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
Public Relations Success Starts Here > NetSparsh - Viral Content you Love & Share

Public Relations Success Starts Here

For discerning business, non-profit and association managers, PR success is pretty much a matter of achieving their managerial objectives by altering perceptions leading to changed behaviors among those important external audiences that MOST affect their department, group, division or subsidiary.

Period.

If, however, as a manager you choose to view public relations as simply a collection of tactics, you might see PR success through the lens of press release pickups, successful special events, or newspaper columns mentioning your chief executive.

I don't believe the underlying premise of public relations allows such a limited interpretation. See for yourself: 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 usually accomplished.

I believe that premise implies that the work that precedes such tactics will determine the success of your public relations effort.

It also implies that you might want to broaden your view of public relations requiring that you do something meaningful about your key external audiences instead of concentrating on a brochure versus a DVD versus a broadcast interview.

There's really no end to the benefits that may come your way. Prospects starting to do business with you; community leaders beginning to seek you out; welcome bounces in show room visits; rising membership applications; customers making repeat purchases; fresh proposals for strategic alliances and joint ventures; and new approaches by capital givers and specifying sources not to mention politicians and legislators viewing you as a key member of the business, non-profit or association communities.

Will an outside PR agency team do all this work for you? Or folks assigned to your operation? Or, ideally, your own public relations people? No matter where they come from, they need to thoroughly understand this approach to public relations, AND, be really committed to the program beginning with key audience perception monitoring.

Nothing beats sitting down and having (as the Brits say) a good chin wag with your people in order to be sure that those assigned to you are clear on why it's vital to know how your most important outside audiences perceive your operations, products or services. They must accept the reality that perceptions almost always lead to behaviors that can help or hurt your operation.

Go over the details as to how you plan to proceed, especially when and where you will monitor and gather perceptions by questioning members of your most important outside audiences. For instance, how much do you know about our chief executive? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

Don't hesitate to use professional survey firms in the perception monitoring phases of your program if your budget can stand it. If the money isn't there, 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.

You can be pretty sure that you will prevail over the worst distortions you discovered during your key audience perception monitoring. Actually, your new PR goal will probably require straightening out that dangerous misconception, or correcting that gross inaccuracy, or stopping that potentially fatal rumor cold.

You also really need the right strategy. One that lays out how to proceed. Do not forget that there are just three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like rice vinegar on your scones, so be certain the new strategy fits comfortably with your new public relations goal. You don't want to select "change" when the facts dictate a "reinforce" strategy.

What's needed now is a strong message aimed squarely at members of your target audience. Admittedly, crafting action-forcing language to persuade an audience to your way of thinking is not an easy job. That's why you will need a heavy-hitter writer because s/he must create some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual if they are to correct something and shift perception/ opinion towards your point of view leading to the behaviors you are targeting.

At last, one of the more entertaining chores -- selecting the communications tactics most likely to carry your message to the attention of your target audience. You might do this after you run a final draft by your PR people for impact and persuasiveness. There are dozens of tactics available to you. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. Only caveat: be certain that the tactics you pick are known to reach folks just like your audience members.

As a message's believability has been known to rely on the credibility of the means used to deliver it, you may think about unveiling it before smaller meetings and presentations rather than using higher-profile news releases.

Someone, somewhere will ask when a progress report will be available. Your smartest reaction is to take yourself and your PR team back to the field and begin a second perception monitoring session with members of your external audience. Many of the same questions used in the first benchmark session will fit perfectly the second time around. But now, you will be on keen alert for signs that the problem perception is being altered in your direction.

As we know, any program can slow down for one reason or another. Tuck this away for future use: if program momentum peters out, you can always speed things up by adding more communications tactics, and increasing their frequencies.

The reason we say up front that public relations success CAN start right here with this article, is that, in our view, managers must pursue their managerial objectives by concentrating on the work outlined here that precedes their use of tactics.

That will determine the success of their public relations effort.

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 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. 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

Forbes

How PR People Can Be Better Resources To Journalists
Forbes
A recent study (registration required) from MuckRack and Zeno Group found that nearly a quarter (24%) of U.S. journalists would describe their relationship with PR people as a “necessary evil,” and another 21% as “antagonistic.” Only 4% consider it a ...


CNNMoney

Papa John's is helping out franchisees hurting from the PR crisis
CNNMoney
Sales have plunged since former CEO and chairman John Schnatter -- the original Papa John -- created a PR crisis for the company. But now Papa John's (PZZA) is helping out its struggling restaurant owners. The company announced late Friday that it was ...
Papa John's is bailing out franchisees hurting from the PR crisiserienewsnow.com
Papa John's announces franchisee assistance planSeeking Alpha
Papa John's International, Inc. - PZZA - Stock Price Today - ZacksZacks
Nasdaq
all 194 news articles »

Military Times

White House called toxins contamination 'PR nightmare'
Military Times
In this Aug. 1, 2018, photo, Lauren Woehr hands her 16-month-old daughter Caroline, held by her husband Dan McDowell, a cup filled with bottled water at their home in Horsham, Pa. In Horsham and surrounding towns in eastern Pennsylvania, and at other ...
Philly suburban towns among toxic water 'PR nightmare'The Philadelphia Tribune
Per- and Polyfluoroalkyl Substances (PFAS) | US EPAEPA
Drinking Water Health Advisories for PFOA and PFOS | Ground Water and Drinking Water | US EPAEPA

all 83 news articles »

Variety

Pandora Hires PR Vet Heidi Anne-Noel – Variety
Variety
Pandora announced today that it has named veteran music PR exec Heidi Anne-Noel as its new senior manager of communications. According to the ...

and more »

PR: GaxCoin ICO Launches Private Sale
Bitcoin News (press release)
We are pleased to announce the start of the sale of GaxCoin. The launch of our Initial Coin Offering is scheduled for 11 August 2018; a fundamental date for all those who wish to contribute to our Startup Blockchain project, to the creation of the ...


mediabistro.com

Consumer PR Agency - Social Media Influencer Specialist
mediabistro.com
Hunter PR is looking for a seasoned social media pro with a proven track record of working on influencer-driven programs on behalf of clients. The right candidate has 3-5 years experience in the social/influencer sphere and is able to write a strategic ...


Forbes

How To Align Your Content Marketing And PR Strategies
Forbes
This swirling fusion of three industries — journalism, content marketing and PR — has, I would argue, allowed those working in all fields to shore up their weaknesses. Journalists today are digging into content marketing metrics. Content marketers ...


PR Daily

Prove you're a PR powerhouse and bring this iconic event to your organization
PR Daily
Every spring, we bring our PR & Media Relations Conference to NYC to show industry professionals the latest trends and best practices. Could your organization's headquarters be its next home? You'll be joining the ranks of such past hosts as KPMG and ...


Jewish Telegraphic Agency

If Israel has such bad PR, why does it remain so popular?
Jewish Telegraphic Agency
(JTA) — The first mention in JTA of the Hebrew word “hasbarah” was in 1988, at the height of the first intifada. The article focused on Israelis and American Jews and their deep concern that the media were distorting the unrest and showing the Israeli ...

and more »

The Holmes Report

H+K Strategies & Ogilvy Complete North Asia PR Integration
The Holmes Report
SEOUL — H+K Strategies and Ogilvy have combined their PR operations in Korea, completing a North Asian integration that first began with a similar initiative in Japan at the start of 2018. The move come at a time of increasing consolidation among ...

Google News

This is the Power of PR

The power of public relations is its ability to alter... Read More

Watch Your Attitude

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

The Key to Great PR

The Key to Great PR is PerseveranceBy Paula Gardner of... Read More

CD ROM Business Cards

Created properly, an extremely effective marketing tool.It's a great concept,... Read More

Two Donts for Financial Planners Seeking Free Publicity

Many of my clients have had the misguided perception that... 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

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

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

Managers: Are You PR-Fit?

Can you honestly say that your business, non-profit or association's... Read More

A Great Way to Do PR

As a business, non-profit or association manager trying to get... Read More

How To Get Press To Come To You

Have you ever noticed how the same people's names always... Read More

The Truth About Public Relations

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

PR: The Wildcard Marketing Strategy

What is the true purpose of public relations and how... Read More

Press Kit Elements That Work

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

What People Believe Can Bring You Success

Just think about it.If I come to believe that you... Read More

Media Exposure Validates And Legitimizes Your Business

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

Media Training - Essentials for ALL Office Professionals

Often the first point of contact the media has with... Read More

PR Going According to Plan?

Think carefully! You're a department, division or subsidiary manager for... Read More

24 Killer Press Release Secrets

1. Your press release should sound like news, not an... 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

The Most Important PR In America

Just happens to be public relations activity that alters individual... Read More

Publicity: Five Tips for Calling a Reporter

Always ask, "Is now a good time?"Deadlines in journalism are... Read More

Get Write To It

The toughest thing about writing a news release is getting... Read More

The Press Pack Is Chasing You - Give Them Room

There's good news for public relations execs, marketing professionals and... Read More

Business Gifts for Your Clients and Employees

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