Continued from page 1
Obviously,
data you gather from this monitoring activity form basis of your public relations goal. For example, correct that untruth or inaccuracy, clear up that misconception, or spike that rumor.
Now here, you encounter three forks in road.
You need a strategy to show you how to get where you need to go. But only three choices are available to you when dealing with matters of perception and opinion: create perception where there may be none, change existing perception, or reinforce it. And make certain strategy option you choose flows naturally from your new public relations goal.
It’s writing time – hard work preparing actual message designed to alter people’s perceptions leading, hopefully, to behaviors you need to help achieve your objectives.
The corrective message is crucial. It must be clear about just what perception needs clarifying, and why. Your facts, of course, must be truthful, logical and believable in order to be persuasive. And tone of message should be compelling if it is to command attention and alter perception.
Next step is easy. Pick your ”beasts of burden,” communications tactics you will use to carry that brand new, corrective message to members of your target audience.
You have a very long list of such tactics at your disposal. The only caveat is, make sure each one shows a proven record for reaching people like those who make up your specific target audience.
Tactics range from electronic magazines (called eZines!), speeches, brochures and emails to radio/newspaper interviews, press releases, newsletters, facility tours and so many more.
Shortly, you will start to wonder if you are making any progress. And that means a second round of Q&A with members of your target audience. Same questions as before, by way, only now your focus is on signs that their perception has been altered to reflect that described in your carefully prepared message.
You can always speed up effort by introducing new communications tactics, and by increasing their frequencies. Also, not a bad idea to check that message of yours one more time for both factual accuracy, and for how successful it was at actually impacting opinion.
Clearly, as a business, non-profit or association manager, you benefit most when your public relations program succeeds in creating kind of key stakeholder behavior change that leads directly to achieving your objectives.
end
Bob Kelly counsels, writes and speaks to business, non-profit and association managers 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
