How to Take Advantage of Public Relations

Written by Robert A. Kelly


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What exactly will you say torepparttar members of your key target audience? Well, that depends largely on what changes in perception and, thus, behaviors you want. Your message must be clear as a mountain stream and, above all, factually believable and persuasive. It should be direct and as compelling as possible. Might help to try it out on one or two audience members and get their reactions.

Dare I call this part fun? Communications tactics, I mean? There are dozens available and they all will reach members of your key target audience with varying degrees of efficiency. You could use personal meetings, emails, letters-to-the-editor and brochures, or you could try open houses, speeches, radio interviews and even a news conference. There are many, many more.

But now, you can’t avoid this. You must once again interact with members of your key target audience or you will never know if your goal, strategy, message and communications tactics ever worked.

When you again meet with these individuals, you’ll be asking questions similar to your first opinion monitoring session.

Difference this time is that you’re hot onrepparttar 105407 trail of altered perceptions because you know they will almost always lead torepparttar 105408 change in behavior you really want.

Does it look like you were successful in cleaning up that misconception? Or in rooting out that wrong but deep- seated belief? Or shooting big round holes in that mischievous rumor?

If you’re not happy with your progress, consider alteringrepparttar 105409 mix and frequency of your communications tactics. And don’t forget to take a hard look at your message. Was it REALLY clear? Did your facts and figures support your contention thatrepparttar 105410 rumor is not only unfair, but hurtfully wrong?

Finally, as noted atrepparttar 105411 top of this piece, when members of your key audiences really understand you and your organization, good things usually happen. Things that really will put that smile on your face.

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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


So What's Wrong With Strategic?

Written by Robert A. Kelly


Continued from page 1

Selectrepparttar one that logically flows fromrepparttar 105405 goal you established.

Now, you’re ready to writerepparttar 105406 persuasive and compelling message you’ll be counting on to change perceptions and move your target audience behaviors in your direction.

It’s not an easy writing job. The message must be not only persuasive and compelling but very clear, direct and brief in its presentation. The facts and figures supporting WHY target audience members should alter their perception of your organization must be accurate and believable. It’s best to try outrepparttar 105407 message on a few audience members first, then adjust if needed and commence public distribution.

Now, to mix metaphors, who will be your “beasts of burden,” or “foot soldiers?” In other words, which communications tactics will you use to carry that carefully constructed message torepparttar 105408 eyes and ears of key target audience members?

There are a lot of tactics available to you. Everything from letters and emails, personal contacts, face-to-face meetings and special events to brochures, press releases, speeches, broadcast interviews and a ton of others.

At this point, you will still not know if you’re making progress towards your public relations goal.

Which is why you must return torepparttar 105409 field and once again talk to those members of your key target audience. Ask questions very similar to those you used during your earlier information gathering.

The big differencerepparttar 105410 second time around will be that you are watching closely for signs of changed perceptions, hopefully in your direction. Have misconceptions cleared up? Does it appear that inaccuracies have been corrected? Do you see signs thatrepparttar 105411 dangerous rumor has been defeated?

Not enough progress? Reviewrepparttar 105412 mix and frequency of your communications tactics. And take a hard look at that all- important message. Measure it as to how well your facts and figures equip it to change minds and perceptions. Make adjustments and recommence firing!

What you’ve just completed is a first-class, “strategic” plan for managingrepparttar 105413 perceptions and behaviors of your key external audiences. A plan that will have a large say in your personal success and, possibly,repparttar 105414 survival of your organization.

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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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