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.
What Does the Public Relations Client REALLY Want, and Why'
It's not unusual for clients of service providers to insist that their budget dollars be quickly applied to a variety of flashy tactics. Yet, when pressed, many acknowledge that what they REALLY want for their money is visible, end-game change. This is especially true in public relations where clients often second-guess careful plans for achieving that end-game change by insisting on premature use of tactics like news releases, talk-show appearances and sports sponsorships. But obviously, flashy tactics alone will not satisfy those clients once they start looking for a return on their public relations investment. Because it is then that it becomes clear, sometimes painfully, that their goal MUST be the kind of change in the behaviors of key stakeholders that lead directly to achieving their business objectives. Thus, it is quality planning, and the degree of behavioral change it produces, that eventually captures client attention, not tactics. These days, with public relations budgets always in mortal danger, tactical chats between a client CEO and public relations counsel probably sound like this: "Do something about those activists chaining themselves to our plant gate and yelling that our emissions go into the river. It's costing us big money each day that plant is shut down." Or, "How are we going to calm down those Garden Club members down in the lobby waving around those cockamamie newspaper reports and talking to the TV cameras about the additives we use? Where'd that reporter get those numbers, anyway? It's costing us sales!" Or, "Please people, what are you doing to encourage a favorable Town Council vote on our petition for that new highway off-ramp'" What's common to each of those rants? The CEO is asking his public relations people to modify somebody's behavior. He doesn't want to talk tactics, or even strategies. He wants those activists off his property, he wants those print and broadcast reporters to do a fairer job of reporting on his production methods (hopefully getting the Garden Clubbers off his back), and he wants a real effort made to move public opinion in a way that encourages local officials to approve that badly needed vehicle ramp. Modify somebody's behavior, that's his goal, and that's the job of the public relations agency and its client's corporate professionals. Fortunately, the key to a successful effort is the fact that people really DO act on their perception of the facts. In so doing, and in a cumulative way, they form the very public opinion that those practitioners must now inform. So, what is their strategy? In short, to reach those perceptions with the facts as they know them. Hopefully, the messages they use will be clear and persuasive, and will change negative or inaccurate perceptions, then alter behaviors in the client company's direction. Using the three examples above, when the activists become satisfied with explanations of the company's new, public commitment to correct their emission problems, the protesters can be expected to leave the plant gates. Editorial board meetings with local newspapers and television stations will begin to bear fruit with more balanced reportage of the company's efforts to meet emission standards which, in turn, will reduce negative public opinion. And, while the agency's briefing sessions with town council staff will do little to hasten a formal vote, a targeted communications effort is likely to lead to a community opinion poll showing positive movement in public, then official sentiment about the new highway off-ramp. In the end, a sound public relations strategy combined with effective tactics leads directly to the bottom line ' perceptions altered; behaviors modified; client satisfied. 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 720 including guidelines and resource box. Robert A. Kelly 2005. 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. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com
Cat 267 |
|
|
|
RELATED ARTICLES
Killing Them Softly The world has woken up to ethical issues in corporate governance & accounting practices. Corporate heads that were not guillotined were forced hang their heads in retrospective shame. The heads that fell were the victimizers, and the axe that fell, fell too late, and the punishment received, was way too little compared to the suffering, pain and financial losses that the organizations' stakeholders suffered. Trust of millions of investors was lost overnight. How to Stay Composed During Contentious TV Interviews NOTE: Brad Phillips was a Producer for CNN's The Capital Gang from 2000-2001. Effective Public Relations: Why Did Bec And Lleyton Do It At 3:15AM' If you are in Australia at the moment, it is hard to miss the engagement news of superstar couple, tennis ace Lleyton Hewitt and TV soap Rebecca Cartwright. How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph How to write a press release is a major challenge facing both experienced and aspiring PR professionals. Marketing-Minded Financial Planners, Make Your Web Site a Resource for the Media Reporters, by nature, are curious people. 3 Essential Elements For Turning Your PR Pitch Into Publicity Exposure 1) Establish Rapport, then get the editor/producer excited. Dont Use PR 'lose the confidence of your key target audiences? discourage them from taking actions that lead to your success'fail to achieve your department, division or subsidiary objectives. 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. TV Reporter Shares the Secrets to Getting Covered on the News Do you have a great idea for a story, but no clue how to get it in the news? Are you tired of pitching press releases the news media simply ignores? What is GuerrillaPR Anyway' Public relations is the art, as one of my colleagues put it, of "offering people reasons to persuade themselves." In other words, we are not Madison Avenue; we don't tell people what we want them to think. Rather, we give them evidence, facts, and opinions that help them reach a conclusion. If we're good at what we do, they will reach the conclusion we've been hired to promote. Five Great News Stories You're Sitting On Right Now Smaller companies don't always have the budget - or inclination - to retain a PR hotshot to tell the world about their business success, but that doesn't mean they aren't a ready source of news. Are You Newsworthy' Non-news professionals often have a hard time understanding why their ENORMOUS news announcement, creates barely a ripple in the media. 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. Managers Who Tap Into PRs Value Business, non-profit and association managers get a ton of satisfaction when they do something really positive about the behaviors of those outside audiences that most affect their operation. Especially when they deliver external stakeholder behavior change, the kind that leads directly to achieving their managerial objectives; and even more so when they persuade those important outside folks to their way of thinking, then move them to take actions that help their department, division or subsidiary succeed. Publicity: The Right Way for Marketing-Minded Financial Planners to Follow Up with a Reporter Let's say you've called a reporter with some ideas for stories about financial planning, and they seemed interested. Congratulations! First, pat yourself on the back. It takes intelligence and gumption to come up with ideas that reporters like. Say What' As the comedian Steve Martin once said, "some people have a way with words and some people have not way." Increasingly, I am seeing information from companies, particularly in news releases, that "has not way." Financial Planners, Follow These Guidelines to Get Free Publicity Be a Resource Financial Planner Marketing - Problems Are Good (For Financial Planners Seeking Free Publicity) A common complaint you'll hear is that the media is fixated on negative stories. Television Reporters - Questions to Ask Before Agreeing to an Interview Prior to a TV interview it is guaranteed the journalist involved will spend time preparing, writing down questions or goals for the interview either quickly or more in-depth as well as conducting some background research. As the interview subject it is important to undergo a similar preparation process to make the most out of your media opportunity. By asking your own question you are able to perform at your best and be prepared for the interview. Think Big Would you like to be the next Dr. Phil, Suze Orman or Guy Kawasaki?
|
 Public relations home | Public relations site map | custom google search | Privacy policy |
| Copyright © 2010 www.dovada.net.au Website Hosting Australia |
