Is This Any Way to Run Your PR?

You bet!

Especially for business, non-profit and association managers who REALLY need to persuade their key outside audiences to their way of thinking. Then move them to behaviors that lead to success of their department, division or subsidiary.

Could this be you? If so, you may need to reduce your emphasis on tactical public relations weaponry with its simple print and broadcast mentions.

And instead, use a broader, more comprehensive and workable public relations blueprint to alter your key external audience perceptions – perceptions that deliver changed behaviors you need to achieve your managerial goals.

Why go to this much trouble?

Because of possible results, of course. Results like new proposals for strategic alliances and joint ventures; customers making repeat purchases; prospects starting to work with you; membership applications on rise; capital givers or specifying sources looking your way, and even bounces in showroom visits.

But, what about that core PR blueprint that gets everyone working towards same external audience behaviors, and that insures that your organization’s public relations effort stays sharply focused?

Try this on for size: people act on their own perception of facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to- desired-action very people whose behaviors affect organization most, public relations mission is accomplished.

Just what will you do with such a plan?

Well, find out who among your key external audiences is behaving in ways that help or hinder achievement of your objectives. Then, list them according to how severely their behaviors affect your organization.

But what do members of that key outside audience think about your organization? If budget to pay for what could be costly professional survey counsel isn’t there, you and your PR colleagues will have to monitor those perceptions yourselves. Actually, they should be quite familiar with perception and behavior matters.

Best way to get that handled is to meet with members of that outside audience asking questions like “Are you familiar with our services or products?” “Have you ever had contact with anyone from our organization? Was it a satisfactory experience?” And if you are that manager, you must be sensitive to negative statements, especially evasive or hesitant replies. And watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. When you find such, they will need to be corrected, as they inevitably lead to negative behaviors.