For business, non-profit and association managers, is it
publicity that delivers newspaper and talk show mentions
backed up by colorful brochures and videos, combined
with special events that attract a lot of people?
Or could your business, non-profit or association PR dollar
be better spent on public relations activity that creates
behavior change among your key outside audiences that
leads directly to achieving your managerial objectives? And
does so by persuading your most important outside
audiences to your way of thinking, then moves them to take
actions that help your department, division or subsidiary
succeed?
What we’re talking about is the kind of PR that lets you
do something positive about the behaviors of those external
stakeholders of yours that MOST affect your organization.
Which means the right PR really CAN alter individual
perception and lead to changed behaviors that help you
win.
Here’s a recipe for you: 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.
And it can generate results like increased membership
applications; prospects starting to work with you; customers
making repeat purchases; capital givers or specifying sources
looking your way; stronger relationships with the educational,
labor, financial and healthcare communities; and even
improved relations with government agencies and legislative
bodies,
Once the program gets rolling, you also should see results
such as new proposals for strategic alliances and joint ventures;
rebounds in showroom visits; community service and
sponsorship opportunities; enhanced activist group relations,
and expanded feedback channels, not to mention new
thoughtleader and special event contacts.
To garner such results your PR crew