Mgrs SuperCharge YourPR
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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 behaviours 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 behaviours about which something can be done. When we create,
change or reinforce that opinion by reaching, persuading and moving-todesired-action the very people whose behaviours 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 behaviours
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 behaviour 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 rumours, inaccuracies, and misconceptions.
Soon you will have to decide which of the problems outlined above (or others)
your corrective public relations goal becomes – clarify the misconception,
spike that rumour, 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 behaviours you desire.
Now comes one of the less pressure some 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 get together 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.
About the author. Bob Kelly counsels, writes and speaks to business, nonprofit and association managers about using the fundamental premise of
public relations to achieve their operating objectives. He has authored 245
articles on the subject which are listed at EzineArticles.com, Expert Author,
Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VPPR, 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.
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 behaviours 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 behaviours about which something can be done. When we create,
change or reinforce that opinion by reaching, persuading and moving-todesired-action the very people whose behaviours 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 behaviours
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 behaviour 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 rumours, inaccuracies, and misconceptions.
Soon you will have to decide which of the problems outlined above (or others)
your corrective public relations goal becomes – clarify the misconception,
spike that rumour, 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 behaviours you desire.
Now comes one of the less pressure some 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 get together 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.
About the author. Bob Kelly counsels, writes and speaks to business, nonprofit and association managers about using the fundamental premise of
public relations to achieve their operating objectives. He has authored 245
articles on the subject which are listed at EzineArticles.com, Expert Author,
Robert A. Kelly. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VPPR, 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.
