Now you must carefully select which of above aberrations qualifies as your corrective public relations goal – for example, clarify misconception, spike that rumor, correct false assumption or fix certain other inaccuracies.

Now, if you pick wrong strategy to show you how to reach your goal, it will feel like you’re eating Roast Turkey without stuffing. Fact is, you can only achieve your PR goal by picking right strategy from three choices available to you, change existing perception, create perception where there may be none, or reinforce it. And take care that your new strategy is a natural fit with that new public relations goal.

Sooner or later you will have to address your key stakeholder audience in a way that will help persuade them to your way of thinking. So assign task to your very best writer because s/he must put together some very special, corrective language. Words, by way, 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 targeted.

Here you take an easy step – select communications tactics needed to carry your message to attention of your target audience. Checking, of course, that tactics you select are known to reach folks like your audience members. Dozens are available from speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.

Because HOW one communicates often affects believability of message, you may wish to deliver it in smaller meetings or presentations rather than high-profile media such as a news release..

Questions will arise as to indications of progress. That will be your signal to schedule a second perception monitoring session with members of your external audience. You will use many of same questions as in first benchmark session. But you will now be watching carefully for signs that offending perception is actually moving in your direction.

A fortunate reality in public relations business is that these matters usually can be accelerated by adding more communications tactics as well as increasing their frequencies.

Yes, as a manager, it may surprise you that a workable public relations blueprint like this one will help you 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.

But it’s no surprise that people you deal with 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 those key external audiences to action.

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

6. Maintain a positive attitude.

No one respects a grumpy or negative person. With a positive attitude you are looking at bright side of life. People are naturally attracted to you when you have a positive attitude. By being positive, you will lead a happier life, as well as be surrounded by other positive people. You will also magically attract exciting offers and possibilities.

7. Improve communication skills.

Having great leadership skills includes your being able to clearly and specifically communicate your vision, goals, skills, intentions, and expectations to others. This also includes your ability to listen to what other people are consciously or unconsciously communicating. To become a great communicator, continually strive to improve your verbal, nonverbal, and listening skills. 8. Motivate others to greatness.

A leader is as powerful as his team. As a leader, you will want to surround yourself with a powerful team by assisting others in recognizing and utilizing their strengths, gifts, and potential. Motivating others to their own greatness will improve group energy, increase vitality of your projects, and move you forward toward achieving your goals and vision.

9. Be willing to admit and learn from failures and weaknesses.

Face it – No one is perfect, and everyone has made a mistake or two in their lives! The most successful leaders know that key to success is not avoiding falling or failing, but to learn from their mistakes. As a strong leader, you will also be able to communicate your weaknesses to your team, so that you and your team can appoint someone who excels at that particular task or activity.

10. Continue to educate and improve yourself.

Great leaders continue to improve themselves in every possible way. The person who thinks he is an expert, has a lot more to learn. Never stop learning. Be receptive to everyone’s perceptions and information from around world and beyond. Grow….grow….grow….learn….learn….learn more Mind Power Leadership success tips by subscribing to ezine newsletter at: http://www.livinginaction.com/newsletter.cfm.