Don't Waste Money on Public Relations
Don't Waste Money on Public Relations
offline publication or website. Only requirement: you must
use the Robert A. Kelly byline and resource box. Net word
count is 875 including guidelines and box.
Robert A. Kelly © 2006.
Don’t Waste Money on Public Relations
Demand that it pull its own weight in your boat by working to
create, change or reinforce how your organization is perceived by
those vital, external audiences, those groups of people who
REALLY affect your business, non-profit, public entity or association
unit the most.
This is key to your success because, like it or not, people take
action based on the facts they see before them. And that can
create behaviors that impact your operation, sometimes
negatively.
Why take any chances? What you need to do is take steps to create,
change or reinforce that key audience’s opinion by reaching them, persuading them and moving them to take the actions you desire
Does it work every time? No.
Is it easy? No.
Is it necessary? Yes.
I recommend working with a local public relations specialist
because your work day probably leaves little time for this activity,
and you may have minimal experience to bring to the party.
So, before hiring anyone, try out this notion on him or her.
What we know is that people will act on their own perception of
the facts before them. And we know that those perceptions will
lead to predictable behaviors, but about which something can be
done. Then, when we create, change or reinforce that opinion by
reaching, persuading and moving-to-desired-action those folks
whose behaviors affect your business, the public relations effort
is a success.
If you’re met with the equivalent of a blank stare, look elsewhere.
Once you find a compatible public relations person, let’s roll! For
openers, you’ll earn his or her enduring support when you commit
to take action when your information gathering turns up troubling perceptions among those target audiences.
First, try to be a regular speaker in your marketing area, an
interviewee for radio and newspapers, a sponsor of special events
and an active member of local business and fraternal clubs. You
put “money in the good will bank” when you do this, against the
day trouble breaks out.
Start by staying in touch with groups of people whose actions help
or hinder your operations. What do they believe about your products
and services and your organization itself? Stay alert to potential
problems. This is the fact finding, information gathering phase.
Then list your key audiences. But, at first, just the ones whose
actions REALLY concern you. Begin interacting with them.
They can include stakeholders like customers, employees,
prospects, media, community residents, local government agencies
and many others.
Make a promise to yourself to take the following actions when you
discover a troubling perception.
First, set down your public relations goal. Examples: neutralize that
negative rumor; pacify that activist group; restore the faith of that
group of former customers, or reinforce your prospects’ interest in your
product or service.
In any case, left unattended, each can hurt your business.
Next, HOW will you approach the perception problem? In other
words, what is your strategy?
We know there are just three ways to deal with such an opinion
problem. Create new opinion, change existing opinion, or reinforce
it.
Decide which it is, and proceed. But work closely with your
public relations advisor by preparing persuasive messages
carefully and creditably designed to counter the misconception
you have uncovered. Try out the messages on a few outsiders
to see just how persuasive they really are.
Now, you must select the communications tactics – “beasts of
burden,” I call them – to carry your persuasive message to the
eyes and ears of that crucially important target audience.
You have a huge choice of such communications tactics ranging
from emails, press releases, media interviews and newsletters
to personal meetings, speeches, open houses and dozens of others.
But your job is still not completed. You must continue to monitor
members of your target audience to measure not only awareness
of your message, but how well is it being received, and even, did
it get there in the first place?
Then, if necessary, adjust your message content and the
communications tactics.
To recap, until something better comes along, we have little choice
but to track perceptions among key audiences the best way we can.
Then, create, change or reinforce that opinion by reaching,
persuading and moving-to-desired-action those people whose
behaviors effect the organization.
Adopting this kind of sequence puts the odds in your favor that the
money you spend on public relations will not be wasted.
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 a
rticles 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
Dont Waste Money on Public Relations - 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. Net word
count is 875 including guidelines and box.
Robert A. Kelly © 2006.
Don’t Waste Money on Public Relations
Demand that it pull its own weight in your boat by working to
create, change or reinforce how your organization is perceived by
those vital, external audiences, those groups of people who
REALLY affect your business, non-profit, public entity or association
unit the most.
This is key to your success because, like it or not, people take
action based on the facts they see before them. And that can
create behaviors that impact your operation, sometimes
negatively.
Why take any chances? What you need to do is take steps to create,
change or reinforce that key audience’s opinion by reaching them, persuading them and moving them to take the actions you desire
Does it work every time? No.
Is it easy? No.
Is it necessary? Yes.
I recommend working with a local public relations specialist
because your work day probably leaves little time for this activity,
and you may have minimal experience to bring to the party.
So, before hiring anyone, try out this notion on him or her.
What we know is that people will act on their own perception of
the facts before them. And we know that those perceptions will
lead to predictable behaviors, but about which something can be
done. Then, when we create, change or reinforce that opinion by
reaching, persuading and moving-to-desired-action those folks
whose behaviors affect your business, the public relations effort
is a success.
If you’re met with the equivalent of a blank stare, look elsewhere.
Once you find a compatible public relations person, let’s roll! For
openers, you’ll earn his or her enduring support when you commit
to take action when your information gathering turns up troubling perceptions among those target audiences.
First, try to be a regular speaker in your marketing area, an
interviewee for radio and newspapers, a sponsor of special events
and an active member of local business and fraternal clubs. You
put “money in the good will bank” when you do this, against the
day trouble breaks out.
Start by staying in touch with groups of people whose actions help
or hinder your operations. What do they believe about your products
and services and your organization itself? Stay alert to potential
problems. This is the fact finding, information gathering phase.
Then list your key audiences. But, at first, just the ones whose
actions REALLY concern you. Begin interacting with them.
They can include stakeholders like customers, employees,
prospects, media, community residents, local government agencies
and many others.
Make a promise to yourself to take the following actions when you
discover a troubling perception.
First, set down your public relations goal. Examples: neutralize that
negative rumor; pacify that activist group; restore the faith of that
group of former customers, or reinforce your prospects’ interest in your
product or service.
In any case, left unattended, each can hurt your business.
Next, HOW will you approach the perception problem? In other
words, what is your strategy?
We know there are just three ways to deal with such an opinion
problem. Create new opinion, change existing opinion, or reinforce
it.
Decide which it is, and proceed. But work closely with your
public relations advisor by preparing persuasive messages
carefully and creditably designed to counter the misconception
you have uncovered. Try out the messages on a few outsiders
to see just how persuasive they really are.
Now, you must select the communications tactics – “beasts of
burden,” I call them – to carry your persuasive message to the
eyes and ears of that crucially important target audience.
You have a huge choice of such communications tactics ranging
from emails, press releases, media interviews and newsletters
to personal meetings, speeches, open houses and dozens of others.
But your job is still not completed. You must continue to monitor
members of your target audience to measure not only awareness
of your message, but how well is it being received, and even, did
it get there in the first place?
Then, if necessary, adjust your message content and the
communications tactics.
To recap, until something better comes along, we have little choice
but to track perceptions among key audiences the best way we can.
Then, create, change or reinforce that opinion by reaching,
persuading and moving-to-desired-action those people whose
behaviors effect the organization.
Adopting this kind of sequence puts the odds in your favor that the
money you spend on public relations will not be wasted.
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 a
rticles 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
Dont Waste Money on Public Relations - To learn more about this author, visit Bob Kelly's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
|
To learn more about the Evan Elite Author Program please contact us. |
 | |
|  |
Subscribe to Bob's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Find It. Use It. The $1000 Show Making SEO Decisions Managing Generations Article Syndication |
|
 | ||
 |
Top Social Business Blogs
Top Social Entrepreneur Blogs | |
 |
Top 50 Raising Capital Blogs
Top Blogs To Watch In 2008 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||
|
| ||||||||||
|
|
||||||||||