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 945 including guidelines and resource box. Robert A. Kelly © 2004. Managers: Why Not PR Like This?
I mean public relations that presumes from
get-go that right message, strategy and communications tactics can change perceptions among each of your business, non- profit or association audiences. And do so in a way that produces behaviors you need to achieve your objectives.
It all comes together when you persuade those important outside audiences to your way of thinking by doing something about their perceptions, thus moving many of them to take actions that help your department, division or subsidiary succeed.
I believe Rosetta Stone that allows such “magic” to happen is fundamental premise of public relations, and it looks like this: 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.
And payoffs can be manifold. Welcome increases in sales floor activity; customers starting to make repeat purchases; capital givers and specifying sources showing up on your doorstep; new suggestions for joint ventures and strategic alliances; prospects sniffing around; local thoughtleaders beginning to seek you out, and new recognition of you and your operation as a key member of business, non-profit or association communities.
Meet with public relations professionals employed by, or assigned to your unit and get two matters clearly understood. Make certain they accept fact that inaccurate perceptions almost always lead to behaviors that can hinder your operation. And that they may be called upon to assist key target audience perception monitoring effort.
Because your public relations staff is already in perception and behavior business, they really should play a direct role in initial opinion monitoring project. You can always hire a professional survey firm, but that’s expensive way to do it. The objective of whoever asks questions of members of your target audience is to identify inaccuracies, false assumptions, untruths, unfounded rumors, misconceptions and other negativities.
The questioners will query members of that important outside audience asking them “Do you know anything about our organization? Are you aware at all of our products or services? Have you ever had contact with us? Or have you ever had a problem with our people or procedures?”
