If Your PR Can't Do This, Bag It!

Written by Robert A. Kelly


Continued from page 1

These answers are your red meat,repparttar input you need to createrepparttar 104885 public relations goal. For example, clear up a misconception, kill that rumor once and for all, or fix that inaccuracy. Each of which can lead to target audience behaviors you won’t like one little bit.

Reaching that goal is another story. You need a strategy to do it and you have just three choices as you deal with your opinion/perception challenge: create perception where there may be none, change existing opinion, or reinforce it. But take care when you identify your strategy that it compliments your goal.

The heavy lifting in your public relations problem solving sequence will be done byrepparttar 104886 message you prepare designed to correctrepparttar 104887 negative perception you identified during your perception monitoring session. You must be very clear aboutrepparttar 104888 offending perception, particularly why it is untrue. Remember that you want to change what people believe and, thus, their behaviors so that you can achieve your unit’s objectives. Which is whyrepparttar 104889 message must be both believable and compelling.

Gettingrepparttar 104890 message from your organization torepparttar 104891 attention of members of your target audience is your next challenge. Luckily, there is a long list of communications tactics standing ready to help you do just that. They range from media interviews, personal meetings and speeches to press releases, newsletters, facility tours and many more. But check carefully thatrepparttar 104892 tactics you employ have a proven record of reaching people similar to those who make up your target audience.

Inevitably, questions will be asked as to whether all this smoke and flame is producing any results. A question that can only be answered back out inrepparttar 104893 field interacting once again with members of your key outside audience.

While you’ll be usingrepparttar 104894 same questions used during your first opinion monitoring drill, this time you’re looking for indications thatrepparttar 104895 hurtful perceptions are actually changing, as willrepparttar 104896 inevitable follow on behaviors.

Incidentally, you can always putrepparttar 104897 pedal torepparttar 104898 metal with additional communications tactics, as well as using them more frequently.

What you have, finally, isrepparttar 104899 blueprint you need to help persuade your most important stakeholders to take actions that lead to your success as a business, a non-profit or an association manager.

And your cost was “bagging” a PR effort that simply couldn’t deliverrepparttar 104900 key external audience behaviors you need to achieve your unit objectives.

end



Bob Kelly counsels, writes and speaks to 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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com




It's all about the customers, baby

Written by Dr Kem Thompson


Continued from page 1

Consider it an honour to be in a position to serve them.

Then think of ways to serve them torepparttar best of your ability.

Here are a couple of ways to take good care of your customers:

a.As often as possible, ask them what they want or need. The most successful businesses arerepparttar 104884 ones that satisfyrepparttar 104885 *known* needs or wants of customers. Don't assume you know what they want. Ask and be sure.

So find out what your customers want, ask them how you can serve them better.

Then provide that need for them. Even if you don't sellrepparttar 104886 product or service they want, find someone who does and refer your customer to them. Be a resource; they'll love you for it.

You'd have saved themrepparttar 104887 trouble. And they'll reward you for it by being loyal to you.

b.Aim to provide more value for money. This can be in form of 'try before you buy' offers, or giving away something for free. It could also simply be regular courteous service - goingrepparttar 104888 extra mile, so to speak.

Always think 'how can I provide more value for my customers?'

With that mindset, you will be alert and open to opportunities to give more value to your customers without breaking your bank balance!

Can you think of other ways to take good care of your customers?



*** About the author: Dr Kem Thompson is a Success Coach, Speaker and Author of 'The Days of Success Collection: Articles To Help You Create Success Every Day'. Find out more here: www.daysofsuccess.com/successbk.htm. Subscribe to her FREE newsletter, 'The Days of Success', and receive a thank-you gift by filling the form here: www.daysofsuccess.com




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