Business Blog | Lilamitre-arte.com

If public relations tactics like special events, brochures, broadcast plugs and press releases dominate your answer, you’re missing the best PR has to offer.

Such a budget would tell us that you believe tactics ARE public relations. And that would be too bad, becauseit means you are not effectively planning to alterindividual perception among your key outside audienceswhich then would help you achieve your managerialobjectives.

It would also tell us that, even as a business, non-profit orassociation manager, you’re not planning to do anything positive about the behaviors of those important external audiences of yours that MOST affect your operation. Nor are you preparing to persuade those key outside folks to your way of thinking by helping to move them to take actions that allow your department, division or subsidiary to succeed.

So, it takes more than good intentions for you as a manager to alter individual, key-audience perception leading to changed behaviors. It takes a carefully structured plan dedicated to getting every member of the PR team working towards the same external audience behaviors insuring that the organization’s public relations effort stays sharply focused.

The absence of such a plan is always unfortunate because the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.

If this sounds vaguely familiar, try to remember that your PR effort must require more than special events, news releases and talk show tactics if you are to receive the quality public relations results you deserve.

The payoff can materialize faster than you may think in the form of welcome bounces in show room visits; customers beginning to make repeat purchases; capital givers or specifying sources beginning to look your way; membership applications on the rise; the appearance of new proposals for strategic alliances and joint ventures;politicians and legislators beginning to look at you as a key member of the business, non-profit or association communities; prospects actually starting to do business with you; and community leaders begin to seek you out.

It’s always nice to simply hire a survey firm to handle the opinion monitoring/data gathering phase of your effort. But that can cost real money. Luckily, your public relations professionals can often fill that bill because they are already in the perception and behavior business. But satisfy yourself that the PR staff really accepts why it’s SO important to know how your most important outside audiences perceive your operations, products or services. And be doubly certain they believe that perceptions almost always result in behaviors that can help or hurt your operation.

Share your plans with them for monitoring and gathering perceptions by questioning members of your most important outside audiences. Ask 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?

But whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

It’s goal-setting time during which you will establish a goal calling for action on the most serious problem areas you uncovered during your key audience perception monitoring. You’ll want to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor cold?
Read the rest of this entry »

read comments (0)

If public relations tactics like special events, brochures, broadcast plugs and press releases dominate your answer, you’re missing the best PR has to offer.

Such a budget would tell us that you believe tactics ARE public relations. And that would be too bad, becauseit means you are not effectively planning to alterindividual perception among your key outside audienceswhich then would help you achieve your managerialobjectives.

It would also tell us that, even as a business, non-profit orassociation manager, you’re not planning to do anything positive about the behaviors of those important external audiences of yours that MOST affect your operation. Nor are you preparing to persuade those key outside folks to your way of thinking by helping to move them to take actions that allow your department, division or subsidiary to succeed.

So, it takes more than good intentions for you as a manager to alter individual, key-audience perception leading to changed behaviors. It takes a carefully structured plan dedicated to getting every member of the PR team working towards the same external audience behaviors insuring that the organization’s public relations effort stays sharply focused.

The absence of such a plan is always unfortunate because the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.

If this sounds vaguely familiar, try to remember that your PR effort must require more than special events, news releases and talk show tactics if you are to receive the quality public relations results you deserve.

The payoff can materialize faster than you may think in the form of welcome bounces in show room visits; customers beginning to make repeat purchases; capital givers or specifying sources beginning to look your way; membership applications on the rise; the appearance of new proposals for strategic alliances and joint ventures;politicians and legislators beginning to look at you as a key member of the business, non-profit or association communities; prospects actually starting to do business with you; and community leaders begin to seek you out.
Read the rest of this entry »

read comments (0)

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 1145 including guidelines and resource box.
Robert A. Kelly © 2005.

Managers: Let’s Call a Spade a Spade!

Brochures, broadcast plugs and press releases – don’t call them public relations. Call them what they really are, valuable tactical devices which public relations calls upon from time to time to move a message from here to there.

Nothing more, nothing less, and certainly not public relations’ Mother strategy which (1), marshalls the resources and action planning needed to alter individual perception leading to changed behaviors among a business, non-profit,or association’s most important outside audiences. And (2), goes on to help a manager persuade those key folks to his or her way of thinking,
then (3) moves them to take actions that allow their department, group, division or subsidiary to succeed.

The management reality behind such an achievement is the underlying premise of public relations: 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, the public relations mission is usually accomplished.

The good news for those managers is that the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.

You may be such a manager. If you are, try to remember that your PR effort must demand more than special events, news releases and talk show tactics if you are to receive the quality public relations results you deserve.
Read the rest of this entry »

read comments (0)

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 1145 including guidelines and resource box.
Robert A. Kelly © 2005.

Managers: Let’s Call a Spade a Spade!

Brochures, broadcast plugs and press releases – don’t call them public relations. Call them what they really are, valuable tactical devices which public relations calls upon from time to time to move a message from here to there.

Nothing more, nothing less, and certainly not public relations’ Mother strategy which (1), marshalls the resources and action planning needed to alter individual perception leading to changed behaviors among a business, non-profit,or association’s most important outside audiences. And (2), goes on to help a manager persuade those key folks to his or her way of thinking,
then (3) moves them to take actions that allow their department, group, division or subsidiary to succeed.

The management reality behind such an achievement is the underlying premise of public relations: 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, the public relations mission is usually accomplished.

The good news for those managers is that the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.
Read the rest of this entry »

read comments (0)