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A simple formula for success
Leaders in the business world need public relations big
time, and they show it every day.
How? By staying in touch with their most important external audiences
and by carefully monitoring their perceptions about the company, audience
member feelings about hot topics at issue, and the behaviors that inevitably
follow.
Could there be an angle here for your business?
What I mean is, once you interact with, then learn what that key target
audience of yours believes about you and your organization, a corrective
public relations goal – a specific behavior change -- can be established.
Which then requires that you identify a strategy. There are just three
choices here, create opinion where none exists, change existing opinion,
or reinforce it.
It’s a logical sequence. With your goal and strategy now set, you
need persuasive messages with a good chance of moving perceptions (and
thus behaviors) in your organization’s direction. But you must make
sure the messages talk not only to the current topic at issue, but to
any misconceptions or inaccuracies encountered during your information
gathering, and to any problems that might be brewing.
What will you do with your new message? You will carry it to the attention
of your priority audience. You’ll use communications tactics that
are credible in the eyes of the receiver, and effective in reaching him
or her. You’ll also want tactics that stand a good chance of moving
opinion in that target audience, on the topic at issue, in your direction.
Fortunately, there are many communications tactics to choose from: newsworthy
announcements, letters-to-the-editor, news releases, radio and newspaper
interviews, brochures, speeches and on and on.
Now, you’re back to the monitoring mode as you interact once again
with members of the key target audience. With your communications tactics
hammering away, you keep one eye peeled for signs of target audience opinion
shifts in your direction. The other eye, (and ears) stay alert for any
references by print and broadcast media, or other local thoughtleaders
to your carefully prepared message.
The bottom line is, are perceptions and behaviors within the target audience
being modified? If not, adjustments to your communications tactics –
often a big increase in, and wider selection -- must be made. Your message
may also need to be sharpened and its factual basis strengthened.
Gradually, you’ll begin to notice changes in opinion starting to
appear along with a growing receptiveness to those messages of yours.
This is real progress.
Should you still need encouragement to hang in there with your brand
new public relations program, consider this. A single issue – for
example, a potentially dangerous, unattended perception among a key audience
-- can spread like wildfire nudging any business closer to failure than
success.
That statistic alone should make you feel pretty good about public relations.
About the author
Bob Kelly counsels, writes and speaks about the fundamental premise
of public relations. 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. mailto:bobkelly@TNI.net.
Visit: http://www.prcommentary.com
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. Net word count is 565 including
guidelines and resource box. Robert A. Kelly © 2003.
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