When properly applied by business, non-profit andassociation managers, public relations “medicine”
does something positive about the behaviors of thoseimportant external audiences of theirs that MOST affect their operations.It’s easy-to-swallow “medicine” when it leads managersto persuade those key outside folks to their way ofthinking, then move them to take actions that allow the manager’s department, division or subsidiary to succeed.In other words, effective public relations “medicine” is applied when PR alters individual perception leading to changed behaviors among a manager’s target “publics,” thus helping achieve his or her managerial objectives.
Here’s the underlying essence: 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.
But managers should always remember that their PR effort must demand more than special events, brochures
and press releases if they are to come up with the public relations results they paid for. Here’s a sampling of what this “medicine” can deliver: fresh proposals for strategic alliances and joint ventures; capital givers or specifying sources beginning to look your way; customers starting to make repeat purchases; membership applications on the rise; community leaders beginning to seek you out; welcome bounces in show room visits; prospects starting to do business with you; higher employee retention rates, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.
Luckily, your PR people are already in the perception and behavior business, so they should be of real use for this initial opinion monitoring project. But you must be certain of several things. First, who among your PR team really understands the blueprint outlined above and shows commitment to its implementation, starting with key audience perception monitoring? Second, be certain that your public relations people really accept why it’s SO important to know how your most important outside audiences perceive your operations, products or services. And third, make sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.
Review the bidding with your PR staff. Especially your game plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions along these lines: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?
You may wish to use those PR folks of yours in that monitoring capacity since, as noted, they’re already in the perception and persuasion business. And further, because it can run into real money using professional survey firms to do the opinion gathering work. But, 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.
Here, you are aiming at creating a PR goal that does something about the most serious problem areas you uncovered during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor cold? Where you establish a goal, you must establish a strategy that tells you how to get there. So keep in mind that there are just three strategic options available 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 blue cheese on your corn flakes, so be sure your new strategy fits well with your new public relations goal. You wouldn’t want to select “change” when the facts dictate a strategy of reinforcement.
It’s always a challenge to create an actionable message that will help persuade any audience to your way of thinking. Here, you must do so, and it must be a well-written message target directly at your key external audience. Identify your strongest writer because s/he must build some very special, corrective language. Words that are 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.
Now it’s selection time once again, namely, the communications tactics most likely to carry your
message to the attention of your target audience. There are scores available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But you must be certain that the tactics you pick are known to reach folks just like your audience members. By the way, you may wish to keep this kind of message low profile and unveil it before smaller meetings and presentations rather than using higher-profile news releases. Reason is, the credibility of any message is fragile and always at stake, so how you communicate it is a concern.
You’ll need preliminary progress reports, which will alert you and your PR team to begin a second perception monitoring session with members of your external audience. You’ll want to use many of the same questions used in the first benchmark session. But now, you will be on red alert for signs that the bad news perception is being altered in your direction If things are not moving fast enough for you, you always have the option of accelerating the effort by adding more communications tactics as well as increasing their frequencies.
The value of public relations as effective medicine for managers becomes clearer when you realize that
the people you deal with behave like everyone else –hey act upon their perceptions of the facts they hear about you and your operation. Which means you really have little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move those key external audiences of yours to actions you desire.
Wednesday, January 4, 2012
Why Modern Medicine is the Greatest Threat to Health
There is the underlying assumption that modernity translates into better health. A corollary of this logic is that we can live our lives pretty much as we want because we can always buy a repair. You know, the car won't start, the TV is broken, the telephone is dead – no problem. Just call in an expert, spend some money and all is well.
People carry this over to their thinking about health. Our ticker falters, joints creak or an unwanted growth pops up – no problem. Buy some modern medical care. If that doesn't work, it's a problem of money, better insurance, more hospital funding, more research for the "cure," more doctors, better equipment and more technology. Right?
Wrong.
Don't take my word for it. Listen to the perpetrators themselves. The following is taken right from the pages of the Journal of the American Medical Association (July 26, 2000): "Of 13 countries in a recent (health) comparison, the United States (the most modern and advanced in the world) ranks an average of 12th (second from the bottom)..."
For example, the U.S. ranks:
· last for low birth weight
· last for neonatal and infant mortality overall
· 11th for post neonatal mortality
· last for years of potential life lost
· 11th for female life expectancy at one year, and next to last for males
· 10th for age adjusted mortality
The World Health Organization, using different indicators, ranked the U.S. 15th among 25 industrialized nations. (If ranked against "primitive" cultures eating and living as humans were designed, the whole industrialized world would be at the bottom of the heap.)
Some might say these dismal results are because of smoking, alcohol, cholesterol, animal fats and poor penetration of medical care. Not so. Countries where these health risks are greater have better overall health according to epidemiological studies. It's also not due to lack of technology. The U.S. is, for example, second only to Japan in the number of magnetic resonance imaging units (MRIs) and computed tomography scanners per unit of population. Neither can lack of medical personnel be blamed since the U.S. has the greatest number of employees per hospital bed in the world.
So what is the problem? Here are some clues as revealed in the same journal cited above:
· 12,000 deaths per year from unnecessary surgery
· 7,000 deaths per year from medication errors in hospitals
· 20,000 deaths per year from other hospital errors
· 80,000 deaths per year from nosocomial (originating in a hospital) infections
· 106,000 deaths per year from adverse effects of medications
That totals 225,000 deaths per year, the third leading cause of death, behind heart disease and cancer. Another study – we're talking just hospital related deaths here – estimates 284,000 deaths per year. An analysis of outpatient care jumps these figures by 199,000 deaths for a new total of 483,000 medically related deaths per year. And this assumes doctors and hospitals eagerly report all their mistakes. Think so?
The poor health ranking in the U.S. is in large part not because of lack of modern medical care, it is because of it! This does not deny that each person’s life choices do not impact health as well. People cannot live with abandon and then expect anybody to fix it regardless of their technology and skills. You can imagine the frustration physicians must feel faced day-to-day with patients wanting a quick fix for a lifetime of unhealthy life choices. Be that as it may, it does not deny that modern medicine in and of itself is a huge risk to those who surrender to it.
Why do we not hear more about this? It is just too difficult to come to grips with the inevitable – and unbelievable – conclusion: When all the deaths (not counting the hundreds of thousands who are maimed or otherwise harmed but don't die) reported and not reported are tallied, medical intervention is arguably the leading cause of death in our country.
Time to splash some cold water on the rely-on-modern-medicine inebriation. And remember folks, the above are just cold statistics. Take any one of these numbers and humanize it to the real pain, suffering, financial devastation, grief and family disruption, and each one is a heart rending story deserving of anyone's deep concern and sympathy. It is a tragedy of a magnitude unequalled by anything in human history. And it's repeated every year. It makes 9-11, all the deaths in all U.S. wars, deaths by auto, homicides and everything else pale in comparison. (Not to minimize the tragedy of each of those things.)
The media should be shouting about medical risks from atop their broadcast towers. But there is mostly silence, just reports in obscure (to the public) medical and scientific publications. In the meantime, trusting people keep flocking to the slaughter. From just 1995 to 2002, pharmaceutical sales jumped from $65 billion to over $200 billion. That's about one prescription for each man, woman and child in the country every month. This escalation in medical dependency is paralleled in surgeries, lab tests, emergency room admissions, elective procedures and outpatient visits.
You can do something about it. Begin today to take control of your own health destiny. The philosophical paradigm of conventional, allopathic, symptom based, reductionistic, crisis care, episodic, after-the-fact medicine is seriously flawed ... and very deadly. Good and well meaning doctors are hamstrung by wrong philosophical premises. They are crippled every bit as much as those who once believed in a flat Earth. Trying to achieve health with modern allopathic medicine is like trying to fix computers with a hammer, just because that's the only tool you were taught to use or believe in.
Don't wait for the system to change. Old ideas die too hard. The mega-medical industry is not going to be quick in either admitting error or revamping itself. Your health is at stake. Think prevention and natural holistic cure. Study, learn, grow, be skeptical, change lifestyle, be self-reliant – be a thinking person. That's your best road to health.
People carry this over to their thinking about health. Our ticker falters, joints creak or an unwanted growth pops up – no problem. Buy some modern medical care. If that doesn't work, it's a problem of money, better insurance, more hospital funding, more research for the "cure," more doctors, better equipment and more technology. Right?
Wrong.
Don't take my word for it. Listen to the perpetrators themselves. The following is taken right from the pages of the Journal of the American Medical Association (July 26, 2000): "Of 13 countries in a recent (health) comparison, the United States (the most modern and advanced in the world) ranks an average of 12th (second from the bottom)..."
For example, the U.S. ranks:
· last for low birth weight
· last for neonatal and infant mortality overall
· 11th for post neonatal mortality
· last for years of potential life lost
· 11th for female life expectancy at one year, and next to last for males
· 10th for age adjusted mortality
The World Health Organization, using different indicators, ranked the U.S. 15th among 25 industrialized nations. (If ranked against "primitive" cultures eating and living as humans were designed, the whole industrialized world would be at the bottom of the heap.)
Some might say these dismal results are because of smoking, alcohol, cholesterol, animal fats and poor penetration of medical care. Not so. Countries where these health risks are greater have better overall health according to epidemiological studies. It's also not due to lack of technology. The U.S. is, for example, second only to Japan in the number of magnetic resonance imaging units (MRIs) and computed tomography scanners per unit of population. Neither can lack of medical personnel be blamed since the U.S. has the greatest number of employees per hospital bed in the world.
So what is the problem? Here are some clues as revealed in the same journal cited above:
· 12,000 deaths per year from unnecessary surgery
· 7,000 deaths per year from medication errors in hospitals
· 20,000 deaths per year from other hospital errors
· 80,000 deaths per year from nosocomial (originating in a hospital) infections
· 106,000 deaths per year from adverse effects of medications
That totals 225,000 deaths per year, the third leading cause of death, behind heart disease and cancer. Another study – we're talking just hospital related deaths here – estimates 284,000 deaths per year. An analysis of outpatient care jumps these figures by 199,000 deaths for a new total of 483,000 medically related deaths per year. And this assumes doctors and hospitals eagerly report all their mistakes. Think so?
The poor health ranking in the U.S. is in large part not because of lack of modern medical care, it is because of it! This does not deny that each person’s life choices do not impact health as well. People cannot live with abandon and then expect anybody to fix it regardless of their technology and skills. You can imagine the frustration physicians must feel faced day-to-day with patients wanting a quick fix for a lifetime of unhealthy life choices. Be that as it may, it does not deny that modern medicine in and of itself is a huge risk to those who surrender to it.
Why do we not hear more about this? It is just too difficult to come to grips with the inevitable – and unbelievable – conclusion: When all the deaths (not counting the hundreds of thousands who are maimed or otherwise harmed but don't die) reported and not reported are tallied, medical intervention is arguably the leading cause of death in our country.
Time to splash some cold water on the rely-on-modern-medicine inebriation. And remember folks, the above are just cold statistics. Take any one of these numbers and humanize it to the real pain, suffering, financial devastation, grief and family disruption, and each one is a heart rending story deserving of anyone's deep concern and sympathy. It is a tragedy of a magnitude unequalled by anything in human history. And it's repeated every year. It makes 9-11, all the deaths in all U.S. wars, deaths by auto, homicides and everything else pale in comparison. (Not to minimize the tragedy of each of those things.)
The media should be shouting about medical risks from atop their broadcast towers. But there is mostly silence, just reports in obscure (to the public) medical and scientific publications. In the meantime, trusting people keep flocking to the slaughter. From just 1995 to 2002, pharmaceutical sales jumped from $65 billion to over $200 billion. That's about one prescription for each man, woman and child in the country every month. This escalation in medical dependency is paralleled in surgeries, lab tests, emergency room admissions, elective procedures and outpatient visits.
You can do something about it. Begin today to take control of your own health destiny. The philosophical paradigm of conventional, allopathic, symptom based, reductionistic, crisis care, episodic, after-the-fact medicine is seriously flawed ... and very deadly. Good and well meaning doctors are hamstrung by wrong philosophical premises. They are crippled every bit as much as those who once believed in a flat Earth. Trying to achieve health with modern allopathic medicine is like trying to fix computers with a hammer, just because that's the only tool you were taught to use or believe in.
Don't wait for the system to change. Old ideas die too hard. The mega-medical industry is not going to be quick in either admitting error or revamping itself. Your health is at stake. Think prevention and natural holistic cure. Study, learn, grow, be skeptical, change lifestyle, be self-reliant – be a thinking person. That's your best road to health.
Subscribe to:
Posts (Atom)