Now you’re ready to set you public relations goal. Namely, correct that inaccuracy, or clear up that misconception, or kill that rumor. Keep your goal zeroed in on precise negative you wish to correct.

What now? How will you reach that goal? Of course with a strategy, and you have three available to you: create opinion where there isn’t any, alter existing opinion, or reinforce it. The goal you already set will determine which strategy choice you make.

The quality of message you send to your key outside audiences will have a huge bearing on whether their perceptions can be altered in your direction. For instance, if your message persuades them that rumor that you dump chemicals into river is simply not true, you will sense change in their perception and, thus, their behavior as they again cooperate and/or do business with you as before.

Keep your message as compelling as possible, persuasive of course, and crystal-clear as to its meaning.

Next stop? Call in “foot soldiers,” aka communications tactics, to carry that outstanding message of yours to right eyes and ears. Luckily there are many, many commu- nications tactics available. For example, personal contacts, letters-to-the-editor, press releases and speeches. Or, emails, brochures, radio/newspaper interviews and newsletters. The only requirement is that each tactic you choose have a proven record of reaching members of target audience you want to reach.

Now, some weeks after your communications tactics went into action, you will be curious to know if you are making any progress towards altering key audience perceptions.

Best way to find out is to ask same key audience members you questioned during your initial fact finding mission.

Same questions, but now you’re anxious to know if their perceptions have been altered in your direction because that will suggest that behavior changes can soon be expected.

Now, if you note some opinion alteration, but not enough, you must take two actions. One, review your communi- cations tactics for mix and frequency adjustments. And two, look closely at your message to see if it is as clear and compelling as it could be. And also whether your facts and figures really support your view that inaccuracy is unfairly damaging to you.

Happily, your prize for using a well-oiled strategy machine like public relations will be altered perceptions you desire, leading to behaviors that contribute directly to success of your business.

end

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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

5. The ability to treat all of your subordinates fairly will be a critical factor in your success as a supervisor; never play favorites. Always give credit to an employee who is due recognition; never take credit for someone else's initiative.

6. Always take advantage of any opportunity to improve yourself as a supervisor. Seminars, adult education classes, professional certifications, online learning and a myriad of other sources exist just for this purpose.

7. To become adept at conflict resolution is an area new supervisor must master to be successful. Never loose sight of fact that there are always two sides to every story. Never make a decision based on just part of story and you will earn respect of your employees, even if resulting decision isn't in their favor.

8. The ability to set meaningful goals will help steer your employees towards objective you are trying to reach. Realistic goals, with appropriate tools to reach them, will make everyone feel a part of department's success.

9. Always solicit input from all of your employees as you plan new strategies to meet today's ever-changing marketplace demands. As long as your employees feel like they have had meaningful input in creating new plans, tweaking old ones and implementing changes, any such endeavor will be more likely to succeed.

10. You are a supervisor, not God! Make sure that you always follow Golden Rule and your employees will follow.

Mike Burstein has been writing for the SOHO and Small Business market for over 10 years. He has helped countless small business owners solve start up problems, create best practices, automate their offices, get free publicity and dramatically increase traffic and sales.