Ready For A Business Recovery?by Robert A. Kelly
Who wants to face
challenges of a business recovery without a ton of firepower? Especially when getting your piece of action almost certainly depends upon how well you modify behaviors of your target audiences.
That’s why public relations had better play a central role in your business planning. Particularly since any recovery that takes place will be result of industrial, commercial and individual consumers alike starting to behave like buyers, whether of luxury real estate, frozen pizzas, industrial transformers or information technology.
So, before this train leaves station, if you are unsure how best to use public relations in expected recovery, consider its basic mission firmly rooted in principle that people act on their own perception of facts. Then it strives to create, change or reinforce public opinion by reaching, persuading and moving-to-action those people whose behaviors affect organization. When behavioral changes become apparent, and meet program’s original behavior modification goal, program has succeeded.
But what comes first? How about a real acceptance that (1) individual perception of facts is THE guiding light leading to behavioral change, and (2) that something really CAN be done about those perceptions. Think about that for a moment – not every one buys it. For me, I can tell you it was an epiphany of immense proportion that actually helped shape my career in public relations.
First, we set goal whether it be to move consumers to try a new soft drink flavor; or to perceive your organization in a new light thus strengthening its reputation; or to lead them to a positive perception of company in turn leading to new investments in company’s shares.
Next, what strategy will it take to reach that goal? Opinion Creation, Change or Reinforcement?
Creation
Now real public opinion work begins. The public relations squad must decide whether opinion among key audiences is to be created from scratch, requiring a lot of basic data, information and interpretation from which a person can form an initial opinion.
Change
Or, are we talking about a change in opinion, a nudge in one direction or other requiring a clear, credible and well-supported explanation of, and rationale for why anyone should alter their current views?
Reinforcement
Or, do we simply reinforce opinion that pretty much tracks with opinion level we desire? Here, we use simple corroboration and additional third-party support to strengthen existing public opinion.
But for each of three choices, information and data to be communicated must be creditably sourced, crystal-clear and logically presented.
On to reach, persuade and move-to-action
Reach
Now, it’s time to actually reach your key audiences, people whose behaviors will affect your organization. Among others, these stakeholders include customers, employees, prospects, retirees, media, legislators, regulators, and both financial and plant communities.
But reaching these target groups means applying most effective communications tactics available to you. These will include such tools as media relations and publicity- generating news conferences and press releases, newsletters and e-mails, high-profile speeches, charitable contributions, investor relations, informal opinion surveys and many others.
