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WebProWorld Marketing Forum |
Marketing
in forums
Seeing as this all about Marketing etc and we are in a Forum does anybody have
any tricks they are using to get the most out off their Forum to market to the
members? My forum is linked to my business web site and it has become...
Starting
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a part-time web business setting up e-commerce sites for local businesses. I'll
most likely use osCommerce as a platform. I'd appreciate hearing from others who
are doing this...
Building
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time newsletter, and approached me about be willing to pay for a larger subscriber
list if need be and the importance of increasing his mailing to his target audience...
Directory
site needs more marketing but how ?
How can I make my directory more and more popular in the world of internet. For
your information I am not using mal practices, I am doing regular optimization
(no over optimization). I am maintaing good categories...
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12.29.05
Managers,
Want A Killer Edge?
 By
Robert A. Kelly
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 it's 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 don't want
to select "change" when the facts dictate a "reinforce" strategy.
Read
the rest of the article.
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. bobkelly@TNI.net
Visit: http://www.prcommentary.com |
