Tweet

Maybe You SHOULD Worry About Your PR

Written by: Bob Kelly

Article Overview: Omit the worry part, and you're in danger of omitting the best public relations has to offer, and the quality PR you deserve.

Maybe You SHOULD Worry About Your PR

Please feel free to publish this article and resource box
in your ezine, newsletter, offline publication or website.
Only requirements: you must use the Robert A. Kelly
byline, and resource box. Word count is 1180 including
guidelines and resource box. Robert A. Kelly © 200.

Maybe You SHOULD Worry About Your PR!

Especially if your public relations budget is all about tactics
like brochures, special events, talking to reporters and press
releases.

Please don’t get me wrong. Communications tactics are
valuable devices which we call upon from time-to-time to
move a message from here to there.

But, as a business, non-profit or association manager,
you’re in danger of omitting the best public relations has
to offer, the crème de la crème of PR!

Try this on for size. The core public relations mission
pulls together the resources and action planning needed to
alter individual perception leading to changed behaviors
among a business, non-profit, or association’s most
important outside audiences. Then it goes on to help a
manager persuade those key folks to his or her way of
thinking, and then, moves them to take actions that
allow their department, group, division or subsidiary
to succeed.

Now, there’s a real theory behind that mission, and it’s
the underlying premise of public relations: 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.

It’s comforting to note that the right public relations
planning really CAN alter individual perception and
lead to changed behaviors among key outside audiences.
AND equally encouraging when you remember that
your PR effort must demand more than special events,
news releases and talk show tactics if you are to receive
the quality public relations results you believe you deserve.

And those results won’t be long in coming, especially when
capital givers or specifying sources begin to look your
way; customers begin to make repeat purchases;
membership applications start to rise; new proposals
for strategic alliances and joint ventures start showing
up; politicians and legislators begin looking at you as
a key member of the business, non-profit or association
communities; welcome bounces in show room visits
occur; community leaders begin to seek you out; and
prospects actually start to do business with you.

Help is at hand because the public relations people
assigned to you can be of real use for your new opinion
monitoring project because they are already in the
perception and behavior business. But be certain that
the PR folks really accept why it’s SO important to
know how your most important outside audiences
perceive your operations, products or services. Above
all, be sure they believe that perceptions almost always
result in behaviors that can help or hurt your operation.

Layout the plans for your PR staff re: monitoring and
gathering perceptions by questioning members of your
most important outside audiences. Ask questions like
these: how much do you know about our organization?
Have you had prior contact with us and were you pleased
with the interchange? Are you familiar with our services
or products and employees? Have you experienced
problems with our people or procedures?

Bringing in survey firms to do the opinion gathering
work can cost a lot more than using those PR folks of
yours in that monitoring capacity. But whether it’s your
people or a survey firm asking the questions, the
objective remains the same: identify untruths, false
assumptions, unfounded rumors, inaccuracies,
misconceptions and any other negative perception that
might translate into hurtful behaviors.

Here, you have to set a goal aiming for action on the
most serious problem areas you uncovered during your
key audience perception monitoring. Will it be to
straighten out that dangerous misconception? Correct
that gross inaccuracy? Or, stop that potentially painful
rumor dead?

Naturally a goal requires a strategy to show you how
to reach it. Just three strategic options are available to
you when it comes to solving perception and opinion
problems. Change existing perception, create perception
where there may be none, or reinforce it. The wrong
strategy pick will taste like spare ribs with lemon sauce.
So be certain your new strategy fits well with your new
public relations goal. You certainly don’t want to select
“change” when the facts dictate a strategy of reinforcement.

Now your people must do some good writing. You must
prepare a persuasive message that will help move your key
audience to your way of thinking. It must be a carefully-
written message aimed directly at your key external
audience. Select your very best writer because s/he must
come up with language that is not merely compelling,
persuasive and believable, but clear and factual if they are
to shift perception/opinion towards your point of view
and lead to the behaviors you have in mind.

It’s time to pick out the communications tactics most likely
to carry your message to the attention of your target
audience. There are many waiting for 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.

How you communicate your message is a concern because
the credibility of any message is always fragile. Which is
why you may wish to unveil your corrective message
before smaller meetings and presentations rather than
using higher-profile news releases.

If the thought of a progress report appeals to you, you must
begin a second perception monitoring session among
members of your external audience in order to measure
headway. You can use many of the same questions used in
your benchmark session. But this time, you will be on
guard for signs that the bad news perception is being
altered in your direction.

In the event the program slows down, you can always speed
things up by adding more communications tactics as well as
increasing their frequencies.

Worry can be healthy, too. Especially when it moves you
away from a major emphasis on communications tactics
and on to a plan for doing something positive about the
behaviors of those important external audiences of yours
that most affect your operation. And particularly so when
you persuade those key outside folks to your way of
thinking by helping to move them to take actions that
allow your department, division or subsidiary to succeed.

end

Bob Kelly counsels and writes for business, non-profit and
association managers about using the fundamental premise of public
relations to achieve their operating objectives. He has published 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:www.PRCommentary.com

Related Articles
  Why Worry?
  STOP WORRYING
  Worry
  Worry, worry, worry – when will it end?
  About Worrying

Article Tags:



Related Forum Posts
Re: Stay happy everyone - Thanks for that Evan, your post reminded me of that song 'Don't Worry Be Happy' by Bobby McFerrin which I was shocked to learn was a hit in 1988, seems like yesterday, regards, Mal.
Ladies Who Launch Profile: Heidi Flammang - Heidi Flammang Top Dog, Camp Bow Wow When one of the country's first doggy day cares opened next door to her dad's business, Heidi Flammang and her husband, Bion, would sneak over to hang out with the dogs. They fell in love with the concept—and the dogs—and were soon making trades of services with the owner to have their own dogs stay there. When the owner of that business wasn't interested in franchising, Heidi and her husband started brainstorming and the business plan for Camp Bow Wow was born. They were searching for their first location when Bion was killed in a plane crash, in 1994. Heidi received a $1 million insurance settlement after his death, and in the following years attempted a number of ventures, including a financial consulting business to help others handle sudden wealth. But Camp Bow Wow was never far from her mind. In 2000, with the help and encouragement of her brother, she dusted off that old business plan and set out to bring her and Bion's dream to life. Within weeks she had found her first location, and from that point on she never looked back. Camp Bow Wow has now sold more than 205 franchises, 125 of which will be open by the end of the year. It is the premier upscale doggy day care and boarding company, and is expected to generate $18 million in systemwide sales in 2008. What we learned from Heidi: To persevere and never lose sight of your dreams. Heidi was a young widow who tried financial consulting, pharmaceutical sales, and launching a high-end baby-bedding catalog before coming full circle to find success with the idea that she'd loved all along. Not Just Fun and Games "A lot of people come into this business thinking how fun it's going to be to hang out with dogs all day. But we are taking care of people's furry children, all day and night, 365 days a year! It is an all-consuming business and you have to know so much more than people think—everything from dog behavior to disease management, in addition to the nuts and bolts of running a business. We get franchisees from so many different backgrounds and they all have a love of dogs in common, but we have to teach them to be businesspeople and to market the business and not just focus on the dogs. It's a challenge to find people who want to make it a real moneymaker and not just a labor of love." Getting the Word Out "We receive a lot of leads on possible new franchisees through word of mouth from our existing franchisees and open Camps. Also, we've been featured on AOL's main page, Donny Deutsch's The Big Idea, in Pink magazine, and in some other great media outlets, and we advertise in the airline magazines and do quite a bit on the Internet, utilizing our Web site as a marketing tool. All of these have been great resources." What Worked "What has worked for us is to stay focused on our brand and what it's about: offering a place where a dog can be a dog. We don't let ourselves get distracted by other business opportunities that come in our direction, and we don't try to be everything to every dog owner. I am a perfectionist and have been very specific about what the rules are and what the brand is, and that really led the way for franchising opportunities. But we are constantly evolving based on the learning experiences and opinions of our franchisees, and I think that helps us stay ahead of the competition." And What Didn't "Be wary of getting family and friends involved and assuming that because they have good hearts and are interested in your business that they'll have the skills to do it. It's important to be surrounded by knowledgeable people who have great skills, not just people who love you." Networking Is Not Just For the Dogs "People in the dog-boarding business are very protective, so it's not as easy to network and meet people with like businesses as it might be in other industries. I found great mentors at the International Franchise Association, other people who had been there and done that in terms of franchising. I'm very involved with that group and work to champion other women entrepreneurs. I'm also part of a CEO support group called Vistage. There are 12 of us in the group who meet for a day once a month and it's extremely valuable, but I am the only woman in the group. So I also have an informal group of women who I meet with in Denver to share professional successes and disasters. Women are just so much more open to that type of dialogue." Like Mother, Like Daughter "I'm writing a book about starting and running a successful woman-owned business called Tales From the Bark Side. My tween-aged daughter is writing her own book that will be released at the same time called Tori's Tales, about growing up with a mom who's an entrepreneur. My pet project is working with young girls to help them set goals and develop self-confidence and pride in their accomplishments." Man's Best Friend "Last year we started Bow Wow Buddies, a foundation dedicated to improving the lives and health of dogs around the world. We foster dogs, we sponsor a PhD fellow in canine cancer research at CSU veterinary school, and we fund organizations such as RAVS and VIDAS that go into poor areas in the U.S. and elsewhere to spay and neuter stray dogs. We undertook a rescue mission abroad after our in-house counsel vacationed in Greece, a country with no humane society, and saw how poorly strays were treated there. We brought 17 dogs back with us and fostered them until finding them homes." Favorite Quote "'Worry is a debt you may never have to pay.' I really strive to live in the now, focus on solutions that are in the moment, and not worry too much about things that may never happen." Recommended Reading "My favorite dog book is Marley & Me. But I have two business books that I find invaluable: The E Myth Revisited (a fantastic book to help you figure out whether you have the right personality and skill mix to be an entrepreneur) and The Question Behind the Question (a great management book about instilling personal accountability in your people)." Parting Thoughts ... "I will retire when ... every dog has a home." "My greatest strength in business is ... my flexibility." "My dream is ... to give back as much as I get from my life. I have been so blessed with so many things and I want to respect the universe and give back." This featured lady was profiled by Noelle Pechar Hale, a freelance writer living in Los Angeles.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Ready for a Fresh Image?

Listen to Your Inner Melody

Marketing & Sales tools – going back to basics

Suggestions

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.