This article and resource box are free to use in your ezine, newsletter, offline magazine, or website. bobkelly@TNI.net would appreciate a copy. The total number of words is 765, including recommendations and a resource box. Kelly, Robert A., 2003.
"Public Religionist's?"
Is that what we are? Fanatic, over-the-top disciples of some wretched obsession?
Although not a fanatic, miserable, or obsessive, I am SOLD on the truth that individuals act on their perceptions of the information, leading to predictable behaviors'. And equally committed to the following step: influencing, changing, or reinforcing that perception/opinion by reaching out to, persuading, and motivating people whose actions impact the organization.
Why am I so convinced of what amounts to a core concept in public relations? Because it's the most effective approach for you, as a manager, to gain the critical external audience behaviors' you need to meet your unit's goals.
It also necessitates the correct execution of the public relations program me for other managers in any corporation, non-profit, or group, such as yourself. You can visit at www.exchangebuz.com for more information.
Here's one strategy that could work well.
Please list your unit's or department's most influential audiences, then rank them according to their importance to your operation. Let's start with number one on the list since any business, including yours, must keep in touch with its most important external audiences to understand how they view you, keeping in mind that behavior's usually follow perceptions.
You must now interact with people of your target audiences, keep track of their opinions of you, and ask many questions. For example, "What are your impressions of us? Have you contacted us in any way? Was it up to your expectations? "and so forth. Be on the lookout for a lie, an inaccuracy, or a potentially harmful roomer.
Your public relations aim is built on the results of your opinion monitoring. In other words, the desired behavior change is to be followed by a shift in perception.
The objective will be to take corrective action. For example, clear up a misunderstanding, debunk a roomer, or correct any error.
A goal without a method, on the other hand, is like a hot dog without a bun.
When it comes to dealing with opinion concerns, we're lucky that we only have three options: we can create perception where none exists, change current perception, or reinforce it. First, however, make sure that the strategy you choose aligns with your newly established goal.
Now, here's where the art comes in. First, you have to write the corrective message going to the attention of members of the target audience. The satisfying part of this chore is that it will change opinion and, thus, behavior when done right. No small feat!
The writer's ability to craft a message that achieves that goal in a believable, persuasive, and compelling manner in the art. It's not easy, but it's a must!
How do you effectively get your message "into the end zone"? Do you want to put your message in front of the eyes and ears of your target audience?
The good old "beasts of burden" communications tactics will deliver and bring your message to the attention of your target audience. And there are plenty of them to choose from.
You can choose from letters to the editor, speeches and news releases, consumer meetings, brochures, radio interviews, and many others. Make sure the communication strategies you choose have a track record of reaching people similar to those in your target demographic.
One day, someone will inquire, "Are we making any progress with our PR effort?" A good and proper question, the answer to which is readily available among the people of your target audience. If your budget does not allow for costly professional opinion surveys, you and your colleagues can re-monitor audience perceptions by asking the same questions they asked previously.
The difference this time is that you'll be looking for perceptions that have shifted in your favors due to your corrective message and aggressive communications efforts.
You may always up the tempo by incorporating a few more communication strategies and increasing their frequency. Also, make sure you're-vet the message for clarity and effectiveness.
The payoff is clear-cut – you get the key external audience behaviors' you need to help achieve your mission objectives.