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
Managers: Super-Charge Your PR > NetSparsh - Viral Content you Love & Share

Managers: Super-Charge Your PR

Ain't a gonna happen unless business, non-profit and association managers, possibly like you, do something positive about those important external audiences of yours that most affect your operation. And then, as you persuade those key outside folks to your way of thinking, help move them to take actions that allow your department, group, division or subsidiary to succeed.

Fortunately for all of us, good public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.

Why should you believe it? Because of this public relations premise: 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 kind of reactions that can result: customers starting to make repeat purchases; politicians and legislators starting to view you as a key member of the business, non-profit or association communities; capital givers or specifying sources beginning to look your way; prospects starting to work with you; fresh proposals for strategic alliances and joint ventures; welcome bounces in show room visits; membership applications on the rise; and community leaders beginning to seek you out.

But it doesn't just happen, as I'm certain you already suspect. Your public relations people really must be on board this particular approach to PR. And especially, they must buy into why it's so important to know how your outside audiences perceive your operations, products or services. And do be sure they accept the reality that negative perceptions almost always lead to behaviors that can damage your organization.

Now, how do you plan to monitor and gather perceptions of your key external audiences? Why, by questioning members of your most important outside audiences. Meet with your public relations people and review possible questions like these: how much do you know about our organization? 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?

Hopefully it will not come as a surprise that your PR people are already in the perception and behavior business and can be of real use for the initial opinion monitoring project. You can always use professional survey firms, of course, but that can cost a bundle. So, whether it's your people or a survey firm who handles the questioning, the objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions.

Soon you will have to decide which of the problems outlined above (or others) becomes your corrective public relations goal ? clarify the misconception, spike that rumor, correct the false assumption or fix a variety of other possible inaccuracies?

At the same time you set your PR goal, you must select the right strategy from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. The right strategy will show you how to reach that goal. Of course, picking the wrong strategy will taste like peanut butter on a nice piece of Nova Scotia salmon. So be sure your new strategy fits comfortably with your new public relations goal. Obviously, you wouldn't want to select "change" when the facts dictate a "reinforce" strategy.

At last we come to the "muscular" part of your public relations effort -- writing a persuasive message aimed at members of your target audience. It's always a severe test to come up with action-forcing language that will help persuade a target audience to your way of thinking.

It almost goes without saying that you must assign the task to your best writer. What is required are words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you desire.

Now comes one of the less pressuresome chores -- identifying the communications tactics needed to carry your message to the attention of your target audience. Always making certain that the tactics you select have a record of reaching folks like your audience members, you have at your disposal dozens of communications tactics ranging from speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.

Do not overlook the fact that the believability of your message can be dependent on the credibility of its delivery method. And that means you may wish to deliver it in small getogether-like meetings and presentations rather than through a higher-profile media announcement.

As initial impact of your communications tactics is felt, you and your PR people will want to undertake a second perception monitoring session with members of your external audience. The same questions used in the benchmark session can be used again. But now, you will be looking very carefully for indications that the bad news perception is moving in your direction.

By the way, take comfort in the fact that that your PR program usually can be accelerated by adding more communications tactics as well as increasing their frequencies.

To recap: I strongly advise you to remember this as a business, non-profit or association manager: supercharging your managerial public relations effort will depend heavily on you doing something positive about those important external audiences of yours that most affect your operation ? positive steps like those mentioned above. And as you persuade those key outside folks to your way of thinking, you will hopefully move them to take actions that allow your department, group, division or subsidiary to 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] Word count is 1075 including guidelines and resource box. 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:[email protected] Visit:

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at

Another P.R. exec leaves NFL – ProFootballTalk
The person ultimately in charge of the P.R. function at 345 Park Avenue soon will be leaving. Joe Lockhart's top lieutenant already is gone. Brian Stelter of CNN reports that NFL senior Vice President of Communications Natalie Ravitz finished her time ...
Another PR exec leaves NFLYahoo Sports

all 2 news articles »

O'Dwyer's PR News

PR Salaries Up, Bonuses Down
O'Dwyer's PR News
Salaries are up in the PR business, but bonuses have taken a hit, according to the Official PR Salary & Bonus Report, published by executive search firm Spring Associates. The report, which analyzes compensation statistics from SA's database of more ...

Bitcoin News (press release)

PR: London Blockchain Startup FarmaTrust Partners with Mongolian Government to Stop Fake Medicine
Bitcoin News (press release)
This is a paid press release, which contains forward looking statements, and should be treated as advertising or promotional material. does not endorse nor support this product/service. is not responsible for or liable for any ...

Chicago Tribune

Kraft Heinz put on a deal-courting PR blitz, says JP Morgan
Kraft Heinz used its massive business update presentation to change its cost-cutting reputation, analysts say. Kraft Heinz Co. released a lengthy “post-integration business update” prior to early Friday earnings that JP Morgan analysts say was a public ...
JPMorgan takes note of Kraft Heinz PR blitzSeeking Alpha
Financial Newsletter - ZacksZacks
The Kraft Heinz Company - KHC - Stock Price Today - ZacksZacks

all 129 news articles »

artnet News

How I Got My Art Job: Meet the Art-World PR Queen Who Moonlights as a DJ
artnet News
From fabricators to mummy conservators to private collection managers, the art world is full of fascinating jobs you may not have realized even existed. In artnet News's column “How I Got My Art Job,” we delve into these enviable art-world occupations ...

Spanish job applicant told women can't 'handle the pace' of top PR role
A Spanish PR firm has drawn outrage for allegedly rejecting a female applicant on the basis that the role “needed a man who could handle the pace” of working with large companies. Carla Forcada, a 25-year-old PR executive from Barcelona, applied for ...
Spanish woman's 'sexist' rejection letter sparks furoreBBC News

all 5 news articles »

Upstate Business Journal

5 times you shouldn't hire a PR firm
Upstate Business Journal
You're looking to increase sales: A good public relations plan will raise awareness but won't necessarily get people through the door like targeted advertising does. I wish that were different, but it isn't. Now, a good PR plan on top of an advertising ...

Medical Marketing and Media

Havas Formula named PR AOR for Colorado Center for Reproductive Medicine
Medical Marketing and Media
DENVER: The Colorado Center for Reproductive Medicine has named Havas Formula as its PR AOR. Havas Formula began working with the organization at the beginning of February; the contract is for one year. It is the first time the center has hired a PR ...

and more »


PR For A Purpose: Bringing Corporate Social Responsibility Back To Basics
Forbes Agency Council PR, media strategy, creative & advertising execs share trends & tips Opinions expressed by Forbes Contributors are their own. Post written by. Beth Monaghan. Beth is the CEO of InkHouse and has been recognized as one of the “Top ...

and more »

NBC Southern California

Scott Baio Launches PR Offensive Against Allegations of Decades-Old Sexual Misconduct
NBC Southern California
But now with two of his then-child co-stars contending that all was not well behind the scenes -- specifically that Baio engaged in harassment and sexual misconduct of minors -- he has assembled legal and public relations help for a campaign to ...

and more »
Google News

Online Business Press Release Writing Tips And Ideas

Press releases are one of the most cost-effective ways to... Read More

How About MANAGING Your Own PR?

It's one thing for a senior manager to approve story... Read More

Not Getting the PR Results You Want?

The reason might be this simple: as a business, non-profit... Read More

Photographs - Ten Tips For Getting Good Shots

Photographs are essential for getting good publicity in the print... Read More

Media Relations: How We Landed on the Wall Street Journals Front Page

Media relations is a great profession.On good days, I earn... Read More

How PR Makes a Managers Life Easier

Things are pleasant for many business, non-profit or association managers... Read More

Marketing-Minded Financial Planners: Get Free Publicity by Choosing the Right Outlets

Sure, any publicity is good. But don't invest time and... Read More

CD ROM Business Cards

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

Dont Expect to Bump Oprah From A Magazine Cover

"I want a pony, a tree house and the fastest... Read More

Submitting A Press Release Can Benefit Your Business

A Press Release is a captive story that can be... Read More

A Guide to Optimizing Public Relations Content

This guide to "SEOing" your PR efforts can help you... Read More

Does Your Small Business Have a Grooming Policy?

They say that image is everything and some of us... Read More

How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph

How to write a press release is a major challenge... Read More

Forget the Press Release - Heres How to Pitch Like Roger Clemens

Stripped down to its core, publicity is little more than... Read More

Public Relations: Toast?

Could be, when unit managers in businesses, non-profits and associations... Read More

Public Relations Primer, Part II: Five Dos

1) Package your story. Two critical elements will help you... Read More

Detailing The Famous Kentucky Derby Train

The annual detailing of the Kentucky Derby Train is an... Read More

Managers and PR: One Thing Is Clear

As a business, non-profit or association manager, you have a... Read More

Can Your PR Game Plan be Salvaged?

If, as is often the case, you are preoccupied with... Read More

Media Training: Stop Talking, Already!

THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More

How to Keep PR Working for You

Managers in the non-profit, association and business worlds need to... Read More

Your Online Newsroom: How to Give Reporters a Tip

It's hard to imagine a reporter working today who doesn't... Read More

How To Get An Avalanche Of Free Publicity For Your Home Business!

There are many ways you can get tons of free... Read More

Get PR Off the Bench

Something that results in your most important outside audiences doing... Read More

Publicity: Nailing a Media Interview, Part I

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