Professional survey people obviously can handle perception monitoring phases of your program, IF budget is available. But always remember that your PR people are also in perception and behavior business and can pursue same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

What about your public relations goal? You need a goal statement that speaks to aberrations that showed up during your key audience perception monitoring. And it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

When you set a goal, you need a strategy that shows you how to get there. You have three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change perception, or reinforce it. A bad strategy pick will taste like marinara sauce on your brownies, so be certain new strategy fits well with your new public relations goal. For example, you don’t want to select “change” when facts dictate a “reinforce” strategy.

Because persuading an audience to your way of thinking is awfully hard work, your PR team must come up with just right, corrective language. Words that are compelling, persuasive and believable AND clear and factual. You must do this if you are to correct a perception by shifting opinion towards your point of view, leading to desired behaviors.

Sit down again with your communications specialists and review your message for impact and persuasiveness. Then, select communications tactics most likely to carry your words 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.

You’ve heard old bromide about credibility of a message depending on its delivery method. On chance it’s true, you might think about introducing it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances. The need to produce a progress report will sound alert for you and your PR folks to return to field for a second perception monitoring session with members of your external audience. Using many of same questions used in first benchmark session, you’ll now be watching very carefully for signs that bad news perception is being altered in your direction.

If impatience enters fray, you can always accelerate things with more communications tactics and increased frequencies.

Finally, like a military unit, your public relations effort can use an action-oriented motto: right PR really CAN alter individual perception and lead directly to changed behaviors that help you succeed.

end

Bob Kelly counsels 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

5. Chose Achievable, Simple Goals. Chose simple goals to start, even if they are not impressive. Once you’ve succeeded at achieving simple ones, reward yourself and go on to achieve more elaborate goals. Always write them down, and keep them in your mind all time, no matter what you’re doing. Focusing on your goals will help you get through day. One trait of successful people is their ability to focus.

6. Develop a Complete Plan of Action. Break your main goal into smaller goals, and then small goals into simple steps. Then, give yourself definite deadlines to complete each step. Decide on first step of your first small goal, and concentrate on it. Do you want to start a business in Network Marketing, but have heard all kinds of stories that make you wonder if it’s right for you? Your first step then is to get educated and informed. Gather all of information you need to help you make a wise decision. Decide on amount of time you’ll give yourself to do this task, and meet your deadline. Stick with your plan. Just do it. This is attitude of people who are determined to succeed.

7. Stay Positive. Successful people have discipline to stay positive even through rough times. Also, they don’t worry about things going wrong. Once negativity steps into your thinking, it can immobilize you and stop you from taking action. Successful people know that worrying is useless. If you think about it, most things we worry about don’t ever happen anyhow. Even when some things go wrong, you’ll be able to handle whatever comes your way if you have a positive attitude. Don’t let imaginary problems stop you from taking action.

Determination and optimism can carry you a long way toward achieving your immediate and long-term goals to attain life you want. When your vision is clear, you don’t let yourself get bogged down by temporary problems. Even when times get though and you feel like giving up, your vision will carry you through those moments. Even if you’ve made mistakes in past, you’ll be able to learn from them, pick yourself up and keep going. Attitude will allow you to navigate your way around obstacles, and keep your eyes, mind and your whole being focused on big picture. Teach yourself to remain centered and focused, like successful people do. And do whatever it takes to reach your goals, just because what you’re working for is worth effort. Remember your desire?