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Hub You - Tactics Vs. Endgame - Endgame Wins
I only recently discovered full color business cards. You see, I was trained in a rather conservative company. We were taught that the classic ideas were the best. Business cards should be printed in black or blue ink, should have a simple and elegant design, and should contain all relevant information with a minimal of crowding and clutter. This idea got so ingrained in me that I couldn't even consider a full-color business card until recently.Then, a graphic designer friend of mine was handing out his card. It was absolutely beautiful. I had always been taught that full color business cards were inelegant and cluttered, but his were not. They were actually quite elegant. Both of us work as designers, and I had alway
Step 1 Accept the Fact That People Act on their
Perception of the Facts
Most behavioral experts agree that people really do act on THEIR perception of the facts, and that how they react to those facts actually does affect their behaviors. It follows
Price is an often overlooked marketing strategy, as many tend to focus on promotions or advertising. Pricing strategies, however, can have a large impact on sales and (more importantly) profit. The price is what your customer pays and/or what the end consumer pays for a product or service. In the case of products not sold directly to the end user, pricing is often described as “wholesale” and “retail.” When the distribution channel is long (such as when there is a manufacturer, broker/distributor, retailer, and end consumer), multiple mark-ups can occur between the wholesale and the retail price.Your optimal pricing strategy will depend on more than your costs. Forces within your business environment such as your compe
Sounds elemental, doesn't it? But the truth is, few organizations can succeed today if those target audience behaviors don't fit the organization's objectives.
Fortunately for those working in public relations, most people act on their own perception of the facts which leads to behaviors about which we can do something. And that means that 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.
So, while applying that reality to your operation helps you achieve your objectives AND success, the public relations people still must modify somebody's behavior if they are to help you hit those objectives. Happily, it can be done and done well, as long as you keep your eye on that behavioral endgame.
For example, you may wish to influence people to begin thinking more positively about your organization, thus strengthening its reputation and business potential. It could be as simple as communicating your organization's strengths to a target audience leading them to want to work more closely with you. Or even providing environmental activists with the facts about the company's full compliance with Federal regulations, in the hope they will bring their plant-site demonstrations to an end.
But remember, until you have a solid indication that target behaviors have, in fact, changed in ways that meet your primary behavior modification goal, you DON'T know if your investment has paid off.
So, let's look at ways to increase one's comfort level about that public relations investment. Here are five steps, that can help you hit the public relations goal - desired behavior modification -- on your next public relations venture.
Above all, in my opinion, you must keep your eye on the end-game, and not merely the communications tactics, because the reason we do public relations in the first place is to change the behaviors of certain groups of people important to the success of our organization.
Step 1 Accept the Fact That People Act on their
Perception of the Facts
Most behavioral experts agree that people really do act on THEIR perception of the facts, and that how they react to those facts actually does affect their behaviors. It follows
Remember those two of Winnie the Pooh's friends? They couldn't be more different. Eeyore was a downtrodden donkey. Nothing ever went right for him and he always let you know it.Tigger, on the other hand, was so full of life and energy that no problem ever phased him. Granted, he was a little scattered. But if you had to choose one of them as an example to follow as a business owner, which would it be?If you're like me, you sure wouldn't choose Eeyore. Do you want to run your business on the basis of constantly expecting disaster? Not me!It's easy to run a business like Eeyore, though. High expectations for success can leave you feeling like you've constantly fallen short of your goals. It can leave you fi
So, while applying that reality to your operation helps you achieve your objectives AND success, the public relations people still must modify somebody's behavior if they are to help you hit those objectives. Happily, it can be done and done well, as long as you keep your eye on that behavioral endgame.
For example, you may wish to influence people to begin thinking more positively about your organization, thus strengthening its reputation and business potential. It could be as simple as communicating your organization's strengths to a target audience leading them to want to work more closely with you. Or even providing environmental activists with the facts about the company's full compliance with Federal regulations, in the hope they will bring their plant-site demonstrations to an end.
But remember, until you have a solid indication that target behaviors have, in fact, changed in ways that meet your primary behavior modification goal, you DON'T know if your investment has paid off.
So, let's look at ways to increase one's comfort level about that public relations investment. Here are five steps, that can help you hit the public relations goal - desired behavior modification -- on your next public relations venture.
Above all, in my opinion, you must keep your eye on the end-game, and not merely the communications tactics, because the reason we do public relations in the first place is to change the behaviors of certain groups of people important to the success of our organization.
Step 1 Accept the Fact That People Act on their
Perception of the Facts
Most behavioral experts agree that people really do act on THEIR perception of the facts, and that how they react to those facts actually does affect their behaviors. It follows
Cleaning an office may involve more than emptying the trash, sweeping the floor and vacuuming the carpet. Some offices may have areas covered with "trinkets" such as photos, plaques, sculptures and all kinds of knickknacks. There is no end to the list of items that people may have on their desk or throughout their office.The following ten tips are guidelines of how to handle cleaning these special personal or business treasures.1. Ask your customer if they want you to clean any photos, plaques, sculptures, etc. that are on desks, shelves, tabletops or in display areas. These items may be personal treasures the owner may prefer to clean.2. If customers want you to clean these items make sure your employ
For example, you may wish to influence people to begin thinking more positively about your organization, thus strengthening its reputation and business potential. It could be as simple as communicating your organization's strengths to a target audience leading them to want to work more closely with you. Or even providing environmental activists with the facts about the company's full compliance with Federal regulations, in the hope they will bring their plant-site demonstrations to an end.
But remember, until you have a solid indication that target behaviors have, in fact, changed in ways that meet your primary behavior modification goal, you DON'T know if your investment has paid off.
So, let's look at ways to increase one's comfort level about that public relations investment. Here are five steps, that can help you hit the public relations goal - desired behavior modification -- on your next public relations venture.
Above all, in my opinion, you must keep your eye on the end-game, and not merely the communications tactics, because the reason we do public relations in the first place is to change the behaviors of certain groups of people important to the success of our organization.
Step 1 Accept the Fact That People Act on their
Perception of the Facts
Most behavioral experts agree that people really do act on THEIR perception of the facts, and that how they react to those facts actually does affect their behaviors. It follows
Often managers get frustrated with their employees and instead of making constructive criticism, they go into a rage, which makes them look unstable. The small business owner should never go into a rage in front of his customers, because it is not normal. This makes you look like an unstable person. And, who wants to do business with an unstable person, do you? What you should say to the employee is: “We are on the same team so let’s work together to solve this problem.” Take time and learn how to make constructive criticism of people on your staff. Customers should not have to stand around and wait for you to tell off an employee before they can make a purchase, regardless of what the person has done.An import
But remember, until you have a solid indication that target behaviors have, in fact, changed in ways that meet your primary behavior modification goal, you DON'T know if your investment has paid off.
So, let's look at ways to increase one's comfort level about that public relations investment. Here are five steps, that can help you hit the public relations goal - desired behavior modification -- on your next public relations venture.
Above all, in my opinion, you must keep your eye on the end-game, and not merely the communications tactics, because the reason we do public relations in the first place is to change the behaviors of certain groups of people important to the success of our organization.
Step 1 Accept the Fact That People Act on their
Perception of the Facts
Most behavioral experts agree that people really do act on THEIR perception of the facts, and that how they react to those facts actually does affect their behaviors. It follows
When you start a small business and you want to expand the number of customers quickly enough to pay for your expenses and payroll with a little excess it may take several weeks, months or even years depending on the size of the business and the industry you are in. In this article, we will show you how to shorten your timeline by a matter of weeks, or months and increase your cash flow which will help you to sustain your new business goals or expand beyond what you initially expected. Three things you need to remember are:1. Sales TargetInitially you will have created a business plan, financials and determined monthly sales targets, as well as expenses and profit summaries. However, you must look very cl
Step 1 Accept the Fact That People Act on their
Perception of the Facts
Most behavioral experts agree that people really do act on THEIR perception of the facts, and that how they react to those facts actually does affect their behaviors. It follows that individual understanding of those facts must be contin- ually informed if those behaviors are to help achieve the organization's goal and objectives.
Step 2 Create, Change or Reinforce Opinion
Here, after assessing opinion among your target audiences through media monitoring, opinion sampling and thought- leader contact, you must decide how you will approach each target audience. Choosing the correct mode - 1) reinforcing existing opinion, 2) creating new opinion from scratch or 3) changing current and possibly long-held views -- is obviously central to your message preparation strategy and its copy approach.
Step 3 Reach, Persuade and Move-to-Action
Now, you must reach, persuade and move-to-action those people whose behaviors will affect your organization. That includes, among others, a variety of stakeholders including customers, employees, prospects, retirees, media, legislators and regulators, and both financial and plant communities.
Reaching these target groups means applying the most effective communications tools available to you. Again, among others, these will include such tactics as media relations and publicity- generating news conferences and press releases, newsletters and e-mails, high-profile speeches, charitable contributions, investor relations and informal opinion surveys.
Persuading these important groups of stakeholders to your way of thinking depends heavily on the message you prepare for each target audience. You must understand and identify what is really at issue at the moment; impart a sense of credibility to your comments; perform regular assessments of how opinion is currently running among that group, constantly adjusting your message; as well as highlighting those key issue points most likely to engage their attention and involvement.
Step 4 Gain and Hold Understanding and Acceptance
By this time, your action program should begin to gain and hold the kind of public understanding and acceptance that leads to the desired shift in public behavior.
Signs that your messages ar
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