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CREDIBILITY AND PERSUASION IN PR

by: Jayjay Viray

PUBLIC Relations. That was our word of mouth last week in the office, though it was more a matter of keeping it in mind and heart as oppose to muttering it by mouth. For starters, our colleagues from Hong Kong dropped in for a whirlwind four-day visit. Aside from the round-the-clock meetings that evaluated our performance these past months and brainstormed for battle plans for the future, we had a lot after-office fun, showing our friends the latest sights and sounds in Manila.

Second, we had sent some of our people to attend the National Public Relations Congress. Leading broadcasters, PR practitioners, lifestyle and news journalists, and media group gurus shared their experiences and words of wisdom on what to do and what not to do in giving one’s corporate message out to target publics. Especially if you are leaning on the support of radio, television, and the newspapers.

Finally, we conducted a short talk for a class of Business Management seniors who are learning their first ropes of PR101. All these events happened at the same week and were distinctly unrelated. But looking back, two words kept coming back to me: Perception and credibility. Our Hong Kong guest touched on this when she mentioned the Philippines’ not-so-rosy image to prospective investors and tourist overseas. One positive aspect he took notice was the absence of the hours-long power failures that hit us during the early ‘90s.

In the second Pr congress, a famous media person was asked his opinion on the recent controversy surrounding the former President’s daughter and a city mayor. That media person’s statement would certainly carry a lot of weight: he was recognized as an expert in the field, an incisive interviewer who could bring out the best in his subjects. Not everyone would agree with his conclusions, but his take on the situation-his perception-mattered. And who is to say that respect for his opinion will not swing one’s favor in behalf of his friend?

It was a point that I hoped I drove home to our Management students. The success of one’s business could very well rely on how the company’s target public, the consumers and clients, which make up its core market, perceive its reliability, dependence, and competence. The equation is really simple: I’d patronize the product or service of the company that I trust the most. If Company A dilly-dallied in giving me the answers I need while I’m making inquiries about its cell phone, I’d probably take my money to Company B. Or if pharmaceutical company D was rumored to have ruins with the Bureau of Food and Drug Administration, I’ll probably buy my next stock of medicine from it’s competitor.  Don’t underestimate perception. People will keep coming back to your business if they think and believe that you’re giving them their money’s worth. One moment of doubt about your ability to meet their expectations, and nothing will stop them from trying out  your rival’s.

True, perception an be influenced. That is the proper job of PR: bring the case of the company to the target publics, answer their questions, satisfy their curiosity about certain issues, and respond to negative feedback. In short, present a message that can bring about a more positive perception on the market.

Which brings us to our most important point. The message that your company gives out in to influence the reading and listening crowd should be grounded in truth. It doesn’t matter if your writer is a great spin doctor; or you have millions of pesos worth of advertising mileage; or you hired the most expensive PR practitioner that can whitewash the hottest scandal. The flash will blind people for some time. It may take a few weeks, a few months, or even a year-but the truth will eventually come out.

Don’t claim to be number one if your industry standing is far away fro the top 10. Instead, state that you are rising fast in a short time and are doing all possible effort to be the industry leader—just make sure you have the facts and stats to back that claim up. Or do not proclaim that you are excellent in customer service when that particular department has just been launched and your core strength lies in solid sales.

People—your target public—will test your claims. They will try out the veracity of your message by finding out if your can deliver on your promises. They will even put their money where their mouth is. If you live up to your message, you get a repeat customer. If you don’t, they walk away from you- and possibly spread the bad news to their friends who are potential customers.  Credibility is one of the main factors that will make customers come back. And ultimately, it can be the best form of persuasion.