Tweet

This is the Power of PR

Written by: Bob Kelly

Article Overview: The power of public relations lies in its ability to alter individual perception, resulting in changed behaviors that lead directly to your organization's success.

This is the Power of PR

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 1085 including
guidelines and box. Robert A. Kelly © 2006.

This is the Power of PR

The power of public relations is its ability to alter individual
perception, resulting in changed behaviors that lead directly
to your organization’s success.

Its power really lies in doing something positive about the
behaviors of a business, non-profit or association manager’s
important outside audiences – behaviors that MOST affect
his or her operation.

That’s how external stakeholder behaviors are created that
help achieve managerial objectives. In particular when
managers persuade those key outside folks to their way of
thinking, then move them to take actions that help the
manager’s department, division or subsidiary succeed.

A basic public relations blueprint looks like 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 accomplished.

So, two key messages radiating from that fundamental premise
are (1) your public relations effort must involve more than
special events, brochures and news releases if you really want
to get your money’s worth, and (2), the right PR really CAN
alter individual perception and lead to changed behaviors that
help you succeed!

A variety of results can flow from this managerial approach to
public relations. It can generate follow-on activity like customers
making repeat purchases; stronger relationships with the
educational, labor, financial and healthcare communities;
improved relations with government agencies and legislative
bodies; prospects starting to work with you, and even capital
givers or specifying sources looking your way

You can even see results such as community service and
sponsorship opportunities; new proposals for strategic alliances
and joint ventures; enhanced activist group relations, and
expanded feedback channels; rebounds in showroom visits;
and membership applications on the rise, not to mention new
thoughtleader and special event contacts.

Because those kinds of results can be expected from such a
high-impact blueprint, your PR staff – agency or staff –
must be committed to you, as the senior project manager,
to the PR blueprint and its implementation, starting with
target audience perception monitoring.

Certainly you agree that your most important outside
audiences really must perceive your operations, products or
services in a positive light if you are to succeed. So be certain
that your PR staff is completely onboard for the whole effort.
Be especially careful that they accept the reality that perceptions
almost always lead to behaviors that can help or hurt your
unit.

Review the PR blueprint in detail, especially the plan for
monitoring and gathering perceptions by questioning
members of your most important outside audiences. Questions
like these: how much do you know about our organization?
How much do you know about our services or products and
employees? Have you had prior contact with us and were you
pleased with the interchange? Have you experienced problems
with our people or procedures?

The perception monitoring phases of your program can
obviously be handled by professional survey people IF the
budget is there. But you can always choose to use your PR
people who are also in the perception and behavior business
and can pursue the same objective: identify untruths, false
assumptions, unfounded rumors, inaccuracies, misconceptions
and any other negative perception that might translate into
hurtful behaviors.

Let’s talk about the public relations goal. You need one
that addresses the aberrations that cropped up during your
key audience perception monitoring. In all probability, it
will aim to straighten out that dangerous misconception,
or correct that gross inaccuracy, or do something about
that hurtful rumor.

Of course, when you set a goal, you need a strategy that
shows you how to get there. You have three strategic
choices when it comes to handling a perception or opinion
challenge: create perception where there may be none,
change the perception, or reinforce it. A bad strategy pick
will taste like ketchup on your pecan pie, so be certain the
new strategy fits well with your new public relations goal.
For example, you don’t want to select “change” when the
facts dictate a “reinforce” strategy.

Here’s some really hard work for your PR team, because they
now must come up with some carefully targeted, corrective
language. Words that are compelling, persuasive and
believable AND clear and factual. You must do this if you
are to correct a perception by shifting opinion towards your
point of view, leading to the desired behaviors.

After going over your message for impact and persuasiveness
with your communications specialists, work with them to select
the communications tactics most likely to carry your words
to the attention of your target audience. You can pick from
dozens that are available. From speeches, facility tours,
emails and brochures to consumer briefings, media interviews,
newsletters, personal meetings and many others. But be sure
that the tactics you pick are known to reach folks just like
your audience members.

Taking no chances with the time-honored warning that the
credibility of a message can depend on how it’s delivered,
consider introducing it to smaller gatherings rather than using
higher-profile tactics such as news releases or talk show
appearances.

When the calls for progress reports get loud enough, you
can respond by returning to the field with your PR folks for a
second perception monitoring session with members of
your external audience. Using many of the same questions
used in the first benchmark session, you’ll now be alert
for signs that the bad news perception is being altered in
your direction.

Should things slow down, you can always accelerate matters
by using more communications tactics along with increased
frequencies.

In this way, you employ the unique power of public relations
in just the right way. You alter individual perception,
resulting in changed behaviors that lead directly to your
organization’s success.

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 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

Related Articles
  “The Awesome Power of TO-DO Lists, According To Your Strategic Thinking Business Coach”
  Does Power Corrupt
  What Power Tool Online do you need for a business?
  Selling Power 26
  Women And Power

Article Tags:



Related Forum Posts
Women Entrepreneur Tips - Thank you LeoOliveros, I found #4 particularly true in my case: 4. The Enterprise Must Include the Power of Power Networks. As a conductor of your own enterprise, you can not see yourself as a one-woman-show. You must choose to utilize the power people in your life, by asking for help when you need it, and effectively delegating in order to capitalize on your strengths and that of your power network. When certain experts are not represented in your power network, you must actively seek advisors or mentors and develop a team of specialists, so the benefits are received by everyone involved in the power network - the true Power of Power Networks.
Success Strategies - How to get the results you want now? Success Strategies and Action Steps I have used are: The Power of Choice Where you are at this present moment, is exactly perfect from the choices you have made. If you want to be somewhere else, you have to decide clearly what that is (your goal/outcome) and create action steps to achieve this. The Power of Focus The book "The Power of Focus" by Jack Canfield, Mark Victor Hansen and Les Hewitt, is one of my treasures in my Entrepreneur Library. If you focus on what you want versus what you do not want, your conscious and sub-conscious mind will direct attention to this. The movie, What the Bleep, Down the Rabbit Hole, explains this in detail about quantum physics and what we create in our lives. The Power of Commitment This is not about commitment to others. The first step is the commitment, your word, you make to yourself. Accountability and responsibility are additional success strategies and ingredients to creating the success, defined by you, that you want. The commitment to others reflects your integrity, your word and the team you work with. Co-workers, clients, yoru family, friends and community. My Success Acronyn in Success Breakthroughs(c) is: S pecific & self-directed U nlimited opportunities & possibilities C reate powerful outcomes C onsistent measureable results E xperience pwoerful transformation S olution and action-oriented S uccessful habits and outcomes Break Through to Powerful LIfestyle & Performance Choices Moira
The Power of Ten - Do you want to save money and time? Make the most of your marketing efforts? The Power of Ten™ is about taking the concepts of repurposing and leveraging “to the max”. It allows you to innovate and discover new possibilities for any marketing you already have in place. Here’s how it works: Make a list of the most recent 10 marketing items you’ve created or paid to have created. If you don’t have any materials, you can simply list the pieces you plan on creating. Now pick one. It could be an article, ad, poster, anything you have used recently as a marketing tool. Take a fresh look at it. Brainstorm and free write until you find at least 10 different ways to use that piece. You can do this with as many pieces as you want, but for now start with just one. It’s amazing how much time, effort and money you can save using The Power of Ten™. Below is an example using The Power of Ten™ with this very article. Even a very short piece, such as this, can benefit from The Power of Ten™. Here are some ways I can use this tip: 1) It’s part of a new marketing program I’m creating that may be called Marketing Full Circle. 2) It’s on my blog. 3) I can tweet it (knowing that it will show up on LinkedIn and many other sites which display tweets). 4) I can go over to LinkedIn and post it to a group. 5) I can it to my ezine subscribers. 6) I will send it to my clients. 7) If it is a longer article, I can try submitting it to an Article Bank, or two, or three. It started out as part of an answer on Focus.com 9) Eventually it will be part of an eBook on marketing tips. 10) I mention the concept often at speaking engagements. (c)2010 Elevating Your Business What would you add to the list? How about your own? Give it a try and comment below.
Wills, Power of Attorneys personal, bank, health - These four items are important even if you don't have a business. You don't have to have a Will because the law has procedures that are in place just incase someone dies without a Will. It is call dieing intestate. However, it can be an expensive process for your beneficiaries and your estate may not go to who you want it to go to. A Will - helps you set up where you want your assets to go to and who they go to. They set out your wishes for the business as well. In Ontario, you do not have to have a Will prepared by a lawyer but sometimes it is in your best interest to do so. There is a lot of info on the internet and kits that are available but they key to this are the witnesses to your signature. You may want to write it yourself and then have a lawyer witness the signing of the Will. If you handwrite you’re Will then you don't need to have it witnessed. But the entire document must be in your handwriting no typing allowed. The Power of Attorneys - Personal or Health Personal - This gives someone consent to act on your behalf if you can't due to physical or mental disabilities. The Power of Attorney goes into effect only when you are incapacitated or you authorize it. So it can be signed and ready to be used but only takes effect when you are ready to use it. You don't need a lawyer to prepare these - there are kits on the internet, there are kits that the government have where you can fill in the blanks. But if you have an extensive estate I would take it to the lawyer because their could be other issues that need to be dealt with. Health – This Power of Attorney outlines what you want to happen in case of medical emergency, for example, do you want to be revived if there is no hope of recovery, is the most common reason, maybe the type of treatment that you want to receive for the particular illness you have. This Power of Attorney protects your health rights when you can't speak for yourself and it gives someone else the right to speak for you. In the Power of Attorney you would outline your request and designate someone to carry them out. Bank - This one designates someone to look after your finances if you aren't able to do them. The banks have special procedures and these forms are completed at the bank. So if you became ill then your designated person can take care of your finances until you are ready to resume doing them. The Power of Attorneys and the Wills are legal documents and they can be revoked or changed at any time. If your estate is very large then I would suggest that you have a lawyer prepare these documents to protect your interest. Again, the law does not have the same rules as a married spouse so this would protect the surviving partner in a common-law relationship. I realize that most of the subjects that are discussed on this site are concerning growing your business but I deal with the hidden aspect of the business as well and these could affect your business as much as if you can't find that next client. Happy and Prosperous New Year Everyone
Re: Traffic! How do you get it? - Hi Mal, Thanks for pointing out that Linkdirectorysubmitter is included in the Affiliate Power Group membership package. It's very easy to overlook freebies, even the useful ones. I'll go and check it out.


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

Selling On Ebay The Good The Bad And The Ugly

Why SEO is important for your online success

Ten Reasons to take Notes during Sales Meetings

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.