|
|
|
8 Tips For Establishing Successful Reseller Agreements
So you’re a small but growing company, thinking about establishing some reseller contracts to push your products. Maybe you’ve decided to expand into a new market where you don’t have a presence. Maybe you’ve hit on a windfall – a company has come...
American Blind Pools
American Blind Pools For Asian Private Companies By William Cate Published July 1999 [http://home.earthlink.net/~beowulfinvestments/] [http://home.earthlink.net/~beowulfinvestments/globalvillageinvestmentclubwelcome/] You'll earn twenty million U....
Orlando Investment Property
What are the Top 11.5 criteria for selecting an Orlando Investment Property 1. Make sure units are larger than 1800 square feet. This will ensure your customers can move around within the villa and have that feeling of spaciousness while on...
Stop Procrastination- Just do it!
What stops you from 'getting things done?'
Have you ever started your day with good intentions of completing a task or project only to find that by the end of the day you've hardly worked on it? Or have you ever set a goal to attend a...
Sylvester Management elects meetingtrak upgrade
gomembers, Inc. (http://www.gomembers.com) announced today that Sylvester Management Corporation (SMC: http://www.sylvestermanagement.com) has elected to purchase an upgrade to the most recent version of meetingtrak, the industry’s leading meeting...
|
|
| |
|
|
|
|
|
|
A Winning Public Relations Game Plan for 2002
I have learned in my public relations work, especially from
leaders in the field, that there are only three ways a public
relations effort can impact behavior: create opinion where
it doesn’t exist, reinforce existing opinion or change that
opinion. No surprise that the process by which those goals
are realized is known as public relations. So, while behavior
is the goal, and a host of communication tactics are the
tools, our strategy is the leverage provided by public opinion.
Which is precisely why this article is titled “A Winning
Public Relations Game Plan for 2002.” Winning, because the
plan is based squarely on the reality that people’s perceptions
of the facts directly affect their behaviors. And that
something CAN be done about those underlying perceptions,
especially in a land celebrated for the free exchange of ideas.
I believe this is the Rosetta Stone of public relations,
i.e., a clue to understanding that has provided the
knowledge and experience needed to effectively address both
the positive and negative challenges posed by public opinion
in a free society.
Fortunately, public relations will continue to create, change
or reinforce public opinion by reaching, persuading and
moving-to-action those people whose behaviors affect the
organization. When the behavioral changes become apparent,
and meet the program’s original behavior modification goal,
that public relations venture can be called a success.
And so it will be again in 2002, hopefully a year in which
the American economy again points to growth and expansion.
Prioritize Your Audiences
If you follow a game plan similar to this one, you would
start with a priority-ranking of those audiences with an
interest in your organization, often referred to as stakeholders
or “publics.” Included would be customers, prospects,
employees, media, the business community and local thought-
leaders as well as a number of other possible interest groups.
What Do They Think of You?
As time allows, interaction of one kind or another with
key audiences will provide you with their impressions of your
organization, in particular areas where problems may be
brewing. This is information gathering, opinion sampling,
informal polling if you will, but essential to any public
relations effort. If resources are available, a modest opinion
poll of the priority audience would be helpful.
How Much Behavioral Change is Needed?
With opinion sampling underway, it’s a good time to focus
on the possibly negative behaviors these impressions, these
perceptions have created. Once they are identified and
understood, a marker can be set down establishing the degree
of behavioral change that realistically can be expected and
monitored.
This becomes the program goal against which the
program will finally be measured.
Create, Change or Reinforce Opinion?
Now, it is a short step towards establishing whether perceptions
and opinion among those key audiences must be created from
scratch, nudged in one direction or another, or simply
reinforced. An important decision because it will influence
the direction, content and tone of all of your communications.
The Persuasive Message
Then, it’s time to prepare messages tailored to each audience
that, while providing details about your products and service
quality and diversity, indirectly address those potential
problem areas that came up during the information gathering
meetings. Of special concern in preparing the messages will
be your behavior modification goal and the audience perception
adjustments necessary to achieve it.
Reaching Your Audience
How will you communicate each message to its audience? How
will you reach these people? Your choices include face-to-face
meetings, briefings, news releases, news announcement
luncheons, media interviews, facility tours, special promotional
events, a brochure, and a variety of other communications
tactics.
And don’t forget special events as a means for reaching
those target audiences with your messages. They are usually
newsworthy and include activities such as financial roadshows,
awards ceremonies, trade shows, contests or open houses.
Media That Target Your Audience
It sounds elementary, but selecting the right media to carry your
messages demands that you be certain that each communications
tool zeros in directly on the target audience. Example: no
sense in using ride-time (rush hour) radio appearances if
you’re trying to reach retirees.
Signs of Improvement
So, how will you know whether your efforts are actually
changing perceptions (and behaviors) for the better? As time
passes, experience shows that you will begin to notice
increased awareness of your organization and its role in the
marketplace; a growing receptiveness to your messages by
customers; a growing public perception of the role your
organization plays in its industry and in the community,
as well as increasing numbers of prospects.
Achieving The Goal
To track actual results, you or your colleagues must speak
on a regular basis with people among each of your key
audiences, as well as by monitoring print and broadcast
media for mentions of your messages or viewpoints, as well
as through interaction with key customers, prospects and
influentials. Each of these indicators will reflect local,
individual perception of your organization which, in turn, will
gradually begin to approach the degree of behavior modification
you seek.
The effort is worth it. Done correctly, when public relations
results in modified behaviors among groups of people
important to your organization, you’re talking about nothing
less than its survival.
end
About the Author
Bob Kelly, public relations consultant, was director of public
relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.;
VP-Public Relations, Olin Corp.; VP-Public Relations, Newport
News Shipbuilding & Drydock Co.; director of communications,
U.S. Department of the Interior, and deputy assistant press
secretary, The White House. mailto:bobkelly@TNI.net
|
|
|
|
|
| Finance - Leases-Leasing Ezine Articles |
| EzineArticles.com allows ezine or email list publishers to upload or download free expert content that can be used within email newsletters or websites. |
| ezinearticles.com |
|
| Finance: Leases Leasing Articles from EzineArticles.com |
| http://ezinearticles.com/?cat=Finance:Leases-Leasing Free Content For Your Ezine or Website http://creativecommons.org/licenses/by-nc-nd/2.0/ Why use your ... |
| ezinearticles.com |
|
| Leases Leasing - Money & Finance Articles |
| Leases Leasing - Money & Finance Articles. Money & Finance | Accounting & Payroll | Bankruptcy | Business & Loans | Credit Tips | Currency-Trading ... |
| www.article99.com |
|
| Finance » Leases Leasing » Absolute Article Directory |
| Absolute Article Directory: Finance, Leases Leasing. |
| www.absolutearticle.com |
|
| - Leases-Leasing |
| By David Springer | On January 29, 2006 | In Leases-Leasing | Rated. Short on cash, but need equipment? Consider leasing what you need. ... |
| www.articlebar.com |
|
| Leases Leasing |
| You are here: Article Directory arrow Article Directory arrow Finance arrow Leases Leasing ... Leases Leasing. Articles ... |
| www.rumorist.com |
|
| Long Term Car Rental Italy Auto Rentals Leases Leasing Rome Milan ... |
| Long Term Car Rental Italy Auto Rentals Leases Leasing Rome Milan Florence One Way Paris London Frankfurt Madrid Lisbon. |
| www.ideamerge.com |
|
| europe car rental leases leasing one way rentals long term renault ... |
| pictured is the Renault Laguna Estate, With Renault tax-free, short-term auto leasing you get the exact, brand-new vehicle you reserve, plus unlimited miles ... |
| www.ideamerge.com |
|
| Private Fleet - Finance, Insurance, novated leases, leasing, CHP ... |
| New Car Broker Australia. Private Fleet sales discounts on your new car purchase, no haggle, no hassle saving $1000s off all new and used cars for private ... |
| www.privatefleet.com.au |
|
| Projector Leases, Leasing Companies for LCD, DLP, LCOS projectors |
| Projector leasing programs and services. Choose a company. |
| www.projectorcentral.com |
|
| Category: leases-leasing |
| Category... leases-leasing. Results 1 - 3 of 3. Search took 0.01 seconds. Page 1 of 1. Buy or Lease: Which Automobile Transaction is Better? ... |
| www.articler.com |
|
| John Dellagnese & Associates: offices, officespace, lease, leases ... |
| It takes two companies to bring you the premier Corporate Property Development group in Northeast Ohio: the talents of John Dellagnese and Associates ... |
| www.dellagnese.com |
|
| John Dellagnese & Associates: offices, officespace, lease, leases ... |
| Welcome to our Tenant Login Page. * Forgot your password or haven't received one yet? Email us tinah@dellagnese.com or call 330-668-4000 and we will reply ... |
| www.dellagnese.com |
|
| The-Arts-Magazine.com - Leases-Leasing |
| Home arrow Article Links arrow Finance arrow Leases-Leasing. Main Menu ... Mosets Tree. Leases-Leasing. Listings. There are 0 listings in this category. |
| www.the-arts-magazine.com |
|
| OmegaMotors.com - Your Money - Leases - Leasing Overview |
| Blue Book retail & trade-in value reports on used vehicles. Kelley features prices on used cars, trucks, street and dirt bikes, ATVs, scooters, ... |
| www.omegamotors.com |
|
| Entertainment Guide - Leases-Leasing |
| Sunday, 03 December 2006, Home arrow Article Resources arrow Finance arrow Leases-Leasing ... Mosets Tree. Leases-Leasing ... |
| www.entertainment-resource-directory.com |
|
| - Leases-Leasing |
| Mosets Tree. Leases-Leasing. Listings. There are 0 listings in this category. spacer.png, 0 kB. spacer.png, 0 kB. download joomla modules download joomla ... |
| www.healthcare-resource-guide.com |
|
| FINANCEDEPARTMENT.COM- Finance, Mortgages, Leases, Leasing ... |
| Finance, Mortgages, Leases, Leasing, Brokerage Houses, Mortgage Lending. |
| www.financedepartment.com |
|
| vehicle leases leasing guide and facts |
| vehicle leases leasing guide and facts. Under the federal Consumer Leasing Act, you, the consumer, have a right to information about the costs and terms of ... |
| www.shopperfavorites.com |
|
| - Leases-Leasing |
| spacer.png, 0 kB. spacer.png, 0 kB. Home arrow Article Resources arrow Finance arrow Leases-Leasing. Mosets Tree. Leases-Leasing ... |
| www.cars-directory-guide.com |
|
|