 |
Further
Reading ...
|
|
How to choose a perfect home based business. - Nas Romli
Nowadays, more and more people are becoming a home based business owner. If you make a search on 'home based business' at Yahoo, it returned a total of 51,000,000. No, I didn't put any extra zeros. It's 51 million! Most of them are promoting...
Work At Home, Go Bankrupt At Home--It's Your Choice - Isaiah Hull
If you want to make an income working at home, you must mitigate spending in the early phases of your venture. If you spend wildly, you will never make money. I can promise you this now. It happens to almost every person who tries to work at home;...
Making Money on the Internet: What Every Newbie Should Know - Sherry Starnes
Making Money On The Internet: What Every Newbie Should Know. Copyright Sherry Starnes http://www.awesomebuy2.com --------------------------------------- Are you ready to start making money on the Internet but don't know where to start? If you are,...
Got Some L.A.F.S.? - Kathryn Thomas
Could you use some laughs? I'll bet you could, especially if they increased your online sales. And, no, I'm not talking about jokes, cartoons, and riddles. L.A.F.S. stands for Little Ads For Success - specifically, business cards. Most...
|
|
|
Make Your PR Budget Work Harder
|
 |
Written By:
Robert A. Kelly
|
|
|
Do it by restructuring your business, non-profit or association public relations program so that it delivers the stakeholder behavior changes you want. Changes that lead directly to achieving your objectives.
A good first step is to base the restructure on a reality 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.
Then, if you haven’t done so already, think about your important outside audiences and how their behaviors can help or hinder your organization. List them in order of damage severity, and let’s talk about #1 on the roster.
Obviously, before you decide how to deal with external audience perceptions and, thus, behaviors, it makes sense to find out what members of that target audience really think about your organization.
If you are not equipped with a budget to pay for professional survey work, you and your colleagues,have little choice but to interact with audience members and that means using penetrating questions – “What do you think of us? How much do you know about us? Have you ever had contact with our people? If so, was it a positive experience?” Stay alert to negativities, and watch closely for inaccuracies, misconceptions, and exaggerations.
The data you gather from such monitoring activity let’s you identify the most severe perception problem, then establish it as your corrective public relations goal. Which allows you to straighten out that misconception, correct that inaccuracy or deflate that exaggeration.
Your goal isn’t worth much by itself. It needs a buddy, and that buddy is a strategy that shows you what you must do to achieve the goal. Luckily, there are only three strategies to choose from when it comes to perceptions and opinions. Reinforce existing opinion, change it, or create perception where none exists. Here, by the way, you must take care that your chosen strategy fits naturally with your new goal.
Writing the message – especially one burdened with the job of altering perception – is never an easy job. In other words, it must change the opinion of a key target audience and that can be a challenging writing assignment.
All at the - continued below ...
|
|
|
continued ...
same time, the message must be persuasive and compelling. And to do that, it must be clear about what is to be altered and why. It must be truthful, of course, and believable if it is to move target audience perception towards your view. On occasion, you may wish to avoid the showcase effect of a separate news release leading you to either piggyback your message on another operating announcement, or deliver it live at one of your newsmaker special events or media interviews.
Since the message will do very little simply looking back at you from the word processor, you must round up your “beasts of burden” to carry your message to the right eyes and ears among your target audience. These are communications tactics and there are scores of them ready to help. They range from emails, speeches, and press releases to radio/newspaper interviews, newsletters, facility tours and many more. Only caution here is, make certain any communications tactics you use come with proof that they reaches folks similar to those in your target audience.
Questions will soon be raised as to whether your public relations effort is succeeding. Which will send you and your colleagues back into the field to question your target audience members once again.
Only this time, you’re on the lookout for change in the form of perceptions altered, and opinions modified in your direction, as you planned.
It’s also comforting to know that a lagging effort can be accelerated, and its impact increased, by adding more communications tactics to the mix. Further, their frequencies can be bumped up as well.
All of which increases the chances you will succeed in changing the behaviors of your key external audiences. Behavior change that you want and need, and that leads directly to achieving your primary operating objectives.
end
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
|
|
|
|
 |
|
|
| _Additional Resources ... |
|
Give An Entrepreneur A Break - Cathy Bryant
Why do any of us choose to work from home? The answer to that question is as diverse as the individuals who call home their workplace. For those of us who have chosen to market online, this question has many answers. But ultimately, everyone...
What is Search Engine Optimization and Why Do I Need It? - Max Glantzman
Purchasing web design service is confusing with all of the different buzz words floating around. In an earlier article I discussed the differences between custom web design and web design based on templates. Another service being pushed by many...
How to Start a Business on the Internet - Darrell Knox
So you want to start a business? Good for you. Really, I mean that sincerely. I think about the millions of people that let the thought pass briefly through their minds on he way to work everyday. The vas majority of people merely toy with the...
|
|
|
|
|
|
|
|
|
|
