Here, it’s time to establish your PR goal, one that aims to do something about worst distortions you turned up during your key audience perception monitoring. It could be to straighten out that dangerous misconception, correct that gross inaccuracy, or stop that potentially fatal rumor dead in its tracks.

Now, with PR goal established, select right strategy, one that tells you how to proceed. But keep in mind that there are only three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. Since wrong strategy pick will taste like onion gravy on your raspberries, be certain new strategy fits comfortably with your new public relations goal. You don’t want to select “change” when facts dictate a “reinforce” strategy.

With that homework complete, prepare a clear message and aim it at members of your target audience. Because crafting action-forcing language to persuade an audience to your way of thinking is hard work, you need your best writer because s/he must create some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual if they are to correct something and shift perception/opinion towards your point of view leading to behaviors you are targeting.

Run it by your PR team for impact and persuasiveness. Then, select communications tactics most likely to carry your message to attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that tactics you pick are known to reach folks just like your audience members.

Rather than using higher-profile news releases, since a message is often dependent for its credibility on means used to deliver it, you may decide to unveil it before smaller meetings and presentations When questions about progress are heard, you and your PR team should get busy on a second perception monitoring session with members of your external audience. And remember to use many of same questions used in first benchmark session. Difference this time is that you will be alert for signs that bad news perception is being altered in your direction.

If momentum flags, you can always accelerate matters by adding more communications tactics and increase their frequencies.

When all is said and done, you want your new PR blueprint to persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to success of your department, division or subsidiary. Period.

And, when you think about it, we are fortunate indeed that our key stakeholder audiences behave like everyone else – they act upon their perceptions of facts they hear about you and your operation. Leaving you little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move your key external audiences to actions you desire.

A great way to do PR.

end

Bob Kelly counsels, writes and speaks to managers about using 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 Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com

What is a notary ?

A notary formalizes sale of a property; they check that title deeds and purchase are in order before final payment is made, and purchase document signed. The notary will then fax a copy of purchase document to local land registry office, and final registration of documentation normally takes around 2 months.

What if I change my mind ?

You are committed by signing of private purchase contract, and if you choose not to complete transaction you will lose your 10%. If you have not reached this stage of purchase all you will lose is your deposit.

What are community fees ?

Community fees generally apply to properties that share benefits e.g. community swimming pool(s), general maintenance, gardening and security. These fees are set by a president and committee who are voted in at an AGM (Annual General Meeting) every year.

Is it easy to open a bank account in Spain ?

This can be arranged by you or your lawyer, and is very straight forward. Normally all that is required is a passport and a small deposit to account.

Are properties freehold ?

Yes they are.

Who pays your commission ?

The vendor pays our commission; you buyer pay no fees or commission.

Are there any additional fees to pay like stamp duty in UK ?

Yes there are; as a rule you should allow an additional 10% on top of purchase price, to cover fees including lawyers, notary, property registration and transfer tax.