Aren't Small Businesses Lucky?
by Robert A. Kelly
Why? Because they have access to world class public relations no
matter how small they are.
That's one way of saying, take care of your key target audiences,
Mr/Ms small business owner, and they'll take care of you. What's
that based on? Why the fundamental premise of public relations,
of course.
"We know that people act on their own perception of the facts
before them, which leads to predictable behaviors about which something
can be done. So, 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."
And here's the first step towards putting that "magic"
to work for your small business. Look closely at those outside audiences
whose behaviors actually help or hinder your particular business.
Decide which is your KEY target audience and concentrate on it for
starters.
Next, mix in with members of that audience we call it a "public"
ask questions and clearly monitor the answers.
Anybody have a problem with your business? Notice any inaccurate
perceptions or mistaken beliefs about your products or services?
Are there misconceptions about your business involving pricing or
quality? Do you see any kind of problems brewing down the line?
The answers to these questions should be grouped, then prioritized
so that you apply limited resources to the most threatening problem
areas.
The answers will lead to setting a clarifying public relations goal.
Such as restoring understanding and acceptance by correcting that
inaccurate perception; solving that frequently mentioned pricing
glitch; or clearing up that misconception about service quality.
Now you need a strategy to help you reach that public relations
goal.
As luck would have it, in public relations we choose from just three
basic strategies: create perception (opinion) where none may exist;
change existing perception; or reinforce it. So, you have gathered
input from your key target audience, and you've established a public
relations goal and an enabling strategy.
But there's still work to do. You need a persuasive message to move
opinion in your direction, but not just any message. This one must
aim squarely at setting down the truth about the misconception,
or inaccuracy, or even an unfortunate rumor. The message must be
crystal-clear, to the point, and believable.
After all, there's a lot riding on it.
Of course, if you stopped right here, you'd never reach your public
relations goal because no one would have seen or heard your message.
You need "beasts of burden," otherwise known as communications
tactics, to carry that superb message of yours to the right eyeballs
and ears.
And what a choice of communications tactics you have! Face-to-face
meetings, emailings, feature article interviews, facility tours,
press releases, speeches, open houses, consumer briefings, brochures,
letters-to-the-editor and on and on. But, at some point, you'll
be curious as to whether you're making progress towards your public
relations goal.
And that means tracking print and broadcast media coverage, but
especially interacting once again with members of your key target
audience. Only this time, you'll be looking for "changes of
heart" with regard to the particular misconception, rumor or
inaccuracy targeted by your public relations goal. As you again
speak with audience members, do you notice movement in your direction?
Are there signs that your message and communications tactics have
had a positive effect on people's understanding of the issue in
question?
Yes? Your public relations effort looks like a success!
No? Back to the drawing board to ratchet up increased, and possibly
redirected communications tactics, AND a reappraisal of the message
itself. Could it be more pointed, more aggressive, clearer? Try
it out on colleagues and watch their reactions.
Sounds like a lot of work?
Sure. But when survival could become an issue, isn't it worth it?
=================================
Bob Kelly counsels, writes and speaks about the fundamental premise
of public relations. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco
Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding &
Drydock Co.; director of communications, U.S. Department of the
Interior, and deputy assistant press secretary, The White House.
mailto:bobkelly@TNI.net
Visit: http://www.prcommentary.com
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