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Dont Expect to Bump Oprah From A Magazine Cover "I want a pony, a tree house and the fastest bike in the world.""I want the G. Managers: PR More Than Tix and Plugs? You bet! And in three ways vital to you as a business, non-profit or association manager.To succeed, your public relations effort needs to do something really positive about the behaviors of those outside audiences that most affect your operation. Killing Them Softly The world has woken up to ethical issues in corporate governance & accounting practices. Corporate heads that were not guillotined were forced hang their heads in retrospective shame. PR Is Just Smart Business The name of the game is doing our part to achieve manage- ment's objectives. And public relations best practice - properly applied - does just that. How to Take Advantage of Public Relations Decide once and for all to do something about those outside audiences whose behaviors affect your organization the most.When members of those "publics" of yours perceive and understand who and what you are, and like what they see, the behaviors that flow from those perceptions will put a smile on your face. Media Training: Why Nobodys Listening to You SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same way they would a major speech. They think at length about what they want to say, jot down a few notes, and try to memorize a few key points. Managers, Start Your PR There'll never be a better time for a manager working for a business, non-profit or association to ask this question: "Am I getting the public relations results I'm paying for -- the really important external audience behaviors I need to achieve my department, division or subsidiary objectives?"If the answer is no, better get busy and rebuild that public relations engine.Best place to look for an answer to your question is the foundation on which your public relations effort is based. Make Your PR Budget Work Harder Do it by restructuring your business, non-profit or association public relations program so that it delivers the stakeholder behavior changes you want. Changes that lead directly to achieving your objectives. Make Front Page News By NOT Inviting The Media Not a single reporter showed up at our news event. And we were THRILLED!Not a single photographer showed up to capture the moment. Dont Need No Stinking PR? Almost assuredly you do, especially when your most important external and internal audiences behave in ways that stop you from achieving your organizational objectives.With that attitude, you could have a long wait before you see community leaders strengthening their bonds with you; customers making repeat purchases; unions bargaining more frequently in good faith; prospects becoming customers; employees beginning to value their jobs; political leaders and legislators starting to think of you as a key player in the business community, and suppliers working hard to expand your relationship. Do You Really Need PR? The right kind of PR, that is, the kind that puts you in charge of the care and feeding of a lot of people who play a major role in just how successful a manager you're going to be?As that manager, it also helps if you accept the fact that you need the kind of external stakeholder behavior change that helps you reach your business, non-profit or association objectives.And it's also helpful if you believe it's a good idea to try and persuade those important outside folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed. Underestimating the Power of In-House PR Do small-business owners always have to rely on large PR agencies to get attention from the press? An entrepreneur recently asked me this question during a networking event for women business owners. Of course my answer was, "No," but not for the reasons one might expect. Speaking to the Press If you get the hang of speaking to the press and you can establish a few good relationships, their contacts and outreach can be extremely beneficial to the marketing of your organization.If you've never spoken to the press before - it can be an intimidating task. Radio Interviews - How To Get Them! Getting on the radio can be a great tactical move as part of your overall publicity effort, but you do need to have a story idea or an angle to present on a particular topic. Selling yourself as a guest on a talk show is a great way to raise your profile and if your subject relates to a topic that is currently in the news your chances of getting on is clearly improved. Writing a Press Release: The Medias Dirty Secret There's a dirty little secret about press releases that the media doesn't want you to know. The fact is, most of them travel directly from the sender's computer to the reporter's trash box. Austin's Annual Charity Event with KVET In my travels around the country while building my business I have had the pleasure of meeting some of the greatest community volunteers in our nation. I never missed an opportunity to meet community leaders and learn all I could about every market my company franchised in. Why Not Juice-Up Your PR? Say, from tactics like special events, brochures and press releases to a public relations effort more in keeping with the challenges you face as a business, non-profit or association manager?I speak of public relations that alters individual perception and leads to changed behaviors among those key outside audiences of yours.Public relations that does something positive about the behaviors of those key external "publics" that MOST affect your operation. Financial Planners Get Free Publicity With Email In previous articles for marketing-minded financial planners, I've discussed what to say to a reporter over the telephone.However, if you are phone-shy or time-challenged, it's better to send an email than to do nothing. What Kind of PR Makes Sense? For business, non-profit and association managers, is itpublicity that delivers newspaper and talk show mentions backed up by colorful brochures and videos, combined with special events that attract a lot of people?Or could your business, non-profit or association PR dollar be better spent on public relations activity that creates behavior change among your key outside audiences that leads directly to achieving your managerial objectives? And does so by persuading your most important outside audiences to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed?What we're talking about is the kind of PR that lets you do something positive about the behaviors of those external stakeholders of yours that MOST affect your organization.Which means the right PR really CAN alter individual perception and lead to changed behaviors that help you win. Generating Publicity For Your Business: Knowing Your Media Market Is Critical When starting a successful business venture or launching a new product, most entrepreneurs or business owners conduct some type of marketing research to determine the extent of their prospective customer base. And when getting the word out to that customer base, many entrepreneurs may turn to the media to help generate a buzz for them.
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