So What’s Wrong With Strategic?

Some folks see word “strategic” as a needlessly tiresome and complicated notion. But anything that shows you how to get from here to there IS strategic, and something we all need.

Even dictionary calls a strategy “of great importance to a planned effort.”

For example, look at public relations where just about everything is based on getting from here to there. That is, from a dangerous lack of concern with external audiences to a sensible plan for doing something about what those key audiences think about you.

To make point, here’s a quick two-sentence thumbnail that promises just such an outcome.

“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 those people whose behaviors affect organization, public relations mission is accomplished.”

While it’s obvious that survival is pot of gold at end of this rainbow, you don’t get those external audiences on your side without a little work

Better prioritize those outside interest groups of yours into some kind of importance ranking. Then, let’s take external audience you rank clearly as #1 and do a little work on it right now.

How much do you know about this group of people? Are you aware of what prevailing view of you and your enterprize is among group members? Do you know of any negative perceptions?

No? That’s why you must get busy and interact with members of that key target audience of yours. Ask questions: “What do you think about our business, products or services? Why?” And stay alert to any signs of negativity, any inaccurate perceptions, misconceptions or rumors.

The reactions to such probing questions help you to set down a public relations goal designed to correct misperceptions and inaccuracies.

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.