KNOW WHAT MATTERS MOST ABOUT PR? by Robert A Kelly
When, as a business, non-profit or association manager,
you are able to persuade your key external stakeholders
to your way of thinking, then move them to take actions
that lead to your department, division or subsidiary's
success.
And again when those outside stakeholder behaviors
deliver results like more people returning to buy again,
new prospects sniffing around, individual capital gift
levels rising, or more inquiries arriving about strategic
alliances and joint ventures.
It especially matters when the emphasis of the PR team
assigned to your unit shifts from communications tactics
to a comprehensive blueprint that leads to your personal
success as a unit manager. Particularly as it demands of
you a sharper focus on the very groups of outside people
who play a major role in just HOW successful a manager
you will be - your key external audiences.
But, what really matters most about your public relations
is the foundation on which you build your program.
For example, one 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 and moving-to-desired-action the
very people whose behaviors affect the organization the
most, the public relations mission is accomplished.
How you implement such a fundamental premise is the
enduring key to success. Discuss it with your PR team,
especially the importance of learning how your organization
is perceived by those target audience members. It should
be obvious to all concerned that those perceptions almost
always result in predictable behaviors that can help or
hinder your operation.
You need to interact with members of the key target audience
and ask a lot of questions. "Do you know anything about us?
What do you think of our services, products or people, if
anything? Have we ever worked together on a project? Was
it a positive experience? Do you have any kind of problem
with us?"
If budget is not a problem, you can hire a professional survey
firm to gather these data. Or, since your PR people are already
in the perception and behavior business, you can put them to
work doing this very important work.
Whoever does the perception monitoring work should stay
alert for negativities, especially attitudes and voice levels.
Watch carefully for untruths, misconceptions, inaccuracies
or rumors.
Once gathered, these data will form the basis of your public
relations goal. Sometimes, the goal is extremely sensitive
and specific. Other times, it can be as straightforward as
"clarify that misconception, correct that inaccuracy or stifle
that rumor."
Since a goal without a strategy is like a pizza without a beer,
you may choose from three strategies usually applied to a
perception or opinion problem. Create perception where there
isn't any, change existing opinion, or reinforce it. Always see
to it that the strategy you select is an obvious and natural fit
with your new public relations goal.
A burning need for writing ability surfaces here because you
must prepare a really effective message if you are going to
alter any negative perceptions among members of your target
audience. Your PR team should be able to handle this
assignment just fine, in particular the need for persuasiveness
and a compelling writing style. It must be clearly written with
excellent factual support if your message is to be believable
and result in the altered perception you desire.
Message delivery, fortunately, is a simple matter as you select
from among the long list of communiucations tactics available
to you. You may choose media interviews, speeches or group
briefings, or from among newsletters, emails or brochures.
Just be certain the tactics you pick can prove they actually reach
people like those in your target audience.
The question of whether progress is being made will surface
rather quickly so prepare asap to again interact with, and
question members of your target audience. Only this time,
you'll be alert for indications that the negativities have been
dealt with and that target audience perception is moving in
your direction.
Should you feel the need to accelerate matters, you can always
add a few new communications tactics, and increase their
frequencies.
It seems safe to say right here that what matters most about
public relations is your survival as a manager who uses PR
to help reach his or her objectives. Which is precisely why
PR demands of you a sharper focus on the very groups of
people who play a major role in just HOW successful a
manager you will be - your key external audiences.
----------------
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 communications, U.S. Department of the Interior,
and deputy assistant press secretary, The White House.
bobkelly@TNI.net Visit:http://www.prcommentary.com
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