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02.27.06
Why The Usual PR Doesn't Cut It
By Robert A. Kelly
How could it when so many business, non-profit, government agency and association
managers apparently believe public relations is all about creating some publicity
by moving a message from one point to another using tactics like broadcast plugs,
press releases and brochures?
When you think about it, that belief doesn't make a whole lot of sense when the managers who hold that view have such an obvious need for public relations that leads directly to achieving their managerial objectives.
I'm talking about public relations that really does something meaningful about the behaviors of those manager's important outside audiences that MOST affect the departmental, divisional or subsidiary unit they manage.
Perhaps most important, I refer to public relations that persuades those key outside folks to the managers' way of thinking by helping move audience members to take actions that help each manager's unit succeed.
With that kind of promise, how COULD the usual kind of tactical PR cut it?
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Especially when PR's underlying premise further sweetens the promise: 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.
What they soon come to realize is that the right public relations planning really CAN alter individual perception and actually lead to changed behaviors among key outside audiences.
Should you count yourself among such managers, please 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 believe you deserve.
And what a variety of results should come your way: politicians and legislators
begin looking at you as a key member of the business, non-profit or association
communities; new proposals for strategic alliances and joint ventures start showing
up; welcome bounces in show room visits occur; capital givers or specifying sources
begin to look your way; customers commence making repeat purchases; membership
applications start to rise; prospects actually start to do business with you;
and community leaders begin to seek you out.
Since they are already in the perception and behavior business, the PR pros on
your staff can be of real use for your new opinion monitoring project. But be
certain they really accept why it's SO important to know how your most important
outside audiences perceive your operations, products or services. In the final
analysis, be sure they believe that perceptions almost always result in behaviors
that can help or hurt your operation.
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the Full Article
About the Author:
Bob Kelly counsels, writes and speaks to
business, non-profit and association managers about using the fundamental premise
of public relations to achieve their operating objectives.
Visit: http://www.prcommentary.com |
