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 850 including guidelines and resource box. Robert A. Kelly © 2004. Managers Need Basic PR
True, because department, division or subsidiary managers for a business, non-profit or association really DO need a dynamic yet workable blueprint for reaching those key outside groups of people who have a big say about how successful those managers are going to be.
Unfortunately, a primary emphasis on communications tactics does not take
place of a well thought-out public relations plan for persuading your most important external audiences to your way of thinking, then moving them to take actions that lead to your success.
For example, a basic public relations blueprint like this one: 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.
Save communications tactics for later when you need something to carry your message to right external audience.
For now, think about an impactful public relations plan that can deliver behavior results you want. I’m thinking of behaviors that produce real increases in capital gifts, new inquiries concerning joint ventures or strategic alliances, new waves of prospects or, especially, repeat purchases.
First step on this journey is one of discovery – just how do those key, outside audiences perceive your operation? This is vital, of course, because perceptions often morph into hurtful behaviors. Which suggests that you and PR team assigned to you begin by interacting with members of those audiences, then prioritize them according to impacts on your unit.
Here, you have a choice: you and your PR team can personally handle perception monitoring and data gathering for your target audience because your PR folks are already in perception and behavior business. Or, a large budget permitting, you can retain services of a professional survey firm to do job.
Once you decide who monitors and gathers perception data, you need to ask right questions of your audience members. “How much do you know about us, if anything? Do you have an opinion about our services or people. Have you ever had a problem with our operation?”
