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A_Winning_Public_Relations_Game_Plan_for_2002
| A Winning Public Relations Game Plan for 2002
I have learned in my public relations work, especially from
leaders in the field, that there are only three ways a public
relations effort can impact behavior: create opinion where it
doesn’t exist, reinforce existing opinion or change that
opinion. No surprise that the process by which those goals are
realized is known as public relations. So, while behavior is the
goal, and a host of communication tactics are the tools, our
strategy is the leverage provided by public opinion.
Which is precisely why this article is titled “A Winning Public
Relations Game Plan for 2002.” Winning, because the plan is
based squarely on the reality that people’s perceptions of the
facts directly affect their behaviors. And that something CAN be
done about those underlying perceptions, especially in a land
celebrated for the free exchange of ideas.
I believe this is the Rosetta Stone of public relations, i.e., a
clue to understanding that has provided the knowledge and
experience needed to effectively address both the positive and
negative challenges posed by public opinion in a free society.
Fortunately, public relations will continue to create, change or
reinforce public opinion by reaching, persuading and
moving-to-action those people whose behaviors affect the
organization. When the behavioral changes become apparent, and
meet the program’s original behavior modification goal, that
public relations venture can be called a success.
And so it will be again in 2002, hopefully a year in which the
American economy again points to growth and expansion.
Prioritize Your Audiences
If you follow a game plan similar to this one, you would start
with a priority-ranking of those audiences with an interest in
your organization, often referred to as stakeholders or
“publics.” Included would be customers, prospects, employees,
media, the business community and local thought- leaders as well
as a number of other possible interest groups.
What Do They Think of You?
As time allows, interaction of one kind or another with key
audiences will provide you with their impressions of your
organization, in particular areas where problems may be brewing.
This is information gathering, opinion sampling, informal
polling if you will, but essential to any public relations
effort. If resources are available, a modest opinion poll of the
priority audience would be helpful.
How Much Behavioral Change is Needed?
With opinion sampling underway, it’s a good time to focus on the
possibly negative behaviors these impressions, these perceptions
have created. Once they are identified and understood, a marker
can be set down establishing the degree of behavioral change
that realistically can be expected and monitored.
This becomes the program goal against which the program will
finally be measured.
Create, Change or Reinforce Opinion?
Now, it is a short step towards establishing whether perceptions
and opinion among those key audiences must be created from
scratch, nudged in one direction or another, or simply
reinforced. An important decision because it will influence the
direction, content and tone of all of your communications.
The Persuasive Message
Then, it’s time to prepare messages tailored to each audience
that, while providing details about your products and service
quality and diversity, indirectly address those potential
problem areas that came up during the information gathering
meetings. Of special concern in preparing the messages will be
your behavior modification goal and the audience perception
adjustments necessary to achieve it.
Reaching Your Audience
How will you communicate each message to its audience? How will
you reach these people? Your choices include face-to-face
meetings, briefings, news releases, news announcement luncheons,
media interviews, facility tours, special promotional events, a
brochure, and a variety of other communications tactics.
And don’t forget special events as a means for reaching those
target audiences with your messages. They are usually newsworthy
and include activities such as financial roadshows, awards
ceremonies, trade shows, contests or open houses.
Media That Target Your Audience
It sounds elementary, but selecting the right media to carry
your messages demands that you be certain that each
communications tool zeros in directly on the target audience.
Example: no sense in using ride-time (rush hour) radio
appearances if you’re trying to reach retirees.
Signs of Improvement
So, how will you know whether your efforts are actually changing
perceptions (and behaviors) for the better? As time passes,
experience shows that you will begin to notice increased
awareness of your organization and its role in the marketplace;
a growing receptiveness to your messages by customers; a growing
public perception of the role your organization plays in its
industry and in the community, as well as increasing numbers of
prospects.
Achieving The Goal
To track actual results, you or your colleagues must speak on a
regular basis with people among each of your key audiences, as
well as by monitoring print and broadcast media for mentions of
your messages or viewpoints, as well as through interaction with
key customers, prospects and influentials. Each of these
indicators will reflect local, individual perception of your
organization which, in turn, will gradually begin to approach
the degree of behavior modification you seek.
The effort is worth it. Done correctly, when public relations
results in modified behaviors among groups of people important
to your organization, you’re talking about nothing less than its
survival.
end
About the author:
Bob Kelly, public relations consultant, was director of public
relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.;
VP-Public Relations, Olin Corp.; VP-Public Relations, 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
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