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Mad as Hell
Written by: Bob KellyArticle Overview: Watch your key target audiences closely because, without them on your side, your chances of success diminish dangerously.
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Mad as Hell
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offline publication or website. Only requirement: you must use
the Robert A. Kelly byline and resource box. Net word count is
645 including guidelines and box. Robert A. Kelly © 2006.
Mad As Hell?
I would be too if my coaches failed to send in one of my
strongest players, public relations!
And for a good reason.
When those outside folks, whose behaviors really help or
hurt your organization, do their thing, you need all the help
you can get. We call them key target audiences because
without them on your side, your chances of success
diminish dangerously.
Don’t leave it to chance!
List those important external audiences and prioritize them.
Start with that #1 target audience, interact with its members,
and ask questions. Any negativity among those who recognize
your organization? Are there perceptions you need to do
something about?
How about inaccurate understanding of your products and
services? Or, has a rumor cropped up that you need to knock
down?
The answers to these questions let you establish your public
relations goal once you decide which of the problem areas need
the most immediate attention. It could be as simple as
correcting that inaccurate understanding, or neutralizing that
unfortunate rumor.
But to reach that goal, you need an effective strategy. We’re
lucky in this business that we have only three possible strategies:
create opinion (perceptions) where none exist, change existing
opinion, or reinforce it. Makes things simple!
What will you say to members of your #1 target audience? You
must prepare a message carefully crafted to creditably and
believably address the rumor, inaccuracy or misconception. Your
message must be crystal-clear, authoritative and compelling
as it explains why those particular beliefs or perceptions are
untrue and even unfair.
Sounds like the job is complete, doesn’t it? But it isn’t for the
simple reason that you must now deliver it to the eyes and ears
of that #1 target audience.
Enter the “beasts of burden,” as we call your communications
tactics. They’re designed to carry that outstanding message you
prepared directly to the attention of your prime audience.
Luckily, there are piles of such tactics available. Everything
from face-to-face-meetings, press releases, print and
broadcast interviews to special events, facility tours, speeches
and letters-to-the-editor and many, many more.
But you’re STILL not done!. You must track your progress by REmonitoring members of that target audience, again asking
lots of questions. Is there evidence that you’ve neutralized that
rumor? That the scary inaccuracy is on its way to being corrected,
or that the damaging misconception is clearing up?
If you’re not pleased with progress to date, it’s back to the
drawing board to create a new, possibly heavier mix of
communications tactics more likely to reach a broader slice
of that target audience. You’ll also want to look closely
at your message for ways to increase its impact. Is it really
clear enough? Are there enough believable facts to support
your contention that the misconception is not simply untrue,
but unfair as well? And, oh yes, you can always increase the
frequency of your tactics.
In any event, now you’ve got a public relations plan focused
sharply on altering perceptions that will lead to the target
audience behaviors your organization needs to reach its
objectives and achieve success.
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. Kelly holds a bachelor of science degree from
Columbia University, major in Public Relations.
mailto:bobkelly@TNI.net Visit: http://www.prcommentary.com
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