Why PR is an Engine for Economic Growth
Business, non-profit and association managers committing their public relations resources to (1) doing something about the behaviors of those important outside audiences that most affect their operation, (2) creating the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives, and (3) doing so by persuading those key outside folks to their way of thinking by helping to move them to take actions that allow their department, division or subsidiary to succeed – greatly increase the chances of success for their operation.
Thus, feeding the engine of their own economic growth AND that of the nation at large.
But, in reality, it takes more than good intentions for any manager to alter individual perception leading to changed behaviors, something of profound importance to ALL business, non-profit and association managers.
What they need is a simple PR blueprint that gets everyone working towards the same external audience behaviors insuring that the organization’s public relations effort stays sharply focused.
For example, a blueprint 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.
In that way, those same business, non-profit and association managers can see results such as new proposals for strategic alliances and joint ventures; customers making repeat purchases; prospects starting to work with them; membership applications on the rise; capital givers or specifying sources looking their way, and even bounces in showroom visits.
But HOW those managers pull that off forms the real challenge.
Here’s how the best of them can do it. They find out who among their key external audiences is behaving in ways that help or hinder the achievement of their objectives. Then, they list them according to how severely their behaviors affect their organization.
But precisely HOW do most members of that key outside audience perceive their organization? If the budget to pay for what could be costly professional survey counsel isn’t there, Ms. or Mr. manager and his or her PR colleagues will have to monitor those perceptions themselves. Actually, they should be quite familiar with perception and behavior matters.
Getting that activity under way means meeting with members of that outside audience and asking questions like “Are you familiar with our services or products?” “Have you ever had contact with anyone from our organization? Was it a satisfactory experience?” And if you are that manager, you must be sensitive to negative statements, especially evasive or hesitant replies. And watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. When you find such, they will need to be corrected, as they inevitably lead to negative behaviors.
The job now is to select the specific perception to be altered which then becomes your public relations goal. You obviously want to correct those untruths, inaccuracies, misconceptions or false assumptions.
One of the painful aspects of the whole drill is that a PR goal without a strategy to show you how to get there, is like a three-bean salad without the beans. So, as you select one of three strategies (especially constructed to create perception or opinion where there may be none, or change or reinforce it,) what you want to do is insure that the goal and its strategy match each other. You wouldn’t want to select “change existing perception” when current perception is just right suggesting that “reinforce” strategy.
The moment has come when you must create a compelling message carefully constructed to alter your key target audience’s perception, as specified by your public relations goal.
Keep in mind that you can always combine your corrective message with another news announcement or presentation which may give it more credibility by downplaying the apparent need for such a correction.
The content of the message must be compelling and quite clear about what perception needs clarification or correction, and why. Of course you must be truthful and your position logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction.
Some allude to the communications tactics necessary to move your message to the attention of that key external audience, as “beasts of burden” because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.
Actually, we have a wide choice because the list of tactics is long indeed. It includes letters-to-the-editor, brochures, press releases and speeches. Or, you might choose radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are scores available and the only selection requirement is that the communications tactics you choose have a record of reaching people just like the members of your key target audience.
Of course, things can always be accelerated by adding more communications tactics, AND by increasing their frequencies.
It won’t be long before those around you will be asking about progress. But you will already be hard at work remonitoring perceptions among your target audience members to test the effectiveness of your communications tactics. Using questions similar to those used during your earlier monitoring session, you’ll now become beady-eyed looking for signs that audience perceptions are beginning to move in your general direction.
Yes, performed in this manner, public relations obviously does feed the engine of YOUR economic growth and, thus, that of the nation at large.
But do keep your eye on the core of this approach: persuade your most important outside audiences with the greatest impacts on your organization to your way of thinking. Then move them to take actions that help your department, division or subsidiary prevail.
end
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1085 including guidelines and resource box.
Robert A. Kelly © 2004.
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. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net
Visit: http://www.prcommentary.com
Previous Articles Highlighter:
Step Back To Succeed In Decision Making (1)
As a supervisor or manager, there will undoubtedly be a time when you will have to make more important, and sometimes instantaneous, decisions. That’s when all of the practicing will pay off.
How To Negotiate A Settlement With An Insurance Claims Adjuster By Dan Baldyga (2)
As a way of "proving" what happened to you wasn’t serious he’ll describe your “so-called injuries” with fancy medical language and then compare them to the more extreme types of personal injury problems or conditions he's dealt with in the past.
Something New For Managers (3)
Another good reason to do so, is that actually doing something about key audience behaviors can have a positive effect on your own organizational success. Now, as you find out how your operation is perceived by these important outside audiences, you will need to make an immediate choice.
7 Work At Home Mistakes To Avoid (4)
Submitting to FFA's. These are free for all sites that you can post your ads on. Do not waste your time posting your ads on these sites ,because your site will never get seen.
Three Proven Steps To Improve Your Home Business Advertising Response In Just 1 (5)
Most of your competitors don’t do this little analysis! They repeat campaigns that cost more than they bring in. So they are forced to set advertising budgets that limit the amount of advertising they can run each year.
This Is The Power Of PR (6)
In all probability, it will aim to straighten out that dangerous misconception, or correct that gross inaccuracy, or do something about that hurtful rumor. Of course, when you set a goal, you need a strategy that shows you how to get there.
Working As A Knowledge Worker In The Information Age (7)
The work of networking really is 'invisible work' which is not accounted for in workflow diagrams or performance evaluations.In the past, employees worked for relatively long periods in 'communities of practice' (Wenger, 1988) within which they built up expertise in the details of their jobs.
Networking 1 (8)
Of course, the question is, when do I find the time. This is where networking comes in. Your network of contacts is your support group for the areas in which you need help.
The 6 Stages Of Modern Career Development (9)
This stage is characterized by feelings of confusion, in that you are not sure what career options exist for you. You may feel overwhelmed with all of the different jobs and opportunities that exist as you begin the process of researching the modern world of work.
Ten Effective Ways To Reduce Your Business Costs (10)
You can find free software, graphics, backgrounds, online business services etc.5. Borrow/Rent Have you ever purchased business equipment you only needed for a small period of time? You could have just borrowed the equipment from someone else or rented the equipment from a "rent-all" store.
Achieve More In 2 (11)
This is a very effective tool that allows you to see the visual impact of achieving your goals. When my wife and I bought our first house we clipped photographs and pictures of what we wanted our house to have and pasted them on to a large sheet of poster board.
Time Out (12)
Hinting a time out for interest rates unnerved investors.Interest rate moves have subtle effects on income for many. Our family benefits from the presence of our children's great grandmother, who begins her 91st year, likes football ("Oh, that poor Drew Bledsoe."), but dislikes current interest rates.
Common Mistakes Motorcycle Buyers Make When Looking For A Motorcycle Loan By Jay Fran (13)
Are there any administrative fees to get the motorcycle loan and if so how much are the fees?Overall, motorcycle buyers can avoid these common mistakes by spending a little extra time focusing on shopping for a motorcycle loan and asking lots of questions.
Surviving The Workday In Your Organization (14)
So many people make themselves ill due to their lack of organisation. They have no system, no idea how to manage their time and generally just run from one crisis to another.
The Delicate Art Of Balancing The Budget (15)
One of the things which used to distinguish between political camps in the USA - Democrats versus Republicans - was their attitude towards the role of government in the economy.
Team Effort Pays Off For Entrepreneurs (16)
If an entrepreneur is alone in creating a business (and having a partner or partners doesn't mean you're not alone), opportunities for learning and teaching are lost. With an affinity group, you can accelerate your growth and eventually give back your wisdom and experience to those coming after you.Who Are They and What Do They DoAffinity groups are gatherings of peers attracted to each other by a common set of experiences and capabilities, or "affinities." Normally the group is a maximum of 10 people.
Making The Dealer An Offer By Kevin Schappell (17)
And THEN spend more time digging through their websites to find your new car. Fill out a request form online and have a dealer contact you if he or she has the car you are looking for.
Classified Ads What Works What Doesnt (18)
And STUDY them like you'll have an exam over them. If you didn't see the ad before, skip it. Only focus on those who repeatedly placed the same ads - -these people are selling off of them: bottom line.
Choosing The Best Life Insurance Option For You (19)
The variations on whole life insurance cover include:Non-profit UK whole life insurance policies: This is the simplest form of whole life cover, and enables you to enjoy the convenience of level payments through the term of the policy until you die.
How To Use Humor To Increase Sales (20)
If you see a cartoon you like in a newspaper or magazine, write the cartoonist in care of the publication and ask about availability and pricing. If there is a particular cartoonist whose style you like, contact the cartoonist about a custom cartoon.
Newer Articles Highlighter:
A Mass Customization Revolution (1)
Innovation is one of the qualities upon which America is founded. American manufactures are the world’s leading innovators. The right combination of technology and people is a good foundation for any company.
Better Decisions Balancing Efficiency BuyIn (2)
4. Buy-In Do you need group acceptance for effective implementation? Will an autonomous decision be accepted? The more you need the commitment and energy of others to implement, the more you need to involve them in making the decision.
Why Mobile SMSText Messaging (3)
The first option that comes to one’s mind is mobile operators. However, though they have complete control over network infrastructure, they are generally not too keen to service customer for meeting their messaging needs.
Why Your Mutual Fund Doesn’t Return As Much As You Think (4)
By December, you would have paid about $18 in fees and about $12 in capital gains taxes. So you lost about $30 on your $1,000 investment, not $3.70. That's about a 3% decline rather than the 0.37% drop reported recently by fund-tracking firm Lipper Inc.
Useful Tips On Buying A New Or Used Car By John Mussi (5)
It may save you serious money. Consider driving habits, what the car will be used for, and your budget. Research models, options, costs, repair records, safety tests, and mileage through libraries, book stores, and web sites.
Venture Leasing A Smarter Way To Build Enterprise Value (6)
The best VCs have developed industry specialization and many have in-house specialists with direct operating experience within the industries covered. Also important to the venture lessor are the amount of capital VCs provide the start-up and the amount allocated for future funding rounds.After determining that the management team and venture capital investors are qualified, venture lessors evaluate the start-up’s business model and the market potential of the venture.
Using Sector Funds To Construct Diversified Mutual Fund Portfolios (7)
Nothing herein should be construed as an offer to buy or sell securities or to give individual investment advice. This report does not have regard to the specific investment objectives, financial situation, and particular needs of any specific person who may receive this report.
What Is Road Hazard Warranty? Do You Really Need It? By Gene Grant (8)
Definitely - great value.Typically, Road Hazard warranties will cover things like nails, glass, metal, stones etc. and almost anything else that could puncture or damage a tire. Some Road Hazrd packages provide a nationwide coverage, which are great for people who are traveling, or vacationing, because you now have peace of mind knowing that you are protected while away from your local area.
To Grow Out Of Unemployment (9)
Though exaggerated and probably untrue, the "New Paradigm" did predict that productivity will grow, inflation will remain subdued, unemployment will decrease drastically and the prices of financial assets will explode – all simultaneously (which was considered hitherto impossible).
How To Take Your Stalled Projects To The Finish Line (10)
One client resisted finishing a book because she dreaded getting a slew of rejections from agents. Another resisted applying for jobs because she dreaded spending eight hours chained to a desk.(3) Review your economic situation.
Temp Gretta And The Great Seattle Race (11)
With her Mariner baseball cap on backward, dressed in faded jeans and her favorite Seahawk sweatshirt, Gretta slowly raised the flag. In a loud voice and with a distinct Seattle accent, she counted down the last few seconds -- 12:59.58, 12:59.59.
The Rules Of The Road By Kevin Schappell (12)
Some states have laws that prohibit "driving" in the left lane, leaving it open for passing only. If someone is trying to merge onto the highway and you have room, get into the left lane.
Social Engineering The Real ETerrorism (13)
When the operator opened the attachment it created a back door that opened a connection out of AOL's network, through the firewall, allowing the hacker full access to the entire internal network of AOL with very little effort on the hacker's part.The above is a true story and it is an excellent example of one of the biggest threats to an organisation's security - social engineering.
Who Is Running Your Business (14)
How many times have you heard, "I couldn't make the meeting. My customer needed me." On the other hand, one of my favorites is, "I jump through hoops for my clients."-and then after four months of jumping, the client doesn't call back.
Can You Really Improve Your Organisation Skills (15)
Organisation is an outcome of that trait. Character qualities are learned behaviours that develop throughout our whole lives - not just while we are children.""Yes, everybody can be taught organising one's life.
Want To Loosen Uncle Sam’s Grip On Your Wallet (16)
Generally, the money you contribute to your plan is taken out before taxes, so your taxable income, and thus your tax bill, is lower.If you're eligible to make deductible contributions to a traditional IRA, the same principle is at work.
Why Choose A Bad Credit Personal Loan (17)
So if you've been turned down for credit elsewhere don't despair.If you are a UK home owner with equity in your property, a UK Bad Credit Personal Loan can bring that normality back to your life.
The 21st Century Way To Build Equity (18)
Faster accumulation of equity build up of up to 300%, plus a reduction in interest owed on the loan due to your prepayment is the result of using a biweekly payment schedule; that's without any increase to your monthly output.
How Your Auto Insurance Rates Are Determined By A. Chris Tijerina (19)
Your claims history will affect you for a minimum of 3 years. If you have filed a claimed or if you even mentioned a claim to your insurance company it can and most likely will affect your rates.
Characteristics Of High Performance Teams (20)
Circle the characteristics that describe your team; cross off those that don't describe your team.PARTICIPATIVE LEADERSHIPEnvisioning leadership and organizing leadershipClear leadership role that is sharedEnables people to make choicesShared normsShared valuesMembers drawn to the teamTeam identityBelonging/membershipSynergismFuture focusedALIGNED ON PURPOSE AND VISIONCommon shared purposeClear shared visionSelf directingHigh moraleTeam goals align with personal goals and organization goalsProblem solving, not laying blameClear, shared understanding of team members' rolesTASK FOCUSEDChallenging tasksIndividual accountability/ownershipEquality in workloadQuality focusClear tasks and milestonesMutual respect for abilityCommitmentSHARED RESPONSIBILITYShared decision makingRewards linked to team performanceRecognize expertise/value added in individualsCooperationClear standards of acceptable performanceCelebrates successClear authority and responsibilityContributionMembers responsible for team successINNOVATIVECreative talentsMay promote personal relationshipsRespect for individualsEmpowered and empoweringPROBLEM SOLVINGUpfront and direct; confronts issues not peopleTrustClear decision-making processConflicts managed wellFreedom to express ideasFreedom to share opinionsSTRONG COMMUNICATIONSuperb communicationOpen communicationOpennessClear communication channelsShare common language and terminologyExternal communicationsTime managed wellStructure, purposeful meetings (facilitator, timekeeper, recorder, scribe)RESPONSIVEUnite/partner with other teamsFlexibleOutward focusedFocus on the customerAllows risks and mistakesPromotes group learningSELF MONITORINGSelf correcting; evaluates its own performanceIndividuals pleased with work resultsAssigns opposing viewsTerence R.