A Simple Formula For Success
A Simple Formula For Success
newsletter, offline publication or website. Only
requirement: you must use the Robert A. Kelly byline
and resource box. Word count is 605 including
guidelines and box. Robert A. Kelly © 2006.
A Simple Formula for Success
Leaders in the business world need public relations big time,
and they show it every day.
How? By staying in touch with their most important external
audiences and by carefully monitoring their perceptions
about the company, audience member feelings about hot topics
at issue, and the behaviors that inevitably follow.
Could there be an angle here for your operation?
What I mean is, once you interact with, then learn what that
key target audience of yours believes about you and your
organization, a corrective public relations goal – a specific
behavior change -- can be established.
Which then requires that you identify a strategy. There are just
three choices here, create opinion where none exists, change
existing opinion, or reinforce it.
It’s a logical sequence. With your goal and strategy now set,
you need persuasive messages with a good chance of moving
perceptions (and thus behaviors) in your organization’s
direction. But you must make sure the messages talk not only
to the current topic at issue, but to any misconceptions or
inaccuracies encountered during your information gathering,
and to any problems that might be brewing.
What will you do with your new message? You will carry it
to the attention of your priority audience. You’ll use
communications tactics that are credible in the eyes of the
receiver, and effective in reaching him or her. You’ll also
want tactics that stand a good chance of moving opinion in
that target audience, on the topic at issue, in your direction.
Fortunately, there are many communications tactics to choose
from: newsworthy announcements, letters-to-the-editor, news
releases, radio and newspaper interviews, brochures, speeches
and on and on. Now, you’re back to the monitoring mode as
you interact once again with members of the key target audience.
With your communications tactics hammering away, you keep
one eye peeled for signs of target audience opinion shifts in your
direction. The other eye, (and ears) stay alert for any references
by print and broadcast media, or other local thoughtleaders to
your carefully prepared message.
The bottom line is, are perceptions and behaviors within the
target audience being modified? If not, adjustments to your
communications tactics – often a big increase in, and wider
selection -- must be made. Your message may also need to be
sharpened and its factual basis strengthened.
Gradually, you’ll begin to notice changes in opinion starting
to appear along with a growing receptiveness to those
messages of yours. This is real progress.
Should you still need encouragement to hang in there with
your brand new public relations program, consider this. A
single issue – for example, a potentially dangerous, unattended
perception among a key audience -- can spread like wildfire
nudging any business closer to failure than success.
That statistic alone should make you feel pretty good about
public relations.
end
Bob Kelly counsels and writes for business, non-profit 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, click
Expert Author, click Robert A. Kelly. 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.
mailto:bobkelly@TNI.net Visit:www.PRCommentary.com
A Simple Formula For Success - To learn more about this author, visit Bob Kelly's Website.
Like this article? Share it with your friends
Please feel free to publish this article in your ezine,
newsletter, offline publication or website. Only
requirement: you must use the Robert A. Kelly byline
and resource box. Word count is 605 including
guidelines and box. Robert A. Kelly © 2006.
A Simple Formula for Success
Leaders in the business world need public relations big time,
and they show it every day.
How? By staying in touch with their most important external
audiences and by carefully monitoring their perceptions
about the company, audience member feelings about hot topics
at issue, and the behaviors that inevitably follow.
Could there be an angle here for your operation?
What I mean is, once you interact with, then learn what that
key target audience of yours believes about you and your
organization, a corrective public relations goal – a specific
behavior change -- can be established.
Which then requires that you identify a strategy. There are just
three choices here, create opinion where none exists, change
existing opinion, or reinforce it.
It’s a logical sequence. With your goal and strategy now set,
you need persuasive messages with a good chance of moving
perceptions (and thus behaviors) in your organization’s
direction. But you must make sure the messages talk not only
to the current topic at issue, but to any misconceptions or
inaccuracies encountered during your information gathering,
and to any problems that might be brewing.
What will you do with your new message? You will carry it
to the attention of your priority audience. You’ll use
communications tactics that are credible in the eyes of the
receiver, and effective in reaching him or her. You’ll also
want tactics that stand a good chance of moving opinion in
that target audience, on the topic at issue, in your direction.
Fortunately, there are many communications tactics to choose
from: newsworthy announcements, letters-to-the-editor, news
releases, radio and newspaper interviews, brochures, speeches
and on and on. Now, you’re back to the monitoring mode as
you interact once again with members of the key target audience.
With your communications tactics hammering away, you keep
one eye peeled for signs of target audience opinion shifts in your
direction. The other eye, (and ears) stay alert for any references
by print and broadcast media, or other local thoughtleaders to
your carefully prepared message.
The bottom line is, are perceptions and behaviors within the
target audience being modified? If not, adjustments to your
communications tactics – often a big increase in, and wider
selection -- must be made. Your message may also need to be
sharpened and its factual basis strengthened.
Gradually, you’ll begin to notice changes in opinion starting
to appear along with a growing receptiveness to those
messages of yours. This is real progress.
Should you still need encouragement to hang in there with
your brand new public relations program, consider this. A
single issue – for example, a potentially dangerous, unattended
perception among a key audience -- can spread like wildfire
nudging any business closer to failure than success.
That statistic alone should make you feel pretty good about
public relations.
end
Bob Kelly counsels and writes for business, non-profit 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, click
Expert Author, click Robert A. Kelly. 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.
mailto:bobkelly@TNI.net Visit:www.PRCommentary.com
A Simple Formula For Success - To learn more about this author, visit Bob Kelly's Website.
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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