Submitted by: Robert A. Kelly
Even after a nice piece in a national publication, or astint on a popular talk show, do you still have a feelingthat your public relations dollar could be better spent?
As a business, non-profit or association manager, doquestions like that linger in your mind?
Because if they do, you may be coming down with a realcase of I want my PR money s worth!
If that s how you feel, I d guess that you re probably doingvery little that s positive about the behaviors of thoseimportant outside audiences of yours that most affect youroperation.
Which means you may be failing to create external stakeholderbehavior change that leads directly to achieving yourmanagerial objectives. In other words, failing to persuadethose key outside folks to your way of thinking, or move themto take actions that allow your department, division orsubsidiary to succeed.
Be assured that the right public relations really CAN alterindividual perception and lead to the changed behaviors youneed. But it will require more than special event parties,brochures and news releases if you honestly want that PRmoney s worth.
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Fortunately for all of us, people really do act on their ownperception of the facts before them, which leads topredictable behaviors about which something can be done.When we create, change or reinforce that opinion byreaching, persuading and moving-to-desired-action the verypeople whose behaviors affect the organization the most,the public relations mission is accomplished.
The results of such activity can be truly surprising: strongerrelationships with the educational, labor, financial andhealthcare communities; prospects starting to work withyou; customers making repeat purchases; improvedrelations with government agencies and legislative bodies,and even capital givers or specifying sources looking yourway.
The passage of time should add still more results: forexample, enhanced activist group relations, membershipapplications on the rise; new proposals for strategic alliancesand joint ventures; rebounds in showroom visits; communityservice and sponsorship opportunities; and expandedfeedback channels, not to mention new thoughtleader andspecial event contacts.
The fact that your most important outside audiences reallyperceive your operations, products or services in a positivelight is a key plank in your PR platform. So vital, in fact,that your PR people must buy into the effort from the get-go.Be especially careful that they accept the reality thatperceptions almost always lead to behaviors that can help orhurt your unit.
Take the time to review the PR blueprint in detail withyour staff, especially how you will gather and monitoropinion by questioning members of your most importantoutside audiences. Questions like these: how much do youknow about our organization? How much do you knowabout our services or products and employees? Have youhad prior contact with us and were you pleased with theinterchange? Have you experienced problems with ourpeople or procedures?
Gathering opinion data for the perception monitoringphases of your program can certainly be handled byprofessional survey people, should the budget be available.But always remember that your PR people are also in theperception and behavior business and can pursue the sameobjective: identify untruths, false assumptions, unfoundedrumors, inaccuracies, misconceptions and any othernegative perception that might translate into hurtful behaviors.
A word about your all-important public relations goal. You llneed one that speaks to the problems that cropped up duringyour key audience perception monitoring. Probably, it willrequire correcting that gross inaccuracy, straightening out thatdangerous misconception, or doing something about thatdamaging rumor.
In this business, a goal needs a strategy to show you how toget where you want to go. Also, there are just three strategicchoices available to you when it comes to handling a perceptionor opinion challenge: create perception where there maybe none, change the perception, or reinforce it. As luck wouldhave it, the wrong strategy pick will taste like marshmallowson your refried beans, so be certain the new strategy fits wellwith your new public relations goal. For example, you don twant to select change when the facts dictate a reinforce strategy.
What s needed here is the right, corrective phrases.Persuading an audience to your way of thinking is genuinelyhard work. We need words that are compelling, persuasive andbelievable, as well as clear and factual. This must be doneif you are to correct a perception by shifting opinion towardsyour point of view, leading to the desired behaviors.
Now we pick out those communications tactics most likelyto carry your words to the attention of your target audience.Sit down again with your communications specialists and readyour message for impact and persuasiveness. Then selectfrom dozens of available tactics such as speeches, facility tours,emails, brochures, consumer briefings, media interviews,newsletters, personal meetings and many others. But be certainthat the tactics you use are known to reach folks just likeyour audience members.
Since the credibility of a message can depend on its deliverymethod, you could introduce it to smaller gatherings rather thanusing higher-profile communications such as news releases ortalk show appearances.
When the topic of progress reports comes up, it s your reminderthat the PR team should return to the field for a second perceptionmonitoring session with members of your external audience.Using many of the same questions used in the first benchmarksession, you ll now be watching very carefully for signs thatyour communications tactics have worked and that the negativeperception is being altered in your direction.
Should you want to move things along a little faster, accelerateyour PR program with a wider selection of communicationstactics AND increased frequencies.
Now, hopefully, when it becomes obvious to you that publicityperformance just is not enough, you will undertake to dosomething positive about the behaviors of those importantoutside audiences of yours that most affect your operation.In other words, create external stakeholder behavior changethat leads directly to achieving your managerial objectives.
Again hopefully, you will do the job by persuading those keyoutside folks to your way of thinking, thus moving them totake actions that allow your business, non-profit or associationto succeed.
About the Author: Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi-cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net Visit:
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