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Casual Articles - Are You Sure You Know What You're Doing?
As a child growing up and hanging out at my father's business, I remember that we had a gasoline tank on our property to refuel our delivery vehicles. My dad, his partners and their family members gave themselves the privilege of refueling their personal automobiles at the "company gas pump." We abided by a strict rule, however. Immediately following the refueling process, the family member was to walk directly to a log book and jot down the quantity of gasoline he had just pumped into a personal vehicle.My dad knew that if employees saw owners taking advantage of the system; that is, pumping gasoline in a personal vehicle and failing to pay for it, that employees would feel as they were
In practice, you may want people to perceive your organization more positively, thus strengthening its reputation. Or, you could communicate a company's strengths to a target audience leading them to a positive perception of the firm, in turn leading to new investments in the company's shares.
I know our non-believers are not pri
Nothing is more vital to your nonprofit's media success than knowing how to get a reporter's attention. So, to get an insider's perspective, I turned to Mark O'Keefe, Newhouse News Service's values and philanthropy correspondent. Mark provided these very concrete tips on how to get his attention:• Know the stories the reporter writes and make a pitch that fits with those subjects. Do the work to find out what s/he's interested in.• Before you call the journalist for the first time, do your research on his or her recent stories, then send an email with your comments and a very soft and respectful pitch (i.e. "I thought you might be interested in...").• Respect news
And speaking of non-believers, what's the real reason some shy away from public relations? I believe it's because they don't understand, or believe, the direct connection between what public relations is capable of delivering and their need to achieve specific business objectives.
So, what do we say to non-believers?
Surely it's not that difficult a concept to understand or accept? People act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving your organization's objectives. That's pretty good!
Better yet, you can establish the degree of behavior change you want, up front, then insist on getting that result before you pronounce the public relations effort a success.
That way, you KNOW you're getting your money's worth.
But it gets better. How can you measure the results of any activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success when you meet that goal.
Public relations is no different. The client/employer wants our help in altering counterproductive perceptions among key audiences which almost always change behaviors in a way that helps him or her get to where they want to be.
But, the Doubting Thomases might ask, are we really qualified to do that job?
I think yes, because everything we do is based on the same realities -- people act on their perception of the facts, and we can do something about those perceptions. So, when public relations activity successfully creates, changes or reinforces that opinion by reaching, persuading and moving-to-desired- action those people whose behaviors affect the organization, the public relations effort is a success.
In practice, you may want people to perceive your organization more positively, thus strengthening its reputation. Or, you could communicate a company's strengths to a target audience leading them to a positive perception of the firm, in turn leading to new investments in the company's shares.
I know our non-believers are not prim
Of course, giving away promotional items is a must at any trade show booth. Giving away and receiving cool products are part of the experience of attending and participating in the event. You’re there to network and build contacts by interacting with your prospective customers. Giving them useful, valuable, and interesting items helps them to remember your business.Beyond this simple reason, there are countless others that promotionals help you with as well. Products generate traffic toward your booth. People look for the most interesting gifts. They notice the items that other attendees carry. When you offer something unique, people will flock to your space to receive what you are
So, what do we say to non-believers?
Surely it's not that difficult a concept to understand or accept? People act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving your organization's objectives. That's pretty good!
Better yet, you can establish the degree of behavior change you want, up front, then insist on getting that result before you pronounce the public relations effort a success.
That way, you KNOW you're getting your money's worth.
But it gets better. How can you measure the results of any activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success when you meet that goal.
Public relations is no different. The client/employer wants our help in altering counterproductive perceptions among key audiences which almost always change behaviors in a way that helps him or her get to where they want to be.
But, the Doubting Thomases might ask, are we really qualified to do that job?
I think yes, because everything we do is based on the same realities -- people act on their perception of the facts, and we can do something about those perceptions. So, when public relations activity successfully creates, changes or reinforces that opinion by reaching, persuading and moving-to-desired- action those people whose behaviors affect the organization, the public relations effort is a success.
In practice, you may want people to perceive your organization more positively, thus strengthening its reputation. Or, you could communicate a company's strengths to a target audience leading them to a positive perception of the firm, in turn leading to new investments in the company's shares.
I know our non-believers are not pri
Very often you will find that the students from different organizations in High School such as the football team or the chess club will initiate their own High School fundraising event. This is because often such organizations do not have the financial support of the school itself or because the school is unaware of their situation with regard to the lack of funds. Or it may be that the school budget has already been allocated to other school activities or developments for that year.Many of the High School fundraising events which take are usually there in order to help enhance a particular school activity such as the Junior or Senior Prom dance, some annual out of town travel (a skiin
That way, you KNOW you're getting your money's worth.
But it gets better. How can you measure the results of any activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success when you meet that goal.
Public relations is no different. The client/employer wants our help in altering counterproductive perceptions among key audiences which almost always change behaviors in a way that helps him or her get to where they want to be.
But, the Doubting Thomases might ask, are we really qualified to do that job?
I think yes, because everything we do is based on the same realities -- people act on their perception of the facts, and we can do something about those perceptions. So, when public relations activity successfully creates, changes or reinforces that opinion by reaching, persuading and moving-to-desired- action those people whose behaviors affect the organization, the public relations effort is a success.
In practice, you may want people to perceive your organization more positively, thus strengthening its reputation. Or, you could communicate a company's strengths to a target audience leading them to a positive perception of the firm, in turn leading to new investments in the company's shares.
I know our non-believers are not pri
If you have business cards but don't find them yourself then clearly you aren't taking advantage of all business cards have to offer. Business cards when used correctly can stimulate business, improve your profit margins, create networks and even increase brand recognition. The best part? You can make your own so don't have to spend a fortune using this easy and efficient business tool.So how do you make the most of business cards?Steps For Utilizing Business Cards One of the simplest ways to maximize your business cards potential is to use both sides of your business cards. Most people assume that they only need to fill in one side. This simply isn't the case! On th
But, the Doubting Thomases might ask, are we really qualified to do that job?
I think yes, because everything we do is based on the same realities -- people act on their perception of the facts, and we can do something about those perceptions. So, when public relations activity successfully creates, changes or reinforces that opinion by reaching, persuading and moving-to-desired- action those people whose behaviors affect the organization, the public relations effort is a success.
In practice, you may want people to perceive your organization more positively, thus strengthening its reputation. Or, you could communicate a company's strengths to a target audience leading them to a positive perception of the firm, in turn leading to new investments in the company's shares.
I know our non-believers are not pri
Hospital credentialing is the most intensive credentialing process for medical providers, repeated more frequently than other credentialing standards and involving more organization contacts and supporting documents. The amount of staff time and the expense of researching every medical provider can be heavy, draining resources from other administrative functions, and requiring experienced staff and access to research resources. Yet hospitals have been slower than other medical organizations to outsource the credentialing process, despite potential benefits: faster turnaround time, cost-effectiveness, and savings in staff time and training.Hospital credentialing covers the most detailed q
In practice, you may want people to perceive your organization more positively, thus strengthening its reputation. Or, you could communicate a company's strengths to a target audience leading them to a positive perception of the firm, in turn leading to new investments in the company's shares.
I know our non-believers are not primarily interested in our ability to communicate, paint images or schmooz with the media. Nor are they especially fascinated with our efforts to identify target audiences, set public relations goals and strategies, write persuasive messages and select communications tactics.
What I believe they DO want is a change in the behaviors of certain key audiences leading directly to the achievement of their business objectives.
Which is why I continually stress that quality planning, and the degree of behavioral change it produces, defines the success or failure of a public relations program.
Done correctly, when public relations results in modified behaviors among groups of people important to an organization, we could be talking about nothing less than its survival.
But that means public relations professionals must modify somebody's behavior if they are to help hit the objective and earn a paycheck - I believe everything else is a means to that end.
But, we can't let the Doubting Thomases off the hook without reminders that some very basic but unattended perceptions may be out there that could lead to very costly negative behaviors. For example, if sales prospects are unaware of your product or service, you will not get them as customers; if your customers don't remain convinced of the value of your product or service, you lose them; and if employees believe you don't care about them, productivity suffers.
And on and on when still more audiences like citizens, journalists, regulators, investors and legislators don't believe you.
So, what do I believe the unbelievers still want from us whether they know it or not? I believe they want us to apply our special skills in a way that helps them achieve their business objectives. But no matter what strategic plan we create to solve a problem, no matter what tactical program we put in place, at the end of the day we must modify somebody's behavior for them if we ar
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Communication: Management's Responsibility
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