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. Net word count is 565 including guidelines and resource box. Robert A. Kelly © 2003. A Simple Formula for Success
by Robert A. Kelly
Leaders in
business world need public relations big time, and they show it every day.
How? By staying in touch with their most important external audiences and by carefully monitoring their perceptions about company, audience member feelings about hot topics at issue, and behaviors that inevitably follow.
Could there be an angle here for your business?
What I mean is, once you interact with, then learn what that key target audience of yours believes about you and your organization, a corrective public relations goal – a specific behavior change -- can be established.
Which then requires that you identify a strategy. There are just three choices here, create opinion where none exists, change existing opinion, or reinforce it.
It’s a logical sequence. With your goal and strategy now set, you need persuasive messages with a good chance of moving perceptions (and thus behaviors) in your organization’s direction. But you must make sure messages talk not only to current topic at issue, but to any misconceptions or inaccuracies encountered during your information gathering, and to any problems that might be brewing.
What will you do with your new message? You will carry it to attention of your priority audience. You’ll use communications tactics that are credible in eyes of receiver, and effective in reaching him or her. You’ll also want tactics that stand a good chance of moving opinion in that target audience, on topic at issue, in your direction.
