But which of above “negativities” is serious enough that it obviously must become your corrective public relations goal because, unattended, it will lead to seriously hurtful behaviors? For example, clarify misconception? Spike that rumor? Correct false assumption? Fix those inaccuracies? Or yet another offensive perception that could lead to negative results?

With your public relations goal thus established, you can assure you’ll achieve it by picking right communications strategy from three choices available to you to show you HOW to reach your goal. Change existing perception, create perception where there may be none, or reinforce it. But be sure your new strategy naturally compliments your new public relations goal.

So what will your message emphasize when you address your key stakeholder audience to help persuade them to your way of thinking?

Select your best writer to prepare message because s/he must put together some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to behaviors you have in mind.

Happily, next step is easy. You select communications tactics to carry your message to attention of your target audience. Making certain that tactics you select have a record of reaching folks like your audience members, 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.

Keep in mind that HOW one communicates often affects credibility of message, so you may wish to deliver it in smaller meetings and presentations rather than through a higher-profile media announcement.

You’ll soon feel pressure for signs of progress. And that will lead to a second perception monitoring session with members of your external audience. Employing many of same questions used in first benchmark session, you will now be watching carefully for signs that communications tactics have succeeded in altering offending perception in your direction. Remember that you can always accelerate program by adding more communications tactics as well as increasing their frequencies.

This bears repeating – successful managers everywhere generally use every public relations weapon they can lay their hands on, and that includes strategic, rapid-fire print and broadcast tactics.

But those same competitive managers also know that above all, they need an aggressive blueprint such as this one that will deliver planned behavior change among their most important outside audiences leading directly to achieving their managerial 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 communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com

Features

Real estate solutions don’t differ much in feature set; however, to give a good start, you should bring in something non-typical or new in online real estate portal to make visitors get interested. That’s why in choosing software for real estate portal, it won’t be out of place to carefully study list of features available with program. The ideal variant is that they are neither redundant nor insufficient for your business.

Good is solution, which is easy-to-install. Thought-out documentation plus post-installation support and training proves professionalism of developers.

Price

Price is not number one decision making engine, but does play a role. Compare features with price. It must be neither too high, nor too small. It should be real and correspond to resources spent on product development. Marketing built in tools

Say, it may be short movies of your properties for sale, option for customers to check property item availability themselves or other ones. Also, flexibility of solution contributes to professionalism, which solution was created with. One more advantage of professional product is that their developers can customize it according to your needs or integrate it seamlessly into your existing web site.

Summary

Whatever real estate software you might choose, you shouldn’t skip steps described above. Everything matters: technology, functionality, features, price, and support. Long and careful research before purchasing will contribute to making right decision. Do not rely on somebody else’s experience; it is your business at stake.

Do not be guided by temptation to test some kind of “affordable” real software solution, it might cost you too much of your time, which you may spend on generating income from your solution. Choose “real” real estate solution.