Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1095 including guidelines and resource box. Robert A. Kelly © 2004. Managers: Get Real, Please!
Personnel mentions in
newspaper and product plugs on radio hardly qualify as an adequate return on your public relations dollar, and you probably know it!
Especially unfortunate when your PR budget could be doing something really positive about behaviors of those outside audiences that most affect your business, non-profit or association.
And also when it could be delivering external stakeholder behavior change – kind that leads directly to achieving your managerial objectives.
And, finally, when you could be persuading those important outside folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed.
On other hand, if all you want is a simple publicity effort, fine. But if you want full-bore public relations performance like that above – performance that really contributes to your success as a manager – here’s a blueprint that will start you on your way.
“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.”
What can you expect from such a blueprint? How about heavy-hitter givers eyeing your 501-C-3; newly interested specifying sources asking you for more data; qualified proposals for strategic alliances and joint ventures; prospects showing new interest; growing numbers of requests for membership applications; repeat purchases reappearing; political leaders taking a closer look at your unit as a key member of business, non-profit or association communities; a delightful jump in sales floor visits; and even community leaders seeking you out.
If you’re a business, non-profit or association manager, you need to take two steps as soon as possible. First, jot down those outside audiences of yours whose behavior helps or hinders you in pursuing your objectives. Then record them according to how severe their impact is, and let’s look at target audience that shows up in first place.
While you probably would have assembled required data if such activity enjoyed a priority in your shop, fact is you probably haven’t gathered information that tells you what most members of that key outside audience think about your organization. But now, in absence of a large professional survey budget, you and your colleagues will have to monitor external audience by asking questions yourselves. questions like “Have you ever met anyone from our organization? Was it a satisfactory experience? How much do you know about our services or products?” Look for negative statements, especially evasive or hesitant replies. And be on lookout for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. You’ll need to correct any that you come across because experience shows they usually result in negative behaviors.
