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03.13.06
Powering Up Managerial PR
By Robert A. Kelly
For many managers, talking about how to power up managerial public relations means talking about favored communications tactics such as press releases, broadcast plugs, special events and brochures.
Tactical devices which, as a manager, you may call upon from time to time to simply move a message from here to there.
Of course, calling them just that - tactical devices - does avoid confusing them with the broader, more comprehensive mission known as public relations.
A mission which, compared to a tactical orientation, instead assembles the resources and action planning needed to alter individual perception leading to changed behaviors among a business, government agency, non-profit, or association's most important outside audiences. Then goes on to help managers persuade those key folks to their way of thinking, and move them to take actions that allow their department, group, division or subsidiary to succeed.
In brief, and building on the tactical base, what such an approach to public relations does, is power up managerial PR by creating the kind of external stakeholder behavior change that leads directly to achieving those managerial objectives of yours. Then it persuades those key outside folks to your way of thinking by helping move audience members to take actions that help your unit get to where it wants to go.
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Before long, all concerned will notice that the reality implicit in PR's underlying premise is that good public relations planning really CAN alter individual perception and result in changed behaviors among key outside audiences.
But what about that underlying premise? Spend a moment digesting it and see if it fits your style: 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.
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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
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