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.

It was clear from email that they had been online for a while (over 3 years) but hadn't seen any results from their efforts and were frustrated. Understandably so!

This person had created his own website in which to promote an online Opportunity. The purpose for having your own web site, rather than a static page, (one that you can't personally change, like ones most biz opps provide) is it to "Brand YOU".

After all, your site visitor is getting involved with something you recommend and in effect will want you to help them succeed.

Your site should not be to *sell* them ­ that's job of company you represent. The purpose of your site is to *refer* them.

Anyway, first impression of this member's site was lack of having it's own domain name, its own presence. Not a good start and that was even before I visited site. So before I arrived, my trust as a prospect was wavering.

On arrival I found that site "rammed" opportunity down throat of visitor, if anything site scared me into running away as fast as possible.

Also this member quoted their website "hits" as a picture of how many "visitors" there were. Let me explain why this can be misleading.

Hits occur from amount of files loaded when a visitor arrives to a web page. This means if a web page (which is 1 file) has 10 images (10 files) then they count as 11 hits; web page plus images. You can see that it can be misleading to quote hits.

It gets worse if visitor goes to more than 1 page because then any additional images (and next page) count as more hits. Make sure you always count "unique visitors" when assessing a conversion ratio or stating statistics.

I drafted a long email reply, explaining why I thought this site may not be effective, and is not getting results they wanted. I did my best to provide advice by explaining how to build a relationship between them and prospects and then how to refer prospect on company.

Around 24 hours passed when I received an answer formatted in all CAPS (which for anybody that is not aware, it's like yelling in an email). It seemed this member had taken offence to suggestions.

(Side note here: The suggestions were very constructive and aimed to provide support and help progress, nothing more.)