Let’s chat for a moment about your public relations goal. You need one that addresses problems that cropped up during your key audience perception monitoring. Chances are, it will call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

But as you surely know, goals need strategies to show you how to get there. And you have just 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. Unfortunately, selecting a bad strategy will taste like peanut butter on your sea scallops, 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.

Here right, corrective language must be created, because persuading an audience to your way of thinking is awfully hard work Especially when you’re looking for words that are compelling, persuasive, believable AND clear and factual. This is a must if you are to correct a perception by shifting opinion towards your point of view, leading to desired behaviors. So, meet again with your communications specialists and review your message for impact and persuasiveness.

In order to carry your words to attention of your target audience, you need to select communications tactics most likely to reach them. Happily there are dozens of available tactics. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. Just be sure that tactics you pick are known to reach folks just like your audience members.

Occasionally, credibility of your message can depend on its delivery method. So, consider introducing it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances. When you sense need to provide a progress report, it’s probably time 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, stay alert for signs that your communications tactics have worked and that negative perception is being altered in your direction.

Should those around you wax impatient, things can always be accelerated with a broader selection of communications tactics AND increased frequencies.

You won’t get caught with your PR down when you apply your budget to public relations activity that creates behavior change among your key outside audiences that leads directly to achieving your managerial objectives.

That’s when it will become clear to you that right PR really CAN alter individual perception and lead to changed behaviors that help you win.

end

Bob Kelly counsels managers about using 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 Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com

Function #6: USE YOUR NEWSLETTER TO BUILD RAPPORT AND ESTABLISH NEW RELATIONSHIPS.

When a client receives your newsletter, your information creates rapport and builds a relationship — two components that make clients hire you. Each issue of your newsletter should increase awareness of your expertise and keep your name and phone number fresh in mind of client.

You can build rapport and establish a relationship by:

a) writing in first person form; b) providing insightful, expert-oriented information; c) understanding needs of prospect or client; d) subtly revealing your willingness and eagerness to help solve their problems.

Function #7: USE YOUR NEWSLETTER TO PRESERVE EXISTING RELATIONSHIPS.

Communication is an essential link to maintain prosperous, long-term relationships with existing clients. Your business newsletter can serve as a communications mouthpiece, buzzing your name and phone number in front of eyes and into minds of existing clients, as well as updating them on new events about your business and how you're helping other clients.

Function #8: USE YOUR NEWSLETTER TO INITIATE A SELL OR PROVIDE REFERRALS.

Your newsletter has potential to initiate a sell or funnel referrals your way. As stated before, when you help a prospect solve a problem or achieve better results by means of your business newsletter, he'll want to call you to produce similar results — or he may refer you to an associate who also could benefit from your skills and expertise.

Function #9: USE YOUR NEWSLETTER TO GENERATE EXTRA RESPONSES.

Your newsletter may be first step in a multi-step marketing blitz to secure clients. You can include incentives to pull in responses. For example, you can offer a Free Consultation, in which you ask client to call you for free advice and solutions on his current project. You also can offer a Free Material Review incentive, in which you critique a piece of client’s promotional material and then discuss weaknesses and strengths. Or you can use your newsletter to advertise free information-dense articles or back issues of your newsletter (that have your byline and phone number on them).

Function #10: USE YOUR NEWSLETTER TO INCREASE THE VALUE OF YOUR SERVICES.

Because each newsletter focuses on your skills and expertise as a freelancer, each issue builds on last one and emphasizes and re-emphasizes your skills and expertise. Your first issue may not have an impact, but by second, third, or fourth issue, client begins to appreciate your insightfulness and problem-solving skills and may rely on your skills for his next project.

Function #11: USE YOUR NEWSLETTER TO POSITION YOURSELF AS A TOP EXPERT IN YOUR FIELD.

The information in your newsletter can position yourself as an expert in your field, so use this toward your advantage. Begin to think of yourself as an expert — best one around, and subtly convey this image in your copy.

To position yourself as an expert, subtly provide:

a) specific results you've gotten for other clients; b) quotes from popular authors or keynote speakers to supplement and support your statements; c) brief, interesting footnotes about what you've learned from books and magazines, or at workshops and seminars.

When a client realizes how knowledgeable and active you are in your field, he will begin to see you as an expert — and you will get work, not another freelancer.

Function #12: USE YOUR NEWSLETTER TO CREATE AND PRESERVE A POSITIVE IMAGE OF YOURSELF AND YOUR BUSINESS.

You are responsible as to how other clients and prospects perceive you — and you can change, alter and manipulate your image with a business newsletter. For example, you can create a newsletter that pegs you as a freelancer with a special skill or talent.