|
|
|
11 Moments of Truth
These moments come when a customer or client… 1. Hears someone else praise you or your work. 2. Likes your physical presentation (appearance, voice, and smile). 3. Is touched intellectually and emotionally by what you say. 4....
4 Ways To Locate Public Speaking Jobs Online
Copyright 2005 Alexis Dawes Ask any professional speaker how an industry newbie should go about securing public speaking jobs, and the response frequently sounds something like... * Attend Toastmasters meetings and practice your skills. * Join...
How To Earn A Six Figure Annual Income In The Multi-Billion Dollar Self-Improvement Industry
Wealthy and ambitious people of the world often have attributed some "indescribable secret" as the key to theirsuccess. People who desire to attain success in their ownlives have spent, and will continue to spend, millions ofdollars to cultivate...
IRS Free File Is Not A Free-For-All
Looking for a way to reduce the cost of income tax preparation this year? Then you came to the right place -- maybe! The IRS has launched a new program this year -- it's called "Free File", and it enables you to prepare and e-file your personal...
Selling Online - Repeat Your Success Story In Other Markets Too!
You are already successful in selling your goods online! But chances are that you may run into trouble, if you forget to think about your future marketing. Why?
1. Competition on the Internet is heated! Competitors are not confined to your...
|
|
| |
|
|
|
|
|
|
Public Relations: Use Its Core Strength
Do you take the core strength of public relations into
account as you manage those communications tactics?
Because if you don’t, you’re missing the sweet-spot of
public relations. The communications tactics you employ
must work together to create desired behavioral change in
certain groups of people important to the success of your
organization. In the end, a sound public relations strategy
combined with effective tactics leads directly to the bottom
line – perceptions altered, behaviors modified, employer/
client satisfied.
The fact is that NO organization – business, non-profit
or public sector – can succeed today unless the behaviors
of its most important audiences are in-sync with the
organization’s objectives.
For your organization, that means public relations professionals
must modify somebody’s behavior if they are to help hit your
objective and earn a paycheck – everything else is a means
to that end.
Which is why, when public relations goes on to successfully
create, change or reinforce public opinion by reaching,
persuading and moving-to-action those people whose behaviors
affect the organization, it accomplishes its mission.
How can we be so certain? Question: how can you measure
the results of an activity more accurately than when you
clearly achieve the goal you set at the beginning of that
activity? You can’t. It’s pure success when you meet that
goal.
Public relations is no different. The client/employer wants
our help in altering counterproductive perceptions among
key audiences which almost always change behaviors in a
way that helps him or her get to where they want to be.
Now, to achieve that goal, public relations practitioners
must be skilled in many tactical disciplines. Everything
from media relations, public speaking and a dozen kinds
of writing to financial communications, special events,
issue tracking and crisis management, to name just a few.
But too often, the tendency is to see little beyond a tactic’s
immediate impact. For example, a speech and how it was
received, a news release and how it was picked up and
presented in a newspaper or on TV, or a special event and
the audience’s reaction.
Of course those reactions are understandable and shouldn’t be
lightly dismissed. But the question also must be asked, to
what end are we applying those tactics?
Ask yourself this question: do we employ public relations
tactics for the sheer pleasure of writing news releases, running
special events, doing surveys or booking speeches? Obviously,
the answer is no. We employ public relations so that, at the
end of the day, somebody’s behavior gets modified.
That leads us directly to the core strength of public relations:
people act on their perception of the facts; those
perceptions
lead to certain behaviors; and something can be done about
those perceptions and behaviors that leads to achieving an
organization’s objectives.
To assess those behavior changes and, thus, the degree of
success the core public relations program has achieved, look
for evidence that your tactics have actually changed behavior.
Signs should begin showing up via Internet chatter, in print
and broadcast news coverage, reports from the field, letters-to-
the-editor, consumer and customer reactions, shareholder
letters and comments from community leaders. Consider doing
informal polls of employees, retirees, industrial neighbors
and local businesses as well as locating feedback from
suppliers as well as reaction from elected officials, union
leaders and government agencies.
The point of this article is that the core strength places
a special burden on each tactic selected to carry the
message to a target audience: does it/will it make a tangible,
action-producing contribution towards altering target audience
perceptions and behaviors? If not, it should be dropped and
replaced with a tactic that does.
That way, only the strongest tactics will be used allowing public
relations to apply its core strength to the challenge at hand:
create, change or reinforce public opinion by reaching,
persuading and moving-to-action those people whose behaviors
affect the organization.
What do I believe the employer/client wants from us? I believe
s/he wants us to apply our special skills in a way that helps
achieve his or her business objectives. But no matter what
strategic plan we create to solve a problem, no matter what
tactical program we put in place, at the end of the day we
must modify somebody’s behavior if we are to earn
our money.
But the best part is that when the behavioral changes become
apparent, and meet the program’s original behavior modification
goal, three things have occurred.
One, the public relations program is a success. Two, by
achieving the behavioral goal you set at the beginning, you
are using a dependable and accurate public relations perfor-
mance measurement. And three, when our “reach, persuade
and move-to-action” efforts produce a visible, and desired,
modification in the behaviors of those people you wish to
influence, you are using public relations’ core strength to its
very best advantage.
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
|
|
|
|
|
| How To Conquer Public Speaking Fear |
| A report that covers the common causes of public speaking fear and tips to overcome it. Book available. |
| www.stresscure.com |
|
| Allyn and Bacon Public Speaking Website |
| A five-step guide to preparing and delivering effective speeches. |
| wps.ablongman.com |
|
| Public Speaking & Speech Writing |
| A free guide to speech writing and delivery for every occasion. From best man speeches to eulogies. |
| www.speechtips.com |
|
| Presentation Tips for Public Speaking |
| Art of Public Speaking. Hints and tips on public speaking, ... On the Job: Public Speaking Tips - Twelve Steps to Great Presentations by Elise Bauer. ... |
| www.aresearchguide.com |
|
| 10 Tips for Successful Public Speaking - Toastmasters International |
| 10 Tips For Successful Public Speaking. Feeling some nervousness before giving a speech is natural and healthy. It shows you care about doing well. ... |
| www.toastmasters.org |
|
| Welcome to Toastmasters International where we are"Making ... |
| Non-profit organization developing public speaking and leadership skills through practice and feedback in local clubs since 1924. Members learn how to lead ... |
| www.toastmasters.org |
|
| Strategies to Succeed in Public Speaking - School for Champions |
| Contents of online lessons to succeed in public speaking from the School for Champions. |
| www.school-for-champions.com |
|
| Public Speaking Home Page |
| Humor and quotes to help your speech - or just for your own enjoyment. History / Careers The history of public speaking and potential career options for you ... |
| www.mhhe.com |
|
| Public speaking - Wikipedia, the free encyclopedia |
| Public speaking is speaking to a group of people in a structured, deliberate manner intended to ... Public speaking is almost as ancient as speech itself. ... |
| en.wikipedia.org |
|
| UNIVERSITY OF TENNESSEE AT MARTIN COUNSELING AND CAREER SERVICES |
| Public speaking anxiety is very common among both college students and the general ... The most common form of Social Phobia is public speaking anxiety. ... |
| www.utm.edu |
|
| Painless Public Speaking |
| At Painless Public Speaking we keep you up to date with what's new in the world of ... Painless Public Speaking is not about the theory but the "how-to" ... |
| www.publicspeaking.com.au |
|
| Public Speaking from Uncommon Knowledge |
| Public speaking couldn’t be further from your mind and your manager tells you have to do a presentation to fifty colleagues next week. What’s your response? ... |
| www.uncommon-knowledge.co.uk |
|
| Public Speaking Tips by Uncommon Knowledge |
| It’s possible for public speaking to be fun and hugely satisfying. Once you’ve enjoyed a presentation, or even part of it, your self confidence will get a ... |
| www.uncommon-knowledge.co.uk |
|
| Public Speaking Skills from Mind Tools - Speaking Tips & Techniques |
| Learn to speak and present clearly and effectively. Improve your speaking skills with this Mind Tools guide to speaking effectively in public. |
| www.mindtools.com |
|
| Public Speaking Information |
| Advanced Public Speaking Institute- -More than 120 mini articles on professional level ... Click here for additional articles on Public Speaking Information ... |
| www.selfgrowth.com |
|
| Basic Public Speaking, 2nd Edition - The Teachers and Students ... |
| New public speaking text for middle and high school Language Arts, ESL teachers and students. Written by a trained counselor and experienced teacher. |
| www.capital.net |
|
| public speaking tips - presentation skills tips, public speaking tips |
| presentation skills & public speaking monthly tips by Lenny Laskowski, Professional Speaker. |
| www.ljlseminars.com |
|
| Public Speaking - The Art of Speech Making |
| Public Speaking - Hints and tips on Public Speaking Skills, dealing with public speaking nerves and anxiety, public speaking skills and public speaking ... |
| www.impactfactory.com |
|
| Advanced Public Speaking Institute |
| Public speaking articles, seminars, and educational materials. |
| www.public-speaking.org |
|
| Public Speaking Training-Presentation Skills & Public Speaking courses |
| Public speaking training - Overcome your fear of public speaking with our presentation skills classes. We offer presentation skills training seminars, ... |
| www.publicspeakingskills.com |
|
|