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Casual Articles - What Many PR Users Ignore
Starting and owning your own business can be literally be a dream come true for most new entrepreneurs, unfortunately it can turn into the biggest nightmare in the world too, as over regulation, labor issues and cash flow dilemmas from time to time. Indeed those are some of the most common problems that small businesses face in America. Of course there are other issues as well and often, new entrants into business do not consider them, yet find out that they can be over bearing.Let us look at a case study shall we? A new entrepreneur wishes to start a mobile oil change business. He lines up all the supplies, waste oil removal vendors, trains employees, markets to customers and off he goes. Next the summer heat comes and no one wishes to work. Customers complain of sweat dripped
Be very clear about what perception needs clarification or correction, and why. Your facts must be truthful and your position must be logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction. In other words, your message must be compelling.
You could call the communications tactics you will use to move your message to the attention of that key external audience, “beasts of burden” because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.
Luckily, the list of tactics is extensive. It includes letters- to-the-editor, brochures, press releases and speeches. Or, you might select radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are dozens in waiti
Because a franchise system is a symbiotic relationship, franchisors spend as much time studying you as you researching about them. Yes you may bring in added income and aid the expansion plans of the company but if you end up not equal to the tasks of managing their company’s name, you may do them more harm than good.So to give you a general idea of what franchisors look for in applicants and to help you put your best foot forward during your application process, read on.Franchisors like people who are comfortable in dealing with people. As a franchisee, you will be trusted with the company’s good name and reputation. If you get along with people easily, chances are you will be able to deal with employee problems in your franchise as well and a happy employee means bet
Unfortunately, many business, non-profit and association public relations budgets are used pretty much to produce newspaper and radio mentions, or to fund somebody’s favorite special event. And this at a time when they should be driving an action plan that persuades those key external stakeholders to the PR user’s way of thinking, then moves those audiences to take actions that help departments, divisions or subsidiaries succeed.
After all, since that’s public relations’ strongest suit, shouldn’t you be getting that first, THEN incremental publicity exposure?
Run this idea by the public relations team assigned to your unit: 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.
If you get agreement, you’ll share a simple blueprint that gets everyone working towards the same external audience behaviors insuring that your public relations effort stays focused.
And there’s no end to the possible benefits: capital givers or specifying sources beginning to look your way; prospects starting to do business with you; membership applications on the rise; customers making repeat purchases; community leaders beginning to seek you out; welcome bounces in show room visits; fresh proposals for strategic alliances and joint ventures; higher employee retention rates, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.
But first, you need to find out who among your important outside audiences is behaving in ways that help or hinder the achievement of your objectives. And then, list them according to how severely their behaviors affect your organization.
Are you really certain as to HOW most members of that key outside audience perceive your organization? Since there’s a good chance you don’t have the budget to accommodate expensive professional survey work, you and your PR colleagues (they should be quite familiar with perception and behavior matters) must monitor those perceptions yourself.
Sit down with members of that outside audience and ask questions like “Are you familiar with our services or products?” “Have you ever had contact with anyone from our organization? Was it a satisfactory experience?” Stay alert to negative statements, especially evasive or hesitant replies. Watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. Any of which will need to be corrected, because experience shows they usually lead to negative behaviors.
Now, because the obvious objective here is to correct those same untruths, inaccuracies, misconceptions and false assumptions, you must select the specific perception to be altered which, in turn, becomes your public relations goal.
Unfortunately, a PR goal without a strategy to show you how to get there, is like Shrimp Lo Mein without the noodles. That’s why you must select one of three strategies especially designed to create perception or opinion where there may be none, or change existing perception, or reinforce it. The challenge here (albeit small) is to insure that the goal and its strategy match each other. You wouldn’t want to select “change existing perception” when current perception is just right suggesting a “reinforce” strategy.
Writing ability comes to the fore here as you create a compelling message carefully designed to alter your key target audience’s perception, if called for by your public relations goal.
Here’s a tip. Combining your corrective message with another news announcement or presentation may lend more credibility by downplaying the need for such a correction.
Be very clear about what perception needs clarification or correction, and why. Your facts must be truthful and your position must be logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction. In other words, your message must be compelling.
You could call the communications tactics you will use to move your message to the attention of that key external audience, “beasts of burden” because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.
Luckily, the list of tactics is extensive. It includes letters- to-the-editor, brochures, press releases and speeches. Or, you might select radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are dozens in waitin
Before I start a piece of work with a new client, I always ask them the same question. "Imagine that we are sitting here at the end of the project or programme and it's turned out to been more successful than anybody could ever have imagined. What does that success look like? What is different? What is better?"You may find it strange but an awful lot of them can't answer me. They have no measures of success. They haven't addressed this at all. You've probably heard the saying "If you don't know where you're going, how will you know when you're there?" Many people don't seem to apply this in their day to day business life at all.Take a look at meetings for example. How many times have you attended a company meeting, without any expectations of success? On the odd occasion
If you get agreement, you’ll share a simple blueprint that gets everyone working towards the same external audience behaviors insuring that your public relations effort stays focused.
And there’s no end to the possible benefits: capital givers or specifying sources beginning to look your way; prospects starting to do business with you; membership applications on the rise; customers making repeat purchases; community leaders beginning to seek you out; welcome bounces in show room visits; fresh proposals for strategic alliances and joint ventures; higher employee retention rates, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.
But first, you need to find out who among your important outside audiences is behaving in ways that help or hinder the achievement of your objectives. And then, list them according to how severely their behaviors affect your organization.
Are you really certain as to HOW most members of that key outside audience perceive your organization? Since there’s a good chance you don’t have the budget to accommodate expensive professional survey work, you and your PR colleagues (they should be quite familiar with perception and behavior matters) must monitor those perceptions yourself.
Sit down with members of that outside audience and ask questions like “Are you familiar with our services or products?” “Have you ever had contact with anyone from our organization? Was it a satisfactory experience?” Stay alert to negative statements, especially evasive or hesitant replies. Watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. Any of which will need to be corrected, because experience shows they usually lead to negative behaviors.
Now, because the obvious objective here is to correct those same untruths, inaccuracies, misconceptions and false assumptions, you must select the specific perception to be altered which, in turn, becomes your public relations goal.
Unfortunately, a PR goal without a strategy to show you how to get there, is like Shrimp Lo Mein without the noodles. That’s why you must select one of three strategies especially designed to create perception or opinion where there may be none, or change existing perception, or reinforce it. The challenge here (albeit small) is to insure that the goal and its strategy match each other. You wouldn’t want to select “change existing perception” when current perception is just right suggesting a “reinforce” strategy.
Writing ability comes to the fore here as you create a compelling message carefully designed to alter your key target audience’s perception, if called for by your public relations goal.
Here’s a tip. Combining your corrective message with another news announcement or presentation may lend more credibility by downplaying the need for such a correction.
Be very clear about what perception needs clarification or correction, and why. Your facts must be truthful and your position must be logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction. In other words, your message must be compelling.
You could call the communications tactics you will use to move your message to the attention of that key external audience, “beasts of burden” because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.
Luckily, the list of tactics is extensive. It includes letters- to-the-editor, brochures, press releases and speeches. Or, you might select radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are dozens in waiti
Networking is important. In fact, Networking is pivotal to one’s business growth.By definition, Networking is the reciprocal process of exchanging ideas, opportunities, experiences, information, knowledge & expertise that w ill enhance our professional & personal lives - possibly contributing exponentially in return to the effort investment.Through the system of Networking, we achieve the potential of knowing the ‘right’ people (contacts or ‘guan xi’ in China) and for the ‘right’ people who will know us.If we examine our own experiences, we may realise that most times, we prefer to do business with those whom we know, whom we trust. We can know and develop trust thru the active action of networking. This is why building a good network will prove invaluable.
Are you really certain as to HOW most members of that key outside audience perceive your organization? Since there’s a good chance you don’t have the budget to accommodate expensive professional survey work, you and your PR colleagues (they should be quite familiar with perception and behavior matters) must monitor those perceptions yourself.
Sit down with members of that outside audience and ask questions like “Are you familiar with our services or products?” “Have you ever had contact with anyone from our organization? Was it a satisfactory experience?” Stay alert to negative statements, especially evasive or hesitant replies. Watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. Any of which will need to be corrected, because experience shows they usually lead to negative behaviors.
Now, because the obvious objective here is to correct those same untruths, inaccuracies, misconceptions and false assumptions, you must select the specific perception to be altered which, in turn, becomes your public relations goal.
Unfortunately, a PR goal without a strategy to show you how to get there, is like Shrimp Lo Mein without the noodles. That’s why you must select one of three strategies especially designed to create perception or opinion where there may be none, or change existing perception, or reinforce it. The challenge here (albeit small) is to insure that the goal and its strategy match each other. You wouldn’t want to select “change existing perception” when current perception is just right suggesting a “reinforce” strategy.
Writing ability comes to the fore here as you create a compelling message carefully designed to alter your key target audience’s perception, if called for by your public relations goal.
Here’s a tip. Combining your corrective message with another news announcement or presentation may lend more credibility by downplaying the need for such a correction.
Be very clear about what perception needs clarification or correction, and why. Your facts must be truthful and your position must be logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction. In other words, your message must be compelling.
You could call the communications tactics you will use to move your message to the attention of that key external audience, “beasts of burden” because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.
Luckily, the list of tactics is extensive. It includes letters- to-the-editor, brochures, press releases and speeches. Or, you might select radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are dozens in waiti
Contract manufactured medical devices are widely used in a variety of markets such as critical care, emergency room, home health care and industrial laboratories. The critical care section includes medical devices for respiratory therapy and operating rooms. The emergency room includes the medical devices for the cardiac lab, labor and delivery. Medical devices used in home health care such as a doctor?s office and medical laboratories can also be manufactured on contract basis. Contract manufactured medical products usually include simple tubing sets, very complicated bio-sensors, and even ultra-precision devices made from plastics, metals, electronics and ceramics.Medical device contract manufacturing companies offer clean room and non-clean room assembly, testing and packagin
Now, because the obvious objective here is to correct those same untruths, inaccuracies, misconceptions and false assumptions, you must select the specific perception to be altered which, in turn, becomes your public relations goal.
Unfortunately, a PR goal without a strategy to show you how to get there, is like Shrimp Lo Mein without the noodles. That’s why you must select one of three strategies especially designed to create perception or opinion where there may be none, or change existing perception, or reinforce it. The challenge here (albeit small) is to insure that the goal and its strategy match each other. You wouldn’t want to select “change existing perception” when current perception is just right suggesting a “reinforce” strategy.
Writing ability comes to the fore here as you create a compelling message carefully designed to alter your key target audience’s perception, if called for by your public relations goal.
Here’s a tip. Combining your corrective message with another news announcement or presentation may lend more credibility by downplaying the need for such a correction.
Be very clear about what perception needs clarification or correction, and why. Your facts must be truthful and your position must be logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction. In other words, your message must be compelling.
You could call the communications tactics you will use to move your message to the attention of that key external audience, “beasts of burden” because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.
Luckily, the list of tactics is extensive. It includes letters- to-the-editor, brochures, press releases and speeches. Or, you might select radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are dozens in waiti
Step 4. Record your findings.If you have less than 5 employees then you do not need to write anything down. Although you will find it useful to keep a written record of what you have done.If you have five or more employees, then you must put in writing the significant findings of your risk assessment. This means writing down the significant hazards and your conclusions.Examples might be something like:Electrical installations: insulation and earthing checked and found OK.orFumes from welding: local exhaust ventilation provided and regularly checked.You must also tell your employees about your findings.Suitable and sufficient, not perfect.Risk assessment must be suitable and sufficient. You need to be able to show that:<
Be very clear about what perception needs clarification or correction, and why. Your facts must be truthful and your position must be logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction. In other words, your message must be compelling.
You could call the communications tactics you will use to move your message to the attention of that key external audience, “beasts of burden” because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.
Luckily, the list of tactics is extensive. It includes letters- to-the-editor, brochures, press releases and speeches. Or, you might select radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are dozens in waiting and the only selection requirement is that the communications tactics you choose have a record of reaching people just like the members of your key target audience.
By the way, things can always be moved along at a faster clip by adding more communications tactics, AND by increasing their frequencies.
It won’t be long before those around you will be asking if any progress is being made. By which time you already will be hard at work remonitoring perceptions among your target audience members. Using questions similar to those used during your earlier monitoring session, you’ll now be on the lookout for indications that audience perceptions are beginning to move the way you want them to move.
The best way to satisfy your associates’ curiosity is with the results you will receive when you undertake this aggressive public relations plan. In other words, targeting the kind of key stakeholder behavior change that leads directly to achieving your department, division or subsidiary objectives.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Robert A. Kelly © 2004.
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