|
|
|
Have You Ever Thought of Joining or Forming a Consortium?
Are you an entrepreneur but don't like selling alone? A consortium is a combination of different industry-types of entrepreneurs working together to attract business as a group. Even though each member maintains their individuality and operates as...
Investigative Resources Worldwide
Investigative Resources Worldwide ION maintains information on over 33,000 investigative agencies throughout the world. The majority of these are part time agencies operated by people with good credentials, skills and abilities. They are capable...
Investing In Real Estate, How Do I Get Rich?
Title: Investing In Real Estate, How Do I Get Rich? Author: Barrett Niehus License: Publish freely both online and offline. Please Include resource box in publication. Word Count: 572 ++++++++++++++++++++ Investing In Real Estate, How Do I Get...
Move Key Audiences to Actions You Want
How?
Try a blueprint like this: 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...
Speaking Out.......
I'm sorry...but I just can't hold this in anymore. At risk of upsetting a few of you, which I honestly don't want to do, I have to stand up and speak out. SOME of you need to hear some facts of life...er network marketing. Looking at much of...
|
|
| |
|
|
|
|
|
|
When Tactics Are Not Enough
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 975 including guidelines and resource box.
Robert A. Kelly © 2003.
When Tactics Are Not Enough
Your public relations people are busy. The buzz is all
about hits on a radio show or mentions in a newspaper
column. Or, which to do first, the trade show exhibit or
the video clip. All useful tactics, but hardly the detailed
planning needed to REALLY do something about the
behaviors of those outside audiences that impact you
the most.
Without that planning, those changes in target audience
behaviors you’ll almost certainly need to achieve your
objectives is unlikely to come about. And that just
shouldn’t happen.
Here’s a simple plan that can get everyone working
towards the same external audience behaviors, and put
the public relations effort back on track. 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 the very people whose behaviors affect the
organization the most, the public relations mission is
accomplished.
Which makes this worth mentioning one more time:
whether you are a business, non-profit or association
manager, you need what that fundamental premise promises
– the kind of key stakeholder behavior change that leads
directly to achieving your objectives.
I’m talking about behavior changes like community leaders
beginning to seek you out; customers starting to make
repeat purchases; organizations proposing strategic
alliances and joint ventures; prospects starting to do
business with you; politicians and legislators unexpectedly
viewing you as a key member of the business, non-profit
or association communities; and even capital givers or
specifying sources beginning to look your way.
It all starts when you sit down and actually list those
outside audiences of yours who behave in ways that help
or hinder you in achieving your objectives. Then prioritize
them by impact severity. Now, let’s work on the target
audience in first place on that list.
At the moment, you are presumably data-challenged because
you are probably not aware of just how most members of
that key outside audience perceive your organization.
Assuming you don’t have the budget to accommodate
professional survey work, you and your colleagues
must monitor those perceptions yourself. Interact with
members of that outside audience by asking questions like
“Have you ever had contact with anyone from our organization?
Was it a satisfactory experience? Are you familiar with our
services or products?” Stay alert to negative statements,
especially evasive or hesitant replies. Watch carefully for
false assumptions, untruths, misconceptions, inaccuracies
and potentially damaging rumors. Any of which will need
to be corrected, because experience shows they usually lead
to negative behaviors.
So, because the obvious objective here is to correct those
same untruths, inaccuracies, misconceptions and false
assumptions, you now select the specific perception to be
altered, and that becomes your public relations goal.
But a PR goal without a strategy to show you how to get
there, is like a Mint Julep without the mint. That’s why you
must select one of three strategies especially designed to
create perception or opinion where there may be none, or
change existing perception, or reinforce it. The challenge
here (a small one) is to insure that the goal and its strategy
match each other. You wouldn’t want to select “change
existing perception” when current perception is just right
suggesting a “reinforce” strategy.
Now you must morph into a writer, if you are not already
endowed with that talent, and prepare a compelling
message carefully designed to alter your key target audience’s
perception, as called for by your public relations goal.
You may find that combining your corrective message
with another newsworthy announcement of a new product,
service or employee will lend credibility by not overempha-
sizing the correction.
Your corrective message should contain several values,
clarity for example. It must be clear about what perception
needs clarification or correction, and why. And your facts
must be truthful, of course. In addition, your position must
be logically explained and believable if it is to hold the
attention of members of that target audience, and actually
move perception in your direction.
At last, the easy part – selecting the “beasts of burden” –
the communications tactics you will harness to carry your
persuasive new thoughts to the attention of that external
audience.
The tactics list is a long one. It includes letters-to-the-editor,
brochures, press releases and speeches. Or, you might select
others such as radio and newspaper interviews, personal
contacts, facility tours or customer briefings. There are
dozens awaiting your pleasure.
Sooner rather than later, your colleagues will ask you if any
progress is being made. By which time you will already be
striving to answer that question by again monitoring
perceptions among your target audience members. Using
questions similar to those used during your earlier monitoring
session, you will now look sharply for indications that audience
perceptions are beginning to move in your direction.
Fortunately, you can always put the pedal to the metal by
employing additional communications tactics, AND by
increasing their frequencies.
But, as this article suggests, concentrating on tactics is
important, but only at the right moment. What must come
first is an aggressive public relations plan that (as, by now,
you have no doubt surmised) targets the kind of key
stakeholder behavior change that leads directly to achieving
your objectives.
end
.com
About the Author
Bob Kelly counsels, writes and speaks to business, non-profit
and association managers 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
|
|
|
|
|
| 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 |
|
|