Right PR Empowers a Manager Business Articles | October 11 Kyle Palmieri Jersey Youth , 2004 Please feel free to publish this article and resource box in your ezine, ... offline ... or website. A copy would be ... at ... Word count is 1105 ... guide
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. Word count is 1105 including guidelines and resource box. Robert A. Kelly ?2004.
Right PR Empowers a Manager
Business, non-profit and association managers are in a stronger position to succeed when they use their public relations resources in a way that alters individual perception leading to changed external stakeholder behavior.
Here抯 the obvious core of this approach: persuade your most important outside audiences with the greatest impacts on your organization to your way of thinking. Then move them to take actions that help your department, division or subsidiary prevail.
The right action plan ?the right blueprint ?helps you to achieve that kind of success. And it does so by getting everyone working towards the same external audience behaviors. For example: 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 Wayne Simmonds Jersey Youth , the public relations mission is accomplished.
And look at what might happen. A nice jumpup in show room traffic; local thoughtleaders seeking your opinion on key local issues; newly interested prospects calling you; growing numbers of membership applications; the repeat purchase rate increasing; new inquiries about strategic alliances and joint ventures; capital givers or specifying sources making inquiries; and even politicians and legislators viewing you as a leading figure in the business, non-profit or association communities.
Caveat: your PR people are already in the perception and behavior business, so they should be of real use for your initial opinion monitoring project. But you must be certain your public relations people really believe ?deep down -- why it抯 SO important to know how your most important outside audiences perceive your operations, products or services. Make sure they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.
While reviewing your PR plan with them, talk about how you will monitor and gather perceptions by questioning members of your most important outside audiences. 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? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?
While professional survey firms can always be hired to do the opinion monitoring work Nico Hischier Jersey Youth , they also can cost big bucks. So, whether it抯 your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors Taylor Hall Jersey Youth , inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.
Clearly, you must do something about the most serious distortions you discovered during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially damaging rumor dead in its tracks?
We all know you won抰 get there at all without the right strategy to tell you how to proceed. But remember that there are just three strategic options available when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none Will Butcher Jersey Youth , or reinforce it. The wrong strategy pick will taste like sour cream on your spaghetti, so be sure your new strategy fits well with your new public relations goal. You wouldn抰 want to select 揷hange?when the facts dictate a 搑einforce?strategy.
Now it抯 time to put together a well-written message and direct it to members of your target audience. It抯 always a challenge to create an actionable message that will help persuade any audience to your way of thinking.
You need your best scribes for this one because she must build some very special, corrective language. Words that are not merely compelling, persuasive and believable, but clear and factual if they are to shift perceptionopinion towards your point of view and lead to the behaviors you have in mind.
Once you抳e run draft copy by your PR team Jesper Bratt Jersey Womens , it抯 on to the next selection process -- the communications tactics most likely to carry your message to the attention of your target audience. There are scores that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters Miles Wood Jersey Womens , personal meetings and many others. But you must be certain that the tactics you pick are known to reach folks like your audience members,
Actually, you may wish to avoid 搒houting too loud?and unveil your message before smaller meetings and presentations rather than using higher-profile news releases, as the credibility of any message is fragile and always at stake.
It won抰 be long before voices will be raised about progress reports, which will be your signal for you and your PR team to get going on a second perception mon
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