| |
| |
|
Management Information |
|
|
|
Dont Get Caught With Your PR Down
Why risk the embarassment when with a little basic PR training, you as a business, non-profit or association manager can always be ready for battle? Never again will you fail to do something positive about the behaviors of those important outside audiences of yours that MOST affect your operation. Never again will you fail to create external stakeholder behavior change leading directly to achieving your managerial objectives. And never again will you fail to persuade those key outside folks to your way of thinking, or move them to take actions that allow your department, division or subsidiary to succeed. In fact, once you digest the underlying premise of public relations, you'll understand how the right PR really CAN alter individual perception and lead to those changed behaviors you need. Here's how it goes: 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. However - and this is a big however - it requires more than special events, brochures and news releases if you really want to get your PR money's worth. For example, business, non-profit and association managers who employ this kind of public relations can benefit from results such as new proposals for strategic alliances and joint ventures; rebounds in showroom visits; membership applications on the rise; community service and sponsorship opportunities; enhanced activist group relations, and expanded feedback channels, not to mention new thoughtleader and special event contacts. As time passes, you should see customers making repeat purchases; prospects reappearing; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies, and even capital givers or specifying sources looking your way. Obviously, you want your most important outside audiences to really perceive your operations, products or services in a positive light. So be certain that your PR staff has bought into the whole effort. Convince yourself that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit. Get together and go over the PR blueprint carefully with your staff, especially regarding how you will gather and monitor perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the how things went? Have you experienced problems with our people or procedures? You can depend on professional survey people to handle the perception monitoring phases of your program IF the budget is available. But luckily, your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors. Let's chat for a moment about your public relations goal. You need one that addresses the problems that cropped up during your key audience perception monitoring. Chances are, it will call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor. But as you surely know, goals need strategies to show you how to get there. And you have just three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. Unfortunately, selecting a bad strategy will taste like peanut butter on your sea scallops, so be certain the new strategy fits well with your new public relations goal. For example, you don't want to select "change" when the facts dictate a "reinforce" strategy. Here the right, corrective language must be created, because persuading an audience to your way of thinking is awfully hard work Especially when you're looking for words that are compelling, persuasive, believable AND clear and factual. This is a must if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors. So, meet again with your communications specialists and review your message for impact and persuasiveness. In order to carry your words to the attention of your target audience, you need to select the communications tactics most likely to reach them. Happily there are dozens of available tactics. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. Just be sure that the tactics you pick are known to reach folks just like your audience members. Occasionally, the credibility of your message can depend on its delivery method. So, consider introducing it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances. When you sense the need to provide a progress report, it's probably time for you and your PR folks to return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, stay alert for signs that your communications tactics have worked and that the negative perception is being altered in your direction. Should those around you wax impatient, things can always be accelerated with a broader selection of communications tactics AND increased frequencies. You won't get caught with your PR down when you apply your budget to public relations activity that creates behavior change among your key outside audiences that leads directly to achieving your managerial objectives. That's when it will become clear to you that the right PR really CAN alter individual perception and lead to changed behaviors that help you win. end Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Robert A. Kelly © 2004. 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
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Creativity Management - The Value of Being Prolific When asked his secret to success, the author Graham Green said that it was down to his always writing 500 words a day. There are real reasons why this philosophy rings true:a) The single best creative product tends to appear at that point in the career when the creator is being most prolific - quality of output is closely related to quantity. How to Get the Best from Outsourcing There's a great little article ('Business Lifeforms') on the back pages of the UK's leading management magazine, Management Today each month. It's a spoof (at least I think it is!) about some fictitious key player in a fictitious organisation. 1000 Managers Turned Their Plans Into Energy! I bet you can't tell me how leadership training and strategic planning work together to boost business results and energize performance improvements.A recent survey of 1000 managers conducted by the UK-based Chartered Management Institute, revealed that organizations experienced, "improved business performance when [their leadership] development [programs were] linked to [their] business [strategic planning process]. The Significance of the Mundane This article begins with a tip of the hat to a scholarly publication called the Journal of Mundane Behavior. Unlike other publications, which herald important issues, this one trumpets everyday, but rarely noticed, behaviors. Business Innovation - Core Competency and Competitive Advantage Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.There are other useful definitions in this field, for example, creativity can be defined as consisting of a number of ideas, a number of diverse ideas and a number of novel ideas. Project Management - I Want It ALL The knee-jerk response to prioritizing requirements is to mark everything as a must-have . "I need everything before the product becomes generally available. Why Would Anyone Hold a Bad Meeting? Pssst, want a stock tip that will make you rich? Okay, here it is: phone a public corporation and ask to speak with the CEO.If a secretary tells you that the CEO expects to be busy in meetings for the next six hundred years, call your broker and sell the stock short. 2 Steps For Increasing Company Profits or Performing Business Turnarounds 1. Eliminate wasteEliminate reports, habits, products, duplicate input, and processes that waste time and money. A Corporate Facelift With Sound Bytes If Baby Boomers can get botox and tummy tucks, then why don't companies receive facelifts to improve their image as well? The telephone is the lifeblood of any business. Use it respectfully. Employee Retention: Keeping the People Who Keep You in Business The retention of highly skilled knowledge workers is one of the major challenges today for all organizatons. Knowledge workers are those whose work primarily requires the use of "mental power rather than muscle power. Talent Recruitment Challenges of High Technology Companies As a result of the dot com meltdown and the decline of the NASDAQ in 2001, many organizations had no alternatives but to lay off many talented IT professionals. Currently, the pool of available talent in the labour market is large. Innovation Management - idea selection, development and commercialisation, what are the differences? Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation. Conquering the Number One Problem in Business--Poor Communication The Number One problem in business is poor communication: between coworkers, with clients, across functional areas, up the food chain. When I ask anyone I meet "What's the one thing that causes problems in your company?" the answer is always Communication: poor communication in relaying instructions, miscommunication because of irresponsible delivery, too little information when conveying changes in policies or procedures, not enough exchange of information when relaying new concepts or ideas. On The Job Training is Something You Canâ??t Afford to Skip Trained employees are more productive employees; thereâ??s no doubt about that. Whether youâ??re your only employee or whether youâ??ve got a growing staff, put OJT (on the job training) at the top of your To-Do list. Spirits in the Corporate Boardroom.......Oh, sure...... There is a growing movement in the spiritual and holistic fields to bring a more metaphysical and human potential approach to the business community. Holism has been intergrating into both the health and mental health professions for many years now. Hows Your Company RQ (Reputation Quotient)? In light of recent corporate scandals, from Enron and Global Crossing to those of once trustworthy mutual funds, is it any wonder that more people are asking, "Can I trust this company enough to do business with them?" But the trust issue isn't just relative to the buyers of your products and services, its vitally important to employees as well. Impacting their retention and performance in very real ways. Take the Easy Route - Delegate It was 2.30 am. The Seven Cs: Partnership Danger Signs - Competitive, Not Complementary Action A series of articles exploring the seven critical areas that can indicate a partnership is in trouble.Competitive, Not Complementary ActionJames Carville and Mary Matlin are public relations spokespeople for the Democratic and Republican parties, respectively. Workplace Security Plan: Does Your Company Have One? Consultant's Perspective.. Creativity and Innovation Management - Personality Testing Whilst tests measuring the creative or innovative personality exist, there are a number of inherent flaws. Some are noted below:a) Whether a creative or innovative type exists at all is highly contentious.
|
| home | site map |
| © 2006 |
