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strategy. Fact is that a PR goal without a strategy to show you how to get there, is like clam chowder without clams. So, as you select one of three strategies available to you (and especially constructed to create perception or opinion where there may be none, or change or reinforce it,) what you want to do is insure that goal and its strategy match each other. You wouldn’t want to select “change existing perception” when current perception is just right suggesting a “reinforce” strategy.
O.K., it’s writing time – time to prepare a compelling message carefully constructed to alter your key target audience’s perception, as specified by your public relations goal.
Fortunately, when you distribute it, you can always put your corrective message together with another news announcement or presentation which may serve to downplay apparent need for such a correction.
The message conveyed must be compelling and crystal-clear as to what perception needs clarification or correction, and why. Of course you must be truthful and your position logically explained and believable if it is to hold attention of members of that target audience, and actually move perception in your direction.
Occasionally, you’ll hear communications tactics needed to move your message to attention of that key external audience, referred to as “beasts of burden” because they must carry your persuasive new thoughts to eyes and ears of those important outside people.
Actually, you have a wide choice because list of tactics is lengthy. Included are letters-to-the-editor, brochures, press releases and speeches. Or, you might choose radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are scores available and only selection requirement is that communications tactics you choose have a record of reaching people just like members of your key target audience.
Again fortunately, things can always be hurried along by adding more communications tactics, AND by increasing their frequencies.
Those around you will soon be asking about progress. But by that time, you will already be hard at work remonitoring perceptions among your target audience members to test effectiveness of your communications tactics. Using questions similar to those used during your earlier monitoring session, you’ll now look closely for signs that audience perceptions are beginning to move towards your position.
Yes, I believe this IS way to run your PR, in particular when you are doing something about behaviors of those important outside audiences that most affect your operation….when you are creating kind of external stakeholder behavior change that leads directly to achieving your managerial objectives….and when you are doing so by persuading those key outside folks to their way of thinking by helping to move them to take actions that allow your department, division or subsidiary to succeed.
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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
