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Marketing
My Website
I recently started a website for a business I was running over the summer brokering
used cars to people who have no or bad credit. During the summer I worked as a
lifeguard and I would do all my work during breaks and it would make...
Ad
Server recommendation, anyone?
I wonder if anyone can recommend a good Ad-Server to use. I use an Ad Server to
serve up banners and skyscrapers throughout my network of sites mainly to moce
people around between the sections, to make it clear what services we offer and
to a small degree to aid design and aesthetics too...
Let
search engines crawl link exchange page?
Ii belong to several link exchanges and have heard about "bad neighborhoods" in
terms of certain link groups. i wondered if anyone has any advice for whether
or not to allow search engines to crawl my link partners page...
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A
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2006...
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01.16.06
PR's Sweetest Music
By Robert A. Kelly
It's a tune all managers can sing. And the lyrics go like this: successful business,
non-profit, government agency and association managers start their winning ways
by doing something positive about the behaviors of the very outside audiences
that MOST affect their operations.
Then they claim the prize when their public relations creates the kind of external
stakeholder behavior change that leads directly to achieving their most important
managerial objectives.
In the midst of all this good news, comes a happy epiphany for the lucky managers:
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.
And look what could happen: this kind of public relations planning really CAN
alter individual perception and lead to changed behaviors among your key outside
audiences. But 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.
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It won't be long before the desired end-products start showing up. And that's
when customers begin to make repeat purchases; capital givers or specifying sources
begin to look your way; welcome bounces in show room visits occur; membership
applications start to rise; new proposals for strategic alliances and joint ventures
start showing up; politicians and legislators begin looking at you as a key member
of the business, non-profit or association communities; local civic leaders begin
to seek you out; and prospects actually start to do business with you. The public
relations people assigned to you can be of real use for your new opinion monitoring
project because they are already in the perception and behavior business. But
be certain those PR folks really accept why it's SO important to know how your
most important outside audiences perceive your operations, products or services.
Perhaps most important, be sure they believe that perceptions almost always result
in behaviors that can help or hurt your operation.
Spend time with them reviewing your plans for monitoring and gathering perceptions
by questioning members of your most important outside audiences. Consider questions
like these: how much do you know about our organization? Have you had prior contact
with us and were you pleased with the exchange? Are you familiar with our services
or products and employees? Have you experienced problems with our people or procedures?
Be careful introducing professional survey firms to do the opinion gathering work
because it can cost a lot more than using those PR folks of yours in that monitoring
capacity. But whether it's your people or a survey firm asking the questions,
the objective remains the same: identify untruths, false assumptions, unfounded
rumors, inaccuracies, misconceptions and any other negative perception that might
translate into hurtful behaviors.
You'll want to establish an action goal here for the most serious problem areas
you uncovered during your key audience perception monitoring. Will it be to straighten
out that dangerous misconception? Correct that gross inaccuracy? Or, stop that
potentially painful rumor before it does more damage?
Like most goals, you'll never achieve it in the absence of a strategy showing
you how to get there. Furthermore, only three strategic options are available
to you when it comes to solving perception and opinion problems. Change existing
perception, create perception where there may be none, or reinforce it. Of course,
the wrong strategy pick will taste like ketchup on your French Toast. So be certain
your new strategy fits well with your new public relations goal. You certainly
don't want to select "change" when the facts dictate a strategy of reinforcement.
Good writing is always needed, and that's especially true here because you must
prepare a persuasive message that will help move your key audience to your way
of thinking. It should be a carefully-written message aimed directly at your key
external audience. Hopefully, your very best writer will work hard on the assignment
because s/he must come up with language that is not merely compelling, persuasive
and believable, but clear and factual if they are to shift perception/opinion
towards your point of view and lead to the behaviors you have in mind.
Now is as good a time as any to identify the communications tactics most likely
to carry your message to the attention of your target audience. There are many
available. From speeches, facility tours, emails and brochures to consumer briefings,
media interviews, newsletters, personal meetings and many others. But be certain
that the tactics you pick are known to reach folks just like your audience members.
The way in which you communicate your message can cause problems since the credibility
of any message is always fragile. Which is why you may wish to unveil your corrective
message before smaller meetings and presentations rather than using higher-profile
news releases.
Read
the rest of the 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. 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. bobkelly@TNI.net
Visit: http://www.prcommentary.com |
