ComputerHunter.org |
|
|
|||
|
 |
Use Every Weapon You Have
One of the strongest weapons available allows business, non-profit and association managers to begin changing the behaviors of their key external audiences in ways that lead directly to achieving their primary operating objectives. The name of that weapon? The fundamental premise of public relations: 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. In short, people in your operating areas really do behave like everyone else ? they take actions based on their perceptions of the facts they hear about you and your organization. So, you need to deal promptly and effectively with those perceptions by using every weapon at your disposal to reach them with the right message. Your job is to persuade your stakeholders to your way of thinking and move them to take actions that lead to the success of your organization. Here are typical behavior changes you might aim for. More frequent repeat purchases; increased membership applications or contributions; more prospects sniffing around; suppliers working harder than ever to expand their relationship with you, and elected officials starting to count you among the movers and shakers whose opinions they need to start taking seriously. This public relations action checklist can help you make it happen: You need to list your outside audiences and prioritize them by the severity of their impacts on your organization. Then, monitor the perceptions of members of the key target audience by interacting with them and asking lots of questions. Other important outside audiences will need similar attention. Use the data you collect to establish your public relations goal. For example, correct that inaccuracy, clarify that misconception or spike that damaging rumor. To reach that goal, you need a strategy to show you how to get there. Select from three: change existing perception, create perception/opinion where none exists, or reinforce existing perception. And make certain the strategy you select fits your public relations goal. Now, you must prepare a message designed to alter perception among members of that target audience. It must be crystal-clear about what it intends to correct, clarify or change, and it must be persuasive and compelling ? all at the same time! Above all, as your message makes the case for your point of view, it must be believable. A daunting assignment for sure ? alter what a lot of people have come to believe. It's a big job, but worth the effort. Now, you must deliver your message to the eyes and ears of members of that key target audience. And communications tactics will help you do it. The choice is broad and includes tactics such as customer or member briefings, brochures, press releases and radio/newspaper interviews as well as newsletters, speeches, facility tours and many more. Just be sure that the tactics you choose, have a proven record of reaching people like the members of your audience. How will you know if you're making any headway? By re-monitoring perceptions among, and asking more questions of those same audience members. This time, however, you watch closely for clear evidence that perceptions are being altered as you planned. You can always speed things up by using additional communications tactics, and by increasing their frequencies. Remember that you are using one of the strongest weapons available to any business, non-profit or association. Namely, the process for changing behaviors of their key external audiences in ways that lead directly to achieving their primary operating objectives. About The Author 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
Google News - Top Stories
|
|
|
|
RELATED ARTICLES
Action Learning: Its More Than OJT For centuries companies have used on-the-job training (OJT). OJT works because it follows much of what we know about adult learning theory. For example, we know: Deciding What to Delegate DECIDING WHAT TO DELEGATE: Once the benefits of delegation are established and obstacles removed, the next step in the delegation process is to decide what work can and should be delegated. In general, work to be delegated should adhere to the following guidelines: - It can be handled adequately down the line. - All necessary information for decision making is also available down the line. - The work involves operational detail rather than planning or organization. - The task does not require skills unique to the manager or position. - An individual other than the manager has, or can have, direct control over the task. CEOs Role in Family Business I first met Roland (not his real name) in 1972. He was a high school student working a summer job in his father's business. New Job, New Culture: Do You Fit In? It seemed like a good decision at the time. A 10-percent raise, an easier commute and a chance to move up the corporate ladder. How to Delegate Effectively ACCOUNTABILITY: Delegation is not complete unless subordinates are held accountable for their work. They should be accountable to only one person-usually their immediate manager-and must understand what criteria will be used in judging their performance. They must also understand that unless the job is done successfully, they will be replaced. Though ultimate accountability cannot be transferred and does rest with the manager, managers must be willing to support the actions and decisions of those in whom they have placed their trust. They must stand behind the results-whether good or bad. Have You Always Thought That The Best Ideas Come From Research Or Management? Think Again Many entrepreneurs and chief executive officers are unaware that there are many factors that put ordinary workers at a great advantage over R&D and management when it comes to generating useful improvement ideas and even new products ideas for a corporation. Service Level Agreement (SLA) Boot Camp Service Level Agreements, or "SLA's" are tricky but useful mechanisms for managing the risk of an on-going relationship with IT service providers. Unfortunately, most SLA's that show up in service contracts as worthless, cosmetic paper additions. SLA's can be extremely powerful tools to help you and your service provider get the most out of a relationship. Identifying Candidates for Leadership A critical task in the succession planning process of any organization is identifying candidates. Traditionally, candidates have been identified based on past performance. While this seems logical, it is problematic in practice. The Do?s and Don?ts of Giving Feedback Being able to give effective feedback is not just a good skill to possess in business, it is a great life skill to have. Because when you are masterful at giving feedback, not only can you help your employees to sustain continuously improving performance, you can also improve the performance of the baseball team you coach, the cleaning lady at home, or the performance of your own children on completing their chores. Any person's performance in any activity can be positively impacted by effective feedback. Isn't that a powerful skill to have? Wouldn't you want to be a master at giving really useful and impactful feedback? Creativity and Innovation Management: Specialisation or Generalisation? Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation. To Outsource or Not to Outsource In these days of restricted head count and tight budgets, the question of whether to outsource or hire in-house staff is more critical than ever. The technical publications function, however vital, is undergoing more scrutiny and also facing greater challenges than ever before. Companies that already employ an in-house technical publications department are looking at doing more with fewer resources. Start-ups, with no internal technical publications staff, are struggling with how to develop technical documents in the most cost-effective way. Stopping The Brain Drain: How To Capture Key Business Knowledge Before It Walks Out The Door The verdict is in: More and more baby boomers will be leaving the workplace sooner, rather than later. Many industries are predicting that between 25 and 45% of their more senior employees will soon be departing their organizations. And as they leave, they will be taking vast amounts of accumulated business knowledge with them. Just The Facts Attitudes are more important than facts. Top 10 Things NOT To Tell Angel and VC Investors I am not writing this to create a list of things not to say so people can hide the facts or in any way mislead potential investors. On the contrary I personally believe you must be 100% upfront with any potential investors, and even volunteer some weaknesses to be credible. I am writing it to help entrepreneurs and CEOs "design" these issues out of their business so they never have to say them. Although there are certainly many exceptions to these, as a general rule there are many good reasons why all of these things should not be part of your company, if you are looking for outside investors. I have discussed some of the logic why, but this should not be considered a comprehensive discussion of the reasoning behind each item. You should also realize some of the reasons are a function or perception, of the market. I would never say they all make sense all the time. Each situation is always different. Recognition: A Quick, Low-cost Way to Motivate Employees Recognizing good performance through praise or other positive action is one of the simplest and most cost-effective ways to motivate people. It provides three major benefits: It lets people know that their performance was valued, and increases the likelihood that they will continue to perform well. It builds confidence so that people are willing to try new things, and develop further in their jobs. It leads to greater job satisfaction which in turn builds commitment to the manager and the employer. Problem-Solving Success Tip: Whatever You Do, Do It on Purpose Decision-making shows up throughout the problem-solving process. The decisions may be difficult or unpopular, so it's very tempting to ignore some of them. Imitating an ostrich, however, is a wimpy way to decide not to change anything-and is quite likely to leave you making awkward explanations later. Make It Easy to Reply - Voice Mail That Works If you are like most business people, voice mail has both simplified and complicated your life. On the good side, it helps you exchange information. On the other side, leaving messages can seem like putting notes in bottles that drift off to sea. Here's how to make sure that your messages get results. Why You Need a Business Plan This article was originally called "Do You Need a Business Plan?" Planning a Productive Retreat What value is there in leadership or team-building retreats? Just consider the following. Balancing Power in Outsource Contract Agreements The practice of outsourcing business processes has long been subject to the discussion how best to ensure optimal benefits for both parties involved in the outsource agreement.
|
|
|
|
|
