Managers, Have You Been Shortchanged?

Written by Robert A. Kelly


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, Have You Been Shortchanged?

You have been if you’re a business, non-profit or association manager whose public relations budget is focused largely on nifty brochures, column mentions and broadcast plugs. Especially without a workable plan that helps you persuade your most important outside stakeholders to your way of thinking, then moves them to take actions that lead torepparttar success of your department, division or subsidiary.

A plan, say, like this one: people act on their own perception ofrepparttar 104741 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-actionrepparttar 104742 very people whose behaviors affectrepparttar 104743 organizationrepparttar 104744 most,repparttar 104745 public relations mission is accomplished.

Managers like yourself can win big when you base your public relations planning on this kind of blueprint, one that demands of you a sharper focus onrepparttar 104746 very groups of outside people who play a major role in just how successful a manager you will be – your key external audiences.

The payoff can take many forms: repeat purchases, a big bounce in showroom visits, increases in capital gifts, new waves of prospects, a large boost in membership applications, and even new inquiries about strategic alliances or joint ventures.

More important, as you moverepparttar 104747 emphasis ofrepparttar 104748 public relations people assigned to your unit from communications tactics torepparttar 104749 blueprint outlined above, YOU move closer to personal success as that unit manager.

Take control ofrepparttar 104750 PR folks assigned to your unit and insure that every last one of them understands why it’s so crucial to know how your operation is perceived by your key target audiences. Be certain that they acceptrepparttar 104751 reality that those perceptions almost always end up as predictable behaviors that, left unattended, can raise cane with your operation.

Discuss how your PR team will undertake a perception monitoring session and question members of your key target audience: have you had prior contact with us? Was it satisfactory? How much do you know about our services or products and people? Have you encountered problems with our organization?

While you can always hire survey specialists to round up these data for you, remember that your very own PR team is already inrepparttar 104752 perception and behavior game and should be of use for this project.

No matter who handlesrepparttar 104753 perception monitoring drill with members of your target audience, you hey must remain alert for false assumptions, unfounded rumors, inaccuracies, misconceptions and untruths.

Are You Overlooking Your Best Referral Source

Written by Head2Head


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