Is your public relations budget heavily focused on tactics like brochures, special events, media outreach, and press releases? While communication tactics have their place in conveying messages, they shouldn’t overshadow the core mission of public relations. True PR excellence lies in influencing perception and driving behavioral change among your key audiences. The fundamental principle of public relations rests on the idea that people act based on their perceptions of facts, resulting in predictable behaviors. By strategically shaping these perceptions, we can influence behavior to benefit your organization.
Effective public relations planning can demonstrably shift perceptions and behaviors among your target audience. To achieve the results you desire, your PR efforts must go beyond simple tactics. When investors show interest, customers become repeat buyers, membership applications surge, strategic partnerships emerge, and community leaders seek you out, you’ll know your PR strategy is working.
Your PR team can play a pivotal role in monitoring public opinion. Ensure they understand the importance of understanding how key audiences perceive your organization. These perceptions directly influence behaviors. Start by gathering perceptions through surveys and interviews. Ask questions like: How familiar are you with our organization? Have you had prior interactions with us? Are you satisfied with our services or products? Have you experienced any issues with our team or processes?
While hiring a survey firm is an option, your PR team can effectively gather this information. Regardless of the method, the goal remains the same: identify misinformation, false assumptions, rumors, inaccuracies, and negative perceptions that could lead to harmful behaviors. Address the most critical issues identified. Whether it’s correcting a misconception or quelling a rumor, take decisive action.
Every goal requires a strategy. When addressing perception challenges, you have three strategic options: change existing perception, create a new perception, or reinforce an existing one. Ensure your strategy aligns with your goal. For instance, if the facts support reinforcement, avoid attempting to change perception.
Craft a compelling message designed to influence your audience. Your message should be clear, factual, persuasive, and believable to shift perceptions and drive desired behaviors. Choose the communication tactics most likely to resonate with your target audience. Consider options such as speeches, facility tours, emails, brochures, consumer briefings, media interviews, newsletters, and personal meetings. Select tactics that effectively reach your audience.
Be mindful of how you communicate your message. Credibility is paramount, so consider unveiling your message in smaller settings before broader releases. To track progress, conduct a follow-up perception monitoring session. Use similar questions from your initial assessment to identify shifts in perception. If progress stalls, amplify your efforts by adding more communication tactics and increasing their frequency.
Worrying about your PR is healthy when it prompts you to shift from a tactical focus to a strategic plan that addresses the behaviors of your key external audiences. By influencing their perceptions and motivating them to take actions that support your organization’s success, you’ll achieve real results.