PR: Short Form for Managers

PR: Short Form for Managers



Experience tells me that too many business, non-profit

and association managers pursue their goals and objectives

largely without the insights, behavioral strategies and

sheer power public relations can bring to the table.



Here's what I believe they're missing, i.e., the essentials

that flow from the fundamental premise of public relations,

namely: 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

accomplished.



If you are that manager, please recognize that any

organization including your own –MUST take into

account the perceptions held by those external audiences

whose behaviors affect your organization, or the

behaviors flowing from those perceptions can hurt.



My first question for you is, is it just a matter of "hits?"

You know, articles or interviews sold to editors? Is that

all there is to public relations?



Or, could there be more to it? Of course there's more to it!



Why do you want the "hits" in the first place? What are you

trying to accomplish?



I believe you want the same thing every other buyer of public

relations services wants: to change somebody's behavior in a

way that really helps your organization reach its objectives.



So, wouldn't it make more sense to start at the beginning

and save tactics like "publicity hits" for that moment when

you need those "beasts of burden" to do their thing? Namely,

to efficiently carry persuasive messages to a key target

audience of yours?



Sure it would.



So let's start by taking a close look at those external target

publics. They're so important because how they think and

behave can actually determine the success or failure of your

operation



Don't believe it? Look at those audiences whose behaviors

directly affect your organization's operations, even

those possibly unaware that your organization even exists.

Are they likely to want its services or products?



No.



Look at an external audience where members harbor a serious

misconception about the organization. Does this reduce their

desire to work with you?



Yes.



Look at an external audience some of whose members believe

a grossly negative and inaccurate set of facts about the

organization. Will those people be first in line to work with you?



No.



Obviously, what members of a key target audience believes

about your organization matters, and matters a lot!



Why not begin by heading-off such a situation by listing those

outside groups – those target audiences – in order of how much

their behaviors affect your organization?



Start by interacting with those people. Of course, if the

budget will stand it, you could use a survey firm to gather their

feelings, thoughts and perceptions.



Minus such a budget, however, do it yourself. Fortunately,

your public relations colleagues are already in the opinion

monitoring business and can carefully gauge how these

people feel about your organization. When you interact this

way, you get to ask a lot of questions and gather a lot of

information you really need.



What are you hearing? Misconceptions that need straightening

out? Rumors that should not be allowed to exist? Inaccurate

beliefs about your products and services that could drive

people away from you? Do you notice still other perceptions

about you and your organization that need to be altered?



The answers to such questions allow you to create your public

relations goal which will alter, and thus correct, each

misconception, or inaccuracy, or rumor.



You've made some real progress by monitoring perceptions

within your key target audience, and you've established your

corrective public relations goal.



Now for the strategy that tells you how to reach that goal.

HOW to move forward with your new PR effort is always challenging, especially when it comes to selecting the right

strategy to tell you how to get where you want to go. There

are just three strategic options available to you when it

comes to handling a perception and opinion challenge.

Change existing perception, create perception where there

may be none, or reinforce it. Since the wrong strategy pick

will taste like too much pepper in your chicken soup, assure

yourself that the new strategy fits comfortably with your

new public relations goal. You don't want to select

"change" when the facts dictate a "reinforce" strategy.







It's time to do some more work in the form of "what you

are going to say to your key external audience." If all goes

well, it will alter people's inaccurate perceptions about

you and the organization.



However, it must be persuasively written so that it is

perceived as creditable and believable. And it must speak

the truth clearly and with authority.



Your "beasts of burden" show up at this point. In two words, communications tactics that will carry your newly-minted

message from your computer direct to the attention of those

key target audience members whose behavior you hope to

alter in your direction.



It is your good fortune that there are scores of such tactics

awaiting your call to arms. You might use a speech to

communicate your message, or letters-to-the-editor, press

releases, emails, brochures or face-to-face meetings, and

many other tactics.



To find out if you're making any progress towards your

behavioral goal, you will need to REmonitor target audience

members as well as local print and broadcast media.



But now, you'll be looking for perception and attitude

changes hopefully produced by the combination of your

persuasive messages and carefully targeted communications

tactics. And you'll be asking lots of questions all over again.



Should you be fortunate enough to note considerable

movement in opinion in your direction, you may consider

your public relations goal as having been achieved.



On the other hand, if little movement is noted, adjustments to

the frequency, quantity and tactics mix should be made. Your

message also should be reviewed for its content and direction,

and tested again for effect with a panel of target group members.



Either way, your public relations program is on track and

preparing to deliver the key target audience behaviors your

operation needs to succeed.



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 been DPR,

Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR,

Newport News Shipbuilding & Drydock Co.; director of communi- cations, 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