Media Releases Public Relations
Publicity And PR Information
|
|
|
Media Releases Public Relations |
|
| ||
| ||
|
| ||
|
eBay:
More books on public relations | ||
|
You are free to use content from this page in your blog or website, in return for a link back to this page from that blog or website.
The Ultimate PR Scam
It happens to business, non-profit and association managers when their public relations budget fails to deliver the crucial external audience behaviors they need to achieve their department, division or subsidiary objectives. Behaviors they should have received leading directly to boosts in repeat purchases; growing community support; more tech firms specifying the manager's components; increased capital donations; stronger employee retention rates; new waves of prospects, or healthy membership increases. If that rings your bell, you need to take two actions. First, insist that your public relations activity is based on a fundamental premise 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. Second, as the manager for whom they labor, get personally involved with the professionals managing your PR effort. Tell those specialists that you must list, then prioritize those key external audiences whose behaviors effect your unit the most. Identify that outside audience sitting at the top of your slate, and we'll work on it right now. Nothing happens, of course, until you gather some pithy information. Namely, how do members of that key target audience, whose behaviors affect your unit's success or failure, actually perceive you' You and/or your PR team must interact with members of that audience and monitor their perceptions by asking a number of questions: Do you know anything about us? What have you heard about our services or products? Have you ever had contact with our organization? Was it satisfactory' The trick here is to stay vigilant for negative signs, in particular, untruths, exaggerations, inaccuracies, rumors or misconceptions. By the time you complete this exercise, you will have gathered the raw material you need to establish a corrective public relations goal. It might aim to fix an inaccuracy, clear up a misconception or lay that rumor to rest. How you get to that goal, however, is another question because you have just three strategy choices when it comes to perception/ opinion matters like this. Create perception/opinion where there isn't any, reinforce existing opinion, or change it. A warning: insure that your new strategy is an obvious match for your new public relations goal. Now, alert your team to a real writing challenge ' a message tasked with altering the offending perception. Which means your writer must produce a message that changes what many target audience members now believe. No easy job! It must be clear about how the current perception is out of kilter. And it must not only be truthful, but persuasive, compelling and believable if it is to lead ultimately to the desired behavior. True heavy lifting! By the way, messages like that best retain their credibility when delivered along with another news announcement or presentation, rather than a dedicated, high-profile press release. Speaking of delivery, it's time for you and your PR team to select the communications tactics to carry that message of yours to members of a target audience that really needs to hear it. Fortunately, there are dozens of such tactics awaiting your pleasure ' speeches, radio/newspaper interviews, brochures, op-eds, newsmaker events, newsletters and many, many more. Be careful that the tactics you use have a record of reaching folks just like those you're aiming at. It won't be long before people around you begin asking about progress. Which, once again, will put your team back in the opinion monitoring mode out among the members of your target audience. And the questions they ask will be very similar to those used in the first perception monitoring session. Difference this time around will be your close attention to just how much current perceptions are really undergoing the change for which you planned. You want solid signs that the offending perception is actually being altered. You can always shovel more coal into the boiler by adding new communications tactics, then using them more frequently to achieve faster progress. When you apply a comprehensive and workable plan like this, you have little to fear from "a PR scam." Instead, you are on-track to achieve those key audience behaviors you must have to reach your unit's operating objectives. 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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com
Cat 267 |
|
|
|
RELATED ARTICLES
The Most Important PR In America Just happens to be public relations activity that alters individual perceptions leading directly to changed behaviors. PR pulls that off by persuading a manager's key outside audiences with the greatest behavior impacts on the organization, to its way of thinking. Then it moves those external stakeholders to take actions that help the organization succeed. Tough Times, Tough Tactics When times are tough, it's no time to ignore those external audiences whose behaviors matter so much to your organization. Gaining Free Publicity Through Press Releases One of the greatest ways to promote your product or service is with publicity. Many people have little, if any, understanding of how to go about securing publicity, never mind free publicity. Fact is, people will pay more attention to free publicity than they often do to paid advertising. Post Your Press Release Online ' For Free!! Are you launching a new product or website? Announcing a new book, movie or seminar? Then you've probably created a press release ' sharing the: who, what, when, where, how and why of your special newsworthy item. Dealing With Reporters in Your Small Business It behooves you to know and remember the names of reporters. Reporters know everybody. They talk to and interview people constantly. Because of their job, they usually size people up in a matter of minutes, sometimes without even meeting them face-to-face. If first impressions ever count, this is one first impression you don't want to mess up. Be sincere, polite and try not to use slang. Why Not PR That Gets Real Results' And not results you can measure only in terms of magazine circulation, TV audience numbers, or news release pickups. Editorial Calendars: A Key to Publicizing Your Business What is the one thing that all of the best public relationsagencies do every year? How To Get Zero Cost Publicity For Your Business Part 2 This is the ending to my previous article, How to get no cost publicity for your business. Some other options include signature files, joint ventures, free for all links, informational articles, webrings, and giveaways. Financial Planners Get Free Publicity With Email In previous articles for marketing-minded financial planners, I've discussed what to say to a reporter over the telephone. Internet Etiquette for Business Success You're trying to recruit a downline into your program, you've tried every trick in the book, and no one is signing up. Is there a sign on your back that says you've got the plague? Maybe you're lacking in internet etiquette. The Ultimate PR Edge: Getting Reporters To Open Your E-Mails You know that getting publicity is vital to the health of yourbusiness. You probably also know that e-mail is the way mostpublicity seekers get in touch with reporters to score thatprecious coverage. Here's what you don't know: The vastmajority of e-mails sent to journalists never get read. Hispanic Media Relations Training: What to Do When Hispanic Media Call You are a spokesperson for your company, representing it for public speaking and media interviews. You are going about your everyday affairs, granting media interviews on a new product or service your company launched or a timely topic of general interest. All is going well and a Hispanic media representative calls. What should you do? Is There a Plumber in the House' I don't know about you but I get really frustrated when I have to deal with anyone in the plumbing, heating, or electrical field. For the most part, the service is horrible, the contractors are unreliable, and the lack of professionalism is rampant. Do You See PRs Real Value' As a business, non-profit or association manager, do you see the value in doing something positive about the behaviors of those important external audiences of yours that most affect your operation? 10 Secrets to Free Publicity Public relations is popular because it is very cost-effective and it works. If you send out one press release, for example, and it gets into print, it could generate more interest in your product or service. What? You Havent Got a Capability Statement' What's a Capability Statement? The 7 Deadly Sins of Press Releases A press release is often your only chance to make a great first impression. Media Savvy - How To Lead, Persuade, And Influence Media management has become one of the strategic tools for managers and leaders to drive marketing opportunities, communicate key messages, achieve social change or influence Government. Media and Communications Consultant, Thomas Murrell* shares 10 success tips for getting the best from the media. Getting Traffic Through Publicity If your reading this, you must be online and most likely have a website. You must also be interested in making money from this website, but there is only one way you can do that- traffic and lots of it. Public Relations & Your Small Business The practice of public relations is often misunderstood, thus overlooked by small business owners. There is an assumption among small businesses that PR exists only to serve corporate giants who are looking to dodge impending negative fall out of their reputation, following a catastrophic blunder on the part of their company. While public relations is the key to maintaining a company's image and reputation, the bulk of work in this industry is dedicated to facilitating success rather than evading disaster. And now more than ever, a growing number of small businesses are seeing the benefits of well-run PR in the success of their overall marketing plan.
|
 Public relations home | Public relations site map | custom google search | Privacy policy |
| Copyright © 2010 www.dovada.net.au Website Hosting Australia |
