This is a business case for something we all do every day. Editing. Everyone edits. Everyone. All the time.

Editing is a second look. Editing is as simple as reading email before you send it, to make sure that you included everything you want to say, and as complex as overhauling a book manuscript.

If you don’t consider email vital communication, and you’re not writing a novel, do you need to think about editing? If you use written communication in any aspect of your business, yes. You do.

As I wrote in my April 2005 Onwords column, Written communication is often the first impression you make on potential customers, business partners or employers. Misspelled words, grammatical errors and sloppy writing tell your reader that you either don’t know better or don’t care enough about them to communicate properly. Certainly not the message you want to send to your customers or associates.

Two types of editing are copy editing and content editing. Copy editing is proofreading - a check for spelling, grammar and typographical errors. It’s making sure you spell a customer’s name correctly in your business letter. It’s checking punctuation in your instructional design manuals. Copy editing ensures that your press releases and newsletters go to print with commas in the right places, proper capitalization, and no misuse of their, there or they’re.

Content editing combines copy editing with an in-depth assessment of content and writing style. Content editing ensures that all cited facts are validated (fact-checking) and properly referenced, and that quotes are accurate and correctly assigned.

Content editing involves reworking the writing style with an eye toward precision, economy and flow. It ensures that your sales letters and promotional materials are easy to read, vibrant and compelling to your audience.

We all conduct more business in writing and less in face to face meetings than we did even one year ago. Professional editing makes your writing as powerful as you need it to be.

Sally Bacchetta - Freelance Writer/Sales Trainer

Sally Bacchetta is an award-winning sales trainer and freelance writer. She has published articles on a variety of topics, including selling skills, motivation, pharmaceutical sales, parenting and RFID.

You can contact her at sb14580@yahoo.com and read her latest Onwords column on her website.

Just about anyone who has been in the public eye has a story of the media interview that went south. “I talked to that reporter for an hour and all they used was a ten-second sound bite!” or, “He said he wanted to ask me about X when that was just a way to get in the door so he could talk about Y.” Chances are, the reporter came armed with questions and if he really did his homework, knew what answers to expect. You should be just as prepared. Media training can’t make the tough questions go away, but it can give you the tools to control the interview. Here are some tips:

• Anticipate the toughest questions and prepare/rehearse your answers in advance. Know going in what YOUR goal is for the interview. Are you releasing new information or reacting to an event or story that’s already out there?

• Be able to cover key points in a conversational manner. Don’t memorize. It will sound like it.

• Collect information from the reporter before the interview…

What is the deadline?

What is the story about? What is the hook/interest angle?

How do I fit into the story? What do you want? Quote? Statement? Interview?

Who else have you spoken with? What did they say? (This will also give an indication of where the story is heading. Are the other interviewees credible?)

What documents do you have have/need? (Does the reporter have a document you haven’t seen? Have them fax or e-mail a copy before the interview.)

When will the story run? How long will it be? (There’s a big difference between a minute-thirty TV news story, and a long, background article in the morning paper.)

• Have a mini-tape recorder handy. Tell the reporter that you’ll be taping the interview, so you have a copy of what is said. This lets her know you’re not a rookie.

• Beware of the reporter on a “fishing expedition”. Wide-ranging, vague questions can be tricky and potentially dangerous. Reporters are fond of “What if” scenarios or “Could it happen here?” Clarify what she’s going for. “I think what you’re asking is…” It’s O.K. to admit you don’t understand the question or can’t predict the future. If you find the interview veering off-course, bring it back on track. “You said we’d be talking about X and I’ll be happy to answer your questions about that.”

• Don’t say “off the record” or believe something will be “off the record.” There’s no such thing as “off the record.”

• Use simple terminology. If the subject is complicated, and the reporter is not up to speed, provide a simple verbal primer on the topic before the interview begins or give the reporter a handout of key information.

• Practice. Attend media training. See yourself on camera so you know what the audience will see.

The simple strategy of “tell ‘em what you’re gonna to tell ‘em, tell ‘em, and then tell ‘em what you told ‘em” is tried and true when it comes to the media interview. That leads to another tip. Know when to stop talking. Many a damaging sound bite has been uttered when the interviewee’s guard was down, after he/she thought the interview was over.

©2005. All Rights Reserved

Through their workshops, seminars and consulting projects, Nancy Stern MA and Jody Hammond, MA, help people keep connected through conscious communication and savvy media skills. They can be reached for communication skills and media training at 800-280-2666 or on the web at http://www.onthespotmediatraining.com

The fax machine in our newsroom is constantly spitting out news releases. And most of the time, I read what’s being pitched and wonder if anyone involved bothered to watch the news before pressing “send.”

I remember in the days following Hurricane Katrina, seeing hundreds of news releases that had absolutely nothing to do with the disaster. I wanted to pick up the phone, call the poor PR person who was faxing us and shout “Turn on your TV set!”

On the other hand, there are countless days each year when it’s so slow in newsrooms across the country, we journalists are lighting candles to the news gods praying for something interesting to happen.

If you want to crank up your PR machine, you need to know that the news biz is actually no different that every other business. It’s based on supply and demand. On a busy day when the supply of news is plentiful, there may not be much of a demand for your story. But pitch the same story to us on a slow news day and we are all over it.

Holidays are great times to try and get your story covered. As a general rule, anytime government offices are closed, it’s a slow news day and the media will be anxious to cover anything that even resembles a story.

TV, radio and newspapers still have to put out the news, whether there’s anything newsworthy going on or not. The week between Christmas and New Years is notorious for being the slowest of the year. Time and time again, stories that would never make the news during a normal news cycle suddenly become interesting when no one else is feeding us news.

On the other hand, every once in a while the media will get a hold of a big story and you’ll have a feeding frenzy. Last year’s hurricanes, the start of the war in Iraq and the Sept. 11th attacks are all examples of the kind of mega-stories I’m talking about. When we’re in one of these kind of feeding frenzies, TV and radio stations will devote entire newscasts to the story and the newspaper will publish a special section on one event. It seems no other story even matters.

When the media is totally focused on one subject, don’t even waste your time with another story. It won’t make air.

Each station is trying to out “team coverage” the other and before you know it, there’s no news time left for anything else. They’ll even cancel sports and weather if a story becomes big enough. I remember when I was doing nothing but soft news, sometimes people would call with a great story and I’d have to tell them to call back when things returned to normal.

If you see these news typhoons coming, you have only two choices really. You can wait until it blows over and then pitch your story or you can take advantage of the media madness.

For instance, it doesn’t matter how poorly your team did last year, on opening day every baseball team in the country is World Series-bound. Hope springs eternal, right?

Well, a disc jockey in Dallas named Alan Kabel knew he couldn’t fight the media attention being given to opening day for the Texas Rangers. So he came up with an angle to complement the coverage and suddenly it was whole new ball game.

Alan sent out a news release announcing that in a show of support for the Rangers he and his morning show co-host would be sitting in every seat in the ballpark on the day before opening day. Pure publicity stunt, right? You bet it was. But you know what? It was so timely no one could pass it up. To use a baseball analogy, Alan hit a grand slam. Every TV station in town showed up to cover his stunt.

Alan knew the TV folks would be out at the ballpark that day anyway doing a preview of opening day and all of them would be looking for an angle. It was either get video of Alan going from seat-to-seat in the 50-thousand seat ballpark or interview the head groundskeeper on field conditions.

He had the right story at the right time. If he had tried it on opening day, the game itself would have overshadowed his stunt. Two days before—he would have been too early. The day after opening day? Too late. When it comes to news, timing is truly everything.

Jeff Crilley is an Emmy Award winning TV reporter in Dallas who speaks at no charge on the subject of publicity. He’s the author of the first PR book written by a working journalist. His book, Free Publicity, is available at bookstores everywhere or http://www.jeffcrilley.com

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, a free online newsletter visit http://www.diresta.com

Although the field of public relations is quite new, it is seen to be pivotal to many companies when coordinating advertising and marketing campaigns. Public relations, which is often defined as “The art or science of establishing and promoting a favorable relationship with the public” has been increasing in popularity, especially now with the Internet being used as a tool for communication in modern society.

Frequent usage of the Internet has allowed consumers to communicate and access products and services from companies more easily. For example, Jerry Fireman states, “Public relations can be cost effective because the media—rather than the marketer—takes on the expense of delivering the information to the intended recipient.” (Fireman 2006, p: 1). Hence, by advertising on the Internet and promoting good relationships with clients, public relation officers are now able to achieve access to a wider market with a lower expenditure rate. Furthermore, the Internet has viewers from different nations and cultural beliefs; therefore, the scope of campaigns for modern public relation officers has increased.

Secondly, the technology of the Internet has increased the attractiveness and effectiveness of public relations. For example, public relations originated from Newspapers and News reports; however, communication can now take the form of interactive visual graphics as well as creative websites and short multimedia presentations. Techniques that are used by public relation consultants are varied, hence creativity and the impact of the statement on the website is very important in modern communication and public relations. Public relations in contemporary society is now inter-connected with understanding the discourse and the changes of supply and demand in the market, however, it is also about effective corporate ethics used to enhance the status of a company, and to provide effective long-term relationships with clients.

Although some academics would argue that public relations have become advertisement-based focusing mainly on persuading consumers to purchase a product, the effectiveness of these advertising and marketing techniques have also greatly enhanced the needs of the consumer market. The advantages of utilizing public relations on the Internet have also benefited people who may not have otherwise have had access to the advertising of these products due to their lifestyle or the location of their home. The Internet has indeed connected the wants and demands of consumers to the supply and services of the producers. Although the value and importance of the Internet is highly contentious and can be interpreted differently by separate discourses, most societies would agree that the Internet has established a prominent role in the globalization process, resulting in public relations and communication increases.

References:

Answers.com (2006) Definition of Public Relations: http://www.answers.com/ Fireman, Jerry (2006) Successful PR: ‘It’s all about understanding the media.’ http://www.marketingprofs.com

By Bernice Ly
http://www.m6.net
Bernice Ly is an academic writer working at M6.Net: ‘The web-hosting company for humans.’ M6.Net is working hard to help humanity experience the power and freedom to develop their own part of the Internet, to share their information and connect with anyone, anywhere, anytime.

In fact, here are three really foolish goofs made by too many business, non-profit and association managers.

If that’s you, you foolishly do nothing positive about the behaviors of those important outside audiences of yours that most affect your operation.

You foolishly fail to create external stakeholder behavior change leading directly to achieving your managerial objectives.

Then you foolishly compound those goofs by never persuading those key outside folks to your way of thinking, or moving them to take actions that allow your department, division or subsidiary to succeed.

Enough already!

What you really need to know is this.

The right PR really CAN alter individual perception and lead to changed behaviors that help you succeed. And your public relations effort must involve more than special events, brochures and news releases if you really want to get your money’s worth,

The foundation underlying public relations reads like this: 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.

Just look at the results it can deliver: new proposals for strategic alliances and joint ventures; prospects starting to work with you; customers making repeat purchases; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with government agencies and legislative bodies, and even capital givers or specifying sources looking your way

And results need not stop there. For example, you should also see results like rebounds in showroom visits; membership applications on the rise; new community service and sponsorship opportunities; enhanced activist group relations, and expanded feedback channels, as well as new thoughtleader and special event contacts.

Of course your PR crew – agency or staff – must be committed to you, as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception monitoring.

And furthermore, you must impress upon them the crucial importance of why your most important outside audiences really must perceive your operations, products or services in a clearly positive light. So assure yourself that your PR staff has bought into the whole effort. Be especially careful that they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.

Meet with your PR team and discuss the PR blueprint in detail, especially the 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? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures?

Luckily, survey pros can always handle the perception monitoring phases of your program, IF the budget is available. But remember 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.

Now a word about your public relations goal. You need one that speaks to the aberrations that showed up during your key audience perception monitoring. And it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

The hard truth is that, when you set a goal, you need a strategy that shows you how to get there. You have three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. A bad strategy pick will taste like ketchup on your stringbeans, so be certain the new strategy fits well with your new public relations goal. For example, you don’t want to select “change” when the facts dictate a “reinforce” strategy.

Because awfully hard work really is awfully hard work, persuading an audience to your way of thinking means your PR team must come up with just the right, corrective language. Words that are compelling, persuasive and believable AND clear and factual. You’ve got to do this if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors.

Review your message with your troops for impact and persuasiveness. Then, pick out the communications tactics most likely to carry your words to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.

You’ve heard the old bromide about the credibility of a message depending on its delivery method. So, on the chance that HOW you deliver your message may affect its believability, you could introduce it to smaller gatherings instead of using higher-profile tactics like news releases or talk show appearances.

When you notice mumblings about a progress report, take it as an alert to you and your PR folks to return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, you’ll now be watching very carefully for signs that the bad news perception is being altered in your direction.

If things still are not moving fast enough, you can always accelerate the effort with more communications tactics and increased frequencies.

No more foolish goofs!

Instead, depend on the reality that the right PR really CAN alter individual perception and lead `to changed behaviors that help you succeed.

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 © 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 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

Even before primitive societies put chisel to stone and began writing, one group held a special place in these communities because of their communication skills: storytellers.

By weaving compelling narratives, storytellers preserved communal history, entertained their fellows, and delivered motivation when it was needed. Over time, their words moved armies and inspired achievement.

Today, storytelling may seem quaint. It’s not. Thanks to technology, some of the largest and savviest organizations in the world are discovering that storytelling is even more important today — and more powerful.

Storytelling is so powerful that it should be the primary goal of all your public relations. In fact, banish the words publicity and public relations from your vocabulary. Focus on storytelling, and tap into an essential human motivator that has propelled humankind for thousands of years.

When I say “storytelling,” I mean with a capital “S.” Small “s” storytelling is well understood by journalists and the professionals who work with them. I am talking about a bigger view of your story than what a journalist crams into a 500-word story.

Think instead of great films, plays or books. In these larger works, a “story” unfolds. Key components are essential to a successful story: characters, including a hero (and maybe a villain), a plot, at least one climax, and yes, a happy ending.

Successful PR storytelling relies upon similar key elements. When working with my clients, we develop a “script” or plan that answers these vital questions:

• Who is the audience?

• What do we want the audience to do or feel?

• Who are the key characters in the story?

• What is the plot or plot lines for the story?

• What is the story’s climax or key success point?

• What is our happy ending?

Only when we have mapped out the story are we ready to begin the storytelling. As one of my editors used to tell me when I was in journalism, “good thinking makes good writing.” You can’t just begin spinning tales if you don’t know where the story will go.

For example, a new product that creates a new product category may need a first chapter that focuses on the issue or problem that the product solves. Only after key audiences understand the issue can the storyteller introduce the new, revolutionary solution. And only after the solution is properly introduced can its story be told in detail.

In public relations, storytelling is not only about a good script, but also, good execution.

Like performers on a stage, interacting with the audience, PR storytelling is dynamic, involving two-way communication. Good PR storytellers adapt the story for each audience. They tailor staging, scenery, even the actors, to deliver success.

Like a good book, successful PR storytelling may have many chapters. And while it may incorporate unforeseen drama or plot twists, as with crisis communications, that doesn’t mean there isn’t a happy ending.

This is the most important measure of PR storytelling: You and your organization have a goal — a happy ending. Your happy ending is not the same as that of a competitor. So how will you make sure your happy ending is the one that defines your story? By thinking like a storyteller rather than someone who is simply chasing the next newspaper clip or broadcast interview. Remember your capital “S” story, and your small “s” stories will come by the bucket load, with more and more of them bearing your happy ending.

Paul Furiga is president of WordWrite Communications LLC, a Pittsburgh-based public relations agency that helps companies create, develop and share their great, untold stories with everyone who needs to hear them. A former editor of the Pittsburgh Business Times, he has also covered Congress, the White House, edited magazines and written for publications ranging from Congressional Quarterly to Frequent Flyer magazine.

Smaller companies don’t always have the budget - or inclination - to retain a PR hotshot to tell the world about their business success, but that doesn’t mean they aren’t a ready source of news.

The problem is it’s often dull news which is ignored by all except the industry press and quite rightly so in most cases. If you land a contract, you issue a press release. If you take on a new senior sales rep, you issue a press release. Attending an exhibition? Press release, natch. These are simply announcements that you are doing what you do, that it’s business as usual.

With a little lateral thinking, however, you could be issuing press releases throughout the year which present topics and subjects that’ll have editors from all disciplines chasing you for the full story. Below I’ve presented just five brainstormers to get the creative juices flowing.

• Your Survey Says…

Even though I know nothing about your company, the odds are that you have the time and resources to carry out a survey which could get you some coverage if it’s implemented and reported properly.

Concentrate on your niche, whether that’s your industry or expertise. Keep it relatively simple, but ensure the final results have the potential to grab headlines. For example, if you’re a butcher, you could ask 100 people if they would give up bacon if their partner issued an ultimatum. ‘4 Out of 10 Choose Bacon Over Marriage’ is going to get an editor’s attention!

But be honest about your methodology. If you’ve simply polled a handful of your colleagues, don’t try to pass it off as a six-month research project.

Some journalists won’t touch a survey story with a barge poll unless it’s been carried out with the kind of planning that goes into a Nasa shuttle launch, but others might find it useful, particularly if it’s a fun subject and doesn’t take itself too seriously.

• Your Opinion Counts

Surf the major news sites - try Google News for starters:

http://news.google.com/nwshp?hl=en&gl=us

Ask yourself what you or your boss would have to say about the main news stories of the day. Or perhaps a current event impacts directly on your industry. Pretty soon you’re going to have a story to tell.

A property solicitor in Scotland did this and the resulting story is great - here’s the intro:

“Scottish property solicitor criticises Gordon Brown’s tax U-turn.

A leading Scottish property solicitor has criticised Chancellor of the Exchequer Gordon Brown’s decision to abolish without notice the exemption for deprived areas from Stamp Duty Land Tax (SDLT), saying that the measure would have an adverse impact upon the commercial property market in Scotland.”

Full story: http://www.clickpress.com/releases/Detailed/542005cp.shtml

• Your Opinion Counts 2 - Straight to the Editor’s Desk

While serving as editor of business magazines in the past, there have been times when PR companies have contacted me following publication with some kind of gripe regarding coverage of their company or client.

Disgruntled PR people are often being beaten hard with large sticks by CEOs and senior management who just don’t ‘get media’, so their persistence is somewhat understandable.

But 9.98 times out of 10 the PR exec is simply not going to get what they want - some kind of full-page, front-cover apology and glowing testimonial signed by the publisher himself printed with a photo of the editor’s public execution.

Every time I let them down I did say: “Write in - we’re always keen to receive letters to the editor.” I’d guess one in 20 actually went ahead and did so, but you know what? If every one of them wrote in I would almost certainly have printed them all. Good editors embrace transparency - if you disagree with them or their reporters they’re likely to print your letter.

• Happy Birthday

At the very most you’re 364 days away from some company milestone and if you put your mind to it you may find a few anniversaries just around the corner.

Don’t limit yourself to the xx years since the company was launched, how about the anniversary of the company’s first profit, a look back at the day the company took on its 10th employee, or the date a key contract was secured.

Then tell the tale of how your company has developed since this date. Be sure to include some drama, the good times and the bad, and plenty of meaty quotes from the most senior talking heads.

• Make a Date

Hunt for an angle based on some future date that is covered in one way or another by local and national press.

Browse some of these major online almanacs for inspiration:

http://www.infoplease.com/dayinhistory/
http://www.scopesys.com/anyday/
http://www.nytimes.com/learning/general/onthisday/archive.html

What you’re doing here is following the Happy Birthday strategy, but looking for external hooks on which to hang your news release.

Local newspapers in particular like to keep an eye on the calendar, so if you can provide your neighbourhood newspaper with a story, photo opportunity or news release and photo package related to a particular event, celebration or holiday, you could get some great quality local coverage.

• Only Five?

Trawl the internet for reasons to write a press release and you’ll come up with dozens of lists. Some of them provide 30 plus reasons to issue a release, but the vast majority of them require you to have “done something”. They are reactive reasons, rather than proactive.

The reasons given above can be put into action today - you don’t have to wait to secure a new contract or make a high-level appointment to get ink.

You might not have known you were sitting on those news stories, but there’s no time like the present to tip off the press that you have them.

Copyright © 2005 George Hopkin

George Hopkin is a freelance journalist and CEO of ClickPress, a free press release distribution service which distributes content to some of the world’s most influential news and web search engines. ClickPress is a property of Pressventures, a provider of free and fee-based services to PR professionals.

You have permission to publish this article electronically or in print, free of charge, as long as the bylines are included. If it is to be delivered via email it must be to your own opt-in list only. A courtesy copy of your publication would be appreciated.

How could it when so many business, non-profit, government agency and association managers apparently believe public relations is all about creating some publicity by moving a message from one point to another using tactics like broadcast plugs, press releases and brochures?

When you think about it, that belief doesn’t make a whole lot of sense when the managers who hold that view have such an obvious need for public relations that leads directly to achieving their managerial objectives.

I’m talking about public relations that really does something meaningful about the behaviors of those manager’s important outside audiences that MOST affect the departmental, divisional or subsidiary unit they manage.

Perhaps most important, I refer to public relations that persuades those key outside folks to the managers’ way of thinking by helping move audience members to take actions that help each manager’s unit succeed.

With that kind of promise, how COULD the usual kind of tactical PR cut it?

Especially when PR’s underlying premise further sweetens the promise: 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 usually accomplished.

What they soon come to realize is that the right public relations planning really CAN alter individual perception and actually lead to changed behaviors among key outside audiences.

Should you count yourself among such managers, please remember that your PR effort must demand more than special events, news releases and talk show tactics if you are to receive the quality public relations results you believe you deserve.

And what a variety of results should come your way: politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; new proposals for strategic alliances and joint ventures start showing up; welcome bounces in show room visits occur; capital givers or specifying sources begin to look your way; customers commence making repeat purchases; membership applications start to rise; prospects actually start to do business with you; and community leaders begin to seek you out.

Since they are already in the perception and behavior business, the PR pros on your staff can be of real use for your new opinion monitoring project. But be certain they really accept why it’s SO important to know how your most important outside audiences perceive your operations, products or services. In the final analysis, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.

During your planning sessions with the PR staff, cover your plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the exchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

Should someone suggest using a professional survey firm to do the opinion gathering work, be aware that it could cost considerably more than using those PR folks of yours in that monitoring capacity. So, whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Now you must call for action on the most serious problem areas you uncovered during your key audience perception monitoring. And that means setting a public relations goal. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor dead in its tracks?

It is obvious that setting your PR goal means you must set an equally specific strategy that tells you how to get there. Only three strategic options are available to you when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like sorghum syrup on your anchovies. So be sure your new strategy fits well with your new public relations goal. You certainly don’t want to select “change” when the facts dictate a strategy of reinforcement.

Because you must prepare a persuasive message that will help move your key audience to your way of thinking, good writing becomes crucial. It must be a carefully-written message targeted directly at your key external audience. Assign the task to your very best writer because s/he must come up with really corrective language that is not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

How will you carry your message to the attention of your target audience? By selecting the communications tactics most likely to reach those key folks. There are many such tactics available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach people just like your audience members.

Because the WAY in which you communicate can affect the credibility and fragility of your message, you may wish to unveil your corrective message before smaller meetings and presentations rather than using higher-profile news releases.

No doubt you’ve anticipated that you will need to begin a second perception monitoring session with members of your external audience in order to compare how far your public relations program has come. The need for such a progress report will cause you to use many of the same questions used in the benchmark session. But now, you will be on strict alert for signs that the bad news perception is being altered in your direction.

Any slowdowns in the program should not be a source of concern since you can always speed things up by adding more communications tactics as well as increasing their frequencies.

At the end of the day, what you will have done is marshall the resources and action planning needed to alter individual perception leading to changed behaviors among your most important outside audiences. During which, you will have helped persuade those key folks to your way of thinking, and moved them to take actions that allow your department, group, division or subsidiary to succeed.

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. Word count is 1225 including guidelines and resource box. Robert A. Kelly © 2006.

Bob Kelly counsels and writes for business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has published over 230 articles on the subject which are listed at EzineArticles.com, click Expert Author, click Robert A. Kelly. 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. mailto:bobkelly@TNI.net Visit:http://www.PRCommentary.com

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 2006 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 http://www.zfpr.com