Managers: PR Mechanics Or Engineers?
If you are a business, non-profit, government agency or association manager, you need both. A skilled public relations “engineer” to assemble the resources and drive the action planning needed to alter individual perception leading to changed behaviors among your most important outside audiences.
That engineer will help you as a manager to persuade those key folks to your way of thinking, And then move them to take actions that allow your department, group, division or subsidiary to succeed.
But you’ll also want those “mechanics” on board to handle communications tactics like brochures, special events, broadcast plugs, press releases and the like.
The force behind such a deployment is the underlying premise of public relations: 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.
The essential reality is that the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.
As that manager, 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 anticipate..
The engineer-mechanic approach to public relations will deliver the outcomes you want. For example, capital givers or specifying sources beginning to look your way; welcome bounces in show room visits; membership applications on the rise; customers making repeat purchases; high potential proposals for strategic alliances and joint ventures; politicians and legislators looking at you as a key member of the business, non-profit or association communities; prospects actually starting to do business with you; and community leaders now seeking you out.
Don’t overlook your PR worker bees. They can be of real use for your new opinion monitoring project because they are already in the perception and behavior business. But it’s not a slam dunk. Satisfy yourself that the PR staff really accepts why it’s SO important to know how your most important outside audiences perceive your operations, products or services. And do insure that they really believe that perceptions almost always result in behaviors that can help or hurt your operation.
Tell your PR people what your plans are for monitoring and gathering perceptions by questioning members of your most important outside audiences. Ask 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?
Using those PR folks of yours will also save money over the cost of using professional survey firms to do the opinion gathering work. 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.
Now we set down a public relations goal calling for action on 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 cold?
In like manner, establishing a PR goal demands an equally specific strategy that tells you how to get there. But just three strategic options are available to you when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like citrus dressing on your scones. So be sure 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.
At this point, good writing becomes the issue because you must prepare a persuasive message that will help move your key audience to your way of thinking. Obviously it must be a carefully- written message aimed at your key external audience. Select your very best writer. S/he must come up with really corrective 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.
Here, you must select the communications tactics most likely to carry your message to the attention of your target audience. Lots are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure the tactics you pick are known to reach folks just like your audience members.
Since the credibility of any message is fragile and always up for grabs, the means by which you communicate is a concern. Which is why you may wish to unveil your corrective message before smaller meetings and presentations rather than using higher-profile news releases.
Before you create a progress report, you’ll find it useful to begin a second perception monitoring session with members of your external audience in order to create comparative benchmarks. You’ll also want to use many of the same questions used in the benchmark session. But now, you will be on strict alert for signs that the bad news perception is being altered in your direction.
When things slow down, as they occasionally do, you’ll be pleased that you can always speed things up by adding more communications tactics as well as increasing their frequencies.
Once again, the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.
The trick lies in knowing the difference in capabilities between those PR mechanics and PR engineers, then using their respective talents in your own best managerial interests.
—
Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published over 200 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. 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 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: www.PRCommentary.com
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1115 including guidelines and resource box. Robert A. Kelly © 2005.
>> Article Source: http://www.Marketing-Seek.com
Please Note: The author of this article has authorized its distribution with the requirement that it be published in its entirety, without changes, including the author’s resource box. Please respect the authors’ wishes by getting their permission to reprint their articles if they so request.
8 Secrets To Boost Your Brand - And Your Sales
As children, we learned the adage, “It’s what’s on the inside that counts.” While that theory teaches a valuable lesson to youngsters, it doesn’t tell the whole story. As far as your business goes, there’s something else that matters just as much as your service or the quality of your product. It’s your image: how customers view your company.
Look at a few of today’s top corporations: Starbucks, Nordstrom and GE. Companies with stellar images illustrate that it’s not enough to be the best. Your customers must also see you as the best. Before buying from you, clients must view your company as one that:
Understands their problem or needIs competent to help themSpeaks their languageDeserves to be trusted
You may fit that mold, but do your customers think so? If not, it doesn’t matter what the truth is. That’s because, to reach your potential, clients must hold the same opinion of your company that you do. But here’s the good news - you can significantly improve your image in 8 simple steps:
1. Assess your current image.
You may also use the terms “brand” or “reputation.” In any case, compare how customers see you right now with how you want them to see you. Find out their honest opinions by conducting a survey or asking clients directly.
2. Put yourself in your customers’ shoes.
What do your clients really need or want, and how can you give it to them?
3. Speak your clients’ language.
In today’s world, you must stand out - or you won’t get noticed. The average person is exposed to 300 to 5,000 marketing messages per day. You have less than 3 seconds to catch their attention. Take yourself as an example: How many direct mail pieces do you actually open? How many newspaper articles do you read from beginning to end? People pay attention to what interests them, so make yourself interesting.Get rid of acronyms and jargon unless you know your audience understands them. Just because you comprehend it doesn’t mean they will.Talk in terms of problem/solution. Remind customers of their problem or need. Then show how your company is the solution.
4. Toot your horn loudly!
Go ahead, it’s okay to brag. Tell customers about awards you won, notable accomplishments and testimonials from satisfied clients. Let them know about promotional offers, and give them advice in your field of expertise. Constantly communicate what sets your company apart. The more good your customers hear, the quicker they will forgive a rare bad experience.
5. Tell them until you’re blue in the face.
It’s a hard truth - you are usually more interested in what you have to say than your customers are. Most clients won’t read, hear or understand your message the first time around. So emphasize your main points on multiple occasions. As a rule of thumb, if you’re tired of your message, it’s probably just starting to sink in with your customers!
6. Be consistent.
Confirm facts. (You would be surprised how many people skip this step.)Use spell-checker, but don’t depend on it! Or you may end up with sentences like these (taken from actual communications):”Our massage treatments help relive your pain.”"I know judo, karate, jujitsu and other forms of marital arts.”"We proudly feature some-day shipping.”Typos can cause customers to question your credibility, so proof your materials carefully.Make sure the image your clients see in one vehicle (e.g., your Web site) coincides with what they see in another (e.g., direct mail). Notice the font, logo and colors. Most collateral should keep the same general look-and-feel.Remember, a beautiful home is not built in a day, and neither is your image. You must invest years of hard work to develop an admirable brand, so keep it up.
7. Give your customers a reason to interact.
Communication is a two-way street, and clients who feel involved are more likely to be loyal.
Reality TV typifies this concept. Have you (or your teenager) ever posted a comment on a TV show message board? You would be amazed at how invested viewers become in a weekly reality program. And interactive tools only enhance that loyalty. Another example: Many e-commerce Web sites now offer customer reviews. How could you incorporate interaction into your communications? Perhaps you should answer a “question of the month” on your Web site, or include a coupon with your direct mail piece. Use your imagination, and add “customer-to-company” communication to your plan.
8. Live up to your promises.
Image is (almost) everything, but your service still matters. Don’t get so caught up in promoting what a remarkable company you are that you stop doing what made you that way.
Remember, your brand will make or break you. The opinions of your customers can mean the difference between failure and topping your revenue targets. Which will you choose? If you implement the steps shown here - while still offering your clients impeccable products and service - nothing can stop you. You’ll have customers for life!
Jessica Satterfield is president of The Satterfield Agency, where she helps small- to mid-sized businesses improve their public relations, advertising, marketing, copywriting and employee communications. Jessica offers her clients an expert blend of strategy and creativity. The result — deliciously clear communications that stand out from the crowd. Visit The Satterfield Agency at http://www.TheSatterfieldAgency.com
Article Source: http://EzineArticles.com/?expert=Jessica_Satterfield http://EzineArticles.com/?8-Secrets-To-Boost-Your-Brand—And-Your-Sales&id=79597
Subscribe in a Reader