|
|
|
DO THINGS RIGHT OR DO THE RIGHTS THINGS?
DO THINGS RIGHT OR DO THE RIGHT THINGS? There’s a difference between doing things right and doing the right things. Which do you think is most important? Is it more important in your homesbased internet business to make sure you do things right or...
Goalsetting - How to Easily Set and Get Your Goals
Which of the following changes to your life do you want to make to your life this year?
To have a slim and trim body?
Find a stimulating job
Take up a sport or hobby
Buy your dream home
Travel to an exotic destination...
How to write powerful newsletters, offline and online
The theory of writing for newsletters is very similar to that of writing for press releases and other media work, but with newsletters there is one crucial difference. Whereas with an external publication you’re quality-controlled by someone...
Save Time With a Bridge Loan
Save Time With a Bridge Loan Why You Need a Bridge Loan You have to move fast in today's housing market if you want to get into the home of your dreams. In cities such as Seattle or San Francisco it's not uncommon for a buyer to receive half...
The Effects of Consumer Debt
Consumer Borrowing
Consumer borrowing in the UK has now crashed through the £1 trillion barrier. 80% of this is due to credit card borrowing, loans and mortgages. How are people managing to handle their debt and what effect is debt having on...
|
|
| |
|
|
|
|
|
|
The Truth About Public Relations
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. Net word count is 825
including guidelines and resource box. Robert A. Kelly © 2003.
The Truth About Public Relations
by Robert A. Kelly
The truth is, you CAN attract the support of those external
audiences whose behaviors have the most effect on your
enterprise. But you must do it by first achieving the positive
changes you need in their perceptions and, thus, behaviors.
You’ll get both using this strategic approach to public relations
which means your chances of achieving your organizational
objectives are enhanced.
It all starts with the fundamental premise of public relations
shown just below.
“People act on their own perception of the 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 those
people whose behaviors affect the organization, the public
relations mission is accomplished.”
The core strength of those comments lies in the behavior
changes that can take place among your key, outside audiences.
When those changes occur – and the combined perceptions
of members of that important external “public” begin to move
in your direction – it can spell public relations success.
For instance, with a strong factual basis, you convince area
activists gathering at your plant gate that (1) you don’t dump
chemicals into the river, and (2) both State and Federal
investigations found that to be true. When they finally clear
out, you’ve limited the damage an expensive and long-lasting
disruption could have caused. That saved the organization
cold, hard cash!
What happened? You managed to change the perception of
those activists which, predictably, led to the change in their
behavior that you desired. In other words, a successful use of
public relations’ fundamental premise.
While public relations can bring real power to bear, and while
there’s a well-worn path leading to each success, truth is, you
can’t change perceptions, and thus behaviors of your important
outside audiences if you are not in touch with them on a regular
and meaningful basis.
That’s why it’s so important to interact with members of each
target audience, and ask questions. What do you think of
our services, our programs, or our products? Are you satisfied?
Listen carefully for signs of a misconception or a factual
inaccuracy. Is there a belief alive out there that simply isn’t
true? Do you detect a hurtful
rumor that must be squashed?
The answers you receive let you establish your public relations
goal. For example, correct that inaccuracy, clear up that
misconception, or get out the facts in order to neutralize that
rumor.
But how will you actually reach that goal? With a clear and
urgent strategy.
Fortunately, in dealing with perception/opinion, we have
just three options available to us. Create perception/opinion
where there is none, change existing perception, or reinforce it.
The goal you established will quickly tell you which strategy
choice you must make.
But, of course, what you say to that target audience, in pursuit
of your public relations goal, is crucial. Your message must be
persuasive, compelling and clear as a mountain stream. It also
must be credible and believable, which means truthful in all
detail. It should also address the particular inaccuracy,
misconception or rumor head on and not allow room for any
further misunderstandings.
Now, how do you get that carefully chiseled message to the
attention of members of that key, target audience? I still call
them “beasts of burden” because they carry messages from
Point A to Point B. Communications tactics is the answer,
and you have a huge selection from which to choose.
Everything from open houses, contests, news releases and
speeches to brochures, community briefings, letters-to-the-
editor, emails, radio/TV and newspaper interviews, and
lots more.
Sooner rather than later, you will wonder whether you’re
making any progress. And the only realistic way to nail that
down is to go back to members of that target audience again
and ask them the same questions all over again.
The big difference this time around is, you’re looking for signs
that opinion/perceptions have begun to change in your
direction. By that I mean clear indications that the miscon-
ception is clearing up, or the inaccuracy has been corrected,
or that a negative impression is slowly turning around.
Truth is, that’s when this strategic, and powerful approach to
public relations – supported by appropriate tactical firepower
– delivers the altered perceptions and modified behaviors
promised in the fundamental premise of public relations.
end
About the Author
Bob Kelly counsels, writes and speaks about the fundamental
premise of public relations. 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 |
|
|