By Robert A. Kelly

Hopefully, as a business, non-profit, public entity or association manager, you will switch from a tactical approach to public relations, to one that emphasizes a strategic plan to achieve your managerial objectives. You may even surprise yourself as you begin to persuade your key outside audiences to your way of thinking, then move them to take actions that allow your department, group, division or subsidiary to succeed.

What you will have done, of course, is combine a sound public relations strategy with effective communications tactics leading directly to the bottom line – perception altered, behavior modified, employer/ client satisfied.

Perhaps most important, you will also have done something positive about the behaviors of the very outside audiences that MOST affect your operation.

A sure way to win big with public relations.

And it’s yours for the taking when first, you accept the fact that the right PR really CAN alter individual perception and lead to those changed behaviors you need. And second, when you employ public relations activity that creates perception, then behavior change within that key outside audience.

Of course, you won’t be on your own if you use a roadmap along these lines: 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.

But the fact of the matter is that you will need a lot more than simple tactics like news releases, brochures, broadcast plugs and fun-filled special events to get a satisfactory return on your PR investment. Among the results business, non-profit, public entity and association managers can expect are renewed interest from your key external audiences, new proposals for strategic alliances and joint ventures; rebounds in showroom visits; membership applications on the rise; new community service and sponsorship opportunities; and even new thoughtleader and special event contacts.

Before long it will become obvious that such customers are making repeat purchases; prospects are reappearing, as will stronger relationships with the educational, labor, financial and healthcare communities, improved relations with government agencies and legislative bodies, and perhaps even capital givers or specifying sources looking your way.

But be absolutely certain that your PR people are really committed to the effort because you want your key outside audiences to really perceive your operations, products or services in a positive light. Reassure yourself that your PR staff accepts the basic truth that perceptions almost always lead to behaviors that can help or hurt your unit.

Especially important to review your public relations plan with members of your staff. In particular how you will gather and monitor perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the how things went? Have you experienced problems with our people or procedures?

I think we’re lucky that our PR team members are also in the perception and behavior business, as are professional survey firms, and can pursue the same objective as the survey pros might were they to handle the perception monitoring phases of your program. For example, identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Let’s take a moment and address the problems that appeared during your key audience perception monitoring. Probably, your new public relations goal will call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that awful rumor.

But how do we reach the PR goal? We have just three strategic choices when it comes to dealing with a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. Unfortunately, selecting a bad strategy will taste like honey basting sauce on your spaghetti. So be certain the new strategy fits well with your new public relations goal. For example, you don’t want to select “change” when the facts dictate a “reinforce” strategy.

As everyone reading this article knows, persuading an audience to your way of thinking is the hardest kind of work. That’s why it’s so important to structure your message in a compelling, persuasive, believable AND clear and factual way. Hard work yes, but a must if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors. Review your message with your communications specialists for its impact and persuasiveness.

At this juncture, you must carefully identify the precise communications tactics you believe will reach your target audience. And you will find literally dozens of them available to you. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach folks just like your audience members.

By the way, the very credibility of your message can depend on how you deliver it. So, until you’re certain as to its impact, try introducing it initially to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances.

By this time, in order to put together a progress report, it’s probably time for you and your PR folks to get back out in the field for a second perception monitoring session with members of your external audience. You can use the same questions used in the benchmark session, but now you must stay alert for signs that your communications tactics have worked and that the negative perception is being altered in your direction.

Should you be as impatient as I am, you can always speed up matters with a broader selection of communications tactics AND increased frequencies.

Winning big with public relations is largely a matter of switching from a tactical approach to a strategic plan to achieve your managerial objectives. Your reward will come as you positively impact the behaviors of the very outside audiences that MOST affect your operations.

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Robert A. Kelly © 2006

Bob Kelly counsels and writes for business, non-profit, public entity and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has authored over 250 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. 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. He holds a bachelor of science degree from Columbia University, major in public relations.