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Robert A. Kelly 2005.
Managers: Super-Charge Your PR
Aint a gonna happen unless business, non-profit and
association managers, possibly like you, do something
positive about those important external audiences of
yours that most affect your operation. And then, as you
persuade those key outside folks to your way of thinking,
help move them to take actions that allow your department,
group, division or subsidiary to succeed.
Fortunately for all of us, good public relations planning
really CAN alter individual perception and lead to
changed behaviors among key outside audiences.
Why should you believe it? Because of this public
relations premise: 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.
Just look at the kind of reactions that can result:
customers starting to make repeat purchases; politicians
and legislators starting to view you as a key member of
the business, non-profit or association communities;
capital givers or specifying sources beginning to look
your way; prospects starting to work with you; fresh
proposals for strategic alliances and joint ventures;
welcome bounces in show room visits; membership
applications on the rise; and community leaders
beginning to seek you out.
But it doesnt just happen, as Im certain you already
suspect. Your public relations people really must be
on board this particular approach to PR. And
especially, they must buy into why its so important
to know how your outside audiences perceive your
operations, products or services. And do be sure they
accept the reality that negative perceptions almost
always lead to behaviors that can damage your
organization.
Now, how do you plan to monitor and gather
perceptions of your key external audiences? Why,
by questioning members of your most important
outside audiences. Meet with your public relations
people and review possible questions like these:
how much do you know about our organization?
Have you had prior contact with us and were you
pleased with the interchange? How much do you
know about our services or products and employees?
Have you experienced problems with our people or
procedures?
Hopefully it will not come as a surprise that your
PR people are already in the perception and behavior
business and can be of real use for the initial opinion
monitoring project. You can always use professional
survey firms, of course, but that can cost a bundle. So,
whether its your people or a survey firm who handles
the questioning, the objective is to identify untruths,
false assumptions, unfounded rumors, inaccuracies,
and misconceptions.
Soon you will have to decide which of the problems
outlined above (or others) becomes your corrective
public relations goal clarify the misconception, spike
that rumor, correct the false assumption or fix a
variety of other possible inaccuracies?
At the same time you set your PR goal, you must select
the right strategy from the three choices available to you.
Change existing perception, create perception where
there may be none, or reinforce it. The right strategy will
show you how to reach that goal. Of course, picking the
wrong strategy will taste like peanut butter on a nice piece
of Nova Scotia salmon. So be sure your new strategy fits
comfortably with your new public relations goal. Obviously,
you wouldnt want to select change when the facts dictate
a reinforce strategy.
At last we come to the muscular part of your public
relations effort — writing a persuasive message aimed at
members of your target audience. Its always a severe test
to come up with action-forcing language that will help
persuade a target audience to your way of thinking.
It almost goes without saying that you must assign the task
to your best writer. What is required are words that are not
only compelling, persuasive and believable, but clear and
factual if they are to shift perception/opinion towards your
point of view and lead to the behaviors you desire.
Now comes one of the less pressuresome chores —
identifying the communications tactics needed to carry your
message to the attention of your target audience. Always
making certain that the tactics you select have a record of
reaching folks like your audience members, you have at
your disposal dozens of communications tactics ranging
from speeches, facility tours, emails and brochures to
consumer briefings, media interviews, newsletters, personal
meetings and many others.
Do not overlook the fact that the believability of your
message can be dependent on the credibility of its delivery
method. And that means you may wish to deliver it in
small getogether-like meetings and presentations rather
than through a higher-profile media announcement.
As initial impact of your communications tactics is felt,
you and your PR people will want to undertake a second
perception monitoring session with members of your
external audience. The same questions used in the benchmark
session can be used again. But now, you will be looking
very carefully for indications that the bad news perception
is moving in your direction.
By the way, take comfort in the fact that that your PR
program usually can be accelerated by adding more
communications tactics as well as increasing their frequencies.
To recap: I strongly advise you to remember this as a business,
non-profit or association manager: supercharging your
managerial public relations effort will depend heavily on
you doing something positive about those important external
audiences of yours that most affect your operation positive
steps like those mentioned above. And as you persuade
those key outside folks to your way of thinking, you will
hopefully move them to take actions that allow your
department, group, division or subsidiary to succeed.
end
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