|
|
|
Asset Searching for Recovery Actions - The Decision Maker’s Critical Tool Part 2
In Part One of this article we took a look at some minimum recommendations for asset searches as a recovery medium. This discussion is based on the assumption that an asset search has already been determined to be sanctionable by, for example, a...
Classified Ads - What Works & What Doesn’t
Do classified ads really work? Should you include an email address or fax number in them? How about a call to action?
Questions like these are often brought to the attention of OhioHelp.net , an Ohio-based company specializing in helping...
How To Get Your Public Relations Money's Worth
How can we be more successful in life than achieving the goal we set at the beginning of ANY effort? We can't!
Regardless of what business we’re in, we all want the value – let’s call it “money’s worth” -- we paid for up-front at the...
Manufacturing Sector Public Speaker TR Cutler is Ranked #1
Ranked as the nation’s leading manufacturing journalist and an editor, TR Cutler (www.trcutlerinc.com) is now booking 2006 speaking engagements for manufacturing conferences and corporations with manufacturing clients. Cutler tells the extraordinary...
The Importance of Massive Action
Many of us who choose to open a business on the internet are taken in by the rush of hyperbolic ads that try to sell us how easy it is to make money and become filthy rich by just opening a business on the World Wide Web and literally doing nothing....
|
|
| |
|
|
|
|
|
|
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
|
|
|
|
|
| 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). |
| https: |
|
| 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 ... |
| www.prandmarketing.com |
|
| 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. |
| escape.topuertorico.com |
|
|