|
|
|
A Great Way to Do PR
As a business, non-profit or association manager trying to get a bang for your PR buck, you could pretty much concentrate on simple print and broadcast mentions or, for that matter, the whole basket of tactical public relations weaponry...
Do What You Always Do, and You'll Get What You Always Got
There used to be a computer game called 'Leisure Suit Larry - Looking for Love in all the Wrong Places.' How appropriate that concept is to the vast majority of businesses: they are looking for customers in all the wrong places. There is a famous...
Get Paid to Read Email Tips & Tricks - 9 Simple Steps
As we know get paid to read email is one way to develop income stream and perhaps to start your own business on the net with a little hard work. If you're really serious in this arena, it can return you good bucks. Sex sites are not the only...
Managing Your Business’ Cash Flow
You wouldn’t drive a car without a gas gauge or speedometer, and if you’re driving on an empty tank, you won’t get very far. Then why would you make financial decisions without the proper tools? Businesses must master controlling the flow of...
Residual Income
Incomes come from different way. Some source of income belongs to the single inferior income, but some source of income belongs to the long-enduring income. You so long as asked under oneself this question, may know your source of income belongs to...
|
|
| |
|
|
|
|
|
|
Do You Really Need PR?
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 990 including guidelines and resource box.
Robert A. Kelly © 2004.
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.
Given all of that, if it now appears that you need to do
something positive about the behaviors of those outside
audiences that most affect your operations, yes, you
really need public relations!
I mean, look at the sort of results you could be getting:
politicians and legislators starting to view you as a key
member of the business, non-profit or association
communities; prospects starting to do business with you;
fresh proposals for strategic alliances and joint ventures;
membership applications on the rise; customers starting to
make repeat purchases; community leaders beginning to
seek you out; welcome bounces in show room visits; higher
employee retention rates; and even capital givers or
specifying sources beginning to look your way.
So we agree that, yes, you really need public relations.
But here’s what’s got to happen.
From the get-go, assure yourself that the public relations people
assigned to your department, division or subsidiary know
you’re determined to find out what your most important outside
audiences actually think about your organization. Reason being
that target audience perceptions usually lead to behaviors that
can help or hinder you in achieving your operating objectives.
Pin down which audiences are really key to your success then
build and prioritize your list of important outside groups of
people whose actions most affect your unit. And begin work
on that top external audience.
Your new public relations effort will depend for its success on
how efficient you are in gathering the perceptions of your
organization held by your key target audiences.
Put your public relations team to work interacting with members
of that #1 outside audience. Or, if you can tap a good sized
budget, you can ask a professional survey firm to do the job for
you. However, because your PR folks are already in the
perception and behavior business, my choice would be to use
them for this assignment.
Either way, someone must interact with members of that prime
audience and ask questions like “What do you know about our
operation? Are you familiar with our services or products?
Have you had any negotiations with us? If so, were
they
satisfactory?”
Keep a careful eye on responses. Notice any evasive or hesitant
comments about your organization? Be especially alert for
misconceptions or untruths. Are there false assumptions or
inaccuracies you need to remedy in light of experience that
shows negative perceptions inevitably lead to negative behaviors –
the kind you must correct to protect your unit’s operations.
All this work prepares you to set your public relations goal.
For instance, clarify a hurtful inaccuracy, fix that misconception
or flatten that rumor once and for all.
As with just about any goal you pursue, you don’t reach it
without the right strategy to show you how to get there. Fact
is, with matters of perception and opinion, you have three
strategic options: change an offending opinion/perception,
create it where there isn’t any, or reinforce an existing
perception.
Here, perhaps the hardest work connected to a public
relations program rears its ugly head -- preparing the
persuasive message you will use to carry your corrective
facts and figures to members of your key target audience.
Several characteristics are required in such a message. It must
be clearly written as to why that misconception, inaccuracy
or false assumption should be corrected or clarified.
Supporting facts must be truthful so that they lead to a
finished message that is persuasive, believable and compelling.
How would you plan to move your message to your audience?
This is the least complex step in the sequence because
there are so many communications tactics ready to do the
message delivery job for you. They range from op-eds in
local newspapers, radio and TV interviews, speeches,
consumer briefings and brochures to newsletters, special
events, emails, personal meetings and many, many others.
Only caution: be sure the tactics you assign to the job have a
good record of reaching people just like the members of
your target audience.
Can we point to progress? Only way to know for certain if
offending perceptions have been altered, is to interact out
there once again with those audience members asking the
same questions as before. But this time, you and your PR
team will be watching carefully for indications that the
troublesome perception really is correcting in your direction.
That IS where “the public relations rubber meets the road,”
isn’t it? Business, non-profit or association managers use
mission-critical public relations to alter an offending perception,
leading directly to the predictable behavior…which helps them
reach their department, division or subsidiary objectives.
end
About the Author
Bob Kelly counsels, writes and speaks to 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. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com
|
|
|
|
|
| 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 |
|
|