7. Respect and acknowledge contribution that each and every person brings to table.

8. Understand that your reports are your number one customers. How can you help them do their job better?

9. Don't allow anyone to undermine success of your operation. If you have a weak link, either turn it around or get rid of it. Don't tolerate anything but best from your associates.

10. Focus on staff AND work, not one or other. Help people develop all of their skills. Invest in your associates for short and long term.

“What do you know about us? Have you had any contact with our people? Did it work out to your satisfaction? Is there a problem with our products or services?” All while you remain alert to exaggeration, inaccuracies, misconceptions, untruths or rumors, as well as paying attention to hesitant or evasive answers to your questions.

The responses you collect will help you set down your public relations goal, which could read this way: tone down that exaggeration, neutralize that rumor, or clarify that misconception.

Next challenge? How do you reach that public relations goal? It may surprise you, but there are just three strategy choices when it comes to matters of perception and opinion: create perception where there may be none, change existing perception, or reinforce it. But be sure that strategy you select fits your new public relations goal.

This step in public relations problem solving sequence may be most challenging – preparing message you will count on to correct offending perception you discovered during your monitoring session. Since it will be delivered in online, print, telecommunications, speaker and broadcast modes, it must be prepared in a compelling yet believable manner. It must explain why current perception is untrue and unfair. And it must be written clearly. After all, you are trying to alter what people believe in a way that leads to target audience behaviors you need to achieve your unit objectives.

How you deliver message turns out to be less complex. There are dozens of communications tactics at your disposal ranging from newsletters, open houses, media interviews and brochures to emails, speeches, seminars and many more.

Curiosity will soon overtake all concerned as to whether program looks like it will reach goal. Quickest way to find out is another Q&A session with members of your target audience. And you and your PR team should ask same questions used in earlier monitoring session.

Big difference second time around is, you’ll be on lookout for signs that you have actually altered offending perceptions as planned. And that is a giant step towards creating target audience behaviors you need.

Yes, as a manager, what you now have is your own workable, department or division public relations program that will work well on behalf of any business, non-profit or association. In other words, a PR blueprint that will help lead you directly towards achieving your operating objectives.

end

Bob Kelly counsels, writes and speaks to 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 communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com