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 1135 including guidelines and resource box. Robert A. Kelly © 2004. Managers, Which PR Is Right For You?
An effort built around a string of print and broadcast exposures? Or, a public relations initiative that delivers results far beyond simple publicity tactics. Namely, real behavior change among your most important outside audiences leading directly to reaching your objectives. Achieved, incidentally, by persuading key outside people with
greatest impacts on your organization to your way of thinking, then moving them to take actions that help your unit succeed.
It’s a clear choice between limiting PR activity to simply placing product and service plugs on radio and in newspapers and magazines. Or, using a workable public relations blueprint to alter individual perceptions that lead to changed behaviors – something that should be of profound importance to businesses, non-profits and associations who can sink or swim on how well they employ this crucial dynamic on behalf of their department, division or subsidiary.
So, as a manager, why support that business, non-profit or association operation with press release public relations when a basic PR blueprint like this one can hold key to your success? 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.
Just look at types of things that could transpire as a result: fresh proposals for strategic alliances and joint ventures; customers making repeat purchases; prospects starting to look your way; community leaders beginning to seek you out; and even politicians and legislators viewing you as an innovator.
But careful here. Because cost of gathering key audience perception data – an absolute must in this business – can be substantial, it should be built into your original budget request, and hopefully approved because entire public relations effort is riding on perception monitoring function.
So, with key stakeholders whose perceptions of your operation you care most about now target of your PR effort, you are ready to launch a well-planned public relations program that can reach, persuade and move those individuals to actions you desire.
For your own success, you have to be certain your staff or agency public relations people are REALLY committed to (1) knowing how your outside audiences perceive your operations, products or services, and (2) reality that negative key audience perceptions almost always lead to behaviors that can hurt you (and them). Luckily, they already are in perception and behavior business, so they should be able to really help out with your opinion monitoring project.
Professional survey firms are always available, but that can be a budget buster. So, whether it’s your people or a survey firm asking questions, your objective is same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and other “nasties.”
Best way to get that activity under way is to meet with members of your most important outside audience and ask questions like “Are you familiar with our services or products?” “Have you ever had contact with anyone from our organization? Was it a satisfactory experience?” Be sensitive to negative statements, especially evasive or hesitant replies. And watch carefully for those false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. When you find such, they will need to be corrected, as they usually lead to negative behaviors.
