A PR Surprise for Managers

Robert, For example by embracing the kind of PR plan that persuades those important outside audiences to your way of thinking, and moving them to take actions that help your department, division or subsidiary succeed. Then by using the high-impact, fundamental premise of public relations to deliver external stakeholder behavior change the kind that leads directly to achieving your managerial objectives. And finally by revving up the creative potential of your assigned PR team or agency and involving them in a way that positively impacts the behaviors of the very outside audiences that MOST affect your unit.

Perhaps then you will find yourself with a basketful of results such as prospects starting to do business with you; community leaders beginning to seek you out; newly arrived proposals for strategic alliances and joint ventures; customers starting to make repeat purchases; membership applications on the rise; politicians and legislators beginning to think of you as a key member of the business, non-profit or association communities; welcome bounces in show room visits; and even capital givers or specifying sources starting to look your way.

Spend a moment here and read that fundamental public relations blueprint referred to above:

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. This lets you broaden your public relations field of fire, putting its primary focus where it belongs, on your units key external stakeholder behaviors.

A caveat here: be sure that the public relations personnel assigned to your unit really believe deep down -- why its SO important to know how your most important outside audiences perceive your operations, products or services. Be certain they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit. Review with them your blueprint for monitoring and gathering perceptions by questioning members of your most important outside audiences.

Questions like these: How much do you know about our services or products and employees? How much do you know about our chief executive? Have you had prior contact with us and were you pleased with the interchange? Have you examined out unique product benefits?

Focus on what their primary objective is in their mission statements and target your message for individual leaders. You will get an unprecedented response to this individualized effort for the primary marketplace you are seeking....

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