"After July 8, pay this amount..."

Written by Robert F. Abbott


Continued from page 1

Or, if you're selling, aim to be more concrete than abstract. For example, I've been writing short ads for my book about newsletters. In writing them, I've found that "Communicating for Results" isn't enough by itself -- I need to spell out what those results might be (such as more sales, greater employee retention, and better membership renewal ratios).

Onrepparttar other hand, if you want to provide context, you might find it more productive to move more towardrepparttar 105272 abstract end ofrepparttar 105273 abstract-concrete continuum. For example, if you're trying to explain a new strategic direction for your organization, you might refer to conceptual issues like positioning and competitive advantage. This, you'll find, is where Why? --repparttar 105274 fifth W -- fits rather nicely.

In a sales situation, you may want to get a prospect to envision a new and better future. In that case, too, you would emphasizerepparttar 105275 abstract, rather thanrepparttar 105276 concrete. For example, if you're selling a retirement fund, you would likely emphasizerepparttar 105277 idea of spending more time on tropical islands or with family, rather than going into actuarial details.

Finally, remember that abstract and concrete represent two ends of a continuum, and you can choose any point between them.

Robert F. Abbott offers unique and useful business communication ideas in the complimentary online ezine, Abbott's Communication Letter http://www.abbottletter.com .


The Truth About Public Relations

Written by Robert A. Kelly


Continued from page 1

The answers you receive let you establish your public relations goal. For example, correct that inaccuracy, clear up that misconception, or get outrepparttar facts in order to neutralize that rumor.

But how will you actually reach that goal? With a clear and urgent strategy.

Fortunately, in dealing with perception/opinion, we have just three options available to us. Create perception/opinion where there is none, change existing perception, or reinforce it.

The goal you established will quickly tell you which strategy choice you must make.

But, of course, what you say to that target audience, in pursuit of your public relations goal, is crucial. Your message must be persuasive, compelling and clear as a mountain stream. It also must be credible and believable, which means truthful in all detail. It should also addressrepparttar 105269 particular inaccuracy, misconception or rumor head on and not allow room for any further misunderstandings.

Now, how do you get that carefully chiseled message torepparttar 105270 attention of members of that key, target audience? I still call them “beasts of burden” because they carry messages from Point A to Point B. Communications tactics isrepparttar 105271 answer, and you have a huge selection from which to choose. Everything from open houses, contests, news releases and speeches to brochures, community briefings, letters-to-the- editor, emails, radio/TV and newspaper interviews, and lots more.

Sooner rather than later, you will wonder whether you’re making any progress. Andrepparttar 105272 only realistic way to nail that down is to go back to members of that target audience again and ask themrepparttar 105273 same questions all over again.

The big difference this time around is, you’re looking for signs that opinion/perceptions have begun to change in your direction. By that I mean clear indications thatrepparttar 105274 miscon- ception is clearing up, orrepparttar 105275 inaccuracy has been corrected, or that a negative impression is slowly turning around.

Truth is, that’s when this strategic, and powerful approach to public relations – supported by appropriate tactical firepower – deliversrepparttar 105276 altered perceptions and modified behaviors promised inrepparttar 105277 fundamental premise of public relations.

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




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