Referring to tactics like press releases, special events, brochures and broadcast plugs as "the heart of the practice of public relations" is like describing eviction notices as "the heart of the practice of law," or employment applications as "the heart of the practice of human resources."
Each restrictively misleading. Each out-of-touch with reality. Each damaging to the discipline.
In the case of public relations, tactics are what they are, valuable devices which public relations calls upon from time-to-time to move a message from one point to another. But that's all they are.
If you are a business, non-profit, government agency or association manager, be aware that your PR effort must demand more than special events, press releases and talk show tactics if you are to receive the best public relations has to offer, and the quality public relations you deserve.
For a manager, a good first step in that direction would be to scan the underlying premise of public relations: 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 usually accomplished.
In my view, managers wishing to strengthen the role of public relations in their units should see PR as an investment which (1), marshalls the resources and action planning needed to alter individual perception leading to changed behaviors among their most important outside audiences. And (2), goes on to help managers persuade those key folks to their way of thinking, then (3) moves them to take actions that allow the manager's department, group, division or subsidiary to succeed.
The good news for those managers is that the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.
You may be such a manager. If you are, try to remember that your PR effort must demand more than communications tactics if you are to receive the quality public relations results you deserve.
The results will make it all worthwhile. Especially when new proposals for strategic alliances and joint ventures start showing up; membership applications start to rise; prospects actually start to do business with you; capital givers or specifying sources begin to look your way; welcome bounces in show room visits occur; customers begin to make repeat purchases; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; and community leaders begin to seek you out.
Your new opinion monitoring project will welcome the input of your public relations professionals because they are already in the perception and behavior business. But be certain that the PR staff really accepts why it's SO important to know how your most important outside audiences perceive your operations, products or services. Above all, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.
Review with them how you plan to gather and monitor perceptions by questioning members of your most important outside audiences. Suggest that questions like these be asked: how much do you know about our organization? Have you had prior contact with us and were you pleased with the exchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?
The use of survey pros to run your opinion gathering work could be a costly move compared to using those PR folks of yours who already have relevant experience. But whether it's your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.
Goal-setting, always an important step, should address the most serious problem areas uncovered during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor cold?
It's obvious that establishing your PR goal requires a specific strategy that shows you how to reach that goal. Remember that just three strategic options are available to you when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like chitterlings in your oatmeal., so be sure your new strategy fits well with your new public relations goal. You certainly don't want to select "change" when the facts dictate a strategy of reinforcement.
This is the time to produce quality writing because you must now prepare a persuasive message that will help move your key audience to your way of thinking. It must be a carefully-written message targeted directly at your key external audience. Select your very best writer because s/he must come up with really corrective language that is not merely 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 have in mind.
To reach those you want to reach with your message, you're going to have to select the communications tactics most likely to carry your message to the attention of your target audience. There are many available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach folks just like your audience members.
HOW you communicate the message is a concern because the credibility of any message is fragile and always up for grabs,. Which is why, initially, you may wish to unveil your corrective message before smaller meetings and presentations rather than using higher- profile news releases.
Beginning a second perception monitoring session with members of your external audience is the ticket when you want to provide a progress report for interested parties. You'll want to use many of the same questions used in the benchmark session. But now, you will be on strict alert for signs that the bad news perception is being altered in your direction.
You can always speed things up with 2 simple techniques: add more communications tactics and/or increase their frequencies.
If you are a business, non-profit, government agency or association manager, here's another reminder: be aware that your public relations effort must demand more than special events, press releases and talk show tactics if you are to receive the best public relations has to offer, and the quality public relations you deserve.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Only requirements: you must use the Robert A. Kelly byline, and resource box.
Robert A. Kelly © 2006.
Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published 240 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. 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. He holds a bachelor of science degree from Columbia University, major in public relations.
mailto:bobkelly@TNI.net
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