PR: How Sweet It Is!

The public relations goal and strategy make sense; message is persuasive and compelling; communications tactics are aggressive and well-targeted. YES!!

For those of us in public relations, how sweet it is when members of an important target audience appear to understand why rumor was wrong and what they believed about organization is simply not true.

While that happy result can be yours, including inevitable improvements in behavior, it doesn’t just happen. And especially before somebody in organization even recognizes importance of doing something about what those key audiences think about you.

When that epiphany does occur, it’s usually because target audience perceptions have led to behaviors that just hurt too much.

Why wait? Get hold of your target audiences now before they do damage and possibly affect survival of your organization.

And I’m talking about damage such as prospects who decide not to do anything with you; existing customers who stop doing business with you, or community leaders who lose faith in your organization’s value to their constituents.

It’s not worth it to ignore beginning an aggressive public relations effort a minute longer.

Start by listing those two or three outside audiences whose behaviors can ruin your day. Let’s take one at top of list and see how we can get organized to change perceptions of members of that group and, thus, their behaviors.

Can’t look to improve perceptions if you don’t know how key audience members currently view you and your organization. Get out there and interact with them. Ask questions like “What do you think about our organization?” You must stay alert to factual errors in their responses as well as inaccuracies that need to be corrected. And don’t overlook misconceptions or rumors that are just plain wrong.

So you want to buy an airplane! What's stopping you? Perhaps I can list a few things:

1. My spouse doesn't fly and doesn't support my flying habit.

2. I don't do enough flying. . . it's probably cheaper to rent.

3. I'm not rich.. . How could I afford an airplane of my own?

O.K. Let's acknowlege that emotionally, WE WANT THE AIRPLANE! After all, who wouldn't? What could be more desireable than a brand new airplane, everything working, smell of new leather, and of course turning heads every time you land your new airplane?

Now comes justification part. We'll start with

#1: My spouse doesn't fly and doesn't support my flying habit.

Unfortunately, this one's all too common. However, there are a few things you can do to enroll your spouse in program.

Make it a practice of flying to places that your spouse wants to go! Skip pancake breakfasts and fly-ins. Fly to destinations that are unrelated to aviation. For a list of some great places, visit

http://www.airplanenoise.com/great_trips.htm

Try a "Pinch Hitter" course. Sometimes (I can speak from personal experience here) a good instructor can "hook" your spouse and before you know it you'll be forking out additional money for flight lessons. This is not a bad thing. . . With both of you involved in this activity, you'll win support for your purchase!

Who knows? Maybe your spouse prefers your absence and will endorse your involvement in a time consuming activity!