The Best PR Has to Offer Managers
The Best PR Has to Offer Managers
in your ezine, newsletter, offline publication or website.
Only requirement: you must use the Robert A. Kelly
byline and resource box. Word count is 915 including
guidelines and box. Robert A. Kelly © 2006.
The Best PR Has to Offer Managers
How cool is this? You’re a business, non-profit, public
entity or association manager. You decide to get serious
about your public relations and shift the spotlight away from
communications tactics. You implement an action blueprint
that (1), helps you persuade your key external stakeholders to
your way of thinking. And then (2), helps move them to take
actions that lead to your success as a department, division
or subsidiary manager.
It comes into sharper focus when that public relations blueprint
helps deliver target audience behaviors like new waves of
prospects buzzing around, more qualified calls about strategic
alliances, a jump up in repeat purchases, a boost in the number
of engineering consultants specifying your products or services,
and even increased membership applications and contributions.
What is that blueprint, anyway? Try this: 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.
As I’ve said many times in the past about that fundamental
premise of public relations, it shines the PR spotlight directly
on those outside groups of people with a large say about how
successful a manager is going to be – namely, it targets
his or her most important external audiences.
But you need the PR folks assigned to your unit to buy into
the program and shift their priorities from the usual
communications tactics to a workable, comprehensive plan
like this one designed to deliver those key, outside audience
behaviors.
Behaviors, by the way, that obviously help or hinder a
manager in achieving his or her operating objectives.
The real work for you as the department, division or subsidiary
manager starts by listing all your key external audiences in
priority order so that you initially focus your resources on
that number one audience.
Next step is answering the question, what do members of that
audience think about your organization? Short of spending big
money on professional survey counsel, you and your PR team can/should/must interact with those members by asking
questions such as “What, if anything, do you think about us?
Have you ever dealt with our people? Were you pleased with
the experience? Have you heard other comments about our
organization?”
At each step in this perception monitoring drill, you and your
team must watch carefully for negatives like false assumptions,
rumors, misconceptions and inaccurate statements. In other
words, negativities that might turn into target audience
behaviors that could really damage your operation.
The monitoring data you collect is the stuff of your public
relations goal. For example, stifle the rumor, straighten out the misconception, turn around the false assumption, or make that
inaccuracy accurate.
However, managers know that achieving any goal demands the
right supporting strategy to show you how to reach it.
Considering the workload, you’ll be glad to know that opinion/
perception matters allow just three strategy choices: create
perception where there isn’t any, change existing perception,
or reinforce it. But be alert to the need to select a strategy that
directly complements your public relations goal.
The real burden of this PR problem solving sequence rests with
the actual message you use to communicate your corrective facts
to your target audience. This is where the public relations heavy
lifting takes aim at altering individual perception among your target
audience population.
First and foremost, your message must be clear, persuasive and
carefully factual if it is to nudge perception/opinion in your
direction and lead directly to those behaviors you desire. And it
will do so only if your message is both believable and compelling.
Which suggests that it be vetted prior to release by a variety of
individuals to insure that it measures up to these standards.
You’re in luck because you will benefit from a long list of
communications tactics to help carry your message to the eyes
and ears of members of your target audience. The list includes
tactics like speeches, special events, media interviews and
newsletters as well as press releases, customer briefings, facility
tours, emails and quite a few others. Only caution here is,
research each tactic carefully to be certain it has a record of
reaching people just like those who make up your target
audience.
Fortunately, things can always be accelerated by adding more
high- impact communications tactics, increasing their frequencies
and fine-tuning your message.
Answering the opening question, using a public relations
blueprint of this nature can be extremely “cool.” Especially
when you, as a unit manager for a business, non-profit, public
entity or association, take these steps to help persuade your
key outside stakeholders to your way of thinking, then help
move them to take actions that lead to your managerial success.
In my view, that IS the best PR has to offer managers.
end
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 Authors, 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
The Best PR Has to Offer Managers - To learn more about this author, visit Bob Kelly's Website.
Like this article? Share it with your friends
Please feel free to publish this article and resource box
in your ezine, newsletter, offline publication or website.
Only requirement: you must use the Robert A. Kelly
byline and resource box. Word count is 915 including
guidelines and box. Robert A. Kelly © 2006.
The Best PR Has to Offer Managers
How cool is this? You’re a business, non-profit, public
entity or association manager. You decide to get serious
about your public relations and shift the spotlight away from
communications tactics. You implement an action blueprint
that (1), helps you persuade your key external stakeholders to
your way of thinking. And then (2), helps move them to take
actions that lead to your success as a department, division
or subsidiary manager.
It comes into sharper focus when that public relations blueprint
helps deliver target audience behaviors like new waves of
prospects buzzing around, more qualified calls about strategic
alliances, a jump up in repeat purchases, a boost in the number
of engineering consultants specifying your products or services,
and even increased membership applications and contributions.
What is that blueprint, anyway? Try this: 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.
As I’ve said many times in the past about that fundamental
premise of public relations, it shines the PR spotlight directly
on those outside groups of people with a large say about how
successful a manager is going to be – namely, it targets
his or her most important external audiences.
But you need the PR folks assigned to your unit to buy into
the program and shift their priorities from the usual
communications tactics to a workable, comprehensive plan
like this one designed to deliver those key, outside audience
behaviors.
Behaviors, by the way, that obviously help or hinder a
manager in achieving his or her operating objectives.
The real work for you as the department, division or subsidiary
manager starts by listing all your key external audiences in
priority order so that you initially focus your resources on
that number one audience.
Next step is answering the question, what do members of that
audience think about your organization? Short of spending big
money on professional survey counsel, you and your PR team can/should/must interact with those members by asking
questions such as “What, if anything, do you think about us?
Have you ever dealt with our people? Were you pleased with
the experience? Have you heard other comments about our
organization?”
At each step in this perception monitoring drill, you and your
team must watch carefully for negatives like false assumptions,
rumors, misconceptions and inaccurate statements. In other
words, negativities that might turn into target audience
behaviors that could really damage your operation.
The monitoring data you collect is the stuff of your public
relations goal. For example, stifle the rumor, straighten out the misconception, turn around the false assumption, or make that
inaccuracy accurate.
However, managers know that achieving any goal demands the
right supporting strategy to show you how to reach it.
Considering the workload, you’ll be glad to know that opinion/
perception matters allow just three strategy choices: create
perception where there isn’t any, change existing perception,
or reinforce it. But be alert to the need to select a strategy that
directly complements your public relations goal.
The real burden of this PR problem solving sequence rests with
the actual message you use to communicate your corrective facts
to your target audience. This is where the public relations heavy
lifting takes aim at altering individual perception among your target
audience population.
First and foremost, your message must be clear, persuasive and
carefully factual if it is to nudge perception/opinion in your
direction and lead directly to those behaviors you desire. And it
will do so only if your message is both believable and compelling.
Which suggests that it be vetted prior to release by a variety of
individuals to insure that it measures up to these standards.
You’re in luck because you will benefit from a long list of
communications tactics to help carry your message to the eyes
and ears of members of your target audience. The list includes
tactics like speeches, special events, media interviews and
newsletters as well as press releases, customer briefings, facility
tours, emails and quite a few others. Only caution here is,
research each tactic carefully to be certain it has a record of
reaching people just like those who make up your target
audience.
Fortunately, things can always be accelerated by adding more
high- impact communications tactics, increasing their frequencies
and fine-tuning your message.
Answering the opening question, using a public relations
blueprint of this nature can be extremely “cool.” Especially
when you, as a unit manager for a business, non-profit, public
entity or association, take these steps to help persuade your
key outside stakeholders to your way of thinking, then help
move them to take actions that lead to your managerial success.
In my view, that IS the best PR has to offer managers.
end
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 Authors, 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
The Best PR Has to Offer Managers - To learn more about this author, visit Bob Kelly's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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