Who wants to face the challenges of a business recovery without a ton of firepower? Especially when getting yourpiece of the action almost certainly depends upon howwell you modify the behaviors of your target audiences.
That's why public relations had better play a central role inyour business planning. Particularly since any recovery thattakes place will be the result of industrial, commercial andindividual consumers alike starting to behave like buyers,whether of your products or services, luxury real estate,frozen pizzas, industrial transformers or informationtechnology.
So, before this train leaves the station, if you are unsurehow best to use public relations in the expected recovery,consider its basic mission firmly rooted in the principle thatpeople act on their own perception of the facts. Then itstrives to create, change or reinforce public opinion byreaching, persuading and moving-to-action those peoplewhose behaviors affect the organization. When the behavioralchanges become apparent, and meet the program's originalbehavior modification goal, the program has succeeded.
But what comes first? How about a real acceptance that (1) individual perception of the facts is THE guiding light leading to behavioral change, and (2) that something reallyCAN be done about those perceptions. Think about that for amoment - not every one buys it. For me, I can tell you itwas an epiphany of immense proportion that actually helpedshape my career in public relations.
First, we set the goal whether it be to move consumers totry a new soft drink flavor; or to perceive your organizationin a new light thus strengthening its reputation; or to leadthem to a positive perception of the company in turn leading to new investments in the company's shares.
Next, what strategy will it take to reach that goal? OpinionCreation, Change or Reinforcement?
Creation
Here, the real public opinion work begins. The publicrelations squad must decide whether opinion among keyaudiences is to be created from scratch, requiring a lot ofbasic data, information and interpretation from which a person can form an initial opinion.
Change
Or, are we talking about a change in opinion, a nudge inone direction or the other requiring a clear, credible and well-supported explanation of, and rationale for why anyoneshould alter their current views?
Reinforcement
Or, do we simply reinforce opinion that pretty much trackswith the opinion level we desire? In this case, we use simplecorroboration and additional third-party support to strengthen existing public opinion.
But for each of the three choices, the information and data tobe communicated must be creditably sourced, crystal-clearand logically presented.
On to reach, persuade and move-to-action
Reach
Now, it's time to actually reach your key audiences, peoplewhose behaviors will affect your organization. Among others, these stake-holders include customers, employees, prospects,retirees, media, legislators, regulators, and both financial and plant communities.
But reaching these target groups means applying the mosteffective communications tactics available to you. Thesewill include such tools as media relations and publicity- generating news conferences and press releases, newsletters and e-mails, high-profile speeches, charitable contributions,investor relations, informal opinion surveys and many others.
Special events also will be high on the "reach" actionlist: newsworthy events like trade shows, open houses,awards ceremonies, contests, VIP receptions, financialroadshows, and even media-attracting stunts.
Persuade
Persuading your key audiences, the third leg of the opiniontroika, is yet another challenge because bringing theseimportant groups of stakeholders around to your way of thinking depends heavily on the quality of the message you preparefor each target audience.
It's hard work. You must understand and identify what isreally at issue at the moment; impart a sense of credibility to your comments; perform regular assessments of how opinion is currently running among that group, constantly adjustingyour message; as well as highlighting those key issue pointsmost likely to engage their attention and involvement.
Implementation
Equally important to moving into action with highly effective communications tactics will be the selection and perceivedcredibility of the actual spokespeople who will deliver yourmessages. They must be seen as people of stature, and theymust speak with authority, personal confidence and conviction if meaningful media coverage is to be achieved.
Now, Let's Gain and Hold
By this time, your action program should begin to gain andhold the kind of public understanding and acceptance thatwill lead to the desired shift in public behavior.
And The End-Game? Modify Behavior, Achieve your Goal
When the changes in behaviors become truly apparent throughmedia reports, thought-leader comment, employee and community chatter and a variety of other feedback -- at the same timeclearly meeting your original behavior modification goal -- I'll say again that your public relations program can be deemeda success.
Obviously, your piece of the action in the business recoveryahead will come at a price. And that will be your cost toefficiently modify the behaviors of your target audiences.But, the payoff makes it all worthwhile -- nothing less thanthe achievement of your business objectives and, at slightrisk of overstatement, a real contribution to the survivalof your organization.
Please feel free to publish this article and resource boxin your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.
Robert A. Kelly © 2005.
Bob Kelly counsels, writes and speaks to business, non-profit andassociation managers about using the fundamental premise of publicrelations 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. He holds a bachelor of science degree from Columbia University, major in public relations.
Visit: http://www.prcommentary.com; bobkelly@TNI.net |
