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Manufacturing Public Relations Firm to Launch Affinity Program for Manufacturers
Ranked as the nation’s leading manufacturing public relations firm, TR Cutler, Inc. (www.trcutlerinc.com) based in Fort Lauderdale, Florida, is launching a new affinity program providing intensive Manufacturing PR Media Blitz’ to members of...
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PR Essential to your Success
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Why Small- and Medium-Sized Businesses Should Monitor the Media
As the owner or an employee of a small- to medium-sized business, you might have never thought about media monitoring. Maybe you are not even sure what exactly is meant by this and have thus ignored it so far. But you should take some time to get...
 
Sound Like Your Situation?

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 630
including guidelines and resource box. Robert A. Kelly © 2003.

Sound Like Your Situation?

by Robert A. Kelly

What a shame! Potentially productive public relations people
resting on their oars in a large organization. Just kind of
tinkering with tactics and leaving target audience perceptions
(and behaviors) to pretty much do their own thing.

Big pain on the way!

Unattended, key public perceptions can morph into painful
behaviors that hurt the organization.

Just plain shouldn’t happen.

In military-speak, all it takes is some ongoing “intel.”

First, insist that that potentially productive public relations
team get busy by prioritizing your most important audiences.
They can’t work on everything at once. So for starters, they
can identify that really key target audience.

Then monitor perceptions by interacting with some folks who
make up that audience, and do it on a regular basis. Same with
other important external publics, when time allows.

What’s on their minds? Any negative feelings? See or hear
anything that needs correcting? Is there a problem on the
horizon that may come your way?

The answers to those questions help your crew form the public
relations goal – altered perceptions leading to altered behaviors.
For example, correct the impression that you sell shoddy
merchandise; or a perception that you favor one particular
ethnic group; or a belief that your services aren’t worth the
price you charge.

Setting the public relations goal let’s your public relations
team focus on which strategy they want to employ to reach
that goal.

There’s not a big choice. In fact, just three are available.
They can choose between creating perceptions (opinions)
when none exist, or changing existing opinion, or reinforcing it.

But their ammo will be the persuasive messages they
prepare for communication to that


key target audience.
Messages designed to affect perceptions in a way that leads
to the behaviors you desire.

The message must outline what the problem is and what
some members of that target audience believe. Then it must
clearly set down the truth of the matter omitting any
exaggeration or hype. In other words, it must be believable,
credible and especially persuasive and compelling.

Enter “beasts of burden,” the communications tactics your
people will use to move your message to the attention of
members of your key, target audience.

There is a vast array of communications tactics from which
your public relations people can choose. They include
everything from face-to-face meetings, emailings, op-eds and
news releases to special events, speeches, trade show
appearances and town hall meetings.

Wait a minute, not so fast! How will your public relations
team measure progress? Best way is to put on the monitor
hats again and fan out among members of the target audience.

Using the persuasive message as a guide, are respondents
aware of the message? If so, what is their reaction to it?
Does your crew find evidence that prior opinion (perception)
has moved in your direction? If so, to what extent? Was the create/change/reinforce strategy choice correct, or must it be
adjusted? Are refinements in the message in order, meaning
there is still considerable work to be done?

Obviously, the problem solving sequence must be carefully
retuned as progress is made in order to keep it on target –
alter perception, change behavior, and achieve not only a
successful, but the desired public relations result.

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

 

PR.com: Directory of Businesses Jobs Press Releases Products ...
Comprehensive Directory of Businesses, Jobs, Products, Services, Press Releases, News, & Articles in all Industries. Promote your business. FREE.
www.pr.com
 
PR Newswire - news distribution, targeting and monitoring
News and press release distribution services for small business marketing, corporate public relations and investor relations, government and organizational ...
www.prnewswire.com
 
PR Week Magazine
News and features about the public relations industry, with links to US, UK, Asian, and German editions.
www.prweek.com
 
Public relations - Wikipedia, the free encyclopedia
Public relations (PR) is the art of managing communication between an organization and its ... PR historians say the first PR firm, the Publicity Bureau, ...
en.wikipedia.org
 
Puerto Rico - Wikipedia, the free encyclopedia
Hyperlinked encyclopedia article covers the country's history, government and politics, geography, economy, demographics, language and culture.
en.wikipedia.org
 
The Public Relations Society of America (PRSA)
Largest professional organization of public relations specialists representing business, consulting firms, government, associations, schools, ...
www.prsa.org
 
CIA - The World Factbook -- Puerto Rico
Profile of Puerto Rico by the Central Intelligence Agency (CIA).
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Center for Media and Democracy - Publishers of PR Watch
A nonprofit, public interest organization dedicated to investigative reporting on the public relations industry.
www.prwatch.org
 
Puerto Rico Vacations | Puerto Rico Tourism Company | Puerto Rico ...
Puerto Rico Tourism Company Official site includes nightlife, area sports, culture, and travel information.
www.gotopuertorico.com
 
PR: See what people are saying right now on Technorati
See all blog posts tagged with pr on Technorati. ... This page shows everything that has been tagged with pr. To contribute to this page include this code ...
www.technorati.com
 
Edelman
Full service global public relations firm. Includes company profile, management team, practice areas, industries served, case histories, client listings, ...
www.edelman.com
 
LEWIS PR - global public relations
LEWIS PR is a global public relations consultancy working with leading and emerging brands and delivering predictable results tied tightly to client goals.
www.lewispr.com
 
IANA | .pr - Puerto Rico
University of Puerto Rico Gauss Laboratory Facundo Bueso Building Office 265 ... Puerto Rico Email: tech@uprr.pr Voice: +787 765 3263 Fax: +787 754 0757 ...
www.iana.org
 
Online Public Relations Home Page
Free online resource for public relations professionals.
www.online-pr.com
 
Chartered Institute of Public Relations, CIPR, the professional ...
The CIPR is the professional body for the UK public relations industry, providing PR training and events, PR news and research, and a PR jobs board.
www.ipr.org.uk
 
PR News Online — Trusted Source for Public Relations News, PR ...
The latest news on public relations delivered FREE right to your inbox. ... Psycho-Geometrics Help You Know What 'Shape' Your PR Team's Personality Is In ...
www.prnewsonline.com
 
O'Dwyer's Public Relations News - odwyerpr.com
Features breaking news about the public relations industry, a database of PR firms, listing of PR service firms, client search tool and job postings.
www.odwyerpr.com
 
PR News Online — Trusted Source for Public Relations News, PR ...
E-letter. The latest news on public relations delivered FREE right to your inbox. ... Share ideas with your peers in PR News' just-launched Forum ...
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Linux PR:
Comprehensive Press Release and Public Relations resource for the Linux community.
www.linuxpr.com
 
Escape to Puerto Rico - Your Internet Guide to Puerto Rico
Internet guide to everything Puerto Rico. Offers lots of photos, accommodations and travel information from around the Island.
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