PR: Here's All You Need to Know

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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 1130 including guidelines and resource box. Robert A. Kelly Copyright 2004.)

PR: Here's All You Need to Know

Above all, you need to know that the right PR can alter individual perception and lead to changed behaviors.

Especially when you create external stakeholder behavior change, the kind that leads directly to achieving your managerial objectives.

And all because the core of your public relations lies in doing something positive about the behaviors of those important outside audiences of yours that MOST affect your operation.

The bottom line is, the right PR let's you persuade those key outside folks to your way of thinking, and help move them to take actions that allow your department, division or subsidiary to succeed.

And now, the bonus blueprint that gets everyone working towards the same external stakeholder behaviors, insuring that your PR effort stays focused: 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.

Such a blueprint can produce results like new community service and sponsorship opportunities; improved relations with government agencies and legislative bodies; prospects

starting to work with you; customers making repeat purchases; new proposals for strategic alliances and joint ventures; promotional contest overtures; a rebound in showroom visits; new thoughtleader and special event contacts; capital givers or specifying sources looking your way; membership applications on the rise; new feedback channels; stronger relationships with the educational, labor, financial and healthcare communities; and even enhanced activist group relations.

It should be a prime concern to you as to who carries out this PR plan for you. Just who is going to do the work anyway? Will it be your full-time public relations staff? Folks assigned to your unit by a higher authority? A PR agency team? Regardless of where they come from, they must be committed to you as the senior project manager, to the PR blueprint and its implementation, starting with key audience perception monitoring.

A cautionary suggestion. Simply because a specialist describes him/herself as a public relations person doesn't mean they've bought the program whole hog. You must be assured that those assigned to you believe deeply why it's SO important to know how your most important outside audiences perceive your operations, products or services. Insure that they buy the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Take the time to review the PR blueprint with your PR team, especially your 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? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?

For the perception monitoring phases of your program, use professional survey counsel if your budget will allow. But keep in mind 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.

Now it's time to do something about the most serious distortions you discovered during your key audience perception monitoring. In other words, establish your public relations goal. And that could be to straighten out that dangerous misconception, or correct that gross inaccuracy, or stop that potentially fatal rumor dead in its tracks.

Naturally, you will need a good strategy, one that clearly shows you how to proceed. To keep things simple, note that there are only three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. Of course, the wrong strategy pick will taste like day-old fried eggs, so be certain the new strategy fits comfortably with your new public relations goal. Certainly, You don't want to select "change" when the facts dictate a "reinforce" strategy.

Now you need to hit members of your target audience with a powerful message. But persuading an audience to your way of thinking is hard work. Which is why your PR folks must create some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual. Only in this way will you be able to correct a perception by shifting opinion towards your point of view, leading to the behaviors you are targeting.

Pass your message by your communications specialists to assure its impact and persuasiveness. Then, sharpen it before selecting the communications tactics most likely to carry your message 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.

Since the credibility of a message is often dependent on how it's delivered, you should consider unveiling it before smaller meetings and presentations rather than using higher-profile means such as news releases.

You'll soon need to provide progress reports, which will alert you and your PR team to get back out in the field and start work on a second perception monitoring session with members of your external audience. You'll want to use many of the same questions used in the first benchmark session. Difference this time is that you will be watching very carefully for signs that the bad news perception is being altered in your direction.

If the program lags, consider accelerating matters with more communications tactics and increased frequencies.

Yes, all you REALLY need to know is that the right PR can alter individual perception and lead to changed behaviors. Especially when you create the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives.

end

Bob Kelly counsels, writes and speaks to 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

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Comments

Meg 19.11.2012. 21:01

How do you start a PR company, where can you learn about it online? I'm in the midst of working at starting a PR company at my boutique marketing/brand development company. If anyone has experience with this or knows how I can get started, please fill me in.

Meg

Admin 19.11.2012. 21:01

There's lots of places that guide you on writing press releases and how to distribute them - a quick google search will help. In terms of becoming a PR practioner its probably worth reading the trade press (things like campaign and PR weekly). The best PR companies normally have strong media contacts and journo background so think about recruiting that sort of expertise if you don't have it.

Admin

Fredana 26.12.2008. 08:31

What is the minimum requirement to apply for PR in Singapore? I am currently working in Singapore under Q1 Employment Pass and I would like to apply PR in Singapore. However, I have only been working for 7 months, should I wait for at least 1 year? Or I can apply for it now? Is there a quota for different countries for PR approval given by the Singapore government?

Thank you very much.

Fredana

Admin 26.12.2008. 08:31

The Immigration & Checkpoints Authority (ICA) handles all applications for Permanent Residence in Singapore.

http://www.ica.gov.sg/page.aspx?pageid=151&secid=150

The following categories of foreigners are eligible to submit applications:

Spouse and unmarried children (below 21 years old) of a Singapore Citizen (SC)/Permanent Resident (SPR)
Aged parents of a Singapore Citizen
P, Q or S work pass holders
Investors/Entrepreneurs

For P, Q or S Work Pass Holder (applying under the Professionals/Technical Personnel and Skilled Workers Scheme)

2 sets of completed Form 4A (one original and one photocopy)
Download the Accompanying Notes to Form 4. This will list the supporting documents that will have to be submitted together with your application.

http://www.ica.gov.sg/data/resources/docs/PR%20Services/Form4A.pdf

Download the Accompanying Notes to Form 4. This will list the supporting documents that will have to be submitted together with your application.

http://www.ica.gov.sg/data/resources/docs/PR%20Services/FormEP4.pdf

Make an appointment through the Electronic Appointment Booking System (e-Appointment) click here: https://eappointment.ica.gov.sg/ibook/index.do

prior to submitting the relevant completed application form together with all the required documents in person to:

Permanent Resident Services Centre
5th Storey, ICA Building
10 Kallang Road
(Next to Lavender MRT station)
Singapore 208718

Admin

The Mask 28.12.2009. 05:53

How you get your citizenship/PR after migrating to other country? Can you tell me how you get your citizenship/PR after migrating to other country? Definitely you need to fill in the form. What I mean is that what kind of effort that you put in till you be part of the country eg researcher, good worker or whatever? Thanks for answering. I know most of you migrated to developed country so please share some of your experinces to me. Thanks.

The Mask

Admin 28.12.2009. 05:53

First off, you apply for PR/Green Card/immigration visa from your OWN country and get accepted first, because otherwise you're either illegally present or only on a visitor visa. Only if you're an asylum seeker running from persecution can you apply for a legal status (refugee) in that particular country.

Secondly, all developed countries (USA, Canada, Australia, New Zealand, UK, France, Germany, etc) aren't easy to migrate to, and usually demand that you're closely related to a citizen or you're skilled (engineer, doctor, nurse, lawyer, etc) or experienced in the cases where there is high employment (not UNemployment)t, which I guarentee is NOT now. Of course in rarer cases, if you have special talents like sport or singing, you can get a visa for that to for these places, or if you set up a business. Just look that up yourself, as there's so many types of visas and ways.

Thirdly, Citizenship depends. For example, if you join the U.S. Army/Marine Corps/Navy/Air Force, you can apply for Citizenship in USA after 1 year, if you marry an American (US Citizen) 3 years, and if you're there otherwise, it's 5 years, but it varies for different countries of course. Gaining citizenship usually comes with a small test, for example literacy, history and perhaps even numeracy in some countries, but it's p!ss easy.

Admin

Aaron 19.03.2009. 10:32

Is Sales a good start for career in Marketing If actually I want to work in Ads or PR? Actually I want to work in Advertising or PR, but my internship turns out to be Sales. Of course I feel trapped but all I can do is to accept it! Give me some positive ideas to boost myself! Thanks!

Aaron

Admin 19.03.2009. 10:32

First, realize that almost every job in advertising and PR IS sales. The key exceptions to this are jobs Advertising and PR that are research and quantitative/metrics based.

Sales is a great way to understand how a specific (or sometimes general) market act. It also gives you a greater understanding of what, as as PR/Advertising person, you will be supporting. So yes, being successful in sales can be a good start.

Admin

Julie 03.05.2010. 14:31

What is the most helpful and recently published How To: PR book? I just started a new job as a promotion manager and need some PR tips. What would be the best and most recently published PR book to get?

Julie

Admin 03.05.2010. 14:31

PR For Dummies

Admin

Stan 05.01.2009. 01:54

How does border entry/exit hours affect the counting of days a PR lives in Canada? Suppose a Canada PR (permanent resident) drives from the United States to Canada 8PM Friday night, lives in Canada on Saturday and Sunday, and then drives from Canada to the U.S. 9AM Monday morning. How many days are counted as living in Canada? 2, 3, or 4 days? If, luckily, 3 or 4 days can be counted instead of 2 days, how about this PR does this regularly every week until 2 years out of 5 years are accumulated? Thanks!

Stan

Admin 05.01.2009. 01:54

you are aiming to cheat the system
why not give up your PR so some other person that has been waiting for years can have a chance
obviously you are really living and working in the US

this makes me so mad when people cheat

Admin

putalidonthings 28.05.2010. 05:40

What is the difference between a publicist and PR firm? Do publicists and PR firms provide the same services, or do they fill different functions?

putalidonthings

Admin 28.05.2010. 05:40

A PR Firm is an established corporation, a publicist is an individual. A publicist can work independently as a contractor, or work for a PR firm. Whether an individual publicist can serve the same function as a full-service PR firm depends on the skill of the publicist and the nature of the service(s) contracted.

Admin

Chris M 03.08.2010. 08:29

How would you PR a client whose services help businesses optimize their sales/employee performance? Hello all,

Would really appreciate your input regarding this. I work in PR and am working with a client whose predominant skill sets lie in business performance enhancement. She has a forty year career in sales, and her techniques, observations and seminars claim to enhance the performance of a company's workforce treble fold. Businesses have noticed radical performance improvements from their employees after hiring her as a consultant and she has forged a hugely successful career visiting different companies and advising them on how to break with useless conventions, introduce new techniques, reinvigorate a latent workforce - all with the objective to harness the very best from their employees. I'm trying to think of unique PR / publicity opportunities for her - aside from national and trade press, business TV and radio, etc. What inventive and imaginative PR opportunities do you think could be applied to her publicity strategy?

Thank you so much in advance, this has been eluding me.

Chris M

Admin 03.08.2010. 08:29

Frankly speaking, It's very nice and intelligent question you have asked and invited to pour ideas from others like me. ;-)

But I am just a bit suspect about her weather she needs PR person Or an agency if she is very famous and popular among her tribe? All though, we never know if she needs until we ask her intelligently. Anyhow, If I would be at your place, I would like to do.....

First of all, Study maximum (from all corners) about her. Her likes-Dislikes, Hobbies, Influences, Colleagues, Competitors, her leisure time-spending pattern etc. In a nut shell, Do her SWOT analysis. I am not suggesting you to spy her on her steps. But with a positive attitude KNOW MORE ABOUT HER. I am confident you will come out tons of ideas to praise her. Note everything.

Now, meanwhile find out the way how she wants to promote and maintain her PR rank through various creative activities and generate income. That's totally up to your skills. Endorse her with your highly potential client (or celebrity) get her on track. She will be flattered for sure.

Dear, Please update me how this techniques are effecting in your work. To Your Positive Success!....

Ali
The Better Business Idea Guru.

Admin

Chris M 02.08.2010. 11:17

How would you PR a client whose services help businesses optimize their sales/employee performance? Hello all,

Would really appreciate your input regarding this. I work in PR and am working with a client whose predominant skill sets lie in business performance enhancement. She has a forty year career in sales, and her techniques, observations and seminars claim to enhance the performance of a company's workforce treble fold. Businesses have noticed radical performance improvements from their employees after hiring her as a consultant and she has forged a hugely successful career visiting different companies and advising them on how to break with useless conventions, introduce new techniques, reinvigorate a latent workforce - all with the objective to harness the very best from their employees. I'm trying to think of unique PR / publicity opportunities for her - aside from national and trade press, business TV and radio, etc. what inventive and imaginative PR opportunities do you think could be applied to her publicity strategy?

Thank you so much in advance, this has been evading me.

Chris M

Admin 02.08.2010. 11:17

If those facts are facts, and can be demonstrated to be true, you don't need any novel angles. Trust the story to do its own telling. Write it in natural human English, with not a breath of hyperbole in it, and release it into the wild.

This is how PR started out: telling interesting true stories about the clients. Sometimes the most sophisticated technique is to lose all the sophisticated techniques because they're just getting in the way.

Just tell the story.

Admin

Shay 17.08.2012. 19:14

Is an A level in English literature more useful than English language for Advertising and PR? I wanna go into advertising and PR In the future but I don't know whether to choose English literature or language. Which a level is more useful for PR and advertising and which one do universities look at at and are more interested in??
In gcse's I got c's in both.

Shay

Admin 17.08.2012. 19:14

I don't think universities favour one over the other, unless you want to do a degree in English in which case you usually need literature. However, for advertising and PR I'd say A level language is more appropriate since you'll learn how language is used to create different meanings. Advertisers are always looking for the most effective ways to sell their products with words, hence the connection with language.

I didn't do literature but as far as I'm aware all you really do is study books. I'm not saying it wouldn't be useful at all, but I think you get more of an insight into the way language works with English language and, as an advertiser, it's important to know how best to send a message in order to sell products.

Admin

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