|
|
|
How Becoming an Expert Can Boost Your Success
As a home-based business owner, part of your focus is always on securing new customers. While it is true that your repeat clients are the backbone of your success, you need to add to those returning numbers if you want your business to grow. One of...
How To Write a Business Plan
This is a simple but effective guide on how to write a business plan. The following outline of a typical business plan will give you an insight into what is generally required. You can vary it to suit your specific business profile. Breaking down...
Marketing Tips from Successful Crafters
From the feedback I have been getting in the short time since I started TheArtfulCrafter , I’ve learned that many of my readers are working long and hard at their crafts, but still are having a hard time realizing success. I don’t pretend to have...
Perfectionism Will Hurt You
Permission is granted to reprint article provided bio line stays intact. Perfectionism is kind of like too much of a good thing. It's good to be interested in excellence, but when you feel that your work (or relationship) has to be perfect you are...
PR Advice You Didn't Ask For
Although, as a business, non-profit or association manager, you may be glad this came your way.
Especially if your current public relations effort is delivering more publicity plugs than real behavior change among your most important outside...
|
|
| |
|
|
|
|
|
|
What Does the Public Relations Client REALLY Want, and Why?
It’s not unusual for clients of service providers to insist that
their budget dollars be quickly applied to a variety of flashy
tactics. Yet, when pressed, many acknowledge that what they
REALLY want for their money is visible, end-game change.
This is especially true in public relations where clients often
second-guess careful plans for achieving that end-game
change by insisting on premature use of tactics like news
releases, talk-show appearances and sports sponsorships.
But obviously, flashy tactics alone will not satisfy those
clients once they start looking for a return on their public
relations investment. Because it is then that it becomes clear,
sometimes painfully, that their goal MUST be the
kind of change in the behaviors of key stakeholders that
leads directly to achieving their business objectives. Thus,
it is quality planning, and the degree of behavioral change
it produces, that eventually captures client attention,
not tactics.
These days, with public relations budgets in mortal danger
from a softening economy, the old tactical chats between a
client CEO and public relations counsel probably sound
more like this: “Do something about those activists
chaining themselves to our plant gate and yelling
that our emissions go into the river. It’s costing us big
money each day that plant is shut down.”
Or, “How are we going to calm down those Garden Club
members down in the lobby waving around those
cockamamie newspaper reports and talking to the TV
cameras about the additives we use? Where’d that reporter
get those numbers, anyway? It’s costing us sales!”
Or, “Please people, what are you doing to encourage a
favorable Town Council vote on our petition for that new
highway off-ramp?”
What’s common to each of those rants? The CEO is asking
his public relations people to modify somebody’s behavior.
He doesn’t want to talk tactics, or even strategies. He wants
those activists off his property, he wants those print and
broadcast reporters to do a fairer job of reporting on his
production methods (hopefully getting the Garden Clubbers
off his back),
and he wants a real effort made to
move public opinion in a way that encourages local officials
to approve that badly needed vehicle ramp.
Modify somebody’s behavior, that’s his goal, and
that’s the job of the public relations agency and its
client’s corporate professionals. Fortunately, the
key to a successful effort is the fact that people
really DO act on their perception of the facts. In
so doing, and in a cumulative way, they form the
very public opinion that those practitioners must
now inform.
So, what is their strategy? In short, to reach those
perceptions with the facts as they know them.
Hopefully, the messages they use will be clear and
persuasive, and will change negative or inaccurate
perceptions, then alter behaviors in the client
company’s direction.
Using the three examples above, when the activists
become satisfied with explanations of the company’s
new, public commitment to correct their emission
problems, the protesters can be expected to leave the plant
gates.
Editorial board meetings with local newspapers and
television stations will begin to bear fruit with more
balanced reportage of the company’s efforts to meet
emission standards which, in turn, will reduce negative
public opinion.
And, while the agency’s briefing sessions with town
council staff will do little to hasten a formal vote, a targeted
communications effort is likely to lead to a community
opinion poll showing positive movement in public, then
official sentiment about the new highway off-ramp.
In the end, a sound public relations strategy combined
with effective tactics leads directly to the bottom line –
perceptions altered; behaviors modified; client satisfied.
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 |
|
|