Public Relations’ 8 Fix Factors

I say to business, non-profit and association managers, a key part of your job description is – or should be – do everything you can to help your organization’s public relations effort as it strives to persuade important outside stakeholders to your way of thinking. Especially when it’s YOUR PR program that is tasked to move those stakeholders to behaviors that lead to success of YOUR department or division.

Which is why I suggest that business, non-profit and association managers embrace what I call PR’s 8 fix factors, those steps necessary to prepare their public relations operation for battles certain to lie ahead.

The fix factors are based on this fundamental premise: 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.

Fix Factor 1

For starters, I caution Mr/Ms Manager that you may find yourself data-challenged should you be unaware of just HOW most members of that key outside audience perceive your organization.

Has anyone sat down and listed those external audiences whose behaviors could hurt your unit badly? Then prioritized them according to impacts they have on your operation? A necessary first step in creating right public relations objective because, while behavior is goal, and a host of communications tactics are tools, our strategy is leverage provided by key audience perception. Sometimes called public opinion.

Fix Factor 2

Lets take a look at audience you place at top of your prioritized target audience list. Because there could be negative perceptions out there, someone must interact with members of that audience and ask a number of questions. Do you know anything about our organization? Have you had any kind of contact with our people? Have you heard anything good or bad about us or our services and products? Watch respondents closely for hesitant or evasive answers. And stay alert for inaccuracies, rumors, untruths or misconceptions.

Fix Factor 3

Here, fortunately, you have a choice. You and your PR staff can interact with members of that target audience yourselves, which seems appropriate since your PR folks are already in perception and behavior business. Or, if budget is available, you can hire professional survey counsel to do work for you.

What are you hearing during your perception monitoring sessions? Misconceptions that need straightening out? Rumors that should not be allowed to fester? Inaccurate beliefs about your products or services that could drive people away from you? Do you notice other perceptions about your organization that need to be altered?

Fix Factor 4

The reasons don't matter why a job I once enjoyed turned into a job I didn't. It happens. Bosses change, companies change, priorities change, budgets change, responsibilities change. Some changes bring personal growth and opportunity. Some don't.

What does matter was lesson learned that stayed with me rest of my career: a job is not just a job. That job I hated helped my checking account. But my confidence, creativity, health, energy for life and view of world was not as fortunate. When alarm clock sounded, my previous excitement to face a new day became cocoon-like behavior, both in and out of covers, wanting protection from another day's battle. It was safer for those I loved to refrain from sharing important issues or concerns with me, never knowing how I would react.