 Category :: PR Articles |
Author :: Roman Pericon  |
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| Article Title :: Don't Expect to Bump Oprah From A Magazine Cover |
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| “I want a pony, a tree house and the fastest bike in the world.”“I want the G.I. Joe with the parachute and camouflage Jeep.”Those wants from when we were children haven’t changed much now that we have traded in our play clothes for suits and ties. When I sit down with clients, I always ask them what they want out of their publicity campaign so I can create a realistic list of expectations.But I usually hear:“Front page of the Wall Street Journal.”“I want to sit next to Katie and Matt.”“Do you think I could be on Oprah next week?”Before I sign a new client, I make sure I explain editorial calendars and lead times so t (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Managers and PR Genius |
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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 (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Something "New" For Managers? |
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| A new public relations blueprint could be a good idea if you’re a business, non-profit or association manager who’s not getting the important external audience behaviors you need to achieve your department, division or subsidiary objectives.You know, behaviors like more people interested in your services or products, or more capital contributions coming in the door, or more corporate membership applications hitting your desk.While those kinds of behaviors may warm the cockles of a manager’s heart, they’re not going to happen for you if you encourage, or allow the public relations team assigned to your unit to concentrate on simple tactics to the exclusion of a workab (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: If Your PR Can't Do This, Bag It! |
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| As a business, non-profit or association manager, why continue a public relations effort that doesn’t deliver the key external audience behaviors you need to achieve your department, division or subsidiary objectives?Time for a change. One that will base your PR effort on a fundamental premise that makes sense. And one that actually leads to outside audience behaviors like these: new proposals for joint ventures or strategic alliances, prospective buyers browsing your services or products, specifying sources or major donors thinking about you, more frequent repeat purchases or a substantial boost in capital donations.So, you need two things. One, a really personal involvem (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Hey, Mr/Ms Manager! |
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| Does it really make sense to bet your PR budget on results like newspaper mentions and zippy brochures while your all-important outside audience behaviors are probably receiving much less attention than they need?I mean, the concern is valid. What your most important external audiences believe about your organization, and then to what behaviors those perceptions lead, has a lot to do with whether it – and you – succeed.Ignore that reality and you invite a lot of pain and suffering. But, bite the bullet now and you can begin seeing results like growing repeat purchases, higher levels of membership applications, new engineering firm specifications of your components (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Get Outsiders on Your Side |
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| Especially good advice for business, non-profit and association managers whose job success depends in large part on the behaviors of their key external audiences.I refer to behaviors like inquiries on the increase, new waves of specialized employment applications, more and more followup purchases, new levels of membership queries, a substantial boost in capital donations, or more frequent component specifications by engineering firms.If you are such a manager, you almost assuredly need help in achieving your unit’s operating objectives. Which is why it’s nice to hear that the public relations team assigned to your operation is responsible for providing a large portion of (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Managers, Start Your PR |
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| There’ll never be a better time for a manager working for a business, non-profit or association to ask this question: “Am I getting the public relations results I’m paying for -- the really important external audience behaviors I need to achieve my department, division or subsidiary objectives?”If the answer is no, better get busy and rebuild that public relations engine.Best place to look for an answer to your question is the foundation on which your public relations effort is based. Are the PR people assigned to your unit guided by solid fundamentals rather than mechanics like special events and communications tactics?Do they really believe that people act o (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: PR: Room at the Bottom? |
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| When special events and communications tactics rule the PR roost instead of a workable plan designed to manage external audience behaviors that impact your organization the most, that’s where public relations results can wind up.You know, bad results like key target audiences showing little confidence in your organization, or seldom taking actions that help you succeed and, in the end, failing to help you achieve your unit objectives.If that sounds all too familiar, you’ve got to change a few things. So let’s start with what your public relations should be about, perhaps something like this: People act on their own perception of the facts before them, which leads to pr (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: The Ultimate PR "Scam" |
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| It happens to business, non-profit and association managers when their public relations budget fails to deliver the crucial external audience behaviors they need to achieve their department, division or subsidiary objectives.Behaviors they should have received leading directly to boosts in repeat purchases; growing community support; more tech firms specifying the manager’s components; increased capital donations; stronger employee retention rates; new waves of prospects, or healthy membership increases.If that rings your bell, you need to take two actions.First, insist that your public relations activity is based on a fundamental premise like this: People act on th (read full article) |
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| Category :: PR Articles |
Author :: Robert A. Kelly |
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| Article Title :: Don't Use PR |
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| …lose the confidence of your key target audiences… discourage them from taking actions that lead to your success…fail to achieve your department, division or subsidiary objectives.A sad scenario that should not occur. In fact, as a manager in a business, non-profit or association, the exact opposite can occur based on a simple premise you can adopt and make happen starting today.And here it is: 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 o (read full article) |
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