Do You Buy This

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Do You Buy This?

1. People act on their own perception of the facts.

2. Perceptions lead to predictable behaviors.

3. Change perceptions to get the behaviors you need.

The reason I believe you should buy it is because the
fundamental premise of public relations says so.

“We know that people act on their own perception of the
facts before them, which leads to predictable behaviors
about which something can be done. So, 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.”

Here’s how you can put it into action in your business,
non-profit, public entity or association operation.

Study those external audiences that have the most severe
and immediate impact on your venture.

Select your most important audience for initial action.

Extract information from members of that audience by
interacting with them and asking questions. As you monitor
opinion, do you notice any negative feelings or perceptions
about your business? How about misconceptions that need
to be corrected? Do you see a problem developing on the
horizon?

The answers allow you to set your public relations goal. It
could be change perceptions of your business; or reinforce
a slightly positive view; or correct an inaccuracy.

Now, once you decide on a goal, what about a strategy to
help you reach it? Which of the three strategies available to
you appears appropriate to the task? Create opinion
(perceptions) where none exist? Change existing opinion?
Or, simply reinforce it?

With the strategy decision made, you need a message
vehicle to bring your thoughts, proposals or recommendations
to the attention of the members of that target audience. And
that means a persuasive message carefully prepared to alter
individual opinion.

But not just any message. This one must be both compelling
and really clear as to its meaning. Are you correcting an
inaccuracy? Debunking a rumor? Changing the perception
of your business? Of course, hype and a “preachy” tone have
no place in such persuasive messages.

So you’ve monitored your key target audience for
perceptions/opinion, you’ve created a public relations goal,
a strategy and, now, an action message. What do you do
with it?

You must get members of that key target audience to become
aware of your message and to focus on its meaning.
Communications tactics will do the trick, and happily there
are dozens of choices available to you.

Choose from tactics such as article placements, letters-to-the-
editor, news releases, community meetings, speeches,
brochures, special events, print and broadcast interviews,
emailings and many, many more.

With the communications action underway, how will you
know whether you’re making progress towards your public
relations goal?

Sounds like a lot of work, but you MUST remonitor that
target audience, and once again speak to, and interact with
its members. And of course, ask a lot of questions.

Stay alert for signs that individual perception is beginning
to move in your direction. For example, accurate
understandings versus inaccurate or improved perceptions
of your operation.

And please remember this. You can pronounce the public
relations program a success only when your current
communications actions produce behavior change matching
that required by your original public relations goal.

end

Bob Kelly counsels, writes and speaks about the fundamental
premise of public relations. 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: http://www.prcommentary.com



Do You Buy This - To learn more about this author, visit Bob Kelly's Website.

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