Attention PR Shoppers!

Comments (4)


Attention PR Shoppers!

By: Robert A. Kelly

As a business, non-profit or association manager, what do you want?

Publicity that delivers newspaper and talk show mentions, or behavior change among your key outside audiences that leads directly to achieving your managerial objectives?

Special events that attract a lot of people, or public relations that persuades your most important outside audiences to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed?

Zippy brochures and videos, or a way for you to do something positive about the behaviors of those external audiences of yours that MOST affect your organization?

What I believe you need to know about PR are two realities:

1) The right PR really CAN alter individual perception and lead to changed behaviors that help you succeed, and

2), your public relations effort must involve more than special events, brochures and news releases if you really want to get your money's worth,

The underlying truth about PR goes this way: 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.

And it can generate results like prospects starting to work with you; customers making repeat purchases; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies, and even capital givers or specifying sources looking your way

Once the program gets rolling, you also should see results such as new proposals for strategic alliances and joint ventures; rebounds in showroom visits; membership applications on the rise; community service and sponsorship opportunities; enhanced activist group relations, and expanded feedback channels, not to mention new thoughtleader and special event contacts.

That's a lot of results from even a high-impact blueprint.

It almost goes without saying that your PR crew - agency or staff - must be committed to you, as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring.

Is it crucially important that your most important outside audiences really perceive your operations, products or services in a positive light? Of course, so assure yourself that your PR staff has bought into the whole effort. Be especially careful that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Sit down with your PR team and review the PR blueprint in detail, especially the plan for monitoring and gathering 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 interchange? Have you experienced problems with our people or procedures?

Professional survey people obviously can handle the perception monitoring phases of your program, IF the budget is available. But always remember that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

What about your public relations goal? You need a goal statement that speaks to the aberrations that showed up during your key audience perception monitoring. And it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

When you set a goal, you need a strategy that shows you how to get there. You have three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. A bad strategy pick will taste like marinara sauce on your brownies, 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.

Because persuading an audience to your way of thinking is awfully hard work, your PR team must come up with just the right, corrective language. Words that are compelling, persuasive and believable AND clear and factual. You must do this if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors.

Sit down again with your communications specialists and review your message for impact and persuasiveness. Then, select the communications tactics most likely to carry your words to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.

You've heard the old bromide about the credibility of a message depending on its delivery method. On the chance it's true, you might think about introducing it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances. The need to produce a progress report will sound the alert for you and your PR folks to return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, you'll now be watching very carefully for signs that the bad news perception is being altered in your direction.

If impatience enters the fray, you can always accelerate things with more communications tactics and increased frequencies.

Finally, like a military unit, your public relations effort can use an action-oriented motto: the right PR really CAN alter individual perception and lead directly to changed behaviors that help you succeed.

end

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1170 including guidelines and resource box.

Robert A. Kelly Copyright 2004.)

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 communi- cations, 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.

mailto:bobkelly@TNI.net

Visit: http://www.prcommentary.com

Comments

HUGS & KISSES xox 26.07.2007. 03:33

How can i add more traffic to my website..visit and tell me what you think? I have a website for over a year that has not taken any visitors or shoppers. This website is special because it allows me the chance to reach out with a collection of cards that i have written and created. I also have inspirational products and home decor. Visit the site and tell me what you think I need to do to increase traffic and bring in the people who need the cards. I appreciate your help with this. Thanks! :)

The Link: www.tuscanvinecompany.com

HUGS & KISSES xox

Admin 26.07.2007. 03:33

Getting traffic is a combination of a lot of things. The key to success is to create great content that visitors want to use, search engines will love and other websites will naturally link to. Of course, it's easier said than done.

You can use pay per click advertising in the search engines to reach audiences looking for your products. You can use Google Adwords http://www.google.com/adwords or Yahoo http://searchmarketing.yahoo.com

Here are some shoestring marketing ideas that can help you get the visitors you need at the least cost possible:

1. Create the best content you can with the best products you can possibly offer. Your content is your best advertisement - if visitors love your content, then they will go back and spread the word to others.

2. Make it easy for users to recommend your site. Viral marketing is very important -- and easy to tap on the Web. But give your users the tools. Get a Recommend this Site script from websites such as cgiscripts.com and similar directories of scripts. Some even go as far as giving incentives to those who recommend the site to their friends. If only 10 people go to your site, but these 10 people invite 10 more - that's additional traffic that you get for FREE!

Recommend Site Scripts (various) http://php.resourceindex.com/Complete_Scripts/Website_Promotion/Recommend_Site/
Big Nose Bird Recommend this Site http://bignosebird.com/carchive/birdcast.shtml
CGI Resource Index http://cgi.resourceindex.com/Programs_and_Scripts/Perl/Website_Promotion/Recommend_Site/
Hostscripts http://www.hotscripts.com/PHP/Scripts_and_Programs/Site_Recommendation/index.html

3. Rank well in the search engines (organic search results, not the pay per click). SEs can be a big source of traffic. The key is to create the best content in your niche. If you have good content, other websites will gladly link to you and offer your site as a resource to their audience. Check the on-page factors and be sure to get linked from authority sites in your topic area.

If you are going to read only one piece on search engine optimization, I suggest you read Brett Tabke of WebmasterWorld.com's "Successful Site in 12 Months with Google Alone: 26 steps to 15k a day." http://www.webmasterworld.com/forum3/2010.htm


4. Send out press releases. While outfits charge as much as $650 per release, there are free press release submission places on the Web. Press releases allow you to (a) attract media attention; (b) get more back links to your website without sending each website an email request; and (c) get more visibility especially if your press release gets in Google News or Yahoo News.

http://www.prleap.com/sign_up.html
http://i-newswire.com/
http://www.24-7pressrelease.com/
http://www.pressbox.co.uk/cgi-bin/links/add.cgi
http://www.pr.com/press-releases
http://www.prfree.com/
http://www.clickpress.com/releases/index.shtml
http://www.theopenpress.com/
http://www.przoom.com/
http://www.prweb.com
http://www.newswiretoday.com/
http://www.free-press-release.com/

5. Submit articles. Write articles and submit them to websites accepting author submissions. You get exposure for your business; establishes you as an authority in your field, and allows you to get backlinks for your website. If 50 websites publish your article and it contains a link back to your website, then you easily get 50 links from a single article. The more links you have, the greater your chances for increasing your search engine rankings.

Here is a comprehensive list of where to submit your articles http://answers.yahoo.com/question/;_ylt=AhzreGmnCUicOoyedqypscUjzKIX?qid=1006022407481

6. Improve your conversion. Getting visitors is one thing; getting them to buy your products is a whole different story. Read the article " How To Sell More on the Web: 30 Tips To Increase Conversion Rates For An Ecommerce Site " http://www.powerhomebiz.com/092006/ecommerce.htm for tips on how to improve your conversion rates.

7. Post a link to your site for free where it is allowed (always read the Terms of Use). Examples are:

Craigslist http://www.craigslist.com
Google Base http://base.google.com
Classifieds for Free http://www.classifiedsforfree.com/...
Text Link Exchange http://www.txtswap.com/
Recycler.com http://www.recycler.com/
Yahoo Classifieds http://classifieds.yahoo.com/
US Free Ads http://www.usfreeads.com/

Admin

Freedom > Govt 05.12.2009. 11:25

Is the Federal Reserve on its way to being abolished ? http://www.latimes.com/business/la-fi-fed-ads26-2009nov26,0,2775391.story

Federal Reserve tries theater ads to burnish its image
Spots urging shoppers to use their credit cards wisely will be shown on big screens in 12 U.S. cities. The central bank has long been accused of neglecting its consumer protection duties.

Reporting from Washington - The Federal Reserve isn't too popular these days, what with its failure to predict or prevent the financial crisis and recession, not to mention its involvement in last year's bailouts. Rep. Ron Paul (R-Texas) has a bestselling book out called "End the Fed," and some lawmakers are looking to cut back the central bank's power.

It sounds like a perfect time for an ad campaign.

The Fed has made a 45-second public service announcement to help consumers use their credit cards wisely. The spot will run before movie previews at theaters in 12 U.S. cities, including Long Beach, from Friday through Dec. 3.

Over jazzy music, the announcer asks: "Want to use your credit card wisely? Here are some tips you can trust from the Federal Reserve." With the Fed logo featured prominently, the ad offers suggestions such as paying your bill on time and watching for changes in the terms of the account.

Wow, looks like they are really busting out the PR stunts these days. I guess those Ron Paul supporters and libertarians aren't so wacko after all

Freedom > Govt

Admin 05.12.2009. 11:25

You know, I hope it is on it's way to being abolished but I'm not so sure. Bernanke is in the hot seat now that's for sure. Almost sounds like the FED itself may be choosing him as the fall guy. Why not blame him instead of the FED itself? That way they send him packing with his billions of dollars severance and just have a new chair that will lay low until the smoke clears.

In Canada they are blaming the whole economic crisis on Jim Flaherty the Finance Minister. It's a distraction to get people's attention diverted from the true cause to one well subsidized fall guy.

Admin

Write a comment

* = required field

:

:

:

:


* Yes No