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Actual for You - The Power of Applied Public Relations
Many years ago I attended a seminar about advertising. The guest speaker was a well-known advertising copywriter from Chicago. He quoted his favorite ad. "WANTED, WATCHDOG.ONE THAT BITES."That just about sums up my feelings about advertising. I simply am not switched on to hard-hitting advertising which is full of exaggerations, half-truths and the like. It takes much more than that to convince me to want to buy the product.That Watchdog ad is straight to the point. Somebody wanted a dog that will actually do the job properly. Simply stated, concise and descriptive. Nothing more needed to be said.Selling is a tricky business. Advertising is essential. With so much clutter in the market the customer needs to be informed. But not hammered. The hard sell is as old as the hills, yet slick advertisers still maintain it works. Not for me!With the advent of television and
Obviously, you will need
Every day presents new opportunity to contact prospects. Are you prepared to make those contacts every day? Do you have a strategic action plan in place to help ensure the most effective prospecting possible? Strategic thinking marketers have gained an understanding of what is possible for them and their business through effective prospecting. A strategic thinking marketer is always looking for new ideas and tips for becoming more effective with their prospecting efforts. A growing number of these successful strategic marketers have business coaches are reaping the benefits of prospecting tips from their business coaches. Here are some of the most effective tips regarding contacting your prospects, according to Your Strategic Thinking Business Coach.Tip #1: When calling a prospect, DO NOT start your telephone conversation with that tired opening statement of “How are you today?”
What they will have done, of course, is apply public relations strategy to doing something positive about the behaviors of the very outside audiences that MOST affect their operations.
And the payoff from combining sound public relations strategy with effective communications tactics is achieving the bottom line – perception altered, behaviors modified, employer/client satisfied.
And now the hard part. What steps must managers take to apply this public relations approach to their operation? By employing public relations activity that creates first perception, then behavior change within that key outside audience.
You can do it if you accept the fact that the right PR really CAN alter individual perception and lead to those changed behaviors you need. Plus, that right PR comes with its own blueprint: 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.
Obviously, you will need
When I was a child, there was a pool nearby and every year my parents bought us season tickets. My brother and I swam there everyday. One day we were swimming the length of the pool underwater. As I came up at the edge of the pool gasping for air, the lifeguard was there to meet me. He asked if my brother and I would join the swim team. We were so excited; we talked about it for days.The next few weeks we prepared for competition. That day arrived and our first meet took us to a pool across town. We all piled out of the car and I still remember how our excitement was shattered. As I looked across the parking lot at the other team, each member was in a matching uniform. At that moment, I knew the thoughts of my teammates, “We were going to get creamed.” Our coach saw our faces and quickly said, “Shake it off, they just look pretty.” Yes, they did and we lost. After all,
What they will have done, of course, is apply public relations strategy to doing something positive about the behaviors of the very outside audiences that MOST affect their operations.
And the payoff from combining sound public relations strategy with effective communications tactics is achieving the bottom line – perception altered, behaviors modified, employer/client satisfied.
And now the hard part. What steps must managers take to apply this public relations approach to their operation? By employing public relations activity that creates first perception, then behavior change within that key outside audience.
You can do it if you accept the fact that the right PR really CAN alter individual perception and lead to those changed behaviors you need. Plus, that right PR comes with its own blueprint: 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.
Obviously, you will need
1) Use a live instructor. Adults learn best by doing, practicing, and experiencing. Effective instructors customize their programs to meet people’s needs, provide counsel on individual challenges, and respond to questions. Videos, CDs, and E-learning are seldom effective for primary learning. Since the greatest cost of learning is the payroll cost of the participants, you want to make sure the program delivers results.2) Hire external experts. They can speak candidly about crucial issues related to complex work skills. They are free of prior encounters with your staff. And they bring a fresh, outside perspective based on a worldwide view (instead of an internal one). Those who specialize in one skill area have developed extensive knowledge. Ideally, choose one who has written books or published articles.3) Include accountability. Work with the instructor to develop a rev
And now the hard part. What steps must managers take to apply this public relations approach to their operation? By employing public relations activity that creates first perception, then behavior change within that key outside audience.
You can do it if you accept the fact that the right PR really CAN alter individual perception and lead to those changed behaviors you need. Plus, that right PR comes with its own blueprint: 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.
Obviously, you will need
Do you have customers or do you have clients? Someone asked me yesterday to explain the difference. He claimed that it was just semantics and that basically customers were clients and vice versa. I was surprised that he felt that way, because there is a distinctively important difference between the two.So exactly what is the difference between a customer and a client? Let's look at a couple of examples of each, and you will understand why having clients is better than having customers.If you walk into a convenience store and buy a cup of coffee, are you a customer or a client? You are a customer, of course. If you go to a lawyer's office and hire the attorney to represent you, are you a customer or a client? In this case, you are a client. Some might discern that the difference is whether you provide a service or a product. But no, that is not it either. Here is anoth
You can do it if you accept the fact that the right PR really CAN alter individual perception and lead to those changed behaviors you need. Plus, that right PR comes with its own blueprint: 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.
Obviously, you will need
Write about things you are knowledgeable in, and have passion for. Feel passion when you are writing, and your writing will improve. Article writing is one of those exercises that for a few people produce truly phenomenal results online. Some online article authors are total amateurs, but their writing is also quite good. Quality is so essential to article marketing. You don’t want your web site to look like it’s cheap and aimless.There is no better way to increase traffic than having content and submitting this content to article sites. Many webmasters are using RSS Syndication and it is becoming the way content is delivered to websites on the internet. Creating unique good quality will help with the search engines and visitors. Without good, relevant content the Internet would be nothing. Many webmaster agree that relevant good quality content is king. The pages will be index
Obviously, you will need a lot more than news releases, brochures, broadcast plugs and fun-filled special events to get a satisfactory return on your PR investment. Among the results business, non-profit, public entity and association managers can expect are renewed interest from your key external audiences, new proposals for strategic alliances and joint ventures; rebounds in showroom visits; membership applications on the rise; new community service and sponsorship opportunities; and even new thoughtleader and special event contacts.
As time passes, you will notice such customers making repeat purchases; prospects reappearing; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies, and perhaps even capital givers or specifying sources looking your way.
A caution here. Satisfy yourself that your PR people are really on board for the whole effort because you want your key outside audiences to really perceive your operations, products or services in a positive light. Reassure yourself that your PR staff accept the basic truth that perceptions almost always lead to behaviors that can help or hurt your unit.
And by all means, invest the time to review your public relations plan with you
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