Business, non-profit, government agency and association
managers with public relations reporting to them are
likely to miss achieving a killer edge when they focus
strictly on communications tactics like press releases,
special events, broadcast plugs or brochures.

On the other hand, those managers striving to alter the
individual perception of members of their key outside
audiences, as they create change in their behaviors, are
surely moving towards that killer competitive edge.

And progress will accelerate as they persuade many of
those important outside folks to their managerial way of
thinking, helping to move them to take actions that let
their department, group, division or subsidiary succeed.

In the proverbial nutshell, such managers take a giant
step forward by using public relations to do something
positive about the behaviors of the very outside
audiences that MOST affect their operations.

Thus, their reward arrives when PR creates the kind of
external stakeholder behavior change that leads
directly to achieving their most important managerial
objectives.

However, getting to this point means you need a
clearcut public relations blueprint designed to get every
member of your PR team working towards the same
external stakeholder behaviors.

The team might well implement a blueprint along these
lines: 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.

In due course, the plan should deliver results like these:
a rebound in showroom visits; capital givers or
specifying sources looking your way; prospects starting
to work with you; fresh community service and
sponsorship opportunities; improved relations with
government agencies and legislative bodies; new
proposals for strategic alliances and joint ventures;
customers making repeat purchases; membership
applications on the rise; new thoughtleader and special
event contacts; and even stronger relationships with the
educational, labor, financial and healthcare communities.

Whom, do you suggest, will do the work? The usual
public relations staff? People on-loan from above? Or
could it be specialists from a PR agency? Nevertheless,
they must be committed to you as the senior project
manager, and to the PR blueprint starting with key
audience perception monitoring.

Another caution. Check to insure that your team
members accept the reasons as to why its SO
important to know how your most important outside
audiences perceive your operations, products or
services. Be certain they buy the reality that
perceptions almost always lead to behaviors that can
help or hurt your unit.

It will be time well spent for you to review your PR
blueprint with your team members, especially your
plan for monitoring and gathering perceptions by
questioning members of your most important outside
audiences. Questions like these: how much do you
know about our organization? Have you had prior
contact with us and were you pleased with the
interchange? How much do you know about our
services or products and employees? Have you
experienced problems with our people or procedures?

One option at your disposal is professional survey
counsel for the perception monitoring phases of your
program. However, keep in mind that your PR people
are also in the perception and behavior business and
can pursue the same objective: identify untruths, false
assumptions, unfounded rumors, inaccuracies,
misconceptions and any other negative perception
that might translate into hurtful behaviors.

By now, you will face the need to set down your
public relations goal. This gives you the chance to
do something about the most serious distortions you
discovered during your key audience perception
monitoring. Your new public relations goal might
call for straightening out that dangerous
misconception, or correcting that gross inaccuracy,
or stopping that potentially fatal rumor.

It almost goes without saying, but to achieve
success, you must employ a solid strategy, one that
clearly shows you HOW to proceed. To keep things
simple, note that there are only three strategic options
available to you when it comes to handling a
perception and opinion challenge. Change existing
perception, create perception where there may be
none, or reinforce it. Of course, the wrong strategy
pick will taste like pancake syrup on your garlic
pickles, so be certain the new strategy fits well with
your new public relations goal. Naturally, you dont
want to select change when the facts dictate a
reinforce strategy.

One of the most difficult moments in public relations
is selecting the ideal writer for a challenging writing
assignment. And now is such a time when you must
share a powerful corrective message with members
of your target audience. But persuading an audience
to your way of thinking is hard work! And thats why
your PR folks must come up with words that are not
only compelling, persuasive and believable, but clear
and factual. This is how you will be able to correct a
perception by shifting opinion towards your point
of view, leading to the behaviors you are targeting.

This is also the time to decide if your messages
impact and persuasiveness are good enough to do
the job. If it is, you can move on to selecting the
communications tactics most likely to carry your
message to the attention of your target audience.
You can pick from dozens that are available. From
speeches, facility tours, emails and brochures to
consumer briefings, media interviews, newsletters,
personal meetings and many others. But be sure
that the tactics you pick are known to reach folks
just like your audience members.

You might also decide if you would rather unveil
your message before smaller gatherings rather than
using higher-profile tactics such as news releases.
Reason is, the credibility of a message can depend
on the credibility of its delivery method.

Someones going to suggest that progress be
summed up in a special report, so you and your PR
team should be prepared to return to the field and
start work on a second perception monitoring session
with members of your external audience. To create
this before-and-after comparison, youll want to use
many of the same questions used in the first
benchmark session. But this time, you will be
watching very carefully for signs that the bad news
perception is being altered in your direction.

Should progress slow, you also have at your disposal
the option of speeding up matters with more
communications tactics and increased frequencies.

So, the managers quest for a killer competitive edge
really IS dependent upon doing something positive
about the behaviors of the very outside audiences that
MOST effect his or her operations.

Which is precisely why PR must create the kind of
external stakeholder behavior change that leads
directly to achieving that managers most important
operating 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 bobkelly@TNI.net.

Robert A. Kelly 2005.

Bob Kelly counsels and writes for business, non-profit and
association managers about using the fundamental premise of public
relations to achieve their operating objectives. He has published over
200 articles on the subject which are listed at , click
Expert Author, click Robert A. Kelly. 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. He holds a bachelor of science degree from Columbia
University, major in public relations.

Visit:http://www.PRCommentary.com
mailto:bobkelly@TNI.net

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Managers and PR Genius
The real public relations geniuses might be managers. You know, managers who pursue their objectives by reaching, persuading and moving those outside audiences whose behavior most affect their organizations, to actions those managers desire.Their secret is probably a PR blueprint something like this one: people act on their own perception of the fa...

As a business, non-profit or association manager, what do you want?

Publicity that delivers newspaper and talk show mentions, or behavior change among your key outside audiences that leads directly to achieving your managerial objectives?

Special events that attract a lot of people, or public relations that persuades your most important outside audiences to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed?

Zippy brochures and videos, or a way for you to do something positive about the behaviors of those external audiences of yours that MOST affect your organization?

What I believe you need to know about PR are two realities:

1) The right PR really CAN alter individual perception and lead to changed behaviors that help you succeed, and

2), your public relations effort must involve more than special events, brochures and news releases if you really want to get your moneys worth,

The underlying truth about PR goes this way: 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.

And it can generate results like prospects starting to work with you; customers making repeat purchases; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies, and even capital givers or specifying sources looking your way

Once the program gets rolling, you also should see results such as new proposals for strategic alliances and joint ventures; rebounds in showroom visits; membership applications on the rise; community service and sponsorship opportunities; enhanced activist group relations, and expanded feedback channels, not to mention new thoughtleader and special event contacts.

Thats a lot of results from even a high-impact blueprint.

It almost goes without saying that your PR crew agency or staff must be committed to you, as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring.

Is it crucially important that your most important outside audiences really perceive your operations, products or services in a positive light? Of course, so assure yourself that your PR staff has bought into the whole effort. Be especially careful that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Sit down with your PR team and review the PR blueprint in detail, especially the plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures?

Professional survey people obviously can handle the perception monitoring phases of your program, IF the budget is available. But always remember that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

What about your public relations goal? You need a goal statement that speaks to the aberrations that showed up during your key audience perception monitoring. And it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

When you set a goal, you need a strategy that shows you how to get there. You have three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. A bad strategy pick will taste like marinara sauce on your brownies, so be certain the new strategy fits well with your new public relations goal. For example, you dont want to select change when the facts dictate a reinforce strategy.

Because persuading an audience to your way of thinking is awfully hard work, your PR team must come up with just the right, corrective language. Words that are compelling, persuasive and believable AND clear and factual. You must do this if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors.

Sit down again with your communications specialists and review your message for impact and persuasiveness. Then, select the communications tactics most likely to carry your words to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.

Youve heard the old bromide about the credibility of a message depending on its delivery method. On the chance its true, you might think about introducing it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances. The need to produce a progress report will sound the alert for you and your PR folks to return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, youll now be watching very carefully for signs that the bad news perception is being altered in your direction.

If impatience enters the fray, you can always accelerate things with more communications tactics and increased frequencies.

Finally, like a military unit, your public relations effort can use an action-oriented motto: the right PR really CAN alter individual perception and lead directly to changed behaviors that help you succeed.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1170 including guidelines and resource box.

Robert A. Kelly 2004.

About The Author

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.

mailto:bobkelly@TNI.net

Visit: http://www.prcommentary.com

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The real public relations geniuses might be managers. You know, managers who pursue their objectives by reaching, persuading and moving those outside audiences whose behavior most affect their organizations, to actions those managers desire.

Their secret is probably a PR blueprint something like this one: 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.

What a PR blueprint like this gives YOU, a business, non-profit or association manager, are the tools you need to persuade your important external stakeholders to your way of thinking. Then, hopefully, move them to take actions that lead to your success.

Best part is, the public relations people assigned to your department, division or subsidiary can run the program for you if, thats IF, you as the unit manager stay involved and participate in key decisions along the way.

First concern? In all probability, your PR staff will need to shift its attention from simple communications tactics to the more aggressive fundamental concept of public relations, and its action blueprint, mentioned above.

Its worth the effort because the payoff for you will be target audience behaviors like these: boosts in repeat purchases, or higher contribution and membership application rates, or new waves of interested prospects.

Sit down with the PR folks who work for your unit and explain the need to list, in priority order, those key outside audiences. And discuss the importance of learning how the organization is perceived by members of those audiences. In particular because perceptions almost always lead to predictable behaviors, and that, of course, is what will soon concern you the most.

To probe those target audience perceptions, you and your staff must interact with members of that key external audience and ask a variety of questions. For example, Do you know anything about us? Have you had dealings with us? Was there ever a problem with a transaction?

During these perception monitoring sessions, stay alert for negativity. Was there a glaring inaccuracy that popped up repeatedly? Any false assumptions about your services or products? Did you notice misconceptions, rumors or clearly negative attitudes? And watch especially for evasive or hesitant responses.

The data you gather from these perception monitoring interviews allow you to establish your public relations goal. You must decide to focus on correcting a dangerous inaccuracy or clarifying a troublesome misconception.

As a manager, you know that goals are achieved using the right strategy. In the case of perception and opinion matters, there are just three workable strategies available to you: reinforce existing perception/opinion, create perception where there may be none, or change existing opinion. Only caveat: be sure your chosen strategy fits well with the public relations goal you have established.

Now your PR people must prepare the message that will alter perception among members of your target audience. As the unit manager, your personal input will be required to insure that it is both persuasive and compelling. As well, the message must be clearly written, and well supported with facts if it is to be believable as it strives to alter perception in your direction.

Delivering your message is not a complex task and your PR folks will help select the proper communications tactics to get the job done. Luckily for all concerned, there is a full menu of such tactics from special events, news announcements, print and broadcast interviews and brochures to newsletters, speeches, emails and many others.

To satisfy all concerned that the effort to alter an offending perception is really working, you must re-monitor the perceptions of members of your external target audience

This go-around, however, will see all members of the public relations team on the lookout for clear-cut signs that the negative perception is actually being altered according to plan.

You should also be aware that matters can be accelerated by adding new communications tactics to the effort, AND/OR by increasing their frequencies, as appropriate.

If genius is too strong a descriptive for managers who apply this public relations blueprint, let us at least observe that it allows them a degree of success in achieving their unit objectives they did not previously enjoy.

About The Author

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. 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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One of the best ways to get your business, website, products and services noticed is by issuing a press release.

Many journalist, writers, editors, media outlets, and newsrooms use press releases to find newsworthy stories. Having your business mentioned in a publication or by the media exposes you to a large audience quickly.

Whether your goal is to drive traffic to your website or to launch a new product press releases are essential to your marketing plan. Webpreneurs should note that press releases can help in building backlinks to your website.

Top Ten Reasons to Write a Press Release
1.To introduce the launch of a new business or website.

2.To announce the launch of a new product or service.

3.To announce an event or contest your business is sponsoring.

4.To announce recognition or awards bestowed upon your business.

5.To announce honors, recognition, or scholarships your business is awarding.

6.To announce sales and price reductions.

7.To announce new trademarks, patents, and/or inventions.

8.To introduce new employees and/or clients.

9.To announce joint ventures and/or partnerships.

10.To announce your businesses community and/or charitable involvements.

Online Press Release Basics
1. Limit your press release to one page.

2. Bold and center your headline (your headline should be descriptive).

3. Opening paragraph should begin with City, State, and Date to let the reader know where the release is coming from. Then immediately address the Who, What, When, Where, Why, and How.

4. The second paragraph(s) must be juicy enough to capture the readers interest while conveying your Unique Selling Point. This is the section that should motivate the reader to respond.

5. Your final piece of information is your contact info (name, address, phone number, email and website links) on the next line after your contact information include ### to mark the end of your press release.

Top Websites for Submitting Press Releases
Prwebdirect.com (Google PageRank 7)
I-newswire.com (Google PageRank 7)
Prleap.com (Google PageRank 6)
Openpr.com (Google PageRank 6)
24-7pressrelease.com (Google PageRank 6)
Addpr.com (Google PageRank 5)

About the author: Marenda Hughes Taylor is Chief Operating Officer of 1st Love Records, a living life abundantly Motivator, and an Internet Business Owner

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Something that results in your most important outside audiences doing what you need them to do should not be warming the bench.

But thats exactly whats happening at organizations that allow their public relations people to play games with tactics like newsletters, press releases and brochures instead of aggressively pursuing the major benefits PR can provide.

If this describes your public relations program, why not give real PR a chance, especially since youre already paying for it?

Tell your public relations counsel you want to see the plan for how s/he will take advantage of the fact that people act on their own perception of the facts before them leading to predictable behaviors about which something can be done.

Ask her/him how aggressively s/he will create, change or reinforce those perceptions by reaching, persuading and moving-to-actions- you-desire those important external audience members whose behaviors really affect your organization?

Thats the fundamental premise of public relations and you should be getting your share of that action.

Fact is, this sequence can help you alter the perceptions, and thus behaviors of your most important external target audiences making achievement of your business objectives much easier.

This is good news for managers like you because, when the behavioral changes become apparent, and meet your public relations programs original behavior modification goal, your PR effort has succeeded.

Done right, thats when youll notice customers making repeat purchases; prospects starting to do business with you; community leaders seeking you out; businesses proposing beneficial joint ventures; and legislators and political leaders viewing you as an important member of the business community.

And that key target audience is just for starters because other external audiences of importance to you can also be monitored for perceptions, behaviors and corrective communications as needed.

Now, while theres more than one way to peel an orange, heres one high-impact, problem-solving sequence that can work for you.

Start by listing your most important audiences whose behaviors affect your operation in any way. Rank them by how severely their behaviors impact you, and lets work on the target audience at the top of your list.

Of course you should be continually aware of how members of that key target audience view you by taking the opportunity to interact with folks who make up that audience, and ask questions. Have you heard of us? What do you think of our products or services? Listen carefully for signs of negativity and, when you hear them, probe a little deeper to find out details. Stay alert for inaccuracies, mistaken beliefs, rumors or misconceptions.

The answers to your questions will quickly coalesce into your new public relations goal i.e., the specific perception problem and, thus, behavior change you want. As examples, neutralize that hurtful rumor, clarify that untruth, turn around that misconception or correct an important but inaccurate number.

As of this moment, you have a goal and no strategy. But, for perception and opinion purposes, there are three strategies sitting on the shelf ready to show you how to use your new PR goal.

You can create perception/opinion where there may be none, change existing opinion, or reinforce it. Fortunately, your new public relations goal will indicate clearly which strategy should be used.

The message you send to members of your key target audience is vitally important. After all, its mission is to alter peoples perceptions or beliefs which you hope will lead to behaviors that are more helpful to your organization.

Clarity, believability and persuasiveness are the important ingredients of your message. It must present the truth credibly and, to the extent possible, make a compelling case.

Now you trot out your beasts of burden your communications tactics to carry your message to members of your key target audience. And you have an embarassment of riches in this regard consumer meetings, emails, press releases, facility tours, speeches, special events, brochures, radio and newspapers interviews, and many others.

Progress Are we making any? will rear its head at this juncture. Best way to find out is to go back to members of your target audience and ask the same questions as before.

Only the big difference now versus your first perception monitoring go-around is, you are now looking for signs that your message and your communications tactics have combined to alter perceptions, and thus behaviors in your direction.

Should progress be too slow, you may need to use a broader selection of communications tactics as well as increasing their frequencies. Also, revisit your message to determine if your facts were persuasive, then adjust as needed.

This is the way to Get PR Off the Bench and into your battle for the hearts and minds of your key target audiences.

By altering perceptions and behaviors in this manner, you take a giant step towards achieving your business 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
bobkelly@TNI.net.

Robert A. Kelly 2003.

About The Author

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.

bobkelly@TNI.net

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During my career as the head of media relations for the worlds second largest environmental group, I regularly heard a common refrain from the scientists who so desperately wanted press attention for their projects. But my project is so important,” theyd say, expecting that was enough to crack the evening news.

The truth is, there is often a big difference between what journalists consider important” and what they consider newsworthy.” When pitching a story to reporters, make sure it has both elements. An important” story without a timely news peg” is unlikely to get much coverage.

For example, roughly 35 million people in sub-Saharan Africa are infected with HIV, the virus that causes AIDS. The magnitude of the health crisis on that continent cannot be overstated, and no news editor would likely dub the story unimportant.

But why would that story be on the evening news today? The crisis is as bad today as it was yesterday, and it will likely be just as bad tomorrow as it is today. In order for it to make news again, something has to happen to advance the story.

For example, if the American president announced a new, $1.5 billion aid package designed to help African children orphaned by parents with AIDS, that is news. Suddenly, the magnitude of the crisis finds its way back onto the front pages and into the lead segments of news broadcasts.

How can you make a story more newsworthy? Here are three ideas you can use for your story the more of these you can use, the more likely youll be to receive press coverage.

1) Announce Something New — Since the word news” contains the word new,” its always a good idea to announce something thats never been announced before. Perhaps its a new product, a new piece of research, a new piece of legislation, etc.

2) Contains an Extreme — Reporters love anything that represents the first, last, best, worst, biggest, smallest, greatest, etc. If you are releasing the first report of its kind, say so. If your new product is the smallest microwave oven ever produced, put it in the headline.

3) Counterintuitive is Good — Reporters love stories that make the reader do a double take and say, What did that say?” If your story runs counter to everything we think we know, its going to get noticed. For example, if new research concludes that dumping toxic waste in a pond actually helps the fish population, the press will be on the phone with you almost instantly.

Brad Phillips is the founder and president of Phillips Media Relations (http://www.PhillipsMediaRelations.com). He was formerly a journalist for ABC News and CNN, and also headed the media relations department for the second largest environmental group in the world.

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Especially if your public relations budget is all about tactics
like brochures, special events, talking to reporters and press
releases.

Please dont get me wrong. Communications tactics are
valuable devices which we call upon from time-to-time to
move a message from here to there.

But, as a business, non-profit or association manager,
you can omit the best public relations has to offer, the crme
de la crme of PR!

Try this on for size. The core public relations mission
pulls together the resources and action planning needed to
alter individual perception leading to changed behaviors
among a business, non-profit, or associations most
important outside audiences. Then it goes on to help a
manager persuade those key folks to his or her way of
thinking, and then, moves them to take actions that
allow their department, group, division or subsidiary
to succeed.

Now, theres a real theory behind that mission, and its
the underlying 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 the very people whose behaviors affect
the organization the most, the public relations mission
is usually accomplished.

Its comforting to note that the right public relations
planning really CAN alter individual perception and
lead to changed behaviors among key outside audiences.
AND equally encouraging when you remember that
your PR effort must demand more than special events,
news releases and talk show tactics if you are to receive
the quality public relations results you believe you deserve.

And those results wont be long in coming, especially when
capital givers or specifying sources begin to look your
way; customers begin to make repeat purchases;
membership applications start to rise; new proposals
for strategic alliances and joint ventures start showing
up; politicians and legislators begin looking at you as
a key member of the business, non-profit or association
communities; welcome bounces in show room visits
occur; community leaders begin to seek you out; and
prospects actually start to do business with you.

Help is at hand because the public relations people
assigned to you can be of real use for your new opinion
monitoring project because they are already in the
perception and behavior business. But be certain that
the PR folks really accept why its SO important to
know how your most important outside audiences
perceive your operations, products or services. Above
all, be sure they believe that perceptions almost always
result in behaviors that can help or hurt your operation.

Layout the plans for your PR staff re: monitoring and
gathering perceptions by questioning members of your
most important outside audiences. Ask questions like
these: how much do you know about our organization?
Have you had prior contact with us and were you pleased
with the interchange? Are you familiar with our services
or products and employees? Have you experienced
problems with our people or procedures?

Bringing in survey firms to do the opinion gathering
work can cost a lot more than using those PR folks of
yours in that monitoring capacity. But whether its your
people or a survey firm asking the questions, the
objective remains the same: identify untruths, false
assumptions, unfounded rumors, inaccuracies,
misconceptions and any other negative perception that
might translate into hurtful behaviors.

Here, you have to set a goal aiming for action on the
most serious problem areas you uncovered during your
key audience perception monitoring. Will it be to
straighten out that dangerous misconception? Correct
that gross inaccuracy? Or, stop that potentially painful
rumor dead?

Naturally a goal requires a strategy to show you how
to reach it. Just three strategic options are available to
you when it comes to solving perception and opinion
problems. Change existing perception, create perception
where there may be none, or reinforce it. The wrong
strategy pick will taste like spare ribs with lemon sauce.
So be certain your new strategy fits well with your new
public relations goal. You certainly dont want to select
change when the facts dictate a strategy of reinforcement.

Now your people must do some good writing. You must
prepare a persuasive message that will help move your key
audience to your way of thinking. It must be a carefully-
written message aimed directly at your key external
audience. Select your very best writer because s/he must
come up with language that is not merely compelling,
persuasive and believable, but clear and factual if they are
to shift perception/opinion towards your point of view
and lead to the behaviors you have in mind.

Its time to pick out the communications tactics most likely
to carry your message to the attention of your target
audience. There are many waiting for you. From speeches,
facility tours, emails and brochures to consumer briefings,
media interviews, newsletters, personal meetings and many
others. But be certain that the tactics you pick are known to
reach folks just like your audience members.

How you communicate your message is a concern because
the credibility of any message is always fragile. Which is
why you may wish to unveil your corrective message
before smaller meetings and presentations rather than
using higher-profile news releases.

If the thought of a progress report appeals to you, you must
begin a second perception monitoring session among
members of your external audience in order to measure
headway. You can use many of the same questions used in
your benchmark session. But this time, you will be on
guard for signs that the bad news perception is being
altered in your direction.

In the event the program slows down, you can always speed
things up by adding more communications tactics as well as
increasing their frequencies.

Worry can be healthy, too. Especially when it moves you
away from a major emphasis on communications tactics
and on to a plan for doing something positive about the
behaviors of those important external audiences of yours
that most affect your operation. And particularly so when
you persuade those key outside folks to your way of
thinking by helping to move them to take actions that
allow your department, division or subsidiary to succeed.

Please feel free to publish this article and resource box
in your ezine, newsletter, offline publication or website.
A copy would be appreciated at bobkelly@TNI.net.

Robert A. Kelly 2005.

Bob Kelly counsels and writes for business, non-profit and
association managers about using the fundamental premise of public
relations to achieve their operating objectives. He has published over
200 articles on the subject which are listed at , click
Expert Author, click Robert A. Kelly. 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. He holds a bachelor of science degree from Columbia
University, major in public relations.
mailto:bobkelly@TNI.net

Visit: http://www.PRCommentary.com

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Is your business looking for new and creative ways to gain publicity and build your customer base? Partnering with non profit organizations may benefit your business in many ways.

Why business owners and managers should consider supporting non profits as part of their marketing strategy:

1. Advertising opportunities are usually offered when non profit organizations request corporate sponsorship. Types of advertising may include a business card size ad in a program, a sign at an event, or your business name mentioned in radio or TV ads.

2. Partnering with non profits increases public relations and a general feeling of goodwill toward your company.

3. Participating in the planning of non profit events, attending an event, or volunteering your time increases your opportunities to meet potential customers.

4. Finally, there are tax breaks for donating money to a charitable cause. Check with your accountant for more details.

There are many ways that business owners can partner with non profit organizations in order to reach more potential customers.

Volunteering Your Time

Volunteering your time to help a non profit cause will give you an opportunity to develop relationships with non profit leaders and volunteers. You can work on volunteer committees, planning events, or even just stuffing envelopes. How about donating an hour or two to man the phones for MDA on labor day weekend, a public television drive or another telethon? How about staffing a booth at a school carnival? Savvy business people see such volunteer activities as opportunities to connect with other business people, network and build relationships with potential clients.

Donating Merchandise

Many non profit groups hold live and silent auctions or need door prizes for their events. This is an opportunity for you to show potential clients your merchandise or sample your services. This strategy works well for many types of businesses, heres some examples:

A photographer donates a gift certificate AND loans the NPO a large scale portrait from their portfolio. Even if someone does not win the gift certificate, they may be impressed with your style of photography and call to set up an appointment anyway!

Restaurants have an easy way out on this one! Donate a gift certificate to the non profit organization. The receiver gets to sample your food, service and atmosphere. Who knows, you may have just gained a customer for life!

Financial Donations

Donating a financial gift to a charity of your choice may have advertising and tax benefits as discussed earlier.

Attending Non Profit Events

Charities host a variety of fun events such as arts festivals, dinners, galas, casino nights and auctions. Participating in a charity fundraiser or other event will give you an easy way to donate financially to the group. Events also provide time to build relationships with other business people and potential clients, in a fun relaxed environment.

Donating Facilities

Does your company have a gym, banquet facility or auditorium? By donating or offering a reduced rate to non profit organizations, you may receive great public relations and word of mouth advertising benefits in return.

Heres a great example: A bowling center in Florida offers their facility for students to hold a bowl-a-thon. Students get per pin pledges prior to the event. According to owner, Lisa Ciniello, The Bowling Centers do not make a lot of money, but we encourage these events as it gives great exposure. In our locations we charge $5.00 to $8.00 per student and no charge for rental shoes.

Connecting With Your Community

One of the best ways to find opportunities to donate to non profits and network with other business leaders is to join a civic club or chamber of commerce. These organizations meet 1-4 times per month in your local city. They usually have a small list of favorite charities or support their own foundations.

The civic clubs that you may want to consider joining include Optimist International, Kiwanis International or Business & Professional Women.

Finally, partnering with non profit organizations gives your business a way to reach out to the local community. Your business can contribute to the greater good and help many people, just by joining forces with charitable organizations.

About the Author: Sandra Sims has been fundraising for various charities for over 10 years. She is the publisher of Step By Step Fundraising e-zine, which will help you get maximum results from your charity fundraising campaign. Get a free report The 5 Keys to Successful Fundraising

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This is especially true with small-time and starting companies. They would initially ask for prices of PR services as they would want to have a full blast of professional PR boost up in their companys brand. Many of these companies despair on such very expensive price for its services. Thus, the end result is that many just redirected the PR task to themselves.

But then again, these companies are looking in the wrong places. There are actually a lot of cheap PR services that could provide professional PR work for a company. Well, if you are one of those looking for a professional PR, but a little tight in budget, I suggest that you do a little research first before deciding to assign the task to yourself.

As I was saying from the very beginning, PR could do your company a lot of advantages beyond what you could ever imagine. Being small and/or new company, I emphasized such recommendation because PR definitely could place you in time in line with your strong competitors. Among these advantages is that PR could rightly present your companys name in front of the media people. Getting into the medias nerves is quite very crucial for a new and unknown company because first impressions with them are always a lasting one. Thus, right from the start, you have to make a good impression by implementing the right campaigns. And PR does just that. In addition, PR has a lot of media contacts that could put you on track to becoming known publicly. In short, professional PR services know the ins and outs of generating publicity with their secret recipe of doing the job better and in the fastest way possible.

So, how much does a PR campaign really cost? Todd Brabender, president of Spread The News Public Relations, Inc. conducted an informal survey among 102 entrepreneurs asking the same question and has gathered various price ranges:

11 percent thought a professional PR campaign would cost $10,000 or more per month

32 percent thought it would cost $5,000 to $10,000 per month

39 percent said $3,000 to $5,000 per month

12 percent guessed $1,000 to $3,000 per month, and

6 percent thought a professional PR campaign would cost less than $1,000 per month.

Brabender, as a PR professional himself, admitted that you could actually get a PR campaign with all of these prices. But the real question would have to be towards its result. Of these prices, how much publicity could you actually get? According to Brabender, Its true that the more you pay, the more you get. But getting the most publicity/PR exposure doesnt mean you have to get most expensive PR agency or specialist.

As I said before, companies always look at the wrong places for PR services. This is because a lot of these companies do not know exactly who to choose. The rule of the thumb is to align yourself with a PR business that best reflects your business size. When your initial concern is budget, then look for small PR firms. Usually, these firms offer prices within your reach. However, when you prefer to have a bigger firm, remember that signing up with the big firm doesnt mean youll necessarily get an experienced associate working on your campaign. There is actually a list of packages that you could have. These packages are a breakdown of how much professional work you would want in your company. Brebender shares these billing fees he got from a friend:

Interns/Junior Executives bill at $75/hour (very little, if any professional experience)

Account Executives bill at $100 to $125/hour (1 to 3 years of professional experience)

Senior Account Executives bill at $125 to $200/hour (multiple years of professional experience, agency decision makers.)

Be able to compare these prices with other PR firms before actually deciding which one suits your needs.

Another thing you should take to note is that you have to compare the PR tools of these firms. There are a lot of cheap PR services but then many of these firms do not have the appropriate PR tools and might not give you what you have wanted in the first place. If you are after a cheap PR service, then you should at least see the PR tools they offer, which are likely the same PR tools of the bigger firms:

updated media lists/contacts;

personalized media distribution capabilities;

professional clipping/tracking services to get copies of each of your media placements (articles, tapes from TV/radio shows)

the intangibles of expert communication/media relations skills and professional pitching prowess.

Choosing a professional PR firm gives you all the advantages. But be careful in choosing because it is still a waste of money and time when you have landed on a firm that does not really give your company good service.

http://onlinepr.gbwatch.com gives updates on the ins and outs of public relations and marketing within the Internet. It helps various companies of all sizes to become competitive entrepreneurs, and to focus on building good publicity, promotion and higher sales. It aims to teach businessmen to be witty, confident, and strategic in whichever industry they hope to build their dreams upon.

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While opting for an affordable hair transplant keep these 10 tips in your mind. And I am sure you will never go with a wrong decision in choosing the right hair transplant center for you:1. Consistent ResultsWith dense-packed follicular unit hair transplantation and microscopic graft preparation, natural, finished and reliable results can be achiev...

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People were always informed. Over the past few years, people got information through traditional channels of communication. Advertising appeared, developed and grew rapidly. Companies soon became more and more famous as people started to recognize brand names, products special features, such as colours and music, and finally, advertising gained ...

Public Relations and the Internet
Although the field of public relations is quite new, it is seen to be pivotal to many companies when coordinating advertising and marketing campaigns. Public relations, which is often defined as The art or science of establishing and promoting a favorable relationship with the public has been increasing in popularity, especially now with the Intern...

Choosing an ISP Plan
When deciding on which ISP plan is right for you, there are two main factors to consider: your needs and your budget. You want to purchase the most affordable plan that can handle everything you want to accomplish on the internet.There are three main types of ISP plans to choose from: Dial-Up, DSL and Cable. Each of these three plan types download ...

Public Relations for Outside Advertising Firms
Outside Advertising Firms know they need to continually propel public relations and of course this is not as easy done as said. Sure you can advertise for every worthy cause in the community on City Buses, Billboards and park benches, but in the end those spaces need to be sold to make money and if every thing has a public relations or non-profit p...