Can Your PR Plan be Salvaged
Can Your PR Plan be Salvaged
in your ezine, newsletter, offline publication or website.
Only requirement: you must use the Robert A. Kelly
byline and resource box. Word count is 865 including
guidelines and box. Robert A. Kelly © 2006.
Can Your PR Game Plan be Salvaged?
If, as is often the case, you are preoccupied with comm-
unications tactics instead of working a plan to actively
pursue those outside audience behaviors that stop you
from achieving your objectives, the answer is yes.
Fortunately, it’s no big deal making the switch to a public
relations problem-solving sequence that works. Simply
accept this reality: 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 those people
whose behaviors affect the organization, the public
relations mission is usually accomplished.
What this approach to public relations can do for
businesses, non-profits and associations, is help them
alter the perceptions, and thus behaviors of their most
important external audiences, those with the greatest
impact on their operations. This can make achieving
their objectives much easier, and much more likely.
Here’s how it could work for you.
Sit down and list those outside audiences of yours
whose behaviors can damage your organization’s
prospects. Then, put them in the order of how severe
their impacts are, and we’ll work on #1 on that list.
First objective is to create a public relations goal. So,
because it’s likely there are negative perceptions out there,
you and your PR cohorts must meet with members of that
target audience and interact with them. Ask many
questions such as “What do you know about us? Have
you had any kind of contact with us? What have you
heard about our products or services?”
And while you’re asking those questions, keep your eyes
and ears peeled for evasive or hesitant answers. And
also for negatives like inaccuracies, untruths,
misconceptions, hurtful rumors and false assumptions.
Your public relations goal can now be established using
the responses you just gathered. And that goal will be the
specific perception you wish to alter, usually leading to
the behavior change you really want. For example, goals
like, correct that inaccuracy, clearup that misconception,
or squash that hurtful rumor once and for all.
What you need to know most about your new public
relations goal is, how do I get from here to there, and
what action program will be most appropriate? Your
strategy will give you the answer. But you have only
three choices when it comes to strategies for opinion
or perception matters.
Reinforce existing opinion, change it, or create
perception/opinion where none exists. But make certain
the strategy you select clearly fits your public relations goal.
Obviously, you would not select the “reinforce it” strategy
option when your goal is to change a damaging rumor.
Writing, like it or not, is the next challenge. You need a
message carefully prepared to alter your key target
audience’s perception. But writing it is no walk in the park.
The message must not only be corrective and crystal-clear,
it must also be compelling if it is to move your target
audience member’s perception in your direction – a must,
if those desired behaviors are to come about.
Like the military officer calling in artillery fire during
combat, you must call in your communications tactics to
carry your message to its target, the members of your
target audience.
The arsenal is full of such tactics ranging from personal
contacts, group briefings, press releases and speeches to
emails, letters-to-the-editor, brochures, celebrity
appearances and many, many others.
The only caution here is, check carefully that each tactic
you choose has a proven record for reaching people like
those who make up your target audience.
It won’t be long before urgent questions are raised.
“How are we doing? Are we making any headway towards
our goal?”
It would be ideal if your budget could accommodate the
considerable costs of professional opinion surveys to
answer those questions. However, as you did at the start
of the program, you and your PR staff can again monitor
perceptions among members of your target audience by
asking the very same questions you used the first time
around.
But now, you will watch carefully for indications that
your message and communications tactics are moving
audience perceptions in your direction.
You can always provide a boost to the effort by adding
new tactics to the mix as well as increasing their frequencies.
And check your message again to insure its impact and
factual accuracy.
What you will have accomplished is the timely use of the
fundamental realities of public relations. In this case, to
salvage an unsatisfactory PR program so that it now
delivers the external audience behaviors you need to help
you reach your objectives.
end
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 authored 245
articles on the subject which are listed at EzineArticles.com, click
Expert Authors, 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:http://www.prcommentary.com
Can Your PR Plan be Salvaged - 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 and resource box
in your ezine, newsletter, offline publication or website.
Only requirement: you must use the Robert A. Kelly
byline and resource box. Word count is 865 including
guidelines and box. Robert A. Kelly © 2006.
Can Your PR Game Plan be Salvaged?
If, as is often the case, you are preoccupied with comm-
unications tactics instead of working a plan to actively
pursue those outside audience behaviors that stop you
from achieving your objectives, the answer is yes.
Fortunately, it’s no big deal making the switch to a public
relations problem-solving sequence that works. Simply
accept this reality: 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 those people
whose behaviors affect the organization, the public
relations mission is usually accomplished.
What this approach to public relations can do for
businesses, non-profits and associations, is help them
alter the perceptions, and thus behaviors of their most
important external audiences, those with the greatest
impact on their operations. This can make achieving
their objectives much easier, and much more likely.
Here’s how it could work for you.
Sit down and list those outside audiences of yours
whose behaviors can damage your organization’s
prospects. Then, put them in the order of how severe
their impacts are, and we’ll work on #1 on that list.
First objective is to create a public relations goal. So,
because it’s likely there are negative perceptions out there,
you and your PR cohorts must meet with members of that
target audience and interact with them. Ask many
questions such as “What do you know about us? Have
you had any kind of contact with us? What have you
heard about our products or services?”
And while you’re asking those questions, keep your eyes
and ears peeled for evasive or hesitant answers. And
also for negatives like inaccuracies, untruths,
misconceptions, hurtful rumors and false assumptions.
Your public relations goal can now be established using
the responses you just gathered. And that goal will be the
specific perception you wish to alter, usually leading to
the behavior change you really want. For example, goals
like, correct that inaccuracy, clearup that misconception,
or squash that hurtful rumor once and for all.
What you need to know most about your new public
relations goal is, how do I get from here to there, and
what action program will be most appropriate? Your
strategy will give you the answer. But you have only
three choices when it comes to strategies for opinion
or perception matters.
Reinforce existing opinion, change it, or create
perception/opinion where none exists. But make certain
the strategy you select clearly fits your public relations goal.
Obviously, you would not select the “reinforce it” strategy
option when your goal is to change a damaging rumor.
Writing, like it or not, is the next challenge. You need a
message carefully prepared to alter your key target
audience’s perception. But writing it is no walk in the park.
The message must not only be corrective and crystal-clear,
it must also be compelling if it is to move your target
audience member’s perception in your direction – a must,
if those desired behaviors are to come about.
Like the military officer calling in artillery fire during
combat, you must call in your communications tactics to
carry your message to its target, the members of your
target audience.
The arsenal is full of such tactics ranging from personal
contacts, group briefings, press releases and speeches to
emails, letters-to-the-editor, brochures, celebrity
appearances and many, many others.
The only caution here is, check carefully that each tactic
you choose has a proven record for reaching people like
those who make up your target audience.
It won’t be long before urgent questions are raised.
“How are we doing? Are we making any headway towards
our goal?”
It would be ideal if your budget could accommodate the
considerable costs of professional opinion surveys to
answer those questions. However, as you did at the start
of the program, you and your PR staff can again monitor
perceptions among members of your target audience by
asking the very same questions you used the first time
around.
But now, you will watch carefully for indications that
your message and communications tactics are moving
audience perceptions in your direction.
You can always provide a boost to the effort by adding
new tactics to the mix as well as increasing their frequencies.
And check your message again to insure its impact and
factual accuracy.
What you will have accomplished is the timely use of the
fundamental realities of public relations. In this case, to
salvage an unsatisfactory PR program so that it now
delivers the external audience behaviors you need to help
you reach your objectives.
end
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 authored 245
articles on the subject which are listed at EzineArticles.com, click
Expert Authors, 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:http://www.prcommentary.com
Can Your PR Plan be Salvaged - To learn more about this author, visit Bob Kelly'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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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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