Time to Spruce Up Your Public Relations?

Better check out public relations fundamental premise, then take action in your own best interest.

The premise reads this way: “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.”

Here’s how you can reap its benefits.

Do you REALLY know what your most important outside audiences think about your organization? Are you actually aware of which external audience has most serious impacts on your operations?

Better find out by interacting with members of those target audiences whose behaviors affect you most, then ask lots of questions. “Have you done business with us? Was it a satisfactory experience? What do you think of us and our products and services?” And watch carefully for any negatives, even undertones that may need corrective action.

The responses you receive allow you to set your public relations goal. For instance, correct that inaccuracy, straighten out misconception, or challenge that rumor.

Not surprisingly, reaching that goal requires that you set a strategy, and only three are available to you: create opinion where there is none; change existing opinion, or reinforce it. The goal you set will lead you to right strategy choice.

MARKETING TIP: Right at top of your website have a link to your email or your ezine, and some items they can buy immediately with a PayPal link, like a lasar coaching session, or a mini-course.

2. At grocery, I passed a display with free cooked hamburger samples. If you bought bag of frozen hamburger patties they said they'd give you 5 items FREE. Those 5 items were right there and would compose a small meal -- diet coke, avocado slices, and (all their brand) -- a bottle of catsup, a bag of buns and a small bag of chips. MARKETING TIP: Do this for your web visitor, i.e., Sign up for one month's coaching and I'll give you 3 items free: an emotional intelligence assessment, my eCourse on Optimism, and my eBook on Resilience. Click and pay.

3. When I tasted sample of hamburger, it was awful. The young woman who handed it to me saw my reaction and said, "I know, it's not good. We cooked it too long in microwave, that's why. It got dried out."

And there she was standing in front of her microwave which was in front of a bin of hundreds of frozen patties.

MARKETING TIP: What was she thinking?

4. Today is June 13th. I have a son who's a wonderful father. The 15th is Father's Day, but also birthday of his daughter, so Father's Day slipped my mind.

This evening I received an email offering me last minute gifts for Father's Day.

MARKETING TIP: Anticipate your consumer's needs, meet them, and make it easy for them to spend their money with you.

5. Today I received a post card from a dentist saying "Since purchasing Dr. Feelgood's practice last year I have not had pleasure of meeting you." It went on to offer me an exam and 3 xrays free if I'd come on in.

MARKETING TIP: Keep after possible consumers in a tasteful way.

6. Last week my realtor came over to talk about my house which is on market. He said, "You got new carpeting, a new roof, it's spotless, it shows well, everything's repaired, best school district, new landscaping ... What else can we do to make it sell?"

COACHING TIP: When a painful conclusion must be drawn (lower price), set it up so customer draws that conclusion.