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Ready For A Business Recovery?

by Robert A. Kelly

Who wants to face the challenges of a business recovery
without a ton of firepower? Especially when getting your
piece of the action almost certainly depends upon how
well you modify the behaviors of your target audiences.

That s why public relations had better play a central role in your
business planning. Particularly since any recovery that takes
place will be the result of industrial, commercial and individual
consumers alike starting to behave like buyers, whether of
luxury real estate, frozen pizzas, industrial transformers or
information technology.

So, before this train leaves the station, if you are unsure
how best to use public relations in the expected recovery,
consider its basic mission firmly rooted in the principle that
people act on their own perception of the facts. Then it
strives to create, change or reinforce public opinion by
reaching, persuading and moving-to-action those people
whose behaviors affect the organization. When the behavioral
changes become apparent, and meet the program s original
behavior modification goal, the program has succeeded.

But what comes first? How about a real acceptance that
(1) individual perception of the facts is THE guiding light
leading to behavioral change, and (2) that something really
CAN be done about those perceptions. Think about that for a
moment not every one buys it. For me, I can tell you it
was an epiphany of immense proportion that actually helped
shape my career in public relations.

First, we set the goal whether it be to move consumers to try a new soft drink flavor; or to perceive your organization in a new light thus strengthening its reputation; or to lead them to a positive
perception of the company in turn leading to new investments in the company s shares.

Next, what strategy will it take to reach that goal? Opinion Creation,
Change or Reinforcement?

Creation

Now the real public opinion work begins. The public
relations squad must decide whether opinion among key
audiences is to be created from scratch, requiring a lot of
basic data, information and interpretation from which a person
can form an initial opinion.

Change

Or, are we talking about a change in opinion, a nudge in
one direction or the other requiring a clear, credible and
well-supported explanation of, and rationale for why anyone
should alter their current views?

Reinforcement

Or, do we simply reinforce opinion that pretty much tracks
with the opinion level we desire? Here, we use simple
corroboration and additional third-party support to strengthen
existing public opinion.

But for each of the three choices, the information and data to
be communicated must be creditably sourced, crystal-clear
and logically presented.

On to reach, persuade and move-to-action

Reach

Now, it s time to actually reach your key audiences, people whose
behaviors will affect your organization. Among others, these stakeholders
include customers, employees, prospects, retirees, media, legislators, regulators, and both financial and plant communities.

But reaching these target groups means applying the most
effective communications tactics available to you. These
will include such tools as media relations and publicity-
generating news conferences and press releases, newsletters
and e-mails, high-profile speeches, charitable contributions,
investor relations, informal opinion surveys and many others.

Special events also will be high on the reach action
list: newsworthy events like trade shows, open houses,
awards ceremonies, contests, VIP receptions, financial
roadshows, and even media-attracting stunts. At the same
time, marketing counsel will want to develop sales-oriented
communications to help build brand franchise, win consumer
acceptance and gain competitive advantage.

Persuade

Persuading your key audiences, the third leg of the opinion
troika, is yet another challenge because bringing these
important groups of stakeholders around to your way of thinking
depends heavily on the quality of the message you prepare
for each target audience.

Very well. Now that you have read till this point, we commit that additionally you will have something incredible. Your further curiosity in this report would be an added leverage for you.

It s hard work. 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; and
finally, identify and build into your messages pre-tested,
action-producing incentives for individuals to take the
actions you desire.

No doubts about the clarity of this report, still the individuals are doubtful about its gains.

As a specialist who is hunting for Chicago luxury property, only you can rather decide if this benefits. Have a look at this till the end to see if it works for you.

By the way, those incentives could include the very strength
of your position on the issues, a new plant expansion holding
the promise of more jobs and taxes for the City, or even your
organization s efforts to attract low and middle income
housing to the area.

Implementation

Although this is a superb stuff, I constantly ponder if it benefits individuals in any way.

You would be the best person to give unbiased conviction on the report. As a person you must be unwavering to understand till the last word.

Equally important to moving into action with highly effective communications tactics will be the selection and perceived credibility of the actual spokespeople who will deliver your messages. They must be
seen as people of stature, and they must speak with authority, personal confidence and conviction if meaningful media coverage is to be achieved.

Now, Let s Gain and Hold

By this time, your action program should begin to gain and
hold the kind of public understanding and acceptance that
will lead to the desired shift in public behavior.

And The End-Game? Modify Behavior, Achieve your Goal

When the changes in behaviors become truly apparent through
media reports, thought-leader comment, employee and community
chatter and a variety of other feedback — at the same time
clearly meeting your original behavior modification goal –
I ll say again that your public relations program can be deemed
a success.

Obviously, your piece of the action in the business recovery
ahead will come at a price. And that will be your cost to
efficiently modify the behaviors of your target audiences.
But, the payoff makes it all worthwhile — nothing less than
the achievement of your business objectives and, at slight
risk of overstatement, a real contribution to the survival
of your organization.

end

About the Author

Bob Kelly, public relations counselor, was director of public
relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.;
VP-Public Relations, Olin Corp.; VP-Public Relations, Newport
News Shipbuilding & Drydock Co.; director of communications,
U.S. Department of the Interior, and deputy assistant press
secretary, The White House. mailto:bobkelly@TNI.net
Website: http://www.prcommentary.com

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Your forbearance with this material is of utmost importance. Go through it and comprehend it.

“How to Transform a Boring Message Into A Killer Cover Letter”

The AIDA formula is as old as dirt. It was taught when I was in school over a decade ago. And it’s still being taught for good reason - it works! When you apply it to your cover letter, it has the power to transform a regular cover letter into an attention-grabbing “Killer Cover Letter” that’ll make your phone ring off the hook.

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AIDA is an acronym. It stands for Attention, Interest, Desire, and Action. It describes the process marketers want to take their prospect through in order to make a sale.

In this case, the prospect is the hiring manager and you’re selling yourself in the sense that you want the hiring manager to contact you for an interview. So I’m going to show you how to grab the hiring manager’s attention, create interest, arouse desire, and ultimately get him or her to take action (pick up the phone and call you for an interview).

O.K. What do you think on the excerpt till here? I’m dead sure it increased your knowledge.

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By the way, I’ve tested this killer “System” so I know it works. Ready to get started?

Attention

The first thing you need to do is grab the reader’s attention. You must get the reader’s attention before he or she can become interested and desirous of your offer to come in for an interview. We’re all busy and we all have several things going on in our lives. So how do you cut through the clutter and grab the reader’s attention?

Well. What do you think on the excerpt till here? I’m confident it increased your knowledge.

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There are several ways actually. One way is to create an attention-grabbing opening sentence or headline as copywriters call it. Think of it like the headlines in newspapers and magazines. You choose which articles to read by quickly glancing at the headlines, don’t you?

So why not put an attention-grabbing headline on your cover letter? Most cover letters don’t have an attention-grabbing opening sentence so the mere fact that your cover letter even has a headline separates you from the pack and draws attention to your message, wouldn’t you agree?

Let’s say you’re walking along a crowded street and you spot a friend of yours on the other side of the street. Let say his name is Joe. How do you get Joe’s attention? You could start jumping up and down and yelling, “Hey! Over Here!” That might work.

A better way would be to yell “Hey Joe! Over Here!” That’d be more likely to catch Joe’s attention, wouldn’t it? Because he hears his name. Personalization increases response dramatically.

Now let’s take that thought and apply it to your headline. Adding personalization to your headline is a great idea. Use the recipient’s name right there in the headline. It makes the message more personal and increases the chance the message is read.

Let’s take that one step further. Say you’re looking for a job as a nurse and you know the hiring manger’s name is Susan. Susan is understaffed and looking for nurses. So give Susan an attention-grabbing headline to open your cover letter.

How about this, “Susan, Finally! A Nurse Who Can Do More Than Take A Temperature! But don’t stop there. Make it big and bold. Remember, it’s a headline. Make sure Susan notices the headline. Grab Susan’s attention.

How could Susan possibly not notice that headline strategically placed at the top of your cover letter? And you can take that simple concept and apply it to a cover letter to any hiring manager for any job.

Now that you’ve grabbed the reader’s attention with the opening sentence. Now we’ll get them interested, arouse desire, and get them to take action. Let’s get moving.

Interest

The next step is get the reader interested in what you have to offer. In this case, since you’re applying for a job, the goal is to get the reader interested in you, right?

So how do you do that? You feed them interesting facts. Like how much money you saved your previous employer. By telling them how you were at top of your class. Or that you were one of the top salespeople and the qualities you possess that enabled you to become a top performer.

Look at your past. There have to be some accomplishments you can talk about. And you must possess some strengths that enabled you to achieve those accomplishments. Don’t keep them to yourself. Tell the hiring manager. Create enough interest to make the reader want to know more. How else can they make an informed decision? You’re not helping anyone by holding back.

Desire

You’ve grabbed the reader’s attention and created interested, now you’ll arouse desire by describing the benefits the company will get if it “buys” what you’re selling (which is you). What are the benefits of hiring you?

You’ve got a proven track record. You possess qualities that have made you successful in the past and will continue to make you successful in the future. The hiring manger will be congratulated for making such an outstanding hiring decision. Those are some general ideas. I’m sure you can think of some that are more specific to you and your situation.

Fill in the details that apply to your situation. Do you have some special certification or accreditation? Do you have a specialized degree? Do you have unique and relevant experience that make you an ideal candidate for the job? Surely, there are several benefits you can use to sell the hiring manager on bringing you in for an interview.

Even if you’re trying to switch careers, my killer “System” will get you noticed. You’ll get interviews just because the hiring manger wants to meet someone who’d send such a creative cover letter.

Action

All that’s left now is to get the reader to pick up the phone and call you. Don’t leave the reader hanging. You’ve grabbed their attention, created interest, and aroused desire. Now tell them what to do next. And don’t be timid. I like to use a subheadline - a headline within the letter. It looks like this:

Here’s What To Do Next

Can you be any clearer than that? I don’t think so. You could also use something like: “Here’s How To Schedule An Interview With Me ”

Then give them your contact information - all of it. Your phone number, fax number (if you have one), mailing address, email address, cell phone, etc. People are different and you don’t know what their preferred method of communication is so make it easy for them to “order” an interview with you.

Some people will want to pick up the phone and call you. Others prefer email. So give them multiple ways to contact you. That increases the chance they’ll contact you for an interview. And that’s what you want, isn’t it?

So there you have it, the AIDA formula. Apply it to transform stale, boring cover letters into Killer Cover Letters that’ll get the phone ringing off the hook.

Here’s What To Do Next

Hey, haven’t you seen that somewhere before? Well, if you liked this article, you’ll absolutely love my Killer Cover Letter “System.” You can get all the details at: www.CoverLetterGuru.com

To Your Extreme Success,

Robert A Phillips

About the Author

Robert is an author, speaker, and real estate entrepreneur(both on & offline). Robert applied his direct response marketing skills to develop a Killer Cover Letter System that produced 3 job offers in 72 hours. Please visit www.CoverLetterGuru.com to find out more about Robert’s Killer Cover Letter “System.” To request your FREE Report send a blank email to report@CoverLetterGuru.com

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