You can gain the trust of those outside audiences with the highest impact on your business. But, you must do this by first making the positive changes you require in their perceptions and, consequently, their actions.
You’ll be able to get both with this method of public relations that is strategic, which means your odds of reaching your organization’s goals will be increased.
It begins with the basic premise of public relations, as illustrated below.
“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 those people whose behaviors affect the organization, the public relations mission is accomplished.”
The strength of these comments is the changes in behavior that could occur among your most important external audiences. If those changes occur and the collective opinions of those who are part of this crucial outside “public” begin to move towards you, this could spell the success of your public relations.
For example, with solid facts, you can convince local activists that are at your plant’s gate that (1) you do not discharge chemicals into the river as well as (2) that both State and Federal investigations have found that to be the case. If they finally get rid of the area, you’ve mitigated the harm that a long-lasting and costly disruption could cause. This saved the company hard-earned money!
What did you do? You succeeded in changing the way that activists view themselves, which, as you can imagine, led to the behavior change you wanted. This is effective utilization of the public relations’ primary idea.
Public relations may be a powerful tool for your business, and even though there’s a proven path to every success, the truth is that you won’t be able to alter opinions and, therefore, the behaviors of your most important audiences when you’re not communicating with them on a regular, significant regularly.
This is why it’s crucial to engage with people from the target audience and ask them questions. Do you have a perception about our products, services, or our products? Are you happy? Be aware of signs that indicate an untruth or error. Do you know of a myth that is simply not factual? Do you spot a hurtful myth that needs to be scuttled?
The responses you get will help you determine your goal for public relations. For instance, rectify that error, dispel the misconception, or find information to dispel the rumor.
How do you achieve your goal? By implementing a specific and timely plan.
Fortunately, there are only three options when dealing with perception and opinion. Make perceptions or opinions where there are no existing ones, alter perceptions strengthen them.
Your objective will rapidly inform you of the approach you need to choose.
However, what you communicate to the potential audience in pursuit of your public relations goal is vital. Like the mountain stream, your message should be convincing, persuasive, and clear. It must also be reliable and credible. That is, it must be truthful throughout. It must be able to address any inaccuracy or misconception directly and not leave the possibility of further confusion. So, it would be better to take one of the best communication courses singapore!
How do you bring that meticulously crafted message to be noticed by members of this critical, targeted public? I call them “beasts of burden” because they transport messages across the globe from Point A to Point B. Communication strategies are the solution to this problem, and there’s an abundance of options. From open houses, contests, speeches, and news releases to community briefings, brochures, letters to the editor, emails, radio/TV interviews, and many more.
As time passes, you’ll wonder if you’re progressing at all. The only way to establish that is to revisit the members of your target audience to ask the same questions repeatedly.
The significant distinction this time is that you’re looking for indicators that your perceptions or opinions are beginning to shift towards your way of thinking. These are essentially apparent signs that the misconception is fading away, that the mistake has been rectified, or that negative perceptions are slowly changing.
The truth is that this powerful, strategic approach to public relations with the right strategic firepower – results in a shift in perception and behavior as promised by the fundamental principle of the field.