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How Real PR Works

For some, public relations works well whenBecause experience shows they usually lead to
their news release or special event winds upnegative behaviors, the objective is to
in the newspaper or on the radio.For others,correct any of the above you encounter.Now,
public relations works best when it doesyou're ready to select the specific
something positive about the behaviors ofperception to be altered, and that becomes
outside audiences that affect theiryour public relations goal.Of course a PR
operations the most. I like this approachgoal without a strategy to show you HOW to
because a business, non-profit or associationreach it, is like a cheeseburger without the
manager can use the fundamental premise ofketchup. That's why you now pick one of three
public relations to deliver key stakeholderstrategies designed to create perception or
behavior change - the kind that leadsopinion where there may be none, or change
directly to achieving a manager'sexisting perception, or reinforce it. The
objectives.What fundamental premise of publicchallenge here (a small one) is to insure
relations am I talking about here, and howthat the goal and its strategy match each
can you put it to good use persuading thoseother. You wouldn't want to select "change
important outside folks to your way ofexisting perception" when current perception
thinking, then move them to take actions thatis just right suggesting a "reinforce"
help your department, division or subsidiarystrategy.Flexing your PR muscle, it's your
succeed?"People act on their own perceptionwriter's turn to prepare a compelling message
of the facts before them, which leads tocarefully designed to alter your key target
predictable behaviors about which somethingaudience's perception, as called for by your
can be done. When we create, change orpublic relations goal.Remember that it may be
reinforce that opinion by reaching,advisable to blend in your corrective message
persuading and moving-to-desired-action thewith a presentation, or a newsworthy
very people whose behaviors affect theannouncement of a new product, service or
organization the most, the public relationsemployee, which may lend more credibility by
mission is accomplished."A simple plan thatnot overemphasizing the correction.Clarity is
gets everyone working towards the samethe watchword with regard to what perception
external audience behaviors insuring thatneeds clarification or correction, and why.
your public relations effort stays onYour facts must be truthful and your position
track.By the way, I'm talking about changesmust be logically explained and believable if
in behavior like welcome bounces in showroomit is to hold the attention of members of
visits, community leaders beginning to seekthat target audience, and actually move
you out; membership applications on the rise,perception in your direction. In other words,
customers starting to make repeat purchases;your message must be compelling.Now you
organizations proposing strategic alliancesselect your communications tactics, the
and joint ventures; waves of prospects"beasts of burden" you will harness to carry
starting to do business with you; newyour persuasive new thoughts to the attention
inquiries about strategic alliances;of your outside target audience.Your
politicians and legislators starting to viewpotential tactics list is ample, to say the
you as a key member of the business,least. It includes letters-to-the-editor,
non-profit or association communities; higherbrochures, press releases and speeches. Or,
employee retention rates and even capitalyou might select radio and newspaper
givers or specifying sources beginning tointerviews, personal contacts, facility tours
look your way.Meet with your PR team and takeor customer briefings. There are scores
the time to list those outside audiences ofavailable with the only selection requirement
yours who behave in ways that help or hinderbeing that those you choose have a record of
you in achieving your objectives. Thenreaching people just like your target
prioritize them by how badly they impact you,audience members.Before long, questions will
and start working with the target audiencebe raised as to how much progress is being
that heads your list.First challenge? You'remade. By which time, you'll be hard at work
not certain just how most members of that keyremonitoring target audience member
outside audience perceive yourperceptions. Using questions similar to those
organization.Because there's a good chanceused during your earlier monitoring session,
you can't afford professional survey work,you will now look carefully for indications
you and your PR colleagues (don't worry,that audience perceptions are beginning to
they'll be quite familiar with perception andmove in the direction you have in mind.By
behavior matters) must monitor thoseadding more communications tactics,
perceptions yourself.Ask members of thatincreasing their frequencies or fine tuning
outside audience questions like "Have youyour message, you can always move things
ever had contact with anyone from ouralong at a faster clip.Leaving tactics to do
organization? Was it a satisfactorywhat they do best, carry messages, what
experience? Are you familiar with ourshould come first is an aggressive public
services or products?" Stay alert to negativerelations plan like that outlined above that
statements, especially evasive or hesitanttargets key stakeholder behavior change
replies, and especially for falseleading directly to achieving your
assumptions, untruths, misconceptions,department, division or subsidiary
inaccuracies and potentially damaging rumors.objectives.



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