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Mad As Hell?
by Robert A Kelly
Keep and eye on those key target audiences, because without them on your side, your chances of success diminish dangerously I would be too if my coaches failed to send in one of my strongest players, public relations!
And for a good reason.
When those outside folks, whose behaviors really help or hurt your organization, do their thing, you need all the help you can get. We call them key target audiences because without them on your side, your chances of success diminish dangerously.
Don't leave it to chance!
List those important external audiences and prioritize them. Start with that #1 target audience, interact with its members, and ask questions. Any negativity among those who recognize your organization? Are there perceptions you need to do something about?
How about inaccurate understanding of your products and services? Or, has a rumor cropped up that you need to knock down?
The answers to these questions let you establish your public relations goal once you decide which of the problem areas need the most immediate attention. It could be as simple as correcting that inaccurate understanding, or neutralizing that unfortunate rumor.
But to reach that goal, you need an effective strategy. We're lucky in this business that we have only three possible strategies: create opinion (perceptions) where none exist, change existing opinion, or reinforce it. Makes things simple!
What will you say to members of your #1 target audience? You must prepare a message carefully crafted to creditably and believably address the rumor, inaccuracy or misconception. Your message must be crystal-clear, authoritative and compelling as it explains why those particular beliefs or perceptions are untrue and even unfair.
Sounds like the job is complete, doesn't it? But it isn't for the simple reason that you must now deliver it to the eyes and ears of that #1 target audience.
Enter the "beasts of burden," as we call your communications tactics. They're designed to carry that outstanding message you prepared directly to the attention of your prime audience.
Luckily, there are piles of such tactics available. Everything from face-to-face-meetings, press releases, print and broadcast interviews to special events, facility tours, speeches and letters-to-the-editor.
But you're STILL not done!. You must track your progress by REmonitoring members of that target audience, again asking lots of questions. Is there evidence that you've neutralized that rumor? That the scary inaccuracy is on its way to being corrected, or that the damaging misconception is clearing up?
If you're not pleased with progress to date, it's back to the drawing board to create a new, possibly heavier mix of communications tactics more likely to reach a broader slice of that target audience. You'll also want to look closely at your message for ways to increase its impact. Is it really clear enough? Are there enough believable facts to support your contention that the misconception is not simply untrue, but unfair as well?
In any event, mere tweaks in a public relations plan focused sharply on altering perceptions that will lead to the target audience behaviors your organization needs to reach its objectives and achieve success.
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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