Managers: Super-Charge Your PR

Managers: Super-Charge Your PR



Ain't 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 doesn't just happen, as I'm 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 it's 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 it's 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 wouldn't 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. It's 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



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