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Atricle Dump - Why the Usual PR Doesn't Cut It
The experiences of the technology companies in the last few years who failed to navigate the rapid changes brought about in their marketplace by disruptive flattening forces may be a warning to all the businesses, institutions that are now facing these inevitable, even predictable, changes but lack the leadership, flexibility, and imagination to adapt - not because they are not smart or aware, but because the speed of change is simply overwhelming them.The Internet now makes this whole world like one marketplace. This infrastructure is not only going to facilitate sourcing of work to the best price, best quality, from the best place, it is also going to enable a great amount of sharing of practices and knowledge, and it’s going to be ‘I can learn from you and you can learn from me’ like never before. It’s very good for the world. And India has emerged as back office hub for all kinds of services for the
Since they are already in the perception and behavior business, the PR pros on your staff can be of real use for your new opinion monitoring project. But be certain they really accept why it’s SO important to know how your most important outside audiences perceive your operations, products or services. In the final analysis, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.<
I have heard it so many times from so many successful people, "I made the decision and that’s when everything changed". Then they go on to tell us how they made millions of dollars in business, their car never breaks down, their dog was healed from cancer, their pet rat survived a week in the sewer, and basically everything in their lives is perfect.Yet you sit there in your easy chair with nothing but debt, and a J-O-B that is one step below misery and torture. You can’t tell what went "wrong", or when it happened, but you know that "wrong" is definitely alive and well in your home. If you don’t figure something out soon, you may need to move in with the in-laws. Your spouse keeps telling you to “make a decision”… there’s that word again… DECISION.You ask yourself, "What is this decision"? You would make the decision, if you knew what it was. The one thing that you have done is “decided” that you
When you think about it, that belief doesn’t make a whole lot of sense when the managers who hold that view have such an obvious need for public relations that leads directly to achieving their managerial objectives.
I’m talking about public relations that really does something meaningful about the behaviors of those manager’s important outside audiences that MOST affect the departmental, divisional or subsidiary unit they manage.
Perhaps most important, I refer to public relations that persuades those key outside folks to the managers’ way of thinking by helping move audience members to take actions that help each manager’s unit succeed.
With that kind of promise, how COULD the usual kind of tactical PR cut it?
Especially when PR’s underlying premise further sweetens the promise: 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.
What they soon come to realize is that the right public relations planning really CAN alter individual perception and actually lead to changed behaviors among key outside audiences.
Should you count yourself among such managers, please 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 what a variety of results should come your way: politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; new proposals for strategic alliances and joint ventures start showing up; welcome bounces in show room visits occur; capital givers or specifying sources begin to look your way; customers commence making repeat purchases; membership applications start to rise; prospects actually start to do business with you; and community leaders begin to seek you out.
Since they are already in the perception and behavior
business, the PR pros on your staff can be of real use
for your new opinion monitoring project. But be certain
they really accept why it’s SO important to know how
your most important outside audiences perceive your
operations, products or services. In the final analysis,
be sure they believe that perceptions almost always
result in behaviors that can help or hurt your operation. Ten Questions for Effective Communications, Part 2
This is part two of a two part series concerning communicating more effectively. Part one covered questions one through five about factual information (demographics). Part two covers how to use these characteristics to improve communications.To avoid communication barriers, business owners must learn all they can about the business’s present and potential customers. The knowledge acquired from answering questions six through ten reveals the different types of communications and media required to communicate effectively with targeted markets.1. How do the public demographics covered in questions one through five enhance communications?Knowing segments like age, occupation, income, gender and national origin of a target market reveals a wealth of additional characteristics. Putting these characteristics into a table or matrix reveals the characteristic
Perhaps most important, I refer to public relations that persuades those key outside folks to the managers’ way of thinking by helping move audience members to take actions that help each manager’s unit succeed.
With that kind of promise, how COULD the usual kind of tactical PR cut it?
Especially when PR’s underlying premise further sweetens the promise: 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.
What they soon come to realize is that the right public relations planning really CAN alter individual perception and actually lead to changed behaviors among key outside audiences.
Should you count yourself among such managers, please 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 what a variety of results should come your way: politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; new proposals for strategic alliances and joint ventures start showing up; welcome bounces in show room visits occur; capital givers or specifying sources begin to look your way; customers commence making repeat purchases; membership applications start to rise; prospects actually start to do business with you; and community leaders begin to seek you out.
Since they are already in the perception and behavior business, the PR pros on your staff can be of real use for your new opinion monitoring project. But be certain they really accept why it’s SO important to know how your most important outside audiences perceive your operations, products or services. In the final analysis, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.<
When Jeff Paul spoke with us he said that he is currently living in Chicago and he likes it.He went to University and studied Anthropology, a subject he says serves him well now. However he ended up working as a Financial Adviser and Accountant. Something that was not very exciting.(sorry to all you number crunches)Even though Jeff did not fully enjoy his time as a Financial Adviser it is clear that it was a turning point for the career he has today.Jeff and his business partners strongly believed they were the best Financial Ad visors in the Chicago area but they had a really big problem - not enough clients.Have you ever thought you have the best product or service, you just need people to see it and you will make your millions?Well these guys did.See they were going bankrupt. And as I am sure would be the same with you, others did not want to go to a bankru
What they soon come to realize is that the right public relations planning really CAN alter individual perception and actually lead to changed behaviors among key outside audiences.
Should you count yourself among such managers, please 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 what a variety of results should come your way: politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; new proposals for strategic alliances and joint ventures start showing up; welcome bounces in show room visits occur; capital givers or specifying sources begin to look your way; customers commence making repeat purchases; membership applications start to rise; prospects actually start to do business with you; and community leaders begin to seek you out.
Since they are already in the perception and behavior business, the PR pros on your staff can be of real use for your new opinion monitoring project. But be certain they really accept why it’s SO important to know how your most important outside audiences perceive your operations, products or services. In the final analysis, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.<
Six personal gifts, to control your own destiny and stay GREAT!Greatness is being responsible, and doing what is expected of you.To be in control of your own destiny you must be pro- active. Life takes place in a decision. When you take action to make something happen, stuff is going to happen. What to do about what happens, after you make something happen is where you take control. When stuff happens that you did not plan on, that is opportunity knocking!First personal gift: Authority: Without authority someone else is running the show. You are the authority in your life, nobody thinks in your mind. You are the center that watches and runs the show that can choose which way it will go. The I am consciousness. Take charge of your own destiny. Guess what? Now what?Second personal gift: Commitment: Without commitment there is no long term persistence. Persistence create
And what a variety of results should come your way: politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; new proposals for strategic alliances and joint ventures start showing up; welcome bounces in show room visits occur; capital givers or specifying sources begin to look your way; customers commence making repeat purchases; membership applications start to rise; prospects actually start to do business with you; and community leaders begin to seek you out.
Since they are already in the perception and behavior business, the PR pros on your staff can be of real use for your new opinion monitoring project. But be certain they really accept why it’s SO important to know how your most important outside audiences perceive your operations, products or services. In the final analysis, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.<
Every serious computer user has felt it: the fear of losing all of your data. Just what would happen if you were to lose a week’s worth of data due to file corruption? How about a month’s work? What about if you lost the entire contents of your laptop’s hard drive, potentially erasing years of data that you have been saving for personal and business use?We use our computers for many different reasons and store many different types of data on them. To some, the computer is an office workhorse…text documents, spreadsheets and databases, client contact information and e-mails are just a few of the types of data that are dealt with on a daily basis, on a typical business machine. Perhaps you are a home computer user as well. Do you use your computer to store your digital music collection? Maybe your hard drive holds personal finance documents. Whatever you use your computer for there is no doubt tha
Since they are already in the perception and behavior business, the PR pros on your staff can be of real use for your new opinion monitoring project. But be certain they really accept why it’s SO important to know how your most important outside audiences perceive your operations, products or services. In the final analysis, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.
During your planning sessions with the PR staff, cover your plans for 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 exchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?
Should someone suggest using a professional survey firm to do the opinion gathering work, be aware that it could cost considerably more than using those PR folks of yours in that monitoring capacity. So, whether it’s 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.
Now you must call for action on the most serious problem areas you uncovered during your key audience perception monitoring. And that means setting a public relations goal. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor dead in its tracks?
It is obvious that setting your PR goal means you must set an equally specific strategy that tells you how to get there. Only three strategic options are available to you when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like sorghum syrup on your anchovies. So be sure your new strategy fits well with your new public relations goal. You certainly don’t want to select “change” when the facts dictate a strategy of reinforcement.
Because you must prepare a persuasive message that will help move your key audience to your way of thinking, good writing becomes crucial. It must be a carefully-written message targeted directly at your key external audience. Assign the task to your very best writer because s/he must come up with really corrective language that is not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards you
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