Success in PR takes a mixture of self promotion, networking, luck, and hard work. It requires that you befriend others in the industry and that they in turn take the time to share you and your brand. The best way to do this is to sincerely reach out to others in your industry, the media, and your customers.

Getting an internship can be an important part of any career’s beginning. It is a way to show future and prospective employers that you’re dedicated to working and dedicated to the industry you are interested in working in, and it can show that you are able to balance school, life, and work together well. An internship can be a great introduction to the business world and a great place to meet mentors. (I personally have met two wonderful mentors through internships who have in turn developed into friends that I can turn to for help on matters personal and professional.) You will also gain invaluable experience as a student where you can make mistakes and perhaps even learn from others’ mistakes.

Media relations are a component of public relations, but the two terms ought not to be used interchangeably, as they do not mean the same thing. Instead, media relations is a particular area of focus in PR, and should be given some importance in the PR and marketing mix. While the Internet has definitely made it easier for companies and individuals to get in touch with customers directly, without needing the media to be the middleman, having good relationships with members of the media can greatly help in your PR efforts.

The Public Relations tool belt is ever expanding. PR is no longer just about newspaper ads, magazine articles, and press releases. While blogging has been around for a long time, there is still much to be gained from blogging and being a part of the online community your customers frequent. There are a few ways to get your blog noticed.

Public Relations can be a scary thing to take on if you’ve never done any. Whether you are an experienced PR pro, or if you’ve just begun getting your feet wet, these following tips can help you do public relations yourself, instead of hiring a PR firm/agency.

Though it may seem difficult, there are some simple ways to gain publicity for your company or firm. It may not be free, but it is cheaper (and usually seen as more credible) than advertising.

It behooves you to know and remember the names of reporters. Reporters know everybody. They talk to and interview people constantly. Because of their job, they usually size people up in a matter of minutes, sometimes without even meeting them face-to-face. If first impressions ever count, this is one first impression you don’t want to mess up. Be sincere, polite and try not to use slang.

A good reporter uses perfect grammatically structured sentences and flawless spelling when writing articles. Usually these skills transfer to many other facets of their persona therefore you should not be intimidated by an articulate and well-spoken reporter. It makes sense that they of all people might possess a perfect command of the English language. It goes with the territory. They are used to the fact that most people cannot keep up with their vocabulary. So don’t try to impress them with your speech. Any attempt to fake them out with words is sure to fail. Be yourself. It doesn’t mean they are smarter than you. On the contrary, if they were smarter they would be a freelance writer instead of a periodic journalist or perhaps own their own business like you. It pays better and you don’t have someone else editing your stories or asking you to rewrite something to change the slant or angle.

Most journalists are like artist. They are creative. Creative people don’t like to be put into structures, systems and absolutes. But periodic newspaper writers are forced into this through deadlines and space requirements. Many reporters like the type of work they do, writing, but they absolutely hate the structure. It’s stressful, hard work and not that much fun. A few reporters love the challenge of deadlines. These are the ones to watch out for. With these reporters, you should have your answers to questions pre-thought out. They will surely take most of what you say out of context. They are in a hurry. They are only concerned with finishing the story on time and then writing another. They will interview a few people instead of many to get to the bottom of the issue. They will use your name and insert a quote from you where it fits and when they need it. And then conveniently change, modify and delete parts of what you said or what they wanted to hear to fit nicely into a complete story. If, for some reason, they disagree with what you said or they just don’t like you, it’s all over. So this brings us back to our original thought. Be friendly to reporters. Be honest, truthful and sincere. Help them keep it short and sweet and help them save their valuable time.

When you see these reporters around town or at community events, be sure to acknowledge their presence. Even if you don’t have time to talk, a simple nod or good evening ‘Joe’ and a firm handshake will do.

“Lance Winslow” – Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance here. Lance is an online writer in retirement.

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Tags: media relations, public relations tips, dealing with the media and reporters, public relations

Everyone is talking about the Ps of successful marketing, so I thought it was time that PR had it’s own Ps – essentials that will help you maximise your PR activities and results.

1. Pin-point

The first thing you have to do in a campaign is to pin-point your market. There’s no point pulling out all the stops to get into the Financial Times when your customers are actually more likely to read The Sun. In fact failing to pin-point your market and consequently the publications it reads can actually make every single action you put into your PR after that point absolutely worthless. It may seem boring to spend time on market research, especially if you’re keen to get going, but it’s a vital part of the process.

2. Publications.

When you find the publications that your potential customers read (as well the radio programmes they listen to, the TV programmes they watch and the websites they visit) immerse yourself in them. Subscribe to them, read them on the train, in the bath, teach your kids to read with them. Get to know the language of the different publications, the focus, and who writes what.

3. Power.

Think about your message. If you’re going to go to all the bother of putting a press release together it had better be powerful.

4. Passion.

One of the simplest ways to access power is to tap into your passion. Imagine reading your release out loud – is it vibrant, full of passion for the subject matter and compelling the listener to keep tuned in, or is it dull and monotonous with no impact whatsoever?

5. Pliable.

Your campaign has to be flexible, ready to respond to national or trade news. You need to be flexible, ready to break your routine and set aside a morning to make some calls if you suddenly come up with an idea that might get the press interested.

6. Poise.

Do try to retain some dignity. Journalists work to strict deadlines and conditions and if one of them says “sorry, it’s not for us” then do respect them and don’t start trying to convince them to change their mind. What you can do however is to ask them what is, and learn for the future.

7. Playful.

A sense of humour is vital..no client does better than the one that can crack a good joke or make a suitably humorous remark at the right moment. Even a bit of gentle flirting can sometimes work wonders!

8. Paper.

Don’t forget that you don’t always have to email. If you’ve got something visual, or particularly nice stationery (!) then do use the post. It’s more expensive of course, but it will help you to stand out.

9. People.

Journalists and editors and people, just like you and me. Some you’ll like and some you’ll dislike, but it’s important to treat them respectfully. Just like you rarely make a new friend over the process of one telephone call, it will take time to build up bonds and those all important “contacts”.

10. Persistence.

I believe that this is the single most important factor when it comes to making your campaign a success. It can take months for a campaign to really get going and one press release alone just won’t do it. Journalists need to see that you’re hear to stay, a provider of professional material and a brand to be reckoned with. Be patient, it will happen.

Paula Gardner teaches businesses of all sizes how to raise their media profile. If you’d like the whys, hows and what to do’s of a PR campaign at your fingertips then check out our PR ecourse here.

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Tags: professional public relations, public relations tips, public relations

So you’ve put yourself “out there” with a public relations campaign. Your dealings with the media now become critical. Those relationships with the media can make or break your public relations efforts. Here’s how to get the media to love you:

1. When the media calls, stop what you are doing and give them your full attention. That’s right. Maybe you’re having lunch. Or in a meeting. I advise my clients to say to others around them “I only allow interruptions when the media calls.”

2. Treat the media like gold. Answer their questions in a forthcoming manner, in a respectful, pleasant tone. Do not disparage others and be careful about making negative comments. Do not lie or provide exaggerated claims. Just like you, media people appreciate those who take the “high road”.

3. Be realistic about coverage. A reporter can interview you for an hour and you might only have one line in the media. Or none. Depending on how the story goes or space available or the editor’s whim, any of the above can happen. The reporters owe you nothing for your time. Take this in stride and be pleasant and understanding in future dealings with them.

4. Lose control. You have control over advertising; you have minimal control over PR. That’s the difference between paying for something and not paying for it. A media piece may not contain the “story” that you would like covered. It may focus on an angle you don’t like. The reporter determines what angle to use, depending on his/her needs and information you provide. It also probably won’t be 100% accurate. If it is 90% accurate, you’re doing great. Take this in stride and don’t complain to the reporter.

5. Stop complaining. Sometimes, after a phone interview, you will be misquoted. Unless it is truly a libelous or slanderous comment, you should take it in stride. DO NOT decide to complain to the reporter, or you will certainly not be getting any press, at least not favorable, in that media again.

6. Give several contact numbers, including day, night and weekend, to the media (including vacation/out-of-town contact info). The press waits for no one.

7. Be realistic about when the media will cover you. Typically, daily newspapers, radio and TV have a one-day to three-month coverage window. Magazines have a 2-3 month to one-year window. The lead times vary depending on editorial calendars, seasonal coverage and breaking news. In addition, the media chooses when they want to run a story; you have little control over when they run it, unless it is tied in with a timely event, such as a holiday. While you would love to see yourself or your organization on the 6 o’clock news or the front-page of the business section, the media may have other stories slotted for those options, or they may need to fill a space in another segment. Similarly, you might want your story to run immediately, but the media may hold it for months, if there is no urgency in running it.

8. Pick up your own copies of your articles or tapes. Do not ask the reporter for a copy. They will be offended! Pick up a copy of the publication or call the media outlet to order a copy or tape.

9. Spend time reading, listening to the radio and watching TV. These activities are a part of most of our days. And if you plan on “pitching” a particular media outlet, research it first (that means reading a publication, listening to the radio or watching that particular show, even if you generally wouldn’t). Once you do your research, you will have a better idea of the types of stories they cover, and also what has already been covered. Remember, the more you understand what the media likes to cover, the more likely that you will create great media angles that the media loves.

10. Thank them. Media people, just like you, enjoy a pat on the back once in a while. And no one can ever get too many thank-yous. And to be remembered even more, put it in writing.

By putting effort into developing media relationships, you’ll increase your chances of current and future public relations success.

Copyright 2008 Margie Fisher All Rights Reserved

Margie Fisher, President of Zable Fisher Public Relations, is the author of the Do-It-Yourself Public Relations Kit. For more information on the Kit, the Pay for Results Publicity Program, and to sign up for the complimentary PRactical P.R. newsletter, visit her website.

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Tags: public relations tips, getting the media on your side, public relations and media, public relations

What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch have in common? Media exposure. They were ordinary people who became household names.

Business and professional people may be called upon to represent their companies. The ability to present yourself well to the media can make or break your professional reputation and your company’s image.

Will you be ready for your 15 minutes of fame? Don’t be caught unprepared when the media comes looking for you.

Here are some tips for becoming media savvy:

Know the audience. Who is the listener, viewer, or reader of that media? Is it a business audience, the general public, or a college crowd? What’s the focus of the show? Does it cover financial news, health issues, or women’s topics?

Know the difference between the show’s host and the producer. Write down their names. It’s embarrassing to call the host by the producer’s name.

Say thank you. Send a thank you note or small gift to the interviewer and the host. When Jerry Seinfeld announced his wedding plans, reporters interviewed his ex-girlfriend Shoshonna. She kept a stiff upper lip until the interview ended. Then she burst into tears.The reporters did not turn the cameras back on. Why? They liked her. Media savvy begins with good relationships.

Find an angle. Radio and TV interviewers are looking for good entertainment and good stories. They won’t interview you unless your topic is newsworthy and of interest to the listeners. Write a headline for yourself.

What’s unusual or different about your message? Tie your topic to an industry trend or current event. Make it interesting.

Speak in sound bites. Being brief is more important in the media than in any other situation. Say it simply. Eliminate polysyllabic words. Aim for a sixth-grade audience and speak in 15 second sound bites. You won’t have time to tell long stories.

One athlete I worked with gave long answers that lasted from 30-60 seconds. He realized he was going on too long and sounded unfocused. At the end of the session he was able to speak in 20 seconds sound bites. He saw the immediate impact.

Avoid a yes or no response. A one word answer will kill the conversation. If asked, “Do you still get nervous speaking?” say “Yes, in fact, last night I rehearsed and gave myself a peptalk. The only difference is now I can channel my nervousness.”

Look at the interviewer. Let the camera do its job. Speak to the interviewer, not the camera. The camera people will get the shots they want. Remember: you’re having a conversation with the host.

Assume the microphone is always on. Watch what you say during breaks. You could be picked up without knowing it and that could be embarrassing. This also applies to print media. When the interview is over don’t add anything. What you thought was “off the record” might end up in print.

You may never become a national celebrity but these tips will prepare you when it’s time for your star to shine.

Diane DiResta, President of DiResta Communications, Inc. is an International speaker, training coach, and author of Knockout Presentations: How to Deliver Your Message with Power, Punch, and Pizzazz. To subscribe to Impact Player.

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Tags: media and public relations, public relations tips

Public Relations (or P.R.) is a wonderful, yet often overlooked marketing tool. P.R. is an intangible – making it a tough sell for many P.R. professionals. It is our job to sell the concept and show the client how it will enhance marketing efforts and, in many cases, replace costly or one-off advertising. Public relations is just that – relating to the public. Every outward communication should be carefully executed and the mission of the company should never be compromised. How do your customers find you? How does the public perceive your business? These points can be incorporated into a P.R. strategy that maintains consistent messages to your customers, thereby keeping your company top of mind and, in turn, growing your business.

Below are six P.R. strategies that can be implemented today. Whether you hire an outside professional or keep your publicity in-house, these strategies should be a part of your marketing plan.

1. Brand Building: It is very common for businesses to use advertising in brand-building strategies, however publicity can be less expensive and much more effective in establishing a brand’s identity. One complimentary news piece in a publication read by your target consumer can produce significant results. Publicity, whether performed by an external company or executed in-house, can also be cost-effective.

Several online distribution services are available making the cost to send out a press release affordable, and sometimes even free depending on desired reach. It is important that any news release is informative and factual. Many of the online distribution services even offer templates to assist in the development of a release for a small fee. Before paying for such a service, however, be sure to identify hidden talent in your organization – there may be a great writer in your midst.

2. Generate Press Releases: Press releases are for announcing newsworthy information to the media only. If the information is not news, it should not be announced. In addition to news, a press release should contain only facts – not hype. Business as usual is not news. Celebrating a milestone such as a ten-year anniversary, one-millionth sale, or appointing a new CEO is newsworthy. In many cases, a newsworthy story can be developed with some creativity.

For example, if your company manufactures comfortable walking shoes you can create a “Walk to Work” day. Provide fun facts about the health benefits of walking and why the right walking shoes are so important. This can be pitched to your local media outlets and may get picked up nationally. Many times current events will also create an opportunity for a press release (see #3.) Remember to always include your company’s website at least once and be sure accurate contact information is listed.

3. Tap Into Media Trends: Many times businesses can tie into current events and trends in the media. For example, if the evening news is covering storm damage to an area in your town and your company sells a product or service that would benefit people living in those areas, you have a topical news announcement. Call, fax or email the news desk and tell them about your product and why their viewers need to know about it. Be sure to mention that your story idea is time-sensitive. Watch your local news for one week and take notes. Identify what types of stories the local reporters are covering. Chances are at least one of the subjects covered was a direct result of a recent news story. Listen and learn how one led to the other then be ready to pitch your service or product when future opportunities arise.

4. Increase Awareness by Increasing Search Engine Listings: Each time a release is distributed over the Internet or a story is written and posted online, be sure your company’s web address is included. The more links to your site, the better the exposure your site will receive in search engines. In addition to press releases, link swapping, article postings, quotes, and endorsements are great ways to generate links online. Google your company and your competitor’s company daily. If your company is not as prominent as your competitor’s, read their results listings and learn what they are doing to generate links.

5. Website Improvements Produce More Traffic: Optimize your company’s website often. Be sure keywords on the website are targeted toward your consumers. Ask customers what words they would enter in a search engine when looking for your products or services and add those to your keywords. Small adjustments can mean a big difference in traffic to the site and subsequently increased business. Constantly updating web content is an easy and effective way to generate better search engine results. Be sure to update news and information at least once a month. Always add press release announcements to your website press area – and be sure your press area is easy to find, easy to read, and easy to print.

6. Highlight Expertise: One of the best ways to generate publicity is to establish expert credibility with the media. Do competitors continually get quoted in industry trade publications and you don’t? They’ve probably done a good job of alerting the media about their expertise in your field. Don’t worry, however, all journalists want to have more than one expert in any field. Begin to define yourself as an expert by writing articles, including the word expert in press releases, biographies, announcements, and descriptions. If you make a living doing what you do, you are an expert. If you are having trouble determining your area of expertise: ask friends, family, and colleagues to help identify your strengths and start spreading the word. Update the company description on your website right now by including your newly identified expertise and you’ve accomplished #5 and #6 already!

Angela Garcia is a founding partner in Starfish Public Relations, a Los Angeles based public relations and marketing company specializing in personality driven strategies. Garcia has held several positions in the entertainment industry including HITS Magazine, Warner Bros. Records, Maverick Records, MCA Records, and House of Blues Entertainment. She credits her success to her creative and enthusiastic approach to work and life. For more information about Angela Garcia and Starfish P.R. please visit her website.

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Tags: public relations tips, public relations

Without a solid, well-designed foundation, few buildings
successfully withstand the ravages of time and weather.
And so it is with public relations, ever-dependent upon
how well its practitioners understand the discipline.

Yet, some public relations people manage to go through
their entire career without a firm grasp of what public
relations is all about. Their response to crises, or to
requests for well thought-out solutions to public relations
problems, reveals a serious lack of understanding. They
confuse the basic function of public relations with any
number of tactical parts that make up the whole, such as
publicity, crisis management or employee relations.

Understandably, they feel unsure in approaching public
relations problems, then uncertain about what counsel to
give their clients. Many, relying on career-long
misconceptions about public relations, forge ahead anyway
advising the client ineffectively sometimes with damaging,
if not dangerous counsel.

If you are new to the business, grasp early-on The Rosetta
Stone of public relations, i.e., a guide to understanding the
discipline and its core strength. Namely, people act on their
perception of the facts; those perceptions lead to certain
behaviors; and something can be done about those perceptions
and behaviors that lead to achieving an organization’s
objectives.

The fact is that NO organization — business, non-profit,
association or public sector — can succeed today unless the
behaviors of its most important audiences are in-sync with the
organization’s objectives. Which is why, when public relations
goes on to successfully create, change or reinforce public
opinion by reaching, persuading and moving-to-desired action
those people whose behaviors affect the organization, it
accomplishes its mission.

By all means discuss public relations’ strategic role in any
organization with professionals whom you respect. But do it
early, do it seriously, and do it now so that you create that
solid foundation of understanding about this business that will
help you make a meaningful contribution to the field of public
relations for many years to come.

Once that foundation of understanding is firmly set, an action
pathway begins to appear:

– identify the problem or challenge

– identify target audiences

– set the public relations goal

– set the public relations strategy

– prepare persuasive messages

– select/implement key communications tactics

– monitor progress

– and the end game? Meet the behavior modification goal.

A bonus: you are using a near-perfect public relations
performance measurement. I mean how can you measure
the results of an activity more accurately than when you
clearly achieve the goal you set at the beginning of that
activity? You can’t. It’s pure success.

So, if you are a newcomer to the business, can you expect to
avoid the pitfalls listed above? Yes, and here’s why:

– With proper preparation, you will not confuse action tactics
with the basic mission of public relations because you will
know precisely what each is and just what fits where in the
public relations problem solving sequence outlined above.

– You will feel more confident about providing counsel to the
employer/client because the public relations problem at hand
can be clearly identified allowing you to select solutions that
obviously fit into the action sequence above. You will
accurately identify your target audiences because you will
know exactly who your employer/client wants to reach, and
the necessary action tactics will then be self-evident.

– You realize that you have gone through your entire career
WITH a firm, successful grasp of what public relations is
all about.

But, on the way you must do everything necessary to reach
your target audiences, and to nurture the relationships between
those audiences and the employer/client by burnishing the
reputation of the organization, its products or services. You’ll
do your best to persuade those audiences to do what the
client/employer wishes them to do. And, while seeking public
understanding and acceptance of your client/employer, you’ll
insure that your joint activities not only comply with the law,
but clearly serve the public interest. Then, you will pull-out
all tactical stops to actually move those target individuals to
action. Your client will be pleased that you have brought
matters to this point.

When that client measures your real effectiveness, I suggest
that he or she will be fully satisfied with those public relations
results only when your “reach, persuade and move-to-desired
action” efforts produce a visible, and desired, modification in
the behaviors of those people your client/employer wishes to
influence. In my view, this is the central, strategic function of
public relations and the basic context in which you must pursue
that successful public relations career, a lesson best learned at
the beginning of your career.

Robert A. Kelly © 2005.

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 communications, 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.

Visit his website here.

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Tags: public relations tips, successful public relations career, public relations career, public relations

As a business, non-profit or association manager, any tool that helps you reach your department, division or subsidiary objective IS mission-critical.

And particularly so when that tool helps you persuade your most important external stakeholders to your way of thinking, and then moves them to take actions that lead to your success.

Here is such a mission-critical tool. One that lets you get serious about your public relations. It shifts the emphasis away from communications tactics to a workable plan for reaching those outside groups of people with a large say about how successful you’re going to be – namely, your key external target audiences. The tool says, “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.”

Use this blueprint to create behaviors that lead to activities like more follow up purchases, higher contributions levels, increased qualified employment applications, new joint venture proposals or a big boost in capital contributions.

First, meet with the public relations people assigned to your department, division or subsidiary and let them know you’re serious about finding out what your most important outside audiences actually think about your organization. The rationale being that target audience perceptions usually lead to behaviors that can help or hinder you in achieving your operating objectives.

Decide among you which audiences are really key to your success then build and prioritize your list of important outside groups of people whose actions most affect your unit. Now, let’s work on #1 on that list.

Your new mission-critical public relations effort will rest heavily on how efficient you are in rounding up the perceptions of your key target audience.

You can put your public relations team to work interacting with members of that #1 outside audience. Or, if you can tap a good sized budget, you can ask a professional survey firm to do the job for you. However, because your PR folks are already in the perception and behavior business, my choice would be to use them for this assignment.

One way or the other, someone must interact with members of that prime audience and ask questions like “What do you know about our operation? Are you familiar with our services or products? Have you had any negotiations with us? If so, were they satisfactory?”

But watch the responses carefully. Notice any evasive or hesitant comments about your organization? Be especially alert for misconceptions or untruths. Are there false assumptions or inaccuracies you need to remedy in light of experience that shows negative perceptions inevitably lead to negative behaviors – the kind you must correct to protect your unit’s operations.

The result of all this work is that you are now prepared to set your public relations goal. For instance, clarify a hurtful inaccuracy, fix that misconception or flatten that rumor once and for all.

But there’s more to reaching your goal. As with just about any goal you pursue, you don’t reach it without the right strategy to show you how to get there. Fact is, with matters of perception and opinion, you have three strategic options: change an offending opinion/perception, create it where there isn’t any, or reinforce an existing perception.

Now comes some work that requires real writing talent – preparing the message you will use to carry your corrective facts and figures to members of your key target audience.

The message must display several characteristics. It must be clearly written as to why that misconception, inaccuracy or false assumption should be corrected or clarified. Your supporting facts must be truthful leading to a finished message that is both believable and compelling.

Now, how about moving your message to your audience? This is the least complex step in the sequence because there are so many communications tactics ready to do the message delivery job for you. They range from op-eds in local newspapers, radio and TV interviews, speeches, consumer briefings and brochures to newsletters, emails, personal meetings and many, many others. Only caution: be sure the tactics you assign to the job have a good record of reaching people just like those members of your target audience.

What about progress? Only way to know for certain if offending perceptions have been altered, is to interact out there once again with those audience members asking the same questions as before. But this time, you and your PR team will be watching carefully for indications that the troublesome perception really is moving in your direction.

That’s where the rubber meets the road, isn’t it? Alter the offending perception…that leads directly to the predictable behavior…that helps business, non-profit or association managers use mission-critical public relations…to reach their department, division or subsidiary objectives.

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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. Visit his website here.

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Tags: public relations tips, public relations, public relations tools

You have been if you’re a business, non-profit or association manager whose public relations budget is focused largely on nifty brochures, column mentions and broadcast plugs. Especially without a workable plan that helps you persuade your most important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary.

A plan, say, 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.

Managers like yourself can win big when you base your public relations planning on this kind of blueprint, one that demands of you a sharper focus on the very groups of outside people who play a major role in just how successful a manager you will be – your key external audiences.

The payoff can take many forms: repeat purchases, a big bounce in showroom visits, increases in capital gifts, new waves of prospects, a large boost in membership applications, and even new inquiries about strategic alliances or joint ventures.

More important, as you move the emphasis of the public relations people assigned to your unit from communications tactics to the blueprint outlined above, YOU move closer to personal success as that unit manager.

Take control of the PR folks assigned to your unit and insure that every last one of them understands why it’s so crucial to know how your operation is perceived by your key target audiences. Be certain that they accept the reality that those perceptions almost always end up as predictable behaviors that, left unattended, can raise cane with your operation.

Discuss how your PR team will undertake a perception monitoring session and question members of your key target audience: have you had prior contact with us? Was it satisfactory? How much do you know about our services or products and people? Have you encountered problems with our organization?

While you can always hire survey specialists to round up these data for you, remember that your very own PR team is already in the perception and behavior game and should be of use for this project.

No matter who handles the perception monitoring drill with members of your target audience, you/they must remain alert for false assumptions, unfounded rumors, inaccuracies, misconceptions and untruths.

The reason for this caution is that the perception information you gather helps you establish your public relations goal. Examples might include, spike that rumor, correct the false assumption, or clarify the misconception.

But how do you go about achieving that goal? You pick the right strategy from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. Be certain, however, that the strategy you choose is an obvious fit with your new public relations goal.

Now, what will you say to members of your key target audience to help persuade those with the offending perception to your way of thinking? Select your PR team’s best writer because you must prepare a very special, corrective message. One that is not only compelling and believable, but very clear, based on solid facts and persuasive if it is to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

The next step, luckily, is easy. You must select communications tactics to carry your message to the attention of your target audience. Insuring that the tactics you select have a record of reaching folks like the members of your target audience, you can pick from dozens that are available to you. From consumer briefings, media interviews, newsletters and personal meetings to speeches, facility tours, emails, brochures and many others.

Keeping in mind that the method of communication can often affect the credibility of the message, you may wish to deliver it during a meeting, a presentation or other small getogethers rather than in a higher-profile press release.

Soon, you will want to demonstrate that your new public relations effort is making progress. And that means a second perception monitoring session with members of your target audience. Using many of the same questions as in your first benchmark session, you will now be on alert for signs that the offending perception is being altered in your direction.

Fortunately, you can always move things along by adding more communications tactics as well as increasing their frequencies.

You will not be shortchanged – nor feel shortchanged – when you sharpen your focus on the very groups of outside people who play a major role in just how successful a manager you will be – your key external stakeholders.

Especially when you use a workable plan that helps you persuade those important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary.

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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. Visit his website here.

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Tags: successful management of public relations, public relations tips, public relations

1. Appearing in other types of media is the best way to attract TV notice. The more your name appears in print, the more likely it is that you’ll be approached to appear on TV.

2. If a TV researcher phones you, treat the conversation like a mini-audition. They’re listening out for how you say things as well as what you have to say, so let your personality shine.

3. Pictures rule when making TV programmes. When sending ideas to TV companies, make sure that you have thought it through from a visual point of view. It’s not just about what you say; it’s about what you show and how you look as well.

4. Negotiate money only when your appearance is definitely confirmed. Be confident and neutral when discussing fees and decide beforehand if you are prepared to do the interview for free. If there is a fee it’s unlikely to be large.

5. When doing a TV interview, keep talking, be aware of body language and tone of voice

6. Ask what the first question is likely to be before filming starts to help you prepare. The interviewer will have prepared a list of questions and may share some of them with you beforehand. Remember that the interviewer wants the interview to go well just as much as you do.

7. What to wear – avoid spots, stripes (including pinstripe shirts and suits) and small patterns – they make the camera go squiffy (‘strobing’ to be precise). Also avoid all black and white.

8. Ensure that everything about you is congruent with the message you are giving. If your message is sober, dress accordingly (leave the Homer Simpson tie at home).

9. Remember that virtually everyone who ever appeared on television (including famous people) felt nervous beforehand. Nerves just show you that you’re part of the human race. Use your nerves to create energy.

10. Use your appearance to give you the most benefits. Tell your past, present and future clients all about it and if possible include a link to it on your website.

© Joanne Mallon 2005 

Joanne Mallon was a producer for all of the UK’s leading TV channels including the BBC, ITV and GMTV. She has coached thousands of people through TV interviews, from novices to famous celebrities. She now helps women in the media achieve their potential and helps small businesses attract publicity. For your free media marketing ezine visit Joanne here.

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Tags: success tips for TV interviews, public relations tips, PR