Tweet

So What's Wrong With Strategic?

Written by: Bob Kelly

Article Overview: Not much. Even the dictionary calls a strategy "of great importance to a planned effort."

So What's Wrong With Strategic?

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.

So What’s Wrong With Strategic?

Some folks see the word “strategic” as a needlessly tiresome
and complicated notion. But anything that shows you how to
get from here to there IS strategic, and something we all need.

Even the dictionary calls a strategy “of great importance to a
planned effort.”

For example, look at public relations where just about
everything is based on getting from here to there. That is, from
a dangerous lack of concern with external audiences to a
sensible plan for doing something about what those key
audiences think about you.

To make the point, here’s a quick two-sentence thumbnail that
promises just such an outcome.

“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 those people whose behaviors affect the organization,
the public relations mission is usually accomplished.”

While it’s obvious that survival is the pot of gold at the end
of this rainbow, you don’t get those external audiences on your
side without a little work

Better prioritize those outside interest groups of yours into
some kind of importance ranking. Then, let’s take the external
audience you rank clearly as #1 and do a little work on it right
now.

How much do you know about this group of people? Are you
aware of what the prevailing view of you and your enterprize
is among group members? Do you know of any negative
perceptions?

No? That’s why you must get busy and interact with members
of that key target audience of yours. Ask questions: “What do
you think about our business, products or services? Why?”
And stay alert to any signs of negativity, any inaccurate
perceptions, misconceptions or rumors.

The reactions to such probing questions help you to set down
a public relations goal designed to correct misperceptions
and inaccuracies.

So, while this gives you your public relations goal, HOW will
you reach it? That’s right, you need a strategy to help you get
from here to there. You’re in luck because there are just three
strategic options for dealing with opinion available to you.
Create opinion (perceptions) where none may exist; change
existing opinion, or reinforce it.

Select the one that logically flows from the goal you established.

Now, you’re ready to write the persuasive and compelling
message you’ll be counting on to change perceptions and
move your target audience behaviors in your direction.

It’s not an easy writing job. The message must be not only
persuasive and compelling but very clear, direct and brief in
its presentation. The facts and figures supporting WHY target
audience members should alter their perception of your
organization must be accurate and believable. It’s best to try
out the message on a few audience members first, then adjust
if needed and commence public distribution.

Now, to mix metaphors, who will be your “beasts of burden,”
or “foot soldiers?” In other words, which communications
tactics will you use to carry that carefully constructed
message to the eyes and ears of key target audience members?

There are a lot of tactics available to you. Everything from
letters and emails, personal contacts, face-to-face meetings
and special events to brochures, press releases, speeches,
broadcast interviews and a ton of others.

At this point, you will still not know if you’re making
progress towards your public relations goal.

Which is why you must return to the field and once again
talk to those members of your key target audience. Ask
questions very similar to those you used during your earlier
information gathering.

The big difference the second time around will be that you
are watching closely for signs of changed perceptions,
hopefully in your direction. Have misconceptions cleared up?
Does it appear that inaccuracies have been corrected? Do
you see signs that the dangerous rumor has been defeated?

Not enough progress? Review the mix and frequency of your communications tactics. And take a hard look at that all-
important message. Measure it as to how well your facts and
figures equip it to change minds and perceptions. Make
adjustments and recommence firing!

What you’ve just completed is a first-class, “strategic” plan
for managing the perceptions and behaviors of your key
external audiences. A plan that will have a large say in your
personal success and, possibly, the survival of your organization.

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 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:www.PRCommentary.com

Related Articles
  “Strategic Benefits of Business Coaching, According To Your Strategic Thinking Business Coach ”
  For Good SEO You Must Go Back To Basics
  Strategic Business Greeting Tips From Your Strategic Thinking Business Coach
  Powerful Relationship Selling
  More Strategic PR Advice From Your PR Doctor

Article Tags:



Related Forum Posts
Re: Hello from a San Diego-based marketer - Welcome Aaron! Whats the next stage for your business? Ben
Re: New, young entrepreneur - Congrats H20ismyLife! Do you have a website so we can see any of your work? Whats the next step for you?
Different Hats - CEO Sales & Marketing & Leadership Development Company Strategic Vision 10 Alliances & Growth Strategies 10 Hiring & Managing People 8 Mentoring 8-9 Strategic Planning for Clients 10 Execution of Marketing Campaigns 9-10 (i have great people who do the nitty gritty) Financial Management 9 Bookkeeping 3 (outsourced as I really hate the fine details like GST0 Administrative Follow Up 6-7 (again have great staff) Writing & Publishing 9 (getting better all the time!) Speaking 10 (so I have been told) Self Promotion 9-10 Web development & Promotion 6-7 (learning more and have brought on players who are 10+) Babysitting Employees (1 - wont do it, that's why I work so hard to hire and motivate the people I have) Great topic Kevin!! Jude
Re: Essential Leadership skills - Vision Values Mission Strategic Thinking Decision Making Communication Team Bonding People Development Coaching / Mentoring / Guiding / Grooming Presentation Thanks Robert
Re: Why Franchises Fail - [quote="Nana":307g5e63]Another reason franchises can fail is due to lack of effort on the franchisees part. If the franchisee does not give it their 110% and purely imitates rather than innovates they will increase their chance of failure.[/quote:307g5e63] I agree. Sometimes franchisees rely too much on the franchisor. They think the franchisor will run their business. Wrong! The franchisee is responsible for manging day to day operations of his franchise location.


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

Designing Employee-Enhancing Training Programs

How to choose your executive coach -1

What If You Had a 100% Success Rate?

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.