After problem was finally resolved, I sent an update letting everyone know what happened. I got back to any emails that I felt needed answering ... this whole thing took almost 18 hours of my time and NO SLEEP for me!

The stress and fact that I had no sleep took it's toll on me. When I got some really rude emails from some angry customers and associates, I didn't take my own advice and let it sit until I calmed down. You know what I did instead? I gave refunds to all of them! I didn't even want to deal with it ... as a result, I refunded over $1000 in sales.

I know, I know ... you're asking yourself, "How could that be a good thing?" Well, it made me get out of my bull stubborn "I'll handle it all" attitude and incorporate some much needed help. Now I have someone to answer those emails, someone to answer those calls, and various other things. What a RELIEF! Why didn't I do it sooner?! :)

If you answered "Yes" to my first question above, heed my advice. Take off those bull horns and find a couple of people that you trust to help with some of your dauntless duties. And if your business is not big enough yet to incorporate help and you're handling it just fine ... don't forget this advice when it grows right before your very eyes ----

Diane C. Hughes * ProBizTips.com

You might start with a straightforward goal like clearing up that misconception, correcting that inaccuracy or replacing a perceived untruth with truth.

Fix Factor 5

Now, right strategy sends public relations program off to a good start because it shows you how to proceed towards your goal. Luckily, there are just three strategic choices for dealing with matters of opinion and perception. You can create perception/opinion where there may not be any, you can change existing opinion, or you can reinforce it. An effort should be made to match strategy to public relations goal you selected. Obviously, if you want to correct a misconception, you would use strategy that changes existing opinion, not one that reinforces it.

Fix Factor 6

Here, there is a little more work to do in form of message that, hopefully, will alter people’s inaccurate perceptions of you and organization.

Some serious writing is needed here. The corrective message to be communicated to members of target audience is an opportunity to write something designed to change individual opinion, and that’s a positive experience for any writer.

Clarity is first, followed closely by accuracy and believability. Stick closely to issue at hand – like that inaccurate belief, misconception or dangerous rumor. A compelling tone is useful because message must alter what a lot of people believe, and that is a big job. Tryout message on some colleagues for effectiveness.

Keep in mind that your message must be believable and that rather than delivering it in a high-profile news announcement, you may want to make message part of another general interest release, presentation or address.

Fix Factor 7

Now you must throw that message to receivers in end-zone or, continuing this scintillating mixture of metaphors, every bullet needs a gun to fire it at target. Which brings us to stable housing our beasts of burden – communications tactics whose job it is to carry your message to attention of those key target audience members.

Fortunately, there are many, many such tactics ranging from luncheons, news releases and personal contacts to print and broadcast interviews, speeches, press releases and dozens of others. Only requirement is that they have a proven track record for reaching your target audience.

Fix Factor 8

Soon, associates (and others) will inquire whether any progress is being made in altering offending perception or opinion. If you’ve ruled out pricey survey counsel, your best hope of assessing that progress is a return to field for a second perception monitoring session.

Yes, you and your PR team will ask same questions as you did in initial monitoring session. But this time, you’ll be looking for evidence in responses that offending perception is finally being altered. You need to see and hear signs that perceptions are actually moving in your direction.

That tells you that positive behaviors by your key external stakeholders cannot be far behind.

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