Why PR is a Vital Force

Written by Robert A. Kelly


Continued from page 1

Clearly, a PR goal without a strategy to show you how to get there, is like lasagna withoutrepparttar marinara sauce. As you select one of three strategies especially constructed to create perception or opinion where there may be none, or change existing perception, or reinforce it, what you want to do is insure thatrepparttar 104301 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.

Now, you create a compelling message carefully put together to alter your key target audience’s perception, as specified by your public relations goal.

Here’s a thought. Combine your corrective message with another news announcement or presentation which may provide more credibility by downplayingrepparttar 104302 need for such a correction.

Your message must be compelling and quite clear about 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 holdrepparttar 104303 attention of members of that target audience, and actually move perception in your direction.

I like to callrepparttar 104304 communications tactics you will use to move your message torepparttar 104305 attention of that key external audience, “beasts of burden” because they must carry your persuasive new thoughts torepparttar 104306 eyes and ears of those important outside people.

Happily, you have a wide choice becauserepparttar 104307 list of tactics is long indeed. It includes 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 andrepparttar 104308 only selection requirement is thatrepparttar 104309 communications tactics you choose have a record of reaching people just likerepparttar 104310 members of your key target audience.

We are all lucky in this business because things can always be accelerated by adding more communications tactics, AND by increasing their frequencies.

Colleagues and others will soon be asking about progress. Of course, you will already be hard at work remonitoring perceptions among your target audience members. Using questions similar to those used during your earlier monitoring session, you’ll now be sharp-eyed and onrepparttar 104311 lookout for signs that audience perceptions are beginning to move in your general direction.

Satisfying curiosity in this regard is largely a matter of serving uprepparttar 104312 results you will receive when you undertake this aggressive public relations plan. Put another way, it’s Happy Hour time when you achieverepparttar 104313 kind of key stakeholder behavior change that leads directly to achieving your department, division or subsidiary 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




Extracting the Most from your Time

Written by Mark Nemtsas


Continued from page 1

4. To help determine how important as task is figure outrepparttar consequences of doing or not doing a task. Are there positive rewards to be gained from completing a task? Are there consequences of not completing a task?

5. Are your tasks just 'busy' work, or are they truly accomplishing something? This usesrepparttar 104300 the Pareto Principle (orrepparttar 104301 80/20 rule) which you can read about here. Basicallyrepparttar 104302 concept of this is that 80% ofrepparttar 104303 results are accomplished with 20% ofrepparttar 104304 effort. Are your tasks part ofrepparttar 104305 80% orrepparttar 104306 20%? Obviously if part ofrepparttar 104307 20% then these should have a higher priority in your day.

Here's to finding more hours inrepparttar 104308 day!

Mark Nemtsas Moving Target Software Get low cost, efficient, timesheet software!

This article is © Moving Target Software, 2004. It can however be reproduced in full on any web page as long as it is edited in no way whatsover



Owner of a small software company specializing in time management solutions.


    <Back to Page 1
 
ImproveHomeLife.com © 2005
Terms of Use