As a business, non-profit or association manager, why continue to have a public relations effort, not supply, the most important external audience behaviors you need to achieve your department, division or subsidiary objectives?
Time for a change. One that your PR effort is based on a fundamental assumption that makes any sense. And it actually leads outside audience behaviors like these: new proposals for joint ventures or strategic alliances, business prospects search your services orProducts, specifying sources or major donors thinking about you, more often repeated purchases or a substantial boost in the capital donations.
You must therefore do two things. One, a truly personal commitment to the PR people at your department, division or subsidiary assigned. And two, a new foundation for your PR effort.
A foundation like this: people act on their own perception of the facts before them, which leads over the somewhat predictable behavior can bedone. If we bring about change or strengthen to reach the opinion, to move and move to the desired-action the very people whose behavior affects the organization, the public relations mission is completed.
It is a concept with which you persuade your most important players, will determine the kind of thinking. In return, they should move to adopt measures leading to your success as a company, non-profit or association manager.
First and foremost, you need to know howMembers of your key external audiences recognize you, because these perceptions usually lead to behaviors that you or help you get in achieving your goals hurt us.
So, you and your PR team list, the outside audience, influence the behavior of the device the most. Then she sat in order of priority. We use # 1 on the list, with the aim of this article.
Now you can consult some real money on professional survey-taker, or you and your PR team can spend, but do yourselfInteraction with your audience. Use questions like these to identify the opinion that the perception problems. "What do you know about our organization? Have you any kind of contact with us? He was satis-factory? Do you like our products or services?"
Listen to the answers you receive. Stay alert for evasive or hesitant replies, and for the negativity vigilant - especially inaccuracies, exaggerations, misconceptions or rumors.
These answers are your red meatYou need input to create the public relations goal. For example, to clear up a misunderstanding that kills the rumor one fix for all, or that an inaccuracy. Anyone can lead to the audience behavior, you will not like a little bit objective.
Achieving this goal is another story. You need a strategy to do it, and you have only three ways you with your opinion / perception challenge: create perception where there is no change of opinion, or may increase. But be careful if youTo identify your strategy that compliments your goal.
The heavy lifting in your public relations problem solving sequence is carried out by the news that will prepare you for the negative perception of you identified in your correct perception monitoring session. You must be very clear about the perception of offending, particularly why it is not true. Note that you change, to believe what people like, their behavior, so that you reach your goals device. Why is theThe message must also be credible and convincing.
The message of your organization to the attention of the members of your target audience is the next challenge. Fortunately, there is a long list of communication tactics are available to you to do just that. They range from interviews with the media, personal meetings and speeches press releases, newsletters, facility tours and many more pressing. But check carefully that the tactics you employ have a proven record of reaching people likethose who are up to your target audience.
Inevitably, the question of whether this is all smoke and flames produced no results in demand. A question that can only be answered back in the field of interaction even with the members of your key outside audiences.
During the follow then the same questions with your first opinion monitoring with drill, this time looking for signs that the negative perceptions are actually changing, just as the inevitableBehaviors.
In addition, you can always at the center to the metal pedal with additional communications tactics, and with them more often.
What we have, finally, is the blueprint you need to persuade your most important stakeholders to take measures leading to your success as a business, a non-profit or association manager.
And were your costs, "Bagging" a public relations effort, was unable to deliver simply the most important external audience behaviors you need to achieve yourUnit objectives.
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