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Do You Buy This?
by Robert A Kelly
You can pronounce the public relations program a success only when your current communications actions produce behavior change matching that required by your original public relations goal. 1. People act on their own perception of the facts.
2. Perceptions lead to predictable behaviors.
3. Change perceptions to get the behaviors you need.
The reason I believe you should buy it is because the fundamental premise of public relations says so.
"We know that people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. So, when we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished."
Here's how you can put it into action in your business.
Study those external audiences that have the most severe and immediate impact on your business.
Select your business' most important audience for initial action.
Extract information from the members of that audience by interacting with them and asking questions. As you monitor their opinion, as well as that of the media and other thoughtleaders, do you notice any negative feelings or perceptions about your business? How about misconceptions that need to be corrected? Do you see a problem developing on the horizon?
The answers allow you to set your public relations goal. It could be to change perceptions of your business; to reinforce a slightly positive view; or to correct an inaccuracy.
Now, once you decide on a goal, what about a strategy to help you reach it? Which of the three strategies available to you appears appropriate to the task? Create opinion (perceptions) where none exist? Change existing opinion? Or, simply reinforce it?
With the strategy decision made, you need a message vehicle to bring your thoughts, proposals or recommendations to the attention of the members of that target audience. And that means a persuasive message carefully prepared to alter individual opinion.
But not just any message. This one must be both compelling as it offers some plain truths, and really clear as to its meaning. Are you correcting an inaccuracy? Debunking a rumor? Changing the perception of your business? Of course, hype and a "preachy" tone have no place in persuasive messages of this kind.
So, you've monitored your key target audience for opinion, you've created a public relations goal, a strategy and, now, an action message. What do you do with it?
You must get members of that key target audience to become aware of your message and to focus on its meaning. Communications tactics will do the trick and, happily, there are dozens of choices available to you.
Choose from tactics such as article placements, letters-to-the- editor, news releases, community meetings, speeches, brochures, special events, print and broadcast interviews, emailings and many, many others.
With the communications action underway, how will you know whether you're making progress towards your public relations goal? Sounds like a lot of work, but you MUST remonitor that target audience, and once again speak and interact with its members. And, of course, ask questions once again
Stay alert for signs that individual perception is beginning to move in your direction. For example, accurate understandings versus inaccurate, or improved perceptions of your business.
And please remember this. You can pronounce the public relations program a success only when your current communications actions produce behavior change matching that required by your original public relations goal.
end
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
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
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