message, strategy and communications tactics can change perceptions
among each of your business, non- profit or association audiences. And
do so in a way that produces the behaviors you need to achieve your
objectives.
It all comes together when you persuade those important outside
audiences to your way of thinking by doing something about their
perceptions, thus moving many of them to take actions that help your
department, division or subsidiary succeed.
I believe the Rosetta Stone that allows such "magic" to happen is the
fundamental premise of public relations, and it looks like this:
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
accomplished.
And the payoffs can be manifold. Welcome increases in sales floor
activity; customers starting to make repeat purchases; capital givers
and specifying sources showing up on your doorstep; new suggestions
for joint ventures and strategic alliances; prospects sniffing around;
local thoughtleaders beginning to seek you out, and new recognition of
you and your operation as a key member of the business, non-profit or
association communities.
Meet with the public relations professionals employed by, or assigned
to your unit and get two matters clearly understood. Make certain they
accept the fact that inaccurate perceptions almost always lead to
behaviors that can hinder your operation. And that they may be called
upon to assist the key target audience perception monitoring effort.
Because your public relations staff is already in the perception and
behavior business, they really should play a direct role in the
initial opinion monitoring project. You can always hire a professional
survey firm, but that's the expensive way to do it. The objective of
whoever asks the questions of members of your target audience is to
identify inaccuracies, false assumptions, untruths, unfounded rumors,
misconceptions and other negativities.
The questioners will query members of that important outside audience
asking them "Do you know anything about our organization? Are you
aware at all of our products or services? Have you ever had contact
with us? Or have you ever had a problem with our people or
procedures?"
The next task will be to select the newly discovered negative that
could most impact your organization. And that becomes your public
relations goal.
For example, is that misconception a clear and present danger? Or does
that inaccuracy represent an even more dangerous potential? Or does
that unfounded rumor you turned up look like it could turn into the
hottest fire of all?
No one ever reached a public relations goal without a strategy showing
how to reach that goal. Fortunately, where perception and opinion are
concerned, you have just three strategic choices. Change existing
perception, create perception where there isn't any, or reinforce that
existing perception.
And please be certain that the strategy you choose fits well with the
new PR goal.
Perhaps the most difficult challenge is preparing the corrective
message to be communicated to your key stakeholder audience in a
manner that will help persuade them to your way of thinking.
The message needs professional writing, corrective language, if you
will. And this language must be not merely compelling and persuasive,
but clear, factual and believable if it is to move perception/opinion
towards your point of view and lead to the change in behaviors you
have in mind.
Relatively speaking, the next step is a pleasure. Here, you identify
the means for communicating your message to your target audience,
making certain the tactics you select are on record as to reaching the
same people as those that make up your particular audience. There are
scores of communications tactics available ranging from speeches,
emails and brochures to media interviews, newsletters and special
events. One caution, how you communicate can affect the message's
credibility. So it may be more effective to deliver it in small
meetings or events rather than through high-profile media
announcements.
Understandably, those around you will press for indications that
progress is being made. Which calls for a second perception monitoring
go-around with members of your external audience. You'll again use
many of the same questions used in your initial benchmark perception
monitoring session. Difference now is that you will be on the alert
and watching closely for signs that the offending perception is being
altered in your direction.
Keep in mind that the effort can always be accelerated by the addition
of more communications tactics and/or, of course, by increasing their
frequencies.
So, Mr/Ms manager, why not PR like this? When you persuade those
important outside audiences to your way of thinking, then move them to
take actions that help your department, division or subsidiary
succeed, you have a public relations success on your hands.
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