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Managers Why PR is SO Key

Written by: Bob Kelly

Article Overview: Ignore this message, and you are likely to suffer negative, key audience behaviors that can prevent you from achieving your operating objectives.

Managers Why PR is SO Key

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Managers: Why PR is SO Key

When outside audiences important to your operation do
not understand what you are all about or, worse, harbor
misconceptions, inaccuracies, untruths and false
assumptions about you, you are likely to suffer negative,
key audience behaviors that can prevent you from
achieving your operating objectives.

As a business, non-profit or association manager, you
simply cannot avoid such consequences when you allow
external target audiences to hold negative perceptions about
you which lead inevitably to those hurtful behaviors.

If this describes your operation, why not do something
about it now?

Spend some time with the public relations people assigned
to your department, division or subsidiary. Review together
the fundamental premise of public relations which contains
the answer to the challenges outlined above.

It goes this way: 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 accomplished.

Consider the kinds of results such a blueprint can produce.
Prospects prowling about; new joint venture and strategic
alliance proposals; local thoughtleaders beginning to seek

you out; customers making repeat purchases; fresh contacts
by capital givers and specifying sources; unexpected sales
floor activity; and welcome recognition of you and your
operation as key members of the business, non-profit or
association communities.

Make certain your PR team accepts the fact that inaccurate
perceptions almost always lead to behaviors that can hinder
your operation. And that they may be called upon to assist the
key target audience perception monitoring effort.

Now, because they are already in the perception and behavior
business, they really should be directly involved in the initial
opinion monitoring project. You can always hire a professional
survey firm, but that can cost a lot of money. At any rate, those
who ask the questions of members of your target audience want
to identify inaccuracies, false assumptions, untruths, unfounded
rumors, misconceptions and similar problems.

Interviewers will query members of that important outside
audience asking them “Do you know anything about our
organization? Are you aware at all of our products or services?
Have you ever had contact with us? Or have you ever had a
problem with our people or procedures?”

Here, you decide which newly discovered negative becomes
your equally new, top priority, public relations goal.

Possibilities include: is that misconception a clear and present
danger? Does that inaccuracy represent a very dangerous
potential? Or does that unfounded rumor you turned up look
like it could turn into the hottest fire of all?

With your public relations goal in hand, you’ll need a
strategy showing how to reach that goal. Fortunately,
where perception and opinion are concerned, you have
just three strategic choices. Change existing perception,
create perception where there isn’t any, or reinforce that
existing perception.

Whatever you do, be sure that the strategy you choose is a
neat fit with your new PR goal.

As you might suspect, the most difficult challenge is
preparing the corrective message to be communicated to
your key stakeholder audience in a manner that will help
persuade them to your way of thinking.

Professional writing is the key requirement -- corrective
language, if you will. And this language must be not
merely compelling and persuasive, but clear, factual and
believable if it is to move perception/opinion towards
your point of view and lead to the change in behaviors
you have in mind.

At this point, things get easier because, now, you identify
the means for communicating your message to your target
audience, making certain the tactics you select are on
record as to reaching the same people as those that make
up your particular audience. There are scores of
communications tactics available ranging from consumer
meetings; facility tours, speeches, emails and brochures to
media interviews, newsletters, personal contacts and special
events. One caution, HOW you communicate can affect the
message’s credibility. Consider that it may be more effective
to deliver it at small meetings or events rather than through
high-profile media announcements.

It won’t be long before your colleagues and clients will look
for signs that progress is being made. Which means a second
perception monitoring go-around with members of that
external audience. You’ll again use many of the same
questions used in your initial benchmark perception
monitoring session. Difference now is that you will be
on the alert and watching closely for signs that the
offending perception is being altered in your direction.

Happily for all concerned, the campaign can always be
accelerated by the addition of more communications tactics
and/or, of course, by increasing their frequencies.

Thus the question, Mr/Ms manager, why NOT PR like
this? After all, persuading you external target audiences
to your way of thinking, then moving them to take actions
that help your department, division or subsidiary succeed,
means, in all likelihood, that you have a public relations
success to celebrate.

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 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

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