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.
A Well-Oiled Strategy Machine
Yes, that's what public relations really is when it tracks important external audience perceptions and follow on behaviors. And again when it does something about those perceptions and behaviors by reaching, persuading and moving to actions you desire, those people whose behaviors affect your organization the most. All of which makes it much more likely that you will achieve your operating objectives. So, could this be the time to put a new public relations program in motion that will provide you with results like these'
Now, here's how the well-oiled strategy machine that produces such results can support your objectives and work hard for YOU.. Decide up front who matters most to you among those outside audiences of yours. Whose behaviors can make or break your day? Which audiences produce the most significant impacts on your organization' Let's call that outside audience #1 on the priority list and work on it right now. Of course, other external audiences will require your attention in due course. First question: how do members of this key target audience view your organization and its products and services? Always surprises me how many business people answer this question vaguely, if at all. To get those and other useful responses, you must interact with those individuals and ask a lot of questions. For example, what do you think of us and our products/services? Or, have you had any problems with our services or products' Be especially alert to negative responses or even undertones. And watch closely for inaccuracies that need to be corrected, or misconceptions you must clear up. Rumors, of course, must be addressed directly and killed dead, to emphasize the point! Now you're ready to set you public relations goal. Namely, correct that inaccuracy, or clear up that misconception, or kill that rumor. Keep your goal zeroed in on the precise negative you wish to correct. What now? How will you reach that goal? Of course with a strategy, and you have three available to you: create opinion where there isn't any, alter existing opinion, or reinforce it. The goal you already set will determine which strategy choice you make. The quality of the message you send to your key outside audiences will have a huge bearing on whether their perceptions can be altered in your direction. For instance, if your message persuades them that the rumor that you dump chemicals into the river is simply not true, you will sense the change in their perception and, thus, their behavior as they again cooperate and/or do business with you as before. Keep your message as compelling as possible, persuasive of course, and crystal-clear as to its meaning. Next stop? Call in the "foot soldiers," aka communications tactics, to carry that outstanding message of yours to the right eyes and ears. Luckily there are many, many commu- nications tactics available. For example, personal contacts, letters-to-the-editor, press releases and speeches. Or, emails, brochures, radio/newspaper interviews and newsletters. The only requirement is that each tactic you choose have a proven record of reaching members of the target audience you want to reach. Now, some weeks after your communications tactics went into action, you will be curious to know if you are making any progress towards altering key audience perceptions. Best way to find out is to ask the same key audience members you questioned during your initial fact finding mission. Same questions, but now you're anxious to know if their perceptions have been altered in your direction because that will suggest that behavior changes can soon be expected. Now, if you note some opinion alteration, but not enough, you must take two actions. One, review your communi- cations tactics for mix and frequency adjustments. And two, look closely at your message to see if it is as clear and compelling as it could be. And also whether your facts and figures really support your view that the inaccuracy is unfairly damaging to you. Happily, your prize for using a well-oiled strategy machine like public relations will be the altered perceptions you desire, leading to behaviors that contribute directly to the success of your business. About The Author Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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
A PR Surprise for Managers For those business, non-profit and association managers committed to PR tactics like radio and newspaper plugs, it can come as a surprise to discover where public relations value REALLY lies. PR: Advice You Didnt Ask For Although, as a business, non-profit or association manager, you may be glad this came your way. Passing the PR Bar The public relations bar, should such a proficiency measure ever come about, may well include a test of PR's fundamental premise: 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. Public Relations Writing: Write Better Press Release Headlines With More Impact in Less Time Public relations writing when writing press releases can be a real challenge. Managers: Heres a PR Template for You Let's start out with a caution for business, non-profit and association managers: the premise of public relations implies that the work you do BEFORE you use PR tactics, such as press releases, brochures and broadcast interviews, will determine the success of your public relations effort. Something New For Managers' A new public relations blueprint could be a good idea if you're a business, non-profit or association manager who's not getting the important external audience behaviors you need to achieve your department, division or subsidiary objectives. Keep The Publicity Machine Rolling with Reprints More than half of America skips the Super Bowl, the nation's most-watched TV event. So it stands to reason that not all your prospects will see your publicity, even if you're on 60 Minutes and Oprah. Create a strategy to use your publicity proactively to reach and impress everyone with it. Here's how? Recessions Dont Last Forever! It could, but what if it doesn't? Think Big Would you like to be the next Dr. Phil, Suze Orman or Guy Kawasaki? Writing a Press Release: The Design Basics Big corporations like General Motors and Coca-Cola spend thousands of dollars on press kits with specially-designed folders, full-color stationery, digital photos and lots of other goodies. Does this make a reporter more likely to do their story? In my experience, the answer is no. Media Relations: Making Your Story More Newsworthy During my career as the head of media relations for the world's second largest environmental group, I regularly heard a common refrain from the scientists who so desperately wanted press attention for their projects. "But my project is so important," they'd say, expecting that was enough to crack the evening news. Imagine PR Like This Helping You As the kids say, how cool is this? Public Relations: Understanding Educated Gambling As an entry level position to PR, I found myself typing up a forecast by a major Public Relation's firm for a major pharmaceutical company of what life would be like in the year 2000. Market research predictions included telephones with monitors that could help you see people while you talked, fax machines that could transmit information over telephone wires, microwave ovens for reducing food defrosting time from hours to minutes and other devices that have certainly come to pass. In the lifestyle area, predictions proved less valid. Not only would Americans be enjoying longer lives, it foretold, but they would have shorter work weeks, more vacations and overall, a more leisurely lifestyle. An iota of truth, but mostly wishful thinking when we read 2005 front pages. 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. Inoculate Yourself Against Bad PR What is bad PR? How to Write Press Releases That Work And Get Free Publicity One study found that as many as 90% of the stories you read every day in the newspaper came about because someone sent a press release. Why aren't some of those stories about you? GETTING YOUR MESSAGE ACROSS You have a story to tell. Your company has developed a revolutionary new product, or an improved version of one that is known and respected in the marketplace. Most companies are media-savvy enough to take a proactive approach to publicity. Yet there are many firms that instead sit on a new development, waiting for the press to come to them because they are unsure of how to "break the news." A Powerful PR Strategy It really is powerful when a business, non-profit or association manager uses public relations to alter the individual perception of members of its key outside audiences, thus beginning the process of changing their behaviors. What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners New business owners often miss out on publicity opportunities because they think it's a nuisance to talk to reporters. In fact, publicity can be far more valuable than advertising. Media exposure can give your business profile a huge boost. You'll attract clients, customers and recruiters. More important, you gain credibility as an "expert" when you can post a copy of a published article on your website, office wall, or portfolio. 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.
|
 Public relations home | Public relations site map | custom google search | Privacy policy |
| Copyright © 2010 www.dovada.net.au Website Hosting Australia |
