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 © 2003. Public Relations: Toast?
Could be, when unit managers in businesses, non-profits and associations don’t get
really important external audience behaviors they need to achieve their department, division or subsidiary objectives.
They’re entitled to wonder where their money went when they don’t see behaviors like membership applications or capital contributions on rise; growing numbers of engineering firms specifying their components, prospects newly interested in their products and services, or simply more repeat purchases.
Those behaviors don’t just happen. They result from a public relations effort based solidly on a fundamental premise that works. 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.
And then, aggressive implementation.
For example, a comprehensive, workable effort that persuades stakeholders who make up your target external audience, to your way of thinking, thus moving them to take actions that lead to your success.
Where to start? First, promise yourself that you will stay involved in your public relations program every step of way.
Working with PR staff or agency assigned to your unit, prepare a list of those outside audiences who behave in ways that help or hinder you in achieving your objectives. Then decide among yourselves which behaviors are most severe, and place that target audience at head of your list.
So now, you’ve identified your number one target and you’re ready to go to work. But chances are you and your public relations team don’t really know how most members of that target audience actually perceive your organization.
Short of spending significant dollars on professional survey work, you and your colleagues will have to get out there and interact with audience members in order to monitor those perceptions yourself. And that means asking questions like “Do you know who we are? What do you think of us? Are you familiar with our products, or services, or our management? Have you had dealings with us? Do you have any problems with us?”
