Home

Feature Article:

Virtual Assistants... Even Santa Needs One!
Trying to fit all the planning and preparing and celebrating of the holiday season into an already busy schedule can bring a lot of stress to a time of year that's supposed to be full of peace. These days, even Santa needs help making his list...
...Read More



 

PR: How Sweet It Is!

Navigation


Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Net word count is 800 including guidelines and resource box. Robert A. Kelly © 2003.

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message is persuasive and compelling; the communications tactics are aggressive and well-targeted. YES!!

For those of us in public relations, how sweet it is when members of an important target audience appear to understand why the rumor was wrong and what they believed about the organization is simply not true.

While that happy result can be yours, including the inevitable improvements in behavior, it doesn’t just happen. And especially before somebody in the organization even recognizes the importance of doing something about what those key audiences think about you.

When that epiphany does occur, it’s usually because target audience perceptions have led to behaviors that just hurt too much.

Why wait? Get hold of your target audiences now before they do damage and possibly affect the survival of your organization.

And I’m talking about damage such as prospects who decide not to do anything with you; existing customers who stop doing business with you, or community leaders who lose faith in your organization’s value to their constituents.

It’s not worth it to ignore beginning an aggressive public relations effort a minute longer.

Start by listing those two or three outside audiences whose behaviors can ruin your day. Let’s take the one at the top of the list and see how we can get organized to change the perceptions of members of that group and, thus, their behaviors.

Can’t look to improve perceptions if you don’t know how key audience members currently view you and your organization. Get out there and interact with them. Ask questions like “What do you think about our organization?” You must stay alert to factual errors in their responses as well as inaccuracies that need to be corrected. And don’t overlook misconceptions or rumors that are just plain wrong.

Now you’re in position to set a corrective public relations goal. And make sure it zeros in on a specific problem. For example, shoot down that rumor. Or clarify that misconception. Or correct that inaccuracy.

Here, you come to three forks in the road to a workable strategy that will show you how to get to your public relations goal. When it comes to altering opinion (perceptions), you have just three options available to you: create opinion where there may be none; change existing opinion, or reinforce it.

Pick one that obviously is required by the public relations goal you selected.

Now we come to real work, preparing the persuasive and compelling message you need to alter perceptions, and thus behaviors in your direction. For example, if members of your target audience are persuaded that you in fact offer quality service instead of the inferior service they believe you provide, their behaviors will signal change when they begin doing business with you again.

But your message must not only be persuasive and compelling, it must be easily understood, completely factual and, of course, truthful in all details. That’s the only way your message will be believable enough to alter perceptions.

Is there a difference of opinion about how to get your message to the eyes and ears of members of your key target audience? Not really because there are so many communications tactic “foot soldiers” available to carry that message for you. They range from fraternal club speeches, newspaper and radio interviews and awards ceremonies to brochures, face-to-face meetings, plain old emails and dozens of others.

Once you fire the communications tactics gun, and give it several weeks to sink in, you must return to monitoring what members of your key target audience are NOW thinking about you. And that means more questions.

If you fail to do so, you will never know for certain if your public relations effort is making any progress.

You should use the same questions as you did for your first information gathering session. The difference now is your objective: have perceptions been altered in your direction because, if so, a change in behavior cannot be far behind?

And so, your public relations goal and strategy will make sense; your message will be persuasive and compelling, and your communications tactics will be aggressive and well-targeted.

A sure path to public relations success.

end

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com

 

More Reading:


Should You Be In Business

Outsourcing A Positive Approach For Small Businesses

What To Expect In Closing Costs On A Home Purchase

Principles for Total Prosperity In Business And Beyond

The Inside Scoop on Mutual Fund Rip Offs

 
The Conflict of Interest Game

Want to Work from Home Ever Given a Thought to Telecommuting

Writing One or Two Line Ads

When Managers Play the PR Card

Media Star Power Book Review

Home

Business Search 
Business

Career
Internet-Marketing
Marketing

Additional Reading


Should You Be In Business?
To be or not to be an entrenpreneur! Get a mirror, take this quiz, and find out! Your face says a lot about you, so be truthful and answer yes or no. DO YOU HAVE THE "RIGHT" FEATURES TO BE SUCCESSFUL IN BUSINESS? 1 - Do you have high...
...Read More

Outsourcing – A Positive Approach For Small Businesses
Outsourcing is the strategic use of outside resources to perform activities traditionally handled by internal staff and resources. Small business owners can outsource non-core functions to specialized and efficient service providers. It is...
...Read More

What To Expect In Closing Costs On A Home Purchase
Many are taking advantage of this year’s low mortgage rates to purchase a home. Pent up with excitement, many families, who have scrimped and saved for a down-payment, jump for joy when the mortgage lender finally approves their application. ...
...Read More

Principles for Total Prosperity In Business And Beyond
Are you looking for that “something” to give you the winning edge in your business? Is success still elusive even after burning both ends of the candle? Well, you may be looking for success in al the wrong places or you may not have an accurate...
...Read More

The Inside Scoop on Mutual Fund Rip Offs
The bear market that showed up at the end of 2000 has every brokerage house-as well as the entire mutual fund industry-scrambling to find creative ways to boost both their image and bottom line. Unfortunately, this is often at the investors'...
...Read More