Perception Persuasion Behavior: PR at Work

Perception Persuasion Behavior: PR at Work



Managers – the business, non-profit and association sort – really need to get this down pat if they are to meet their

managerial objectives.



They need to do something positive about the behaviors

of those important external audiences of theirs that most

affect their operation. And as they persuade those key

outside folks to their way of thinking, help move them

to take actions that allow their department, group, division

or subsidiary to succeed.



The good news for those managers is that good public

relations planning really CAN alter individual perception

and lead to changed behaviors among key outside

audiences.



The premise? 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.



There is literally no end to the magic that can be wrought:

fresh proposals for strategic alliances and joint ventures;

welcome bounces in show room visits; prospects starting to

work with you; capital givers or specifying sources

beginning to look your way; customers starting to make

repeat purchases; membership applications on the rise;

community leaders beginning to seek you out, and even

politicians and legislators starting to view you as a key

member of the business, non-profit or association

communities.



First, get your public relations people on board this

particular approach to PR. Reason is, they must buy

into why it's so important to know how your outside

audiences perceive your operations, products or services.

And do be sure they accept the reality that negative

perceptions almost always lead to behaviors that can

damage your organization.



Then, spend some time outlining how you plan to

monitor and gather 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?



You'll find satisfaction in the fact that your PR people are

already in the perception and behavior business and can

be of real use for the initial opinion monitoring project.

Professional survey firms are always available, of course,

but that can blow your budget. So, whether it's your people

or a survey firm who handles the questioning, the objective

is to identify untruths, false assumptions, unfounded

rumors, inaccuracies, and misconceptions.



It's time to decide which of the problems outlined above

becomes your corrective public relations goal – clarify the

misconception, spike that rumor, correct the false

assumption or fix a variety of other possible inaccuracies?



The fact is that you will realize that goal only when you

select the right strategy from the three choices available

to you. Change existing perception, create perception

where there may be none, or reinforce it. Picking the

wrong strategy will taste like Limberger cheese on your

Jello. So please be certain the new strategy fits

comfortably with your new public relations goal. You

wouldn't want to select "change" when the facts dictate

a "reinforce" strategy.



Now, one of the more challenging aspects of your public relations effort, writing a persuasive message aimed at

members of your target audience. It's never easy to craft action-forcing language that will help persuade a target

audience to your way of thinking.



Needless to say, be certain you have your best writer on the

assignment. What's needed are words that are not only

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 desire.



On the other hand, one of the less challenging chores is identifying the communications tactics needed to carry your

message to the attention of your target audience. Insuring

that the tactics you select have a record of reaching folks

like your audience members, 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.



It's also a fact that the believability of the message can be

dependent on the credibility of its delivery method. Which

means you may wish to deliver it in small getogether-like

meetings and presentations rather than through a higher- profile media announcement.



When progress reports are first suggested, you and your

PR team are well advised to undertake a second perception

monitoring session with members of your external

audience. The same questions used in the benchmark

session can be used again. But now, you will be observing

very carefully for indications that the bad news perception

is being altered in your direction.



If activity isn't at the pace you desire, rest assured that the

PR program usually can be accelerated by adding more

communications tactics as well as increasing their

frequencies.



The bottom line for a business, non-profit or association

manager is this: a workable public relations blueprint will

help you persuade your most important outside stakeholders

to your way of thinking, and move them to behave in a way that

leads to the success of your department, group, division or

subsidiary.



Another example of perception, persuasion and behavior,

PR at work.



end



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