Guardians of Grail

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Fortunately, you can always speed things up by adding morecommunications tactics as well as increasing their frequencies.
You'll know exactly why you wanted to apply proactive publicrelations when you sharpen your focus on the very groups ofoutside people who play a major role in just how successful amanager you will be - your key external stakeholders.
Explore with [link widoczny dla zalogowanych] them how you will monitor and gather perceptions byquestioning members of your most important outside audience: howmuch do you know about our organization? Have you had priorcontact with us and were you pleased with the interchange? Howmuch do you know about our services or products and people? Haveyou experienced problems with our people or procedures?
Others will soon clamor for signs of progress, and you'll wantto demonstrate such [link widoczny dla zalogowanych] results. And that means a second perceptionmonitoring session with members of your target audience. Usingmany of the same questions as in your first benchmark session,you will now be on alert for signs that the offending perceptionis being altered in your direction.
The question now becomes, what will you say to members of yourkey target audience who harbor the offending perception, to helppersuade them to your way of thinking?
Bob Kelly counsels, writes and speaks about using thefundamental premise of public relations to achieve theiroperating 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 communications, U.S. Department ofthe Interior, and deputy assistant press secretary, The WhiteHouse. He holds a bachelor of science degree from ColumbiaUniversity, major in public relations. mailto:bobkelly@TNI.netVisit:
Happily, the next step is easy. You select communicationstactics to carry your message to the attention of your targetaudience. [link widoczny dla zalogowanych] Making certain that the tactics you select have arecord of reaching folks like the members of your targetaudience, you can pick from dozens that [link widoczny dla zalogowanych] are available. Fromspeeches, facility tours, emails and brochures to consumerbriefings, media interviews, newsletters, personal meetings andmany others.
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Select your PR team's best writer because s/he must prepare avery special, corrective message. One that is not onlycompelling, persuasive and believable, but clear and factual ifit is to shift perception/opinion towards your point of view andlead to the behaviors you have in mind.
Sit down with [link widoczny dla zalogowanych] the public relations people assigned to your unitand make certain the whole team buys into why it's so importantto know how your outside audiences perceive [link widoczny dla zalogowanych] your operations,products or services. Be sure they accept the reality thatperceptions usually morph into [link widoczny dla zalogowanych] behaviors that can hurt your unit.
Here you [link widoczny dla zalogowanych] must be cautious because the perception information yougather helps you set a specific public relations goal. Forexample, clarify the misconception, spike that rumor, or correctthe false assumption.
Remember that the method of communication often affects thecredibility of the message. So you may wish to deliver [link widoczny dla zalogowanych] it insmall getogethers like meetings and presentations rather thanthrough a higher-profile media announcement.
And you may be compounding that error by failing to insist [link widoczny dla zalogowanych] thatyour department, division or subsidiary PR people make this veryspecial effort: create, change or reinforce the perceptions ofthose external audiences whose behaviors really DO impact yourunit.
Well, there's still time to fix things.
To get someone's name in the newspaper or a product mention on aradio talk show?
Why Do You Want PR?
Please feel free to publish this article and resource box inyour ezine, newsletter, offline publication or website. A copywould be appreciated at [link widoczny dla zalogowanych]. Word count is 920including guidelines and resource box. Robert A. Kelly ? 2004.
As comedian Jackie Gleason used to say, "How sweet it is!"
Of course, you can always engage [link widoczny dla zalogowanych] survey pros to round up thesedata for you, but that can be expensive. Besides, remember thatyour very own PR team is already in the perception and behaviorgame and could be of use for this opinion monitoring project.
You pursue that goal by picking the right strategy from thethree choices available to you. Change existing perception,create perception where there may be none, or reinforce it. Becertain, however, that the strategy you choose is an obvious [link widoczny dla zalogowanych] fitwith [link widoczny dla zalogowanych] your new public relations goal.
Especially when you [link widoczny dla zalogowanych] follow through with a workable plan thathelps you persuade those important outside stakeholders to yourway of thinking, then moves them to take actions that lead tothe success of your department, [link widoczny dla zalogowanych] division or subsidiary.
Regardless of who interacts with members of your targetaudience, questioners must stay alert to false assumptions,unfounded rumors, inaccuracies, misconceptions and untruths.
Still, I'll bet you'd like to do everything you can to help yourunit's PR team persuade your important outside stakeholders toyour way of thinking. Especially so when such a program works tomove those stakeholders to behaviors that lead to the success ofYOUR department and YOUR programs.
If that's all you expect, fine. But that response tells me that,as a business, non-profit or association manager, you may haveoverlooked an important reality: people act on their ownperception of the facts, leading to predictable behaviors aboutwhich something can be done on your behalf.
If true, it means you don't have a proactive public relationsplan that targets the kind of stakeholder behavior change thatleads directly to achieving your operating objectives.