Why Struggle With Your PR?
Why Struggle With Your PR?
newsletter, offline publication or website. Only
requirement: you must use the Robert A. Kelly byline
and resource box. Word count is 1215 including
guidelines and box. Robert A. Kelly © 2006.
Why Struggle with Your PR?
by Robert A. Kelly
Don’t struggle. Buy this instead:
1. People act on their own perception of the facts.
2. Perceptions lead to predictable behaviors.
3. So, change perceptions to get the behaviors you need.
Here’s the reason I believe you should buy it:
We know that people act on their own perception of the
facts before them, which leads to predictable behaviors
about which something can be done. So, 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
usually accomplished.
And here’s how you can put it into action in your business,
non-profit, public entity or association.
Study those external audiences that have the most severe
and immediate impact on your operations.
Select your most important external audience for initial
action.
Gather information from members of that audience by
interacting with them and asking questions. As you monitor
their perceptions, as well as that of the media and other
thoughtleaders, do you notice any negative feelings or
opinions about your organization? How about miscon-
ceptions or inaccuracies that need to be corrected? Do you
see a problem developing on the horizon?
The answers allow you to set your public relations goal. It
could be to change perceptions of your operation; to reinforce
a slightly positive view; or to correct an inaccuracy.
Now, once you decide on a goal, what about a strategy to
help you reach it? Which of the three strategies available to
you appears appropriate to the task? Create opinion
(perceptions) where none exist? Change existing opinion?
Or, simply reinforce it? The correct choice flows naturally
from the public relations goal you’ve already established.
With the strategy decision made, you need a message
to bring your thoughts, proposals or recommendations
to the attention of members of that target audience. And
that means a persuasive message carefully prepared to alter
individual opinion.
But not just any message. This one must be both compelling
as it offers some plain truths, and really clear as to its
meaning. Are you correcting an inaccuracy? Debunking a
rumor? Changing the perception of your business? Of course,
hype and a “preachy” tone have no place in persuasive
messages of this kind.
So, you’ve monitored your key target audience for opinion,
you’ve created a public relations goal, a strategy and, now,
an action message. What do you do with it?
You must get members of that key target audience to become
aware of your message and to focus on its meaning.
Communications tactics will do the trick and, happily, there
are dozens of choices available to you.
Choose from tactics such as article placements, letters-to-the-
editor, news releases, community meetings, speeches,
brochures, special events, print and broadcast interviews,
emailings and many, many others.
With the communications action underway, how will you
know whether you’re making progress towards your public
relations goal? Sounds like a lot of work, but you MUST
remonitor that target audience, and once again speak and
interact with its members. And, of course, ask questions
again.
Stay alert for signs that individual perception is beginning to
move in your direction. For example, accurate understandings
of your organization versus inaccurate, or just plain old
improved perceptions of your group’s operation.
And please remember this. You can pronounce the public
relations program a success only when your current
communications actions produce behavior change among
that key outside audience matching that required by your
original public relations goal.
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
Why Struggle With Your PR - 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. Word count is 1215 including
guidelines and box. Robert A. Kelly © 2006.
Why Struggle with Your PR?
by Robert A. Kelly
Don’t struggle. Buy this instead:
1. People act on their own perception of the facts.
2. Perceptions lead to predictable behaviors.
3. So, change perceptions to get the behaviors you need.
Here’s the reason I believe you should buy it:
We know that people act on their own perception of the
facts before them, which leads to predictable behaviors
about which something can be done. So, 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
usually accomplished.
And here’s how you can put it into action in your business,
non-profit, public entity or association.
Study those external audiences that have the most severe
and immediate impact on your operations.
Select your most important external audience for initial
action.
Gather information from members of that audience by
interacting with them and asking questions. As you monitor
their perceptions, as well as that of the media and other
thoughtleaders, do you notice any negative feelings or
opinions about your organization? How about miscon-
ceptions or inaccuracies that need to be corrected? Do you
see a problem developing on the horizon?
The answers allow you to set your public relations goal. It
could be to change perceptions of your operation; to reinforce
a slightly positive view; or to correct an inaccuracy.
Now, once you decide on a goal, what about a strategy to
help you reach it? Which of the three strategies available to
you appears appropriate to the task? Create opinion
(perceptions) where none exist? Change existing opinion?
Or, simply reinforce it? The correct choice flows naturally
from the public relations goal you’ve already established.
With the strategy decision made, you need a message
to bring your thoughts, proposals or recommendations
to the attention of members of that target audience. And
that means a persuasive message carefully prepared to alter
individual opinion.
But not just any message. This one must be both compelling
as it offers some plain truths, and really clear as to its
meaning. Are you correcting an inaccuracy? Debunking a
rumor? Changing the perception of your business? Of course,
hype and a “preachy” tone have no place in persuasive
messages of this kind.
So, you’ve monitored your key target audience for opinion,
you’ve created a public relations goal, a strategy and, now,
an action message. What do you do with it?
You must get members of that key target audience to become
aware of your message and to focus on its meaning.
Communications tactics will do the trick and, happily, there
are dozens of choices available to you.
Choose from tactics such as article placements, letters-to-the-
editor, news releases, community meetings, speeches,
brochures, special events, print and broadcast interviews,
emailings and many, many others.
With the communications action underway, how will you
know whether you’re making progress towards your public
relations goal? Sounds like a lot of work, but you MUST
remonitor that target audience, and once again speak and
interact with its members. And, of course, ask questions
again.
Stay alert for signs that individual perception is beginning to
move in your direction. For example, accurate understandings
of your organization versus inaccurate, or just plain old
improved perceptions of your group’s operation.
And please remember this. You can pronounce the public
relations program a success only when your current
communications actions produce behavior change among
that key outside audience matching that required by your
original public relations goal.
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
Why Struggle With Your PR - To learn more about this author, visit Bob Kelly's Website.
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