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Casual Articles - Ignore PR at Your Peril!
Do you have any idea how much your customers are actually worth to you? Do you know which ones you make money on and the financial impact of those that beat you up over price, service levels and "extras?" Or, do you say things like "we don't have the time to figure that out," - or, "we are different," - or, "how would knowing that really help us" - etc, etc?What could be more relevant to any small business than having at least a basic understanding of customer profitability? Usually when a company looks honestly at its customers, the realization jumps of
You’re probably ahead of me in forming the strategy you need to reach that goal. For better or worse, there are only three ways to deal with opinion or perception problems. Create some all-new opinion where none exists, change existing opinion, or reinforce it.
With goal and strategy both in hand, you now
Belize is a democratic, politically and economically stable Central American country - facts which offer potential investors and companies looking for incorporation services the peace of mind required when it comes to their consideration of the jurisdiction. These business types require special licensing. The country is committed to remaining 100% attractive in terms of its ability to secure the privacy and wealth management of international companies who choose to incorporate and/or bank offshore in Belize. Shareholders and directors can be the same person or
- you don’t value tracking the perceptions of important outside audiences whose behaviors could sink your ship:
- you don’t care about setting a public relations goal designed to correct misconceptions, inaccuracies or rumors that can hurt you;
- you care even less about strategies to get you from here to that PR goal you already don’t care about;
- and you certainly don’t value the persuasive messages you need to convince your key outside audiences that their damaging perceptions of your enterprise are dead wrong.
Man, that’s risky and an awful lot not to care about!
Actually, I don’t believe you don’t care, and I don’t believe you’re really ignoring public relations. If you were, by now your organization would be on its last legs, Kaput!, Morto!
In fact, you may be a closet PR person who knows better. Why you may even buy the fundamental premise of public relations:
“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 those people whose behaviors affect the organization, the public relations mission is accomplished.”
I’ll bet you’re also pretty darn good at monitoring what that #1 external audience thinks about you and your organization. And that you regularly interact with them asking questions like What do you think of us? Why? while watching for negative undertones, wrong-headed beliefs or misconceptions.
And that means you’ll be anxious to create a public relations goal that corrects such misconceptions because they can lead directly to negative behaviors that will hurt you.
In practice, your goal may be focused on pacifying an activist group, reinforcing prospect interest in your product or service, or even countering a painful rumor.
You’re probably ahead of me in forming the strategy you need to reach that goal. For better or worse, there are only three ways to deal with opinion or perception problems. Create some all-new opinion where none exists, change existing opinion, or reinforce it.
With goal and strategy both in hand, you now h
Fear will jetison you into fight or flight mode. Resistance will try to figure things out. Why? Because fear is a vibration of powerlessness and resistance is a vibration of opposition.On an energetic level, powerlessness feels quite different from opposition. Test it out. Think this thought: fear. How did your body respond to the thought of fear? Did you notice your eyes dilating? Did you experience rapid and shallow breathing? Did your eyes narrow and dart around the room looking for an escape route or assault weapon? Could you feel your body
Man, that’s risky and an awful lot not to care about!
Actually, I don’t believe you don’t care, and I don’t believe you’re really ignoring public relations. If you were, by now your organization would be on its last legs, Kaput!, Morto!
In fact, you may be a closet PR person who knows better. Why you may even buy the fundamental premise of public relations:
“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 those people whose behaviors affect the organization, the public relations mission is accomplished.”
I’ll bet you’re also pretty darn good at monitoring what that #1 external audience thinks about you and your organization. And that you regularly interact with them asking questions like What do you think of us? Why? while watching for negative undertones, wrong-headed beliefs or misconceptions.
And that means you’ll be anxious to create a public relations goal that corrects such misconceptions because they can lead directly to negative behaviors that will hurt you.
In practice, your goal may be focused on pacifying an activist group, reinforcing prospect interest in your product or service, or even countering a painful rumor.
You’re probably ahead of me in forming the strategy you need to reach that goal. For better or worse, there are only three ways to deal with opinion or perception problems. Create some all-new opinion where none exists, change existing opinion, or reinforce it.
With goal and strategy both in hand, you now
Corporate branding!! Have you ever given a prime thought to what corporate branding means does? If not try it, Branding means process by which true character and purpose of the company or organization is communicated. And it starts with corporate logo. Corporate logo makes a mark on customers. A well designed logo gives any company or organization a higher edge against the competitor.Brand identity guru Wally olins says "Brands are the tools with which companies seek to build and retain customer loyalty. Because that often requires expensive advertisin
“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 those people whose behaviors affect the organization, the public relations mission is accomplished.”
I’ll bet you’re also pretty darn good at monitoring what that #1 external audience thinks about you and your organization. And that you regularly interact with them asking questions like What do you think of us? Why? while watching for negative undertones, wrong-headed beliefs or misconceptions.
And that means you’ll be anxious to create a public relations goal that corrects such misconceptions because they can lead directly to negative behaviors that will hurt you.
In practice, your goal may be focused on pacifying an activist group, reinforcing prospect interest in your product or service, or even countering a painful rumor.
You’re probably ahead of me in forming the strategy you need to reach that goal. For better or worse, there are only three ways to deal with opinion or perception problems. Create some all-new opinion where none exists, change existing opinion, or reinforce it.
With goal and strategy both in hand, you now
You have opened a new restaurant, and things are working out great. You are thinking that the world is good, and customers kept pouring in, customers that are more than happy to unload their extra money on the foods you serve. Then all of a sudden you receive a phone call from an irritated customer telling you what a lousy restaurant you operate. Your first reaction is to be become defensive and support your business’ name. Then all of sudden, you are deep in arguments, and the two of you are cursing each other. Soon, that belligerent customer will tell more pe
And that means you’ll be anxious to create a public relations goal that corrects such misconceptions because they can lead directly to negative behaviors that will hurt you.
In practice, your goal may be focused on pacifying an activist group, reinforcing prospect interest in your product or service, or even countering a painful rumor.
You’re probably ahead of me in forming the strategy you need to reach that goal. For better or worse, there are only three ways to deal with opinion or perception problems. Create some all-new opinion where none exists, change existing opinion, or reinforce it.
With goal and strategy both in hand, you now
Marketing your business is essential to its success. You can have the greatest service or the best product, but if you don't market it and let others know about it, then it's doubtful that you'll be very successful. When considering your marketing, you first want to take into account who your clients are, and what your clients might be looking to you to do. To do this, you need to do the following:1. Know Your Client's Business: The first step is to know your clients. Do some research so you can have a clear understanding of what your clients'
You’re probably ahead of me in forming the strategy you need to reach that goal. For better or worse, there are only three ways to deal with opinion or perception problems. Create some all-new opinion where none exists, change existing opinion, or reinforce it.
With goal and strategy both in hand, you now have some real work to do. What will you need to say to your key audience members to persuade them to your way of thinking? You must be clear about what should be corrected or clarified. You must also be persuasive, and your facts and figures believable. And if appropriate, try to be compelling, perhaps with a certain sense of urgency.
Your “foot soldiers” – communications tactics – can now carry that hard-won message to the attention of your #1 target audience, and there are scads of them just waiting for you to send them into action. For example, speeches, news releases, brochures, special events, radio interviews and one-on-one meetings.
One question remains. How do you tell whether or not you are making any headway with your public relations effort?
You again interact with members of that key audience of yours. And yes, with questions very similar to those you asked during your original information gathering exercise at the start of the program. Only this time, you are more interested in whether your communications tactics have moved perceptions in your direction.
Do the new responses show signs that your were successful in changing that inaccurate belief? Or correcting that misconception? Or killing that dangerous rumor for good?
Not enough movement? Take another look at your message to see if it is really compelling. Is it honestly persuasive? Are your facts supportive of your goal and strategy? Is it written clearly enough?
I want to reemphasize that what you are looking for at this stage is a strong indication that your efforts have clearly moved perceptions and target audience behaviors in the desired direction.
When this second monitoring drill allows that conclusion, you will have good reason to value highly your public relations goal, strategy, mess
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