How to Win Big With Public Relations
How to Win Big With Public Relations
Hopefully, as a business, non-profit, public entity or
association manager, you will switch from a tactical
approach to public relations, to one that emphasizes
a strategic plan to achieve your managerial objectives.
You may even surprise yourself as you begin to persuade
your key outside audiences to your way of thinking,
then move them to take actions that allow your
department, group, division or subsidiary to succeed.
What you will have done, of course, is combine a
sound public relations strategy with effective
communications tactics leading directly to the bottom
line – perception altered, behavior modified, employer/
client satisfied.
Perhaps most important, you will also have done something
positive about the behaviors of the very outside audiences
that MOST affect your operation.
A sure way to win big with public relations.
And it’s yours for the taking when first, you accept
the fact that the right PR really CAN alter individual
perception and lead to those changed behaviors you
need. And second, when you employ public relations
activity that creates perception, then behavior change
within that key outside audience.
Of course, you won’t be on your own if you use a
roadmap along these lines: 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 the very people whose behaviors
affect the organization the most, the public relations
mission is usually accomplished.
But the fact of the matter is that you will need a lot
more than simple tactics like news releases, brochures,
broadcast plugs and fun-filled special events to get a
satisfactory return on your PR investment. Among the
results business, non-profit, public entity and
association managers can expect are renewed interest
from your key external audiences, new proposals for
strategic alliances and joint ventures; rebounds in
showroom visits; membership applications on the rise;
new community service and sponsorship opportunities;
and even new thoughtleader and special event contacts.
Before long it will become obvious that such customers
are making repeat purchases; prospects are reappearing,
as will stronger relationships with the educational, labor,
financial and healthcare communities, improved relations
with government agencies and legislative bodies, and
perhaps even capital givers or specifying sources looking
your way.
But be absolutely certain that your PR people are really
committed to the effort because you want your key
outside audiences to really perceive your operations,
products or services in a positive light. Reassure yourself
that your PR staff accepts the basic truth that perceptions
almost always lead to behaviors that can help or hurt
your unit.
Especially important to review your public relations plan
with members of your staff. In particular how you
will gather and monitor perceptions by questioning
members of your most important outside audiences.
Questions like these: how much do you know about our
organization? How much do you know about our services
or products and employees? Have you had prior contact
with us and were you pleased with the how things went?
Have you experienced problems with our people or
procedures?
I think we’re lucky that our PR team members are also
in the perception and behavior business, as are
professional survey firms, and can pursue the same
objective as the survey pros might were they to handle
the perception monitoring phases of your program. For
example, identify untruths, false assumptions, unfounded
rumors, inaccuracies, misconceptions and any other
negative perception that might translate into hurtful
behaviors.
Let’s take a moment and address the problems that
appeared during your key audience perception
monitoring. Probably, your new public relations goal
will call for straightening out that dangerous
misconception, or correcting that gross inaccuracy, or
doing something about that awful rumor.
But how do we reach the PR goal? We have just three
strategic choices when it comes to dealing with a
perception or opinion challenge: create perception
where there may be none, change the perception, or
reinforce it. Unfortunately, selecting a bad strategy
will taste like honey basting sauce on your spaghetti.
So be certain the new strategy fits well with your
new public relations goal. For example, you don’t
want to select “change” when the facts dictate a
“reinforce” strategy.
As everyone reading this article knows, persuading an
audience to your way of thinking is the hardest kind of
work. That’s why it’s so important to structure your
message in a compelling, persuasive, believable AND
clear and factual way. Hard work yes, but a must if
you are to correct a perception by shifting opinion
towards your point of view, leading to the desired
behaviors. Review your message with your
communications specialists for its impact and
persuasiveness.
At this juncture, you must carefully identify the precise
communications tactics you believe will reach your target
audience. And you will find literally dozens of them
available to you. From speeches, facility tours, emails and
brochures to consumer briefings, media interviews,
newsletters, personal meetings and many others. But be
certain that the tactics you pick are known to reach folks
just like your audience members.
By the way, the very credibility of your message can
depend on how you deliver it. So, until you’re certain as
to its impact, try introducing it initially to smaller
gatherings rather than using higher-profile communications
such as news releases or talk show appearances.
By this time, in order to put together a progress report, it’s
probably time for you and your PR folks to get back out in
the field for a second perception monitoring session with
members of your external audience. You can use the same
questions used in the benchmark session, but now you
must stay alert for signs that your communications tactics
have worked and that the negative perception is being
altered in your direction.
Should you be as impatient as I am, you can always speed
up matters with a broader selection of communications tactics
AND increased frequencies.
Winning big with public relations is largely a matter of
switching from a tactical approach to a strategic plan to
achieve your managerial objectives. Your reward will
come as you positively impact the behaviors of the very
outside audiences that MOST affect your operations.
end
Bob Kelly counsels and writes for business, non-profit, public
entity and association managers about using the fundamental
premise of public relations to achieve their operating objectives.
He has authored over 250 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
How to Win Big With Public Relations - To learn more about this author, visit Bob Kelly's Website.
Like this article? Share it with your friends
How to Win Big With Public Relations
Hopefully, as a business, non-profit, public entity or
association manager, you will switch from a tactical
approach to public relations, to one that emphasizes
a strategic plan to achieve your managerial objectives.
You may even surprise yourself as you begin to persuade
your key outside audiences to your way of thinking,
then move them to take actions that allow your
department, group, division or subsidiary to succeed.
What you will have done, of course, is combine a
sound public relations strategy with effective
communications tactics leading directly to the bottom
line – perception altered, behavior modified, employer/
client satisfied.
Perhaps most important, you will also have done something
positive about the behaviors of the very outside audiences
that MOST affect your operation.
A sure way to win big with public relations.
And it’s yours for the taking when first, you accept
the fact that the right PR really CAN alter individual
perception and lead to those changed behaviors you
need. And second, when you employ public relations
activity that creates perception, then behavior change
within that key outside audience.
Of course, you won’t be on your own if you use a
roadmap along these lines: 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 the very people whose behaviors
affect the organization the most, the public relations
mission is usually accomplished.
But the fact of the matter is that you will need a lot
more than simple tactics like news releases, brochures,
broadcast plugs and fun-filled special events to get a
satisfactory return on your PR investment. Among the
results business, non-profit, public entity and
association managers can expect are renewed interest
from your key external audiences, new proposals for
strategic alliances and joint ventures; rebounds in
showroom visits; membership applications on the rise;
new community service and sponsorship opportunities;
and even new thoughtleader and special event contacts.
Before long it will become obvious that such customers
are making repeat purchases; prospects are reappearing,
as will stronger relationships with the educational, labor,
financial and healthcare communities, improved relations
with government agencies and legislative bodies, and
perhaps even capital givers or specifying sources looking
your way.
But be absolutely certain that your PR people are really
committed to the effort because you want your key
outside audiences to really perceive your operations,
products or services in a positive light. Reassure yourself
that your PR staff accepts the basic truth that perceptions
almost always lead to behaviors that can help or hurt
your unit.
Especially important to review your public relations plan
with members of your staff. In particular how you
will gather and monitor perceptions by questioning
members of your most important outside audiences.
Questions like these: how much do you know about our
organization? How much do you know about our services
or products and employees? Have you had prior contact
with us and were you pleased with the how things went?
Have you experienced problems with our people or
procedures?
I think we’re lucky that our PR team members are also
in the perception and behavior business, as are
professional survey firms, and can pursue the same
objective as the survey pros might were they to handle
the perception monitoring phases of your program. For
example, identify untruths, false assumptions, unfounded
rumors, inaccuracies, misconceptions and any other
negative perception that might translate into hurtful
behaviors.
Let’s take a moment and address the problems that
appeared during your key audience perception
monitoring. Probably, your new public relations goal
will call for straightening out that dangerous
misconception, or correcting that gross inaccuracy, or
doing something about that awful rumor.
But how do we reach the PR goal? We have just three
strategic choices when it comes to dealing with a
perception or opinion challenge: create perception
where there may be none, change the perception, or
reinforce it. Unfortunately, selecting a bad strategy
will taste like honey basting sauce on your spaghetti.
So be certain the new strategy fits well with your
new public relations goal. For example, you don’t
want to select “change” when the facts dictate a
“reinforce” strategy.
As everyone reading this article knows, persuading an
audience to your way of thinking is the hardest kind of
work. That’s why it’s so important to structure your
message in a compelling, persuasive, believable AND
clear and factual way. Hard work yes, but a must if
you are to correct a perception by shifting opinion
towards your point of view, leading to the desired
behaviors. Review your message with your
communications specialists for its impact and
persuasiveness.
At this juncture, you must carefully identify the precise
communications tactics you believe will reach your target
audience. And you will find literally dozens of them
available to you. From speeches, facility tours, emails and
brochures to consumer briefings, media interviews,
newsletters, personal meetings and many others. But be
certain that the tactics you pick are known to reach folks
just like your audience members.
By the way, the very credibility of your message can
depend on how you deliver it. So, until you’re certain as
to its impact, try introducing it initially to smaller
gatherings rather than using higher-profile communications
such as news releases or talk show appearances.
By this time, in order to put together a progress report, it’s
probably time for you and your PR folks to get back out in
the field for a second perception monitoring session with
members of your external audience. You can use the same
questions used in the benchmark session, but now you
must stay alert for signs that your communications tactics
have worked and that the negative perception is being
altered in your direction.
Should you be as impatient as I am, you can always speed
up matters with a broader selection of communications tactics
AND increased frequencies.
Winning big with public relations is largely a matter of
switching from a tactical approach to a strategic plan to
achieve your managerial objectives. Your reward will
come as you positively impact the behaviors of the very
outside audiences that MOST affect your operations.
end
Bob Kelly counsels and writes for business, non-profit, public
entity and association managers about using the fundamental
premise of public relations to achieve their operating objectives.
He has authored over 250 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
How to Win Big With Public Relations - To learn more about this author, visit Bob Kelly's Website.
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