Don't Use PR...

Written by Robert A. Kelly


Continued from page 1

Be careful here that your new strategy is a natural fit with your new goal. Obviously, if you discovered negative perceptions, you wouldn’t selectrepparttar “reinforce” strategy.

Next step is a writing challenge. Prepare a message bearing a real burden – alterrepparttar 104941 offending perception. That meansrepparttar 104942 message will have to change what a lot of people have come to believe. However, it can not be done unless your message is very clear about what is wrong withrepparttar 104943 current perception. In addition, it must be truthful if it is to be persuasive, and compelling if it is to be believable. Spend some time on this step inrepparttar 104944 problem-solving sequence and try it out for its effectiveness on folks whose opinions you value.

If you goofrepparttar 104945 message,repparttar 104946 entire effort may fail.

In most cases, you won’t want to call too much attention to this perception-altering message by using a high-profile news announcement. Rather, include it as part of another announcement, a speech or related presentation.

Now, it’s message delivery time. Here, you selectrepparttar 104947 right communications tactics to carry your message torepparttar 104948 attention of members of your target audience. You’re in luck because there are so many tactics waiting to help you reach those audience members. They range from speeches, brochures, op-eds and radio/newspaper interviews to newsmaker events, newsletters, press releases and many more.

And double-checkrepparttar 104949 tactics you select to make certain they actually reach people similar to those you want to reach.

In short order, all concerned, including you, will want to see signs of progress. Only way to nail this down is to once again monitor audience member perceptions with many ofrepparttar 104950 same questions you used during your benchmark opinion monitoring exercise.

If you deciderepparttar 104951 effort must move faster, you can always fine-tunerepparttar 104952 message, add new communications tactics torepparttar 104953 battle and increase their frequencies.

So,repparttar 104954 message ofrepparttar 104955 article NOW becomes, “Use PR,” gainrepparttar 104956 confidence of your key target audiences, persuade them to take actions that lead to your success, and achieve your department, division or subsidiary objectives.

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




The Value of Privacy Policy Statements

Written by Pete Prestipino


Continued from page 1

"The information that you make available to us when you complete our forms will never be sold, rented or made available to other companies for any purpose whatsoever. Your information is only to be used in relation torepparttar 7Search family of Internet services. We may occasionally use your email to inform you aboutrepparttar 104940 7Search family of services." Can Users "Opt Out?" Make it quick and easy for users to withdraw their information or limit who has access to it. Detailingrepparttar 104941 steps for opting out within your privacy policy will cut down on complaints and provide users with more control over their information. What do I do When I Have Privacy Policy? Once you have developed your privacy policy, follow these two simple rules:

Post your privacy policy everywhere you collect information from users.

Apply your policy consistently. You must do precisely what you say you will do in your privacy policy. On an issue this important, there is no room for compromise.



Pete Prestipino represents ValidatedSite.com, an online service providing seals of approval on websites that surfers can trust.


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