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What Managers Should Know About PR
Written by: Bob KellyArticle Overview: Managers, be aware that your PR effort must demand more than special events, press releases and talk show tactics if you are to receive the best public relations has to offer, and the quality public relations you deserve.
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What Managers Should Know About PR
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What Managers Should Know About PR
Referring to tactics like press releases, special events,
brochures and broadcast plugs as “the heart of the
practice of public relations” is like describing eviction
notices as “the heart of the practice of law,” or
employment applications as “the heart of the practice of
human resources.”
Each restrictively misleading. Each out-of-touch with
reality. Each damaging to the discipline.
In the case of public relations, tactics are what they are,
valuable devices which public relations calls upon
from time-to-time to move a message from one point to
another. But that’s all they are.
If you are a business, non-profit, government agency or
association manager, be aware that your PR effort must
demand more than special events, press releases and talk
show tactics if you are to receive the best public relations
has to offer, and the quality public relations you deserve.
For a manager, a good first step in that direction would
be to scan 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.
In my view, managers wishing to strengthen the role of
public relations in their units should see PR as an investment
which (1), marshalls the resources and action planning
needed to alter individual perception leading to changed
behaviors among their most important outside audiences.
And (2), goes on to help managers persuade those key folks
to their way of thinking, then (3) moves them to take actions
that allow the manager’s department, group, division or
subsidiary to succeed.
The good news for those managers is that the right public
relations planning really CAN alter individual perception
and lead to changed behaviors among key outside audiences.
You may be such a manager. If you are, try to remember
that your PR effort must demand more than communications
tactics if you are to receive the quality public relations
results you deserve.
The results will make it all worthwhile. Especially when
new proposals for strategic alliances and joint ventures
start showing up; membership applications start to rise;
prospects actually start to do business with you; capital
givers or specifying sources begin to look your way;
welcome bounces in show room visits occur; customers
begin to make repeat purchases; politicians and legislators
begin looking at you as a key member of the business,
non-profit or association communities; and community
leaders begin to seek you out.
Your new opinion monitoring project will welcome
the input of your public relations professionals because
they are already in the perception and behavior business.
But be certain that the PR staff really accepts 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.
Review with them how you plan to gather and monitor
perceptions by questioning members of your
most important outside audiences. Suggest that questions
like these be asked: how much do you know about our
organization? Have you had prior contact with us and
were you pleased with the exchange? Are you familiar
with our services or products and employees? Have you
experienced problems with our people or procedures?
The use of survey pros to run your opinion gathering
work could be a costly move compared to using those
PR folks of yours who already have relevant experience.
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.
Goal-setting, always an important step, should address
the most serious problem areas 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 cold?
It’s obvious that establishing your PR goal requires a
specific strategy that shows you how to reach that goal.
Remember that just three strategic options are available
to you when it comes to doing something about
perception and opinion. Change existing perception,
create perception where there may be none, or reinforce
it. The wrong strategy pick will taste like chitterlings in
your oatmeal., so be sure 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.
This is the time to produce quality writing because you
must now prepare a persuasive message that will help
move your key audience to your way of thinking. It
must be a carefully-written message targeted
directly at your key external audience. Select your
very best writer because s/he must come up with
really corrective 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.
To reach those you want to reach with your message,
you’re going to have to select the communications
tactics most likely to carry your message to the
attention of your target audience. There are many
available. 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 the message is a concern
because the credibility of any message is fragile and
always up for grabs,. Which is why, initially, you may
wish to unveil your corrective message before smaller
meetings and presentations rather than using higher-
profile news releases.
Beginning a second perception monitoring session with
members of your external audience is the ticket when
you want to provide a progress report for interested
parties. You’ll want to use many of the same questions
used in the benchmark session. But now, you will be on
strict alert for signs that the bad news perception is
being altered in your direction.
You can always speed things up with 2 simple techniques:
add more communications tactics and/or increase their
frequencies.
If you are a business, non-profit, government agency or
association manager, here’s another reminder: be aware
that your public relations effort must demand more than
special events, press releases and talk show tactics if you
are to receive the best public relations has to offer, and
the quality public relations you deserve.
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 240 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
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If anyone in those markets in a managerial or owner capacity would like to offer some simple numbers help I would be greatly appreciative. To be honest, I've actually posted an ad on my local Craigslist for help, and offer $5 PayPal to anyone willing to help... haven't had any results yet!
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