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Other Added - How Would You Ever Know?
When it comes to spending money - particularly for marketing - many businesses are not sure what to do. In some situations there is a history of implementing certain marketing activities for specific reasons, in other cases a fresh start must be taken. At all times there is a need to make sure your marketing budget is being planned correctly and spent wisely.Questions often arise about which marketing activities to pursue, how much to spend, and how to manage the steps along the way. The specifics of a marketing program fo
Reaching your goal isn’t going to happen if you don’t have the right strategy. You’re fortunate that there are really only three strategy choices: create perceptions (opinion) where there isn’t any, change existing opinion, or reinforce it.
Now comes a real challenge – writing the message that will alter that perception. It must make a compelling case, so think about it carefully. In order to persuade, it must state clearly that the offending perception is not a true perception. Instead, yo
Business owners: use GPS vehicle tracking systems to improve customer service and bring your business into the Information Age.The Information Age allows us to read breaking news, review up-to-the-minute stock-market information and check on the status of our bank account—all on demand. We take for granted the ability to find what we want to know when we want to know it.The concept of a constant flow of information through precise, up-to-the-minute notification is accepted by a majority of society. Having our email
Because you haven’t paid much attention to their care and feeding, is it likely you’ll know they are placing a hammer lock on your business in time to limit the damage?
With some luck, you might save the day, but why let matters fester until you have a bad situation like this on your hands?
Especially when a proven sequence can help you alter the perceptions, and thus behaviors of your most important external audiences making the achievement of your business objectives much easier.
Take a quick look at what makes it all possible, the fundamental premise of public relations:
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 perception by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished
Now, put it into action this way.
First, think about those groups of people whose behaviors can really affect your organization. The test for placing a key, external audience on your action list is this: does its behavior affect your business in any way. If the answer is yes, list it.
Let’s take the target audience at the top of that list and work it over. Obviously, you need to know how members of that audience perceive you, and that requires that you interact with those members and ask a lot of questions. This is the monitoring phase.
How do they think of your organization, if at all? Do they have any problems with you? Do negative thoughts creep into the conversation? Are misconceptions, inaccurate beliefs, even rumors apparent?
As unsettling as these data may be, the silver lining is the fact that they let you establish your public relations goal. Straighten out that misconception, or correct the inaccurate belief, or knock down that rumor once and for all.
Reaching your goal isn’t going to happen if you don’t have the right strategy. You’re fortunate that there are really only three strategy choices: create perceptions (opinion) where there isn’t any, change existing opinion, or reinforce it.
Now comes a real challenge – writing the message that will alter that perception. It must make a compelling case, so think about it carefully. In order to persuade, it must state clearly that the offending perception is not a true perception. Instead, you
Many people believe that they know the Internet marketing numbers game, but then find that they are gaining no ground with their search engine optimization (SEO) campaign. Internet marketing is a very competitive market, so it’s essential that you know how to play the Internet marketing numbers game. If you ask 10 different internet marketing gurus about the best way to get Internet marketing results, you could get 11 different answers.The best way to approach an online business is the same way as you do with a traditional
Take a quick look at what makes it all possible, the fundamental premise of public relations:
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 perception by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished
Now, put it into action this way.
First, think about those groups of people whose behaviors can really affect your organization. The test for placing a key, external audience on your action list is this: does its behavior affect your business in any way. If the answer is yes, list it.
Let’s take the target audience at the top of that list and work it over. Obviously, you need to know how members of that audience perceive you, and that requires that you interact with those members and ask a lot of questions. This is the monitoring phase.
How do they think of your organization, if at all? Do they have any problems with you? Do negative thoughts creep into the conversation? Are misconceptions, inaccurate beliefs, even rumors apparent?
As unsettling as these data may be, the silver lining is the fact that they let you establish your public relations goal. Straighten out that misconception, or correct the inaccurate belief, or knock down that rumor once and for all.
Reaching your goal isn’t going to happen if you don’t have the right strategy. You’re fortunate that there are really only three strategy choices: create perceptions (opinion) where there isn’t any, change existing opinion, or reinforce it.
Now comes a real challenge – writing the message that will alter that perception. It must make a compelling case, so think about it carefully. In order to persuade, it must state clearly that the offending perception is not a true perception. Instead, yo
1. I started not to include this one since it’s so obvious, but I remembered that there are many artists that still have not taken this step:Get yourself a web site, online portfolio or SOME type of online presence! The fastest and most cost effective way today to connect with prospective clients is to do it online. Even when connecting with potential clients offline, sending them to your web site is the most efficient way to jumpstart the process of turning a prospect into a paying client.2.
Now, put it into action this way.
First, think about those groups of people whose behaviors can really affect your organization. The test for placing a key, external audience on your action list is this: does its behavior affect your business in any way. If the answer is yes, list it.
Let’s take the target audience at the top of that list and work it over. Obviously, you need to know how members of that audience perceive you, and that requires that you interact with those members and ask a lot of questions. This is the monitoring phase.
How do they think of your organization, if at all? Do they have any problems with you? Do negative thoughts creep into the conversation? Are misconceptions, inaccurate beliefs, even rumors apparent?
As unsettling as these data may be, the silver lining is the fact that they let you establish your public relations goal. Straighten out that misconception, or correct the inaccurate belief, or knock down that rumor once and for all.
Reaching your goal isn’t going to happen if you don’t have the right strategy. You’re fortunate that there are really only three strategy choices: create perceptions (opinion) where there isn’t any, change existing opinion, or reinforce it.
Now comes a real challenge – writing the message that will alter that perception. It must make a compelling case, so think about it carefully. In order to persuade, it must state clearly that the offending perception is not a true perception. Instead, yo
Every lifetime has its crossroads. Some happen to you and others you can control. Looking for a new job is one of the latter. It may seem that your choices are limited to the Want Ads, answers to your resumes, or tips from friends. But there is a fourth choice, that in which you pick the position and company and go after it. No-one knows better than you your strengths, interests, abilities and goals.Picture for yourself in a certain position that fulfills all your needs and proclivities. You might say that at the mom
How do they think of your organization, if at all? Do they have any problems with you? Do negative thoughts creep into the conversation? Are misconceptions, inaccurate beliefs, even rumors apparent?
As unsettling as these data may be, the silver lining is the fact that they let you establish your public relations goal. Straighten out that misconception, or correct the inaccurate belief, or knock down that rumor once and for all.
Reaching your goal isn’t going to happen if you don’t have the right strategy. You’re fortunate that there are really only three strategy choices: create perceptions (opinion) where there isn’t any, change existing opinion, or reinforce it.
Now comes a real challenge – writing the message that will alter that perception. It must make a compelling case, so think about it carefully. In order to persuade, it must state clearly that the offending perception is not a true perception. Instead, yo
It’s amazing, people we meet and know are all striving for success, in business or their personal lives but they rarely achieve it. Or rarely do they think they have achieved it. Why is this? They have a mindset that holds them back. We read about this and similar statements and then laugh it off as some mumbo jumbo foo foo stuff.Why? Well probably because of our education and backgrounds. The more educated we are the more we ask; “How can that #@$bleeping stuff be of any value to me?” Then we realize that in many ways ou
Reaching your goal isn’t going to happen if you don’t have the right strategy. You’re fortunate that there are really only three strategy choices: create perceptions (opinion) where there isn’t any, change existing opinion, or reinforce it.
Now comes a real challenge – writing the message that will alter that perception. It must make a compelling case, so think about it carefully. In order to persuade, it must state clearly that the offending perception is not a true perception. Instead, you lay out the truth in a credible manner, keeping in mind your create-change-reinforce strategy choices.
Getting that message to members of your target audience is the least complicated step in the problem solving sequence. There are dozens of communications tactics available to you that can reach those members. They range from open houses, announcement luncheons, press releases and speeches to articles, emails and newspaper and radio interviews, and many others.
Are you making any progress? Only way to tell is to go back to other members of your target audience and ask the same questions all over again. Only now, you watch carefully for signs that their perceptions reflect the corrections contained in your message.
If you’re not satisfied with the movement in perception, you should consider using a wider selection of communications tactics with a proven record of reaching that audience. You might want to use them more frequently to increase their impact.
Also, your message should be evaluated again for impact and factual content.
Obviously, if you pay regular attention to your most important external audiences, you will be aware that certain behaviors are beginning to exert a negative impact on your organization.
Using a proven sequence like this to deal with those impacts insures that you will always be aware of brewing target audience behaviors that could hurt your organization.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.
Robert A. Kelly © 2003.
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