Six Steps To Hit Public Relations Investment

Youll never know in the end that your PR investment was worthwhile unless you set the right kind of goal at the beginning

. Before you start asking yourself this question: Do we employ public relations for the sheer pleasure of writing news releases, running special events, doing surveys or booking speeches?

Some folks may actually think so, but the answer to this question should be no. We employ public relations so that, at the end of the day, somebodys behavior gets modified, like

*You may wish to influence people to begin thinking more positively about your organization, thus strengthening its reputation.

*Or encourage them to begin buying your product by communicating with them.

*It could be as simple as communicating a companys strengths to a target audience leading them to invest in the companys shares.

Here are six steps, which can help you hit the public relations bulls eye desired behavior modification on your next public relations venture.

Agree the Fact that People Act on their Perception:

Peoples perceptions and attributions influence how they behave in their organization. Perception describes the way people filter, organize and interpret sensory information. Attribution explains how people act &determine how people react to the actions of others as well. Accurate perception allows employees to interpret what they see and hear in the workplace effectively to make decisions, complete tasks and act in ethical manner. Faulty perceptions lead to problems in the organization, such as stereotyping, that lead people to erroneously make assumptions.

Many behavioral experts agree that people really do act on their perception of the facts, and that how they react to those facts actually does affect their behaviors. It follows that individual understanding of those facts must be continuously informed if those behaviors are to help, achieve the organizations goal and objectives.

Public relations counsel, alerted to the negative perception about the company through continuous media monitoring, opinion sampling and thought leader contact, moves rapidly to communicate accurate sales and financial data to the investment community. In due course, this leads to perception and behavioral changes on the part of many investors namely, towards a decision to buy the companys shares.

When people in organizations find themselves in unfamiliar, ambiguous situations, they tend to have difficulty coping. Effective business professionals handle objections to their ideas by clearly stating the benefits of their position to all parties. By presenting a compelling case for their ideas, these people get approval for their proposed strategy even if opposed by apathy or confrontation. By actively recognizing peoples perceptions and attributions, effective leaders build justifications for their approach and get support when needed.

Reinforce Public Opinion:

After assessing opinion among your target audiences through media monitoring, opinion sampling and thought-leader contact, now you must decide whether you will create or change or reinforce public opinion within each target audience. Choosing the correct mode

* Reinforcing existing opinion.

*Creating new opinion from scratch.

* Changing current and possibly long-held views.

This is obviously central to your message preparation strategy and its copy approach. Each must be written to carefully reflect the timing of the action being taken.

Reach the Target:

Reaching the target groups means applying the most effective communications tools available to you. Among others, it may include tactics such as media relations and publicity-generating news conferences, press releases, newsletters, e-mails, high-profile speeches, charitable contributions, investor relations and informal opinion surveys etc

On the marketing side, you will want to target your sales-oriented communications to help build brand franchise, win consumer acceptance and gain competitive advantage. Also special events will be high on the action list like, newsworthy events like trade shows, open houses, awards ceremonies, contests, VIP receptions, financial road shows, and even media-attracting stunts.

Persuade:

No matter what it is you do in life, you need to learn how to persuade someone to do something. Whether it be your boss, your customer, or anyone, getting the things that you want is extremely important.

Always remember, The success of your persuasion and influence depends upon whether your target audience believes you.

You must understand and identify what is really 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 adjusting your message; as well as highlighting those key issue points most likely to engage their attention and involvement; and finally, identify and build into your messages pre-tested, action-producing incentives for individuals to take the actions you desire.

Measure & Move to Action:

Measuring your business performance and setting targets are important processes for helping your business to grow. It can greatly benefit your business if you think about long-term proposals and strategically plans.

Moving your target group to action, hopefully with a mix of activity, can be accelerated, and even amplified by careful selection of the media to reach your target audience. This applies whether, among others, its print or broadcast media, key podium presentations or a series of top level personal contacts, and they all must communicate clearly and directly to your target audiences.

Of equal importance to the success of your program will be the selection and perceived credibility of the actual spokespeople who will deliver your messages. They must have stature in their industries, and speak with authority, personal confidence and conviction if meaningful media coverage is to be achieved.

Modify Behavior to Achieve Goal:

When the changes in behaviors become truly apparent through media reports, thought-leader comment, employee and community chatter and other feedback, at the same time clearly meeting your original behavior modification goal, your public relations program can be deemed a success. There are three primary steps involved,

*Prioritize your target audiences, and identify what you want them to do.

*Learn as much as you can about who your audience is and how they think/feel.

*Determine how likely they are to change their behavior based on their experience with the issue.

by: Augustine.jo

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