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 830 including guidelines and resource box. Robert A. Kelly © 2003. PR: Room at
Bottom?
When special events and communications tactics rule PR roost instead of a workable plan designed to manage external audience behaviors that impact your organization most, that’s where public relations results can wind up.
You know, bad results like key target audiences showing little confidence in your organization, or seldom taking actions that help you succeed and, in end, failing to help you achieve your unit objectives.
If that sounds all too familiar, you’ve got to change a few things. So let’s start with what your public relations should be about, perhaps something 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.
Building on this kind of base means you’ll be working with a blueprint that helps persuade those important stakeholders to your way of thinking. Hopefully, that will move them to take actions that lead to your success as a business, non-profit or association manager.
If this sounds like an approach to public relations you want to consider, here’s way to get started.
First big question to be answered? How DO those outside audiences whose behaviors hurt or hinder your operation most, actually perceive your organization? Everything flows from answers to that question, and that means you and PR team assigned to your unit must interact with members of your target audience. Questions should include “What do you know about us? Have you had any dealings with our organization? Were you satisfied? Do you have any problems with us?” And while asking your questions, be especially alert to false assumptions, inaccuracies, misconceptions or rumors. Negative attitudes as well as hesitant or evasive replies should also be recorded.
The responses you gather will determine public relations goal you will pursue. You may choose to correct an especially dangerous inaccuracy, or to clarify a potentially hurtful misconception, or to convert a painful rumor from false to true. Remember, negative perceptions often lead to damaging behaviors you ultimately aim to alter.
