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Managers: Why Not PR Like This?
I mean public relations that presumes
from the get-go that
the right message, strategy and communications tactics
can
change perceptions among each of your business, non-profit or
association audiences. And do so in a way that produces the behaviors you
need to achieve your objectives.
It all comes together when you persuade
those important
outside audiences to your way of thinking by doing
something about their perceptions, thus moving many of them to take
actions that help your department, division or subsidiary succeed.
I
believe the Rosetta Stone that allows such "magic" to happen is the
fundamental premise of public relations, and it looks 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.
And the payoffs can be
manifold. Welcome increases in sales floor activity; customers starting to
make repeat purchases; capital givers and specifying sources showing up
on your doorstep; new suggestions for joint ventures and strategic
alliances; prospects sniffing around; local thoughtleaders beginning to seek
you out, and new recognition of you and your operation as a key member
of the business, non-profit or association communities.
Meet with
the public relations professionals employed by, or assigned to your unit and
get two matters clearly understood. Make certain they accept the fact that
inaccurate perceptions almost always lead to behaviors that can hinder
your operation. And that they may be called upon to assist the key target
audience perception monitoring effort.
Because your public
relations staff is already in the perception and behavior business, they
really should play a direct role in the initial opinion monitoring project.
You can always hire a professional survey firm, but that's the expensive
way to do it. The objective of whoever asks the questions of members of your
target audience is to identify inaccuracies, false assumptions, untruths,
unfounded rumors, misconceptions and other negativities.
The
questioners will query members of that important outside audience asking
them "Do you know anything about our organization? Are you aware at all of
our products or services? Have you ever had contact with us? Or have you
ever had a problem with our people or procedures?"
The next task will
be to select the newly discovered negative that could most impact your
organization. And that becomes your public relations goal.
For
example, is that misconception a clear and present danger? Or does that
inaccuracy represent an even more dangerous potential? Or does that
unfounded rumor you turned up look like it could turn into the hottest fire
of all?
No one ever reached a public relations goal without a
strategy showing how to reach that goal. Fortunately, where perception
and opinion are concerned, you have just three strategic choices. Change
existing perception, create perception where there isn't any, or reinforce
that existing perception.
And please be certain that the strategy you
choose fits well with the new PR goal.
Perhaps the most difficult
challenge is preparing the corrective message to be communicated to your key
stakeholder audience in a manner that will help persuade them to your
way of thinking.
The message needs professional writing, corrective
language, if you will. And this language must be not merely compelling
and persuasive, but clear, factual and believable if it is to move
perception/opinion towards your point of view and lead to the change in
behaviors you have in mind.
Relatively speaking, the next step is a
pleasure. Here, you identify the means for communicating your message to
your target audience, making certain the tactics you select are on record as
to reaching the same people as those that make up your particular audience.
There are scores of communications tactics available ranging from speeches,
emails and brochures to media interviews, newsletters and special
events. One caution, how you communicate can affect the message's
credibility. So it may be more effective to deliver it in small meetings or
events rather than through high-profile media
announcements.
Understandably, those around you will press for
indications
that progress is being made. Which calls for a second
perception monitoring go-around with members of your
external audience.
You'll again use many of the same questions used in your initial benchmark
perception monitoring session. Difference now is that you will be on the
alert and watching closely for signs that the offending perception is being
altered in your direction.
Keep in mind that the effort can always be
accelerated by
the addition of more communications tactics and/or, of
course, by increasing their frequencies.
So, Mr/Ms manager, why not
PR like this? When you persuade those important outside audiences to your
way of thinking, then move them to take actions that help your
department, division or subsidiary succeed, you have a public relations
success on your hands.
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:http://www.prcommentary.com
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