| |
| |
|
Go Back | About | Contact | Web Design News | |
|
|
|
Doubt PRs Clout? Dont!
Done right, it helps modify the behaviors of your most important target audiences, and that can spell S-U-R-V-I-V-A-L. I don't believe that's an overstatement because a customer who thinks badly of you and your business will not soon be darkening your threshold. Nor are you likely to see prospects who know little or nothing about you. Ditto for people who may be miffed about something you, or one of your people, said or did publicly. And forget about those folks with a REAL beef about your business. Like "I didn't get what I thought I paid for," or "it didn't live up to its promise" or "my emails weren't answered" or "they take 5 days to answer a phone inquiry." Let's face it, meeting this challenge is either a priority for you or it isn't. If it is, here's a little advice. First, you should know that public relation's clout is rooted solidly in its fundamental premise: "People will act on their own perception of the facts before them. And those perceptions will lead 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 folks whose behaviors affect the enterprise, the public relations effort is a success." And THAT'S clout in any language! But the trick lies in using it to your best advantage. So, because few of us can do justice to a dozen target audiences at once, let's start by selecting the one with the most impact on your business. Members of such an important group could range from homemakers, teenagers or retirees to 30-something males, techies or military dependents on a nearby base. Only you can say. Now, do you know everything you should about the members of that audience, that "public?" Are you aware of how they perceive you and your business, if at all? Probably not in enough detail, so you need to take the time to meet with several individuals drawn from that audience. Listen carefully to their feelings and beliefs about your business, its products and services. And be sensitive tomedia mentions of your business. Pay special attention to any hints of misconceptions and inaccuracies about you and your business, as well as possible trouble areas that might be brewing. With those data gathered, you and your public relations advisor can set your strategy. And that means deciding whether the opinions you've gathered from members of your key audience need to be created (in the absence of any opinion), changed or simply reinforced. There must also be agreement on the time frame in which the activity will take place. This is especially important because you must now prepare persuasive messages to be aimed at those whom you discovered are harboring misconceptions, or no perceptions at all about you. Your objectivewill be to move that opinion in your direction. Which brings us to our "beasts-of-burden" - the communications tactics designed to carry those persuasive messages to members of your key target audience. There are dozens of communications tactics available to you. Everything from media interviews, news releases and letters-to-the-editor to facility tours, personal meetings and newsletters. But your work is still not done. To get the clout promised at the top of the article, you must monitor your progress by continuing to interact with folks from your target audience. The key is watching and listening carefully for indications of a new awareness of you, your business and how it functions in both the community and your special marketplace. At the same time, a sign that progress is being made will appear in the form of a new receptivity to those persuasive messages by members of your key target audience. Of course, how much progress you achieve will depend heavily upon your continued personal involvement in the activity, and the amount of effort you invest. Finally, as welcome signs of modified target audience behaviors begin to appear, team members may take heart that the clout offered by public relations has once again prevailed. 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. Robert A. Kelly © 2005. Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. Visit: http://www.prcommentary.com; bobkelly@TNI.net
MORE RESOURCES:
SEO - Google News |
|
|
|
RELATED ARTICLES
How To Write A Killer Press Release One of the primary tools still used by PR professionals to garner media coverage is the press release. Now understand the purpose of a press release is to grab the attention of an editor, not to offer a word for word story to a publication. Same Old, Same Old PR Still Tops Like human nature over time, the power of good public relations remains the same.Whether you are a manager working for a business, a non-profit or an association, at some point, you will want, or need to create outside stakeholder behavior change - the kind that leads directly to achieving your managerial objectives. How to Get Some of Paris Hilton's TV Time When your book is mentioned on television, sales go up. Immediately people start looking in book stores and on the internet to find out how to buy it. How PR Helps Fiercely Competitive Managers Fiercely combative business, non-profit and association managers use every PR weapon they can lay their hands on. Which means they employ strategic, rapid-fire print and broadcast tactics every day of their business lives. Cultivating Positive Media Relationships Some people think that publicity is all about paparazzi snapping photos of celebs and intruding into their private lives -- or as Woodward and Bernstein blowing the lid off of a government scandal. But, as a small business owner, publicity is actually one of your greatest allies! People who read about you in the newspaper or hear an interview with you on the radio will sit up and take notice -- much more notice than if they simply see a flier of yours posted at the Laundromat. Managers Who Tap Into PRs Value Business, non-profit and association managers get a ton of satisfaction when they do something really positive about the behaviors of those outside audiences that most affect their operation. Especially when they deliver external stakeholder behavior change, the kind that leads directly to achieving their managerial objectives; and even more so when they persuade those important outside folks to their way of thinking, then move them to take actions that help their department, division or subsidiary succeed. PR Secrets for Small Business Most small businesses do little to no public relations (PR) to promote their businesses. The reasons are fairly common. Creating Your Online News Room: How To Build a Site The Media Will Love From time to time, people ask me how public relations has changedduring the two decades in which I've been seeking publicity. Myanswer: technology. Why Do You Want PR? To get someone's name in the newspaper or a product mention on a radio talk show?If that's all you expect, fine. But that response tells me that, as a business, non-profit or association manager, you may have overlooked an important reality: people act on their own perception of the facts, leading to predictable behaviors about which something can be done on your behalf. Want to Light a Fire Under Your PR? Yes? Then do something positive about the behaviors of those important external audiences of yours that MOST affect your operation.Those embers can leap into flame when business, non-profit or association managers use public relations to alter individual perception among their target publics, leading to changed behaviors and helping to achieve their managerial objectives. Media Relations: Ending the Press Release Crutch When most people think of media relations, they think of press releases. To be sure, writing and distributing them is one of the most important parts of the job. Free Radio Publicity for Marketing-Minded Financial Planners Radio is a powerful publicity tool. Most stations offer news and talk programming. What Is Best Practice Public Relations? Why, public relations that stays true to its fundamental premise, of course.In a nutshell, "People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. Grow Your Financial Planning Practice by Taking Your Publicity National Think that you aren't big enough for national media coverage? Says who? Certainly not the USA Today. In one recent two-week period, they quoted financial planners in Southfield (Michigan), Dublin (Ohio) and Clearwater (Florida). Media Relations - Ten Essential Tips to Use The Media to Market Your Business In the 'Age of Scepticism' gaining media coverage is one way of cutting through the ever increasing noise to get your message across.Research shows the average consumer receives between 1500 and 3000 marketing messages a day. Five Great News Stories You're Sitting On Right Now Smaller companies don't always have the budget - or inclination - to retain a PR hotshot to tell the world about their business success, but that doesn't mean they aren't a ready source of news.The problem is it's often dull news which is ignored by all except the industry press and quite rightly so in most cases. Much Ado About A Lot! I say public relations can be a matter of survival for your organization.So, to me, making your business a success is a lot over which to raise much ado!Especially when the very people who hold your future in their hands - your key, target audiences - may harbor negative perceptions likely to hurt you by turning into negative behaviors. Financial Planners Publicity and Marketing - Live By The Calendar The media live by the calendar. Your story pitch might miss the mark with them the first time out, solely because it's out of whack with the seasonal cycle (obvious examples: just try pitching another tax story on April 16, or offering the media your 10 tips on backyard barbecue safety the morning after Labor Day). PR Where it Matters Most What's more crucial to the success of a business, non-profit or association than its most important outside audiences and stakeholders?Nothing.Those stakeholder behaviors directly impact virtually every management and operating activity of the organization. Passion with Purpose - The Winning Combination The power of PassionPassion is an extraordinarily powerful spring. Without it religion, history, romance, and art are useless.
|
ChicagoAnimation's Acquisitions: Market Polls - 1pennyStock.com
Sponsors: Paving | VTL's | Religious Statues
