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Will You Add? - How to Create Quality PR Results
"Its never lonely at the top of an IT organization, primarily because the IT Director is never there." - Bryce's LawINTRODUCTIONIn past bulletins, I have discussed how the corporate culture can be greatly influenced by the "Top Dog," meaning the head of the company. There are also subordinate "Top Dogs" who lead departments and their influence is limited only by what is allowed by their superior. This can be considerable if departments or divisions operate autonomously and inevitably results in subcultures that often operate at odds with the overall corporate culture. This phenomenon is particularly apparent in IT Departments who often have a revolving door policy for appointing managers or directors. This "changing of the guard" can be construed as good or bad depending on the current environmen
Your PR people are already in the perception and behavior business and can be of real use for your new opinion monitoring project. But be certain that your PR staff really accept why it’s SO important to know how your most important outside audiences perceive your operatio
TIME. TIME. TIME is the main problem. Or rather, lack of time. Too little time to plan, to decide, to execute the plan.Your usual coping strategies, even your best ones, may not work in a crisis. New strategies for gathering information, judging its usefulness, and deciding on the best option are absolutely necessary.You've probably never faced a situation like this. That's why it's a "CRISIS". Otherwise, it would be a problem or a challenge, but not a crisis. For a problem or a challenge, you have a set of learned behaviors, such as: 1. gather the facts, 2. consider options, 3. choose the best, then 4. act. There is no need to be fast thinking, no time restriction.In a crisis, you need perceptual skills of a different order. You must be quick to look, listen, feel, and smell to gather the pertinent inf
Another interpretation says quality PR may simply be in the eye of the beholder. But yet another take holds that quality public relations occurs when business, non-profit or association managers use public relations to alter individual perception among their target publics, which leads to changed behaviors, thus helping achieve their managerial objectives.
I like that interpretation because, logically in my view, those managers employ their public relations resources to do something positive about the behaviors of those important external audiences of theirs that MOST affect their operations.
Logical yes, but also sensible when managers then take steps to persuade their key outside folks to their way of thinking, then move them to take actions that allow that manager’s department, group, division or subsidiary to succeed.
It happens, of course, due to the reality that 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.
If you are such a manager, keep in mind that your PR effort must demand more than special events, brochures and press releases if you are to come up with the quality public relations results you believe you planned for.
An array of quality results can occur: politicians and legislators starting to view you as a key member of the business, non-profit or association communities; welcome bounces in show room visits; fresh proposals for strategic alliances and joint ventures; capital givers or specifying sources beginning to look your way; prospects starting to do business with you; customers starting to make repeat purchases; membership applications on the rise; and community leaders beginning to seek you out.
Your PR people are already in the perception and behavior business and can be of real use for your new opinion monitoring project. But be certain that your PR staff really accept why it’s SO important to know how your most important outside audiences perceive your operation
Successful businesses may not place their promotional product policy at the top of their priority list. However, emphasizing the importance of customized giveaways helps solidify an organization’s relationship to affiliates, patrons, and future clients.From logoed pens and tote bags, from employee appreciation awards to trade show giveaways, from web site offers to free bonus gifts; promotional items demonstrate professionalism and a commitment to others. Studies show that quality products can increase direct mail response rates, the likelihood that first time customers will return, and trade show traffic. Experts have proven that recipients who were given a gift both before and during a show were way more inclined to visit the trade show space, and they were more likely to report associations of customer goodwill with t
I like that interpretation because, logically in my view, those managers employ their public relations resources to do something positive about the behaviors of those important external audiences of theirs that MOST affect their operations.
Logical yes, but also sensible when managers then take steps to persuade their key outside folks to their way of thinking, then move them to take actions that allow that manager’s department, group, division or subsidiary to succeed.
It happens, of course, due to the reality that 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.
If you are such a manager, keep in mind that your PR effort must demand more than special events, brochures and press releases if you are to come up with the quality public relations results you believe you planned for.
An array of quality results can occur: politicians and legislators starting to view you as a key member of the business, non-profit or association communities; welcome bounces in show room visits; fresh proposals for strategic alliances and joint ventures; capital givers or specifying sources beginning to look your way; prospects starting to do business with you; customers starting to make repeat purchases; membership applications on the rise; and community leaders beginning to seek you out.
Your PR people are already in the perception and behavior business and can be of real use for your new opinion monitoring project. But be certain that your PR staff really accept why it’s SO important to know how your most important outside audiences perceive your operatio
The phone rings and you have a very unhappy person on the line. Your order went out late, was damaged, incorrect and the customer has a deadline he’s bound to miss because of it. It ripples because this was part of a larger project, and this minor glitch is now affecting his entire plan. He’s got his boss breathing down his neck, and he’s breathing down yours. You check your supplier, it can’t be replaced fast enough to make his date.What do you do to calm, assure and retain your customer?You learn the three R’s of an apology.Customer retention is vital to a company of any size, for several reasons. First, it’s more expensive to land a new customer than to keep an existing one. Existing customers who are satisfied with your product or service are likely to become repeat customers. And they’re apt to recom
It happens, of course, due to the reality that 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.
If you are such a manager, keep in mind that your PR effort must demand more than special events, brochures and press releases if you are to come up with the quality public relations results you believe you planned for.
An array of quality results can occur: politicians and legislators starting to view you as a key member of the business, non-profit or association communities; welcome bounces in show room visits; fresh proposals for strategic alliances and joint ventures; capital givers or specifying sources beginning to look your way; prospects starting to do business with you; customers starting to make repeat purchases; membership applications on the rise; and community leaders beginning to seek you out.
Your PR people are already in the perception and behavior business and can be of real use for your new opinion monitoring project. But be certain that your PR staff really accept why it’s SO important to know how your most important outside audiences perceive your operatio
The more you focus and concentrate your marketing, the greater impact your message has on your intended market.Remember, your goal is to deliver your message as many times to your target market as your budget will allow. You are buying exposure to a certain audience.The more we are exposed to a message, the more of it we retain. You need to be exposed to a new idea 8 to 15 times (or more) to remember it. Repetition enhances retention.And, the more channels the message is delivered through, the more believable it is. Diversity delivers credibility.So, focus and concentrate your advertising by using several media to deliver your message to the same audience. You'll get a better return than if you spend the same amount of money delivering your message fewer times to a larger audience. Lay it on nice and th
An array of quality results can occur: politicians and legislators starting to view you as a key member of the business, non-profit or association communities; welcome bounces in show room visits; fresh proposals for strategic alliances and joint ventures; capital givers or specifying sources beginning to look your way; prospects starting to do business with you; customers starting to make repeat purchases; membership applications on the rise; and community leaders beginning to seek you out.
Your PR people are already in the perception and behavior business and can be of real use for your new opinion monitoring project. But be certain that your PR staff really accept why it’s SO important to know how your most important outside audiences perceive your operatio
Ever see a logo that doesn't look quite right? The colors and font look good, the icon is just what you were looking for and the shading and overall shape are just perfect, but it still seems like something is out of place? Ever thought the problem might be the negative space around the logo?Negative space is the space that surrounds a visual object. When you look at a chair, the negative space is the rectangular and triangular shapes between the legs and armrests of the chair. With a logo, the concept is the same. Empty space around the words and icons in a logo can make the image look funny if the spaces are too large or small.Consider the famous golden arches of McDonald's. Imagine how weird the arches would look if the two bullet shaped spaces under the arches became triangles. Or what if one bullet w
Your PR people are already in the perception and behavior business and can be of real use for your new opinion monitoring project. But be certain that your PR staff really accept why it’s SO important to know how your most important outside audiences perceive your operations, products or services. And make sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.
Share with them your plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions along these lines: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?
The cost benefit of using those PR folks of yours in that monitoring capacity versus the cost of using professional survey firms to do the opinion gathering work, may lead you to the conclusion that it’s a no- brainer. But, whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.
Now you must set a goal that calls for doing something about the most serious problem areas you uncovered during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor cold?
While setting your PR goal, you must establish a strategy that tells you how to get there. There are just three strategic options available to you when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like strawberry vinaigrette on your mashed potatoes, so be sure your new strategy fits well with your new public relations goal. You wouldn’t want to select “change” when the facts dictate a strategy of reinforcement.
Hard work looms ahead because you must now write a persuasive m
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