What People Believe Can Bring You Success
What People Believe Can Bring You Success
newsletter, offline publication or website. Only
requirement: you must use the Robert A. Kelly byline
and resource box. Net word count is 805 including
guidelines and box. Robert A. Kelly © 2006.
What People Believe Can Bring You Success
Just think about it.
If I come to believe that you really didn’t dump those chemicals
in the river, I’ll probably stop picketing your business.
Or, if I now believe you actually care about me as an employee,
I may stay with the company.
And if I become convinced that you provide quality service at a
fair price, I’ll probably do business with you.
All of which means that what I think about you – what perceptions
of you I hold in my mind – can change my behavior in a way that
you prefer, or hate.
So, since my behavior is affected by my perception of the facts,
it suggests that those perceptions might even be created from
scratch, or changed, or existing behavior reinforced through a
well-planned public relations effort.
Fact is, they can be, and that should interest you. Imagine being
able to affect the behaviors of members of your key target
audience! What would THAT do to your bottom line?
Happily, it’s not that difficult to do.
Start this way. The foundation on which successful public relations
outreach is built is, in reality, YOUR outreach. So become a willing
participant in the public business life in your marketing area.
That means activities such as sponsoring special events, making
speeches before local business and fraternal audiences, and
sitting for newspaper and radio interviews. That builds the
good will you may need in troubled times.
A good starting point is staying in touch with those folks whose
actions either help or hurt your operations. When you interact
with them, ask them what they believe about your products, your organization and you. Remain alert for looming problems. You
can call this the information gathering phase.
Now it’s time to list your key audiences. At the beginning,
concentrate on those actions that REALLY concern you and
start your interactions with members of that audience. They can
include stakeholders like customers, employees, prospects, media,
community residents, local government agencies and many others.
When you discover a troubling perception, do something about it
as soon as you can. Working with your public relations advisor,
establish your public relations goal. Examples: neutralize that
negative rumor that you hire illegals; prove that your process
does not pollute a nearby lake; or restore the faith of that group
of former customers.
If you fail to attend to them, any one can hurt your business.
So, with your goal set, you must now decide what your strategy will
be in dealing with the perception problem.
We know there are just three choices available to you in dealing
with such opinion problems. Create new opinion, change existing
opinion, or reinforce it.
Work closely with your public relations advisor in deciding which
it is. Then, proceed by preparing persuasive messages carefully and creditably designed to counter the misconception you have
uncovered. Run the messages by outsiders so you can gauge just
how persuasive they really are.
Here, it’s time to select the communications tactics needed to carry
your persuasive message to the attention of that very important
target audience. Fortunately, there are dozens of communications
tactics available to you such as print and broadcast media interviews,
awards ceremonies, emails, promotions, press releases, newsletters,
personal meetings, speeches and open houses.
But your work is still not done. You need to continue monitoring
members of your target audience to measure not only how aware
they are of your message, but how well they received it.
Depending on the responses you receive, it may be necessary to
adjust both your message content and your mix of communications
tactics.
Until something better comes along, we have little choice but to
continually track perceptions among key audiences by interacting
with them and by monitoring other sources such as media reports,
speeches by local influentials and emails from other interested
parties. Then, create, change or reinforce that opinion by reaching,
persuading and moving-to-desired-action those people whose
behaviors effect the organization.
Using this approach, you will find it easier to accept and act
upon the notion that what people believe really can bring you
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
What People Believe Can Bring You Success - 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 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 805 including
guidelines and box. Robert A. Kelly © 2006.
What People Believe Can Bring You Success
Just think about it.
If I come to believe that you really didn’t dump those chemicals
in the river, I’ll probably stop picketing your business.
Or, if I now believe you actually care about me as an employee,
I may stay with the company.
And if I become convinced that you provide quality service at a
fair price, I’ll probably do business with you.
All of which means that what I think about you – what perceptions
of you I hold in my mind – can change my behavior in a way that
you prefer, or hate.
So, since my behavior is affected by my perception of the facts,
it suggests that those perceptions might even be created from
scratch, or changed, or existing behavior reinforced through a
well-planned public relations effort.
Fact is, they can be, and that should interest you. Imagine being
able to affect the behaviors of members of your key target
audience! What would THAT do to your bottom line?
Happily, it’s not that difficult to do.
Start this way. The foundation on which successful public relations
outreach is built is, in reality, YOUR outreach. So become a willing
participant in the public business life in your marketing area.
That means activities such as sponsoring special events, making
speeches before local business and fraternal audiences, and
sitting for newspaper and radio interviews. That builds the
good will you may need in troubled times.
A good starting point is staying in touch with those folks whose
actions either help or hurt your operations. When you interact
with them, ask them what they believe about your products, your organization and you. Remain alert for looming problems. You
can call this the information gathering phase.
Now it’s time to list your key audiences. At the beginning,
concentrate on those actions that REALLY concern you and
start your interactions with members of that audience. They can
include stakeholders like customers, employees, prospects, media,
community residents, local government agencies and many others.
When you discover a troubling perception, do something about it
as soon as you can. Working with your public relations advisor,
establish your public relations goal. Examples: neutralize that
negative rumor that you hire illegals; prove that your process
does not pollute a nearby lake; or restore the faith of that group
of former customers.
If you fail to attend to them, any one can hurt your business.
So, with your goal set, you must now decide what your strategy will
be in dealing with the perception problem.
We know there are just three choices available to you in dealing
with such opinion problems. Create new opinion, change existing
opinion, or reinforce it.
Work closely with your public relations advisor in deciding which
it is. Then, proceed by preparing persuasive messages carefully and creditably designed to counter the misconception you have
uncovered. Run the messages by outsiders so you can gauge just
how persuasive they really are.
Here, it’s time to select the communications tactics needed to carry
your persuasive message to the attention of that very important
target audience. Fortunately, there are dozens of communications
tactics available to you such as print and broadcast media interviews,
awards ceremonies, emails, promotions, press releases, newsletters,
personal meetings, speeches and open houses.
But your work is still not done. You need to continue monitoring
members of your target audience to measure not only how aware
they are of your message, but how well they received it.
Depending on the responses you receive, it may be necessary to
adjust both your message content and your mix of communications
tactics.
Until something better comes along, we have little choice but to
continually track perceptions among key audiences by interacting
with them and by monitoring other sources such as media reports,
speeches by local influentials and emails from other interested
parties. Then, create, change or reinforce that opinion by reaching,
persuading and moving-to-desired-action those people whose
behaviors effect the organization.
Using this approach, you will find it easier to accept and act
upon the notion that what people believe really can bring you
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
What People Believe Can Bring You Success - To learn more about this author, visit Bob Kelly's Website.
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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