Mission-Critical Public Relations?

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 915 including guidelines and resource box. Robert A. Kelly © 2003.

Mission-Critical Public Relations?

As a business, non-profit or association manager, any tool that helps you reach your department, division or subsidiary objective IS mission-critical.

And particularly so when that tool helps you persuade your most important external stakeholders to your way of thinking, and then moves them to take actions that lead to your success.

Here is such a mission-critical tool. One that lets you get serious about your public relations. It shiftsrepparttar emphasis away from communications tactics to a workable plan for reaching those outside groups of people with a large say about how successful you’re going to be – namely, your key external target audiences. The tool says, “People act on their own perception ofrepparttar 104839 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 repparttar 104840 very people whose behaviors affectrepparttar 104841 organization repparttar 104842 most,repparttar 104843 public relations mission is accomplished.”

Use this blueprint to create behaviors that lead to activities like more follow up purchases, higher contributions levels, increased qualified employment applications, new joint venture proposals or a big boost in capital contributions.

First, meet withrepparttar 104844 public relations people assigned to your department, division or subsidiary and let them know you’re serious about finding out what your most important outside audiences actually think about your organization. The rationale being that target audience perceptions usually lead to behaviors that can help or hinder you in achieving your operating objectives.

Decide among you which audiences are really key to your success then build and prioritize your list of important outside groups of people whose actions most affect your unit. Now, let’s work on #1 on that list.

Your new mission-critical public relations effort will rest heavily on how efficient you are in rounding uprepparttar 104845 perceptions of your key target audience.

You can put your public relations team to work interacting with members of that #1 outside audience. Or, if you can tap a good sized budget, you can ask a professional survey firm to dorepparttar 104846 job for you. However, because your PR folks are already inrepparttar 104847 perception and behavior business, my choice would be to use them for this assignment.

One way orrepparttar 104848 other, someone must interact with members of that prime audience and ask questions like “What do you know about our operation? Are you familiar with our services or products? Have you had any negotiations with us? If so, were they satisfactory?”

Online Marketer On A Mission

Written by Geoff Caplan


How to avoid common online marketing mistakes

David Moceri is on a mission.

The 28 year old online marketing entrepreneur is determined to avoidrepparttar common mistakes made with promoting online business by combining innovative, proven cutting edge services that demonstrate performance and value.

Moceri’s high energy and enthusiasm aboutrepparttar 104838 industry today is contagious.

“Diversity and innovation are driving us to provide our clients with creativity, direction and a relentless drive toward return on investment,” Moceri says.

Moceri notes that many businesses today lackrepparttar 104839 right online marketing mix for results and success.

“It’s critical to innovate,” he notes, “and to construct a diversified online marketing strategy that leveragesrepparttar 104840 flexibility and appeal of all forms of online media. That means highly targeted permission-based email, web log deployment, search engine marketing, online public relations, esurveys and related strategies that comprise a powerful program.”

Moceri isrepparttar 104841 President and CEO of Vibe Direct Media in Fort Lauderdale. Vibedirect merged with The Opt In Group, a highly regarded permission-based optin email services company, to provide a comprehensive array of online marketing services.

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