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Close the eyes to pr at your peril! - pr


If you do, it means:

  • you don't value tracking the perceptions of chief exterior audiences whose behaviors could sink your ship:

  • you don't care about background a broadcast relations goal considered to accepted misconceptions, inaccuracies or rumors that can hurt you;

  • you care even less about strategies to get you from here to that PR goal you previously don't care about;

  • and you definitely don't value the influential letters you need to induce your key external audiences that their destructive perceptions of your project are dead wrong.

    Man, that's risky and an awful lot not to care about!

    Actually, I don't accept as true you don't care, and I don't consider you're certainly ignoring civic relations. If you were, by now your association would be on its last legs, Kaput!, Morto!

    In fact, you may be a closet PR character who knows better. Why you may even buy the elemental premise of community relations:

    "People act on their own perception of the facts beforehand them, which leads to predictable behaviors about which a little can be done. When we create, adjust or boost that estimation by reaching, persuading and moving-to-desired-action those colonize whose behaviors distress the organization, the civic relations mission is accomplished. "

    I'll bet you're also beautiful darn good at monitoring what that #1 outside addressees thinks about you and your organization. And that you frequently interrelate with them asking questions like What do you think of us? Why? while scrutiny for damaging undertones, wrong-headed beliefs or misconceptions.

    And that means you'll be anxious to coin a civic relations goal that corrects such misconceptions for the reason that they can lead at once to damaging behaviors that will hurt you.

    In practice, your goal may be all ears on mollifying an advanced group, reinforcing expectation advantage in your creation or service, or even countering a agonizing rumor.

    You're in all probability ahead of me in forming the plan you need to reach that goal. For change for the better or worse, there are only three ways to deal with belief or perception problems. Conceive some all-new belief where none exists, adjust offered opinion, or buttress it.

    With goal and policy both in hand, you now have some real work to do. What will you need to say to your key interview members to convince them to your way of thinking? You must be clear about what be supposed to be corrected or clarified. You must also be persuasive, and your facts and facts believable. And if appropriate, try to be compelling, perchance with a a number of sense of urgency.

    Your "foot soldiers" - connections tactics - can now carry that hard-won implication to the awareness of your #1 aim audience, and there are scads of them just coming up for you to send them into action. For example, speeches, news releases, brochures, exclusive events, radio interviews and one-on-one meetings.

    One cast doubt on remains. How do you tell whether or not you are creation any advance with your civic relations effort?

    You again cooperate with members of that key listeners of yours. And yes, with questions very analogous to those you asked all through your first in sequence gathering bring to bear at the start of the program. Only this time, you are more concerned in whether your broadcasting tactics have moved perceptions in your direction.

    Do the new responses show signs that your were booming in varying that inaccurate belief? Or correcting that misconception? Or carnage that perilous rumor for good?

    Not adequate movement? Take a different look at your letter to see if it is certainly compelling. Is it honestly persuasive? Are your facts caring of your goal and strategy? Is it printed noticeably enough?

    I want to reemphasize that what you are looking for at this stage is a beefy hint that your hard work have noticeably moved perceptions and aim consultation behaviors in the pet direction.

    When this back monitoring drill allows that conclusion, you will have good basis to value approvingly your communal relations goal, strategy, implication and broadcasting tactics.

    Together, they will have made it achievable for you to say, as promised in the basic premise,"My broadcast relations mission is accomplished. "

    Please feel free to announce this commentary and reserve box in your ezine, newsletter, offline book or website. A copy would be esteemed at bobkelly@TNI. net.

    Robert A. Kelly 2003

    About The Author

    Bob Kelly counsels, writes and speaks about the deep premise of broadcast relations. He has been DPR, Pepsi-Cola Co. ; AGM-PR, Texaco Inc. ; VP-PR, Olin Corp. ; VP-PR, Newport News Shipbuilding & Drydock Co. ; executive of communications, U. S. Branch of the Interior, and deputy aide press secretary, The White House. mailto:bobkelly@TNI. net

    Visit: http://www. prcommentary. com


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