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The data you gather from such interaction lets you form a specific public relations goal. In other words, you get to decide exactly what perception out there you would like to alter so that it improves your chances of getting behavior change you really want.

Now, unless you select right strategy that tells you how to pursue that goal, nothing’s going to happen. You’re lucky there are just three strategies to choose from when you’re dealing with matters of opinion: create perception/opinion where there isn’t any, change existing opinion, or reinforce it. And be certain that your choice matches needs of your goal. For example, if you aim to correct an inaccuracy, you need a strategy that changes existing opinion, not one that reinforces it.

As you might expect, you must now prepare message that, hopefully, will alter offending perception and lead to desired behavior. Since it must clearly address untruth, inaccuracy, rumor or misconception in a believable and compelling way, you’ve got your work cut out for you. Oh, message must also be persuasive as it makes case for your point of view.

Keep in mind that, to be successful, your message usually must alter what a lot of people may have come to believe. It’s a big job, but as said in literary circles, “it’s worth candle.”

How do you get this stunning message of yours to right eyes and ears among members of your target audience?

Right! Communications tactics will do job, and there are a ton of them at your disposal. From newsletters, press releases and letters-to-the-editor to brochures, consumer briefings, personal meetings, print and broadcast interviews and many others.

Soon, question will arise, are we making any progress? At this point, you are wise to go back to those members of your target audience and ask same questions you asked during your original perception monitoring session.

This time, however, you’re looking for evidence that perceptions are being altered in your direction.

If you are impatient type, you can always increase beat by adding new communications tactics and increasing their frequencies. It’s also worth re-examining your hard-won message not only for clarity and persuasiveness, but for factual effectiveness as well.

When it becomes obvious that program has, in fact, persuaded many target audience stakeholders towards your way of thinking, you have a public relations success on your hands.

end

Bob Kelly counsels, writes and speaks to general management personnel 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