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Why PR Packs a Punch
Written by: Bob KellyArticle Overview: Notice the implication thatwhen managers start looking for a return on their public relations investment, many will want to see the kind of key stakeholder behavior change that leads directly to achieving their managerial objectives.
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Why PR Packs a Punch
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Why PR Packs a Punch
Done right, it delivers the key, target audience behaviors you
know you must have to achieve your organizational objectives.
I refer to perceptions of your organization, and resulting behaviors
such as:
…customers making repeat purchases;
…capital givers and specifying sources looking your way;
…prospects starting to do business with you;
…employees really valuing their jobs;
…suppliers doing all possible to expand your relationship;
…community leaders strengthening bonds with you;
…businesses seeking beneficial strategic alliances;
…unions bargaining more frequently in good faith;
…and legislators and political leaders viewing you as an
important member of the business community.
Yes, public relations indeed packs a punch, but only when it’s
based on a solid foundation. Namely, its fundamental premise.
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 accomplished
And, notice, please, the implication is that when managers start
looking for a return on their public relations investment these
days, many will want to see the kind of key stakeholder behavior
change that leads directly to achieving their objectives.
Does your public relations program pack such a punch?
It can if you commit to action steps like these:
The list of key audiences shown above is a good one, but only
you can create the ideal list of the most important external
“publics” whose behaviors affect your organization the most.
Then, prioritize them as to impacts on your enterprise, and let’s
work on the target audience at the top of the list. By the way,
the test for listing an audience is, does its behaviors affect my
operation in any way? If it does, list it.
Do you know for a fact how they perceive your organization?
Why take chances? Interact with members of that audience and
ask many questions. What do they think of your enterprise? Do
you notice negativity in their responses? How about rumors,
misconceptions, inaccuracies?
With responses to such questions in hand, you’re ready to set
down your public relations goal. In other words, the specific
perception problem and, thus, behavior change you want. For
instance, kill that rumor as soon as possible, straighten out that
misconception or untruthful belief, or correct that inaccuracy.
So, what do you do with that public relations goal? Not much
without a strategy. But with the right one, you are quite likely
to achieve your goal. Happily, when dealing with opinion and
perception challenges, you have just three from which to choose:
create perception/opinion where there may be none, change
existing perception, or reinforce it. The strategy you choose will
compliment your new public relations goal.
Now comes the hard work, creating just the right message for
transmittal to your target audience. It must layout the truth clearly
and creditably, so consider it carefully. The features of a
successful corrective message are clarity, believability,
persuasiveness and a compelling presentation. Remember, the
message aims to alter existing perception.
Presumably, you will not follow the lead of the artillery commander
who told his men, “Point your cannons in any direction and fire
when you feel like it!” Rather your “beasts of burden,” you
communications tactics, will carry your message directly to the
right eyes and ears among members of your target audience.
The list of such tactics is a long one. Everything from speeches, newspaper/radio interviews and press releases to op-eds, brochures,
emails and many, many others.
It won’t be long before you are looking for signs that your public
relations program is working. And this can best be achieved by a
new round of perception monitoring out there among members of
your key target audience. Same questions as the first go-around,
but now you’re looking for responses indicating that perception
has been altered in your direction.
Things not moving fast enough? Broaden the variety of
communications tactics you use, and their frequencies. And take a
hard look at the facts undergirding your message.
Together, these steps will create a public relations effort that
packs the punch you really want.
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
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