|
Where is the Best PR Value?
|
By Robert A. Kelly
[Hits: 10998]
|
|
Please feel free to publish this article and resource box inyour ezine, newsletter, offline publication or website. A copywould be appreciated at bobkelly@TNI.net. Word count is 725including guidelines and resource box. Robert A. Kelly ? 2003.
Where is the Best PR Value?
by Robert A. Kelly
Wherever the fundamental premise of public relations ispracticed.
Look at what it suggests. People act on their own perception ofthe facts before them, which leads to predictable behaviorsabout which something can be done. When we create, change orreinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organi-zation, the public relations mission is accomplished.
What a positive message for those business, non-profit andassoc- iation managers who don¡¯t really understand the rolepublic relations can play in helping achieve theirorganizational objectives. Nor, that reliance on publicrelations¡¯ fundamental premise even identifies the tools theyneed to put such a plan into action.
If, sadly, you are one of those managers, here¡¯s how you canmake up for lost time and actually boost your chances ofreaching your organizational goals.
Make the time investment needed to identify and rank, as totheir impact on your organization, those important outsideaudiences whose behaviors really do help or hinder youroperations. Let¡¯s talk about the one at the top of the list.
It¡¯s really crucial that you know what members of that ¡°public¡±think about your organization. Obviously, you must ask them!Interaction is really necessary if you are going to identifypercep- tions likely to lead to negative behaviors. For example,wrong- headed beliefs, misconceptions, inaccuracies and evenrumors.
And while you¡¯re talking to these audience members, keep an eyeor an ear on local talk show and newspaper columns for the samesigns.
The results of such opinion or perception monitoring are thevery data you need to establish your public relations goal. Forinstance, neutralize that rumor, clear up that misconception orcorrect the inaccuracy.
And the very same goal will stand as your behavior modificationobjective so that you can measure your progress.
But here, the question always arises as to just how you will getto that goal. You need a strategy to show you the way, and youhave three choices: create opinion/perception where there may benone, change existing opinion or reinforce it. Fortunately yourgoal will identify which strategy you should select.
Still, nothing happens until you write a truly responsivemessage and transmit it to members of your target audience. Youmust convince them that what you discovered in the way ofrumors, inaccuracies, misconceptions or wrong-headed beliefs issimply not true. But do try for believability and clarity. And,above all, make your message persuasive and compelling.
Meanwhile, a whole stable of ¡°beasts of burden¡± await yourpleasure ¨C communications tactics capable of carrying thathard-won message direct to your audience members¡¯ eyes and ears.And there are scores and scores of them in that stable ¨Carticles, interviews, newsletters, personal meetings, op-eds,emails, speeches and brochures among many others.
Impatience always grows at this point as you wait for signs thatyour public relations program is working. But that¡¯s the signalto once again interact with members of your target audience. Thedifference the second time around is that you¡¯re looking forsigns that their perceptions of your organization have beenaltered by your message through its aggressive delivery system.So get out there and, again, ask lots of questions.
If things aren¡¯t moving fast enough for you, you may want to adda few more communications tactics to the mix, as well asincreasing their frequency. Your message should also be vettedagain for factual validity and clarity.
Gradually, the perceptions, and thus behaviors of your key,target audiences will begin moving in your direction, leavinglittle doubt as to where the best PR value can be found.
I can tell you from personal experience that there is no moresatisfying moment in the practice of public relations.
end
|
|
|
|
|
|
