certain the new strategy fits well with your new public relations goal. For example, you don't want to select "change" when the facts dictate a "reinforce" strategy.

Because awfully hard work really is awfully hard work, persuading an audience to your way of thinking means your PR team must come up with just the right, corrective language. Words that are compelling, persuasive and believable AND clear and factual. You've got to do this if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors.

Review your message with your troops for impact and persuasiveness. Then, pick out 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.

You've heard the old bromide about the credibility of a message depending on its delivery method. So, on the chance that HOW you deliver your message may affect its believability, you could introduce it to smaller gatherings instead of using higher-profile tactics like news releases or talk show appearances.

When you notice mumblings about a progress report, take it as an alert to you and your PR folks 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 watching very carefully for signs that the bad news perception is being altered in your direction.

If things still are not moving fast enough, you can always accelerate the effort with more communications tactics and increased frequencies.

No more foolish goofs!

Instead, depend on the reality that the right PR really CAN alter individual perception and lead `to changed behaviors that help you succeed.

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 © 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 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. [email protected]

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

Forbes

PR Pros Team Up To Help Brands Overcome Marijuana Marketing Challenges
Forbes
More than 60 percent of Americans support marijuana legalization – a figure that has nearly doubled since 2000. Nine states and Washington D.C. allow recreational use, and 30 states have comprehensive medical marijuana programs. You'd think with this ...


PR and Social Media Experts Shared Stirring Words of Wisdom During the ?Brands in Demand? Mixer &
WLNS
NEW YORK--(BUSINESS WIRE)--May 22, 2018--As part of their ongoing Minority Leadership Series, which serves to empower and connect multicultural business professionals, Black PR Wire and Business Wire held a mixer and live discussion entitled ?


American Inno

How This PR Professional Started Over as a Successful Coder
American Inno
Wojtkun had successfully navigated an illustrious PR career in D.C., eventually landing the role of vice president at Weber Shandwick, a major national public relations firm. That wasn't the only career highlight, with stints as a press secretary to a ...


MuMbrella

To the PR industry: It's time to stop blowing your own trumpet
MuMbrella
But I'm afraid it's the red card he's reaching for. You've got us bang to rights. For even those paragons of modesty and self-effacement – my PR sisters and brothers – have, to use the common parlance, been bigging it up large with tales of their ...


Japan Has the Most Powerful Passport in the World
PR Newswire (press release)
LONDON, May 22, 2018 /PRNewswire/ -- Japan has consolidated its spot at the top of the Henley Passport Index, now offering its citizens visa-free access to a record total of 189 destinations. Following closely behind are Singapore and Germany in joint ...

and more »

The Pop Insider Satisfies Cravings for All Things Geek and Pop Culture With New Multimedia Publication Celebrating ...
PR Newswire (press release)
NEW YORK, May 22, 2018 /PRNewswire/ -- From the experts who publish The Toy Insider, one of the toy industry's most influential media outlets and a trusted go-to resource on toys and games for parents and gift-givers, comes a brand new cross-platform ...


PRWeek

PRWeek UK unveils 30 Under 30 for 2018
PRWeek
Thirty PR professionals all aged under 30, from a variety of agency and in-house roles and across different specialisms, have been selected to be part of the prestigious group after a nomination process and scrutiny from our expert judging panel. The ...


The CIA's unprecedented PR push to make Gina Haspel its director
Columbia Journalism Review
As of Monday morning, Gina Haspel is director of the CIA, replacing Mike Pompeo, despite her history of participation in the agency's torture program. It's hard to imagine such a smooth path through the nomination process without the unusual and full ...

and more »

Phyllis A. Gunderson is recognized by Continental Who's Who
PR Newswire (press release)
PECOS, N.M., May 21, 2018 /PRNewswire/ -- Phyllis A. Gunderson is recognized by Continental Who's Who as a Pinnacle Professional Member in the field of Fine Art in recognition of her role as Owner of Humming Wolf Studio. An established, fine art ...


Fashion Journal

PR Account Manager
Bizcommunity.com
Requirements: PR qualification and 5+ years PR agency experience in traditional PR; excellent communications and organisational skills; and a talent for writing. Hospitality and travel experience will be advantageous, as well as a knowledge of wine and ...
Fashion PR Account ExecutiveFashion Journal

all 2 news articles »
Google News

What Some Pros Know About PR

They know they had better do something positive about those... Read More

A Managers PR Paradigm

If you manage a department, division or subsidiary for a... Read More

How To Write A Killer Press Release

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

Got Publicity? How to Become a Household Name

Are you working as hard as you can in your... Read More

A PR Question For Chinese Managers

As the practice of public relations in China continues to... Read More

PR: Room at the Bottom?

When special events and communications tactics rule the PR roost... Read More

Possibilities Of The Blogosphere For The PR Industry In Spanish-Speaking Countries

Only two media in Spanish speaking countries offer RSS: the... Read More

PR: Focus on What Matters!

Sure, as a manager, you have a talented member of... Read More

Why Not Juice-Up Your PR?

Say, from tactics like special events, brochures and press releases... Read More

Competition in the News Creates Spin

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

Guerrilla PR- Chapter One

THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More

Youve Done PR the Hard Way Long Enough

As a business, non-profit or association manager, let the tacticians... Read More

PR: Short Form for Managers

Experience tells me that too many business, non-profit and association... Read More

Public Relations: Why it Works

The short answer is, it works best when its fundamental... Read More

Business Gifts for Your Clients and Employees

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

Making Great Announcements

When do you use the newspaper for publishing announcements for... Read More

How Public Relations Changes Minds

Public relations changes minds in the process of delivering what... Read More

Free Radio Publicity for Marketing-Minded Financial Planners

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

Managers: A Key to Your Survival

Most business, non-profit and association managers live to tell about... Read More

16 Publicity tips for Restaurants

With a dismal failure rate of more than 75 percent... Read More

Internet Etiquette for Business Success

You're trying to recruit a downline into your program, you've... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

Sending Samples With Your Press Release-- should you or shouldnt you? Heres a guide?

When you should send samples with your press release:1) When... Read More

Public Relations Primer Part III: 10 Donts

There are all kinds of smart moves professionals can make... Read More

Public Relations: Converting the Non-Believers

What's the real reason some managers shy away from public... Read More