Ask yourself this question and answer truthfully. How many of your valued - key employees have left for "more money". Probably 85%....you know this because how many have you hired for LESS than what they were making? Not very many.

As shift in dentistry turns from running a practice to running a business (which they didn't teach in school) so has focus shifted and emphasis grows every day in your business office, patient relations - patient services.

In treatment room you perform your procedures, preventive, basic or major "sandwiched" in around business office procedures seeing patient before AND after your procedure.

Once patient leaves your treatment room, they are in hands of your business office "specialist". Are they hearing from your WalMart paid associate or from CEO in charge of production?

So, if you find production is down, broken appointments are up, collections are off and stress is.... on then you might just be receiving ....... 3rd String Plays From Your 3rd String Paid Front Office!

~~~~~~~~~~~~~~~~~ Livvie Matthews, Business Office and Patient Relationship Specialist helps you FOCUS on narrowing gap between your practice -- your business. Visit http://www.LivvieMatthews.com Business Office News mailto:subscribe@livviematthews.com

The data collected during perception monitoring interviews are ammunition needed to identify corrective public relations goal. Examples might be, fix untruth, clarify misconception, or kill rumor.

You still need help, however. Without a strategy to tell you how to reach that goal, not much is going to happen. You have a choice of three strategies. You can create perception/ opinion where there may be none, you can change existing perception, or you can reinforce it. But be certain that your new strategy is a natural fit with public relations goal you selected.

Now, identify your best writer because you must put together message which will do heavy lifting when it alters any questionable perceptions among your target audience members. The message must not only be persuasive, but compelling as well. And it should aim for both factual accuracy and believability if it is to do job. You may also wish to consider a lower profile means for delivering message – perhaps during a presentation on another matter – so as not to raise eyebrows by using press release format.

Actually getting your message to right people – members of your target audience – is not complex. You have a wide selection of communications tactics at your disposal. They include presentations, brochures, newsletters and personal contacts as well as media interviews, articles, open houses and many others. But check carefully that those your select actually do reach people similar to those who make up your target audience.

You need results, as do all managers. And best way to be certain your new public relations effort is succeeding is to return to perception monitoring mode and ask same questions all over again. The difference second time around is, you and your team will be on lookout for signs that negatives you discovered are actually being altered, and that your target audience perception is moving in your direction.

Fortunately, you can put things on a faster track by adding more communications tactics, AND increasing certain frequencies.

You’ll know you have a solid grip on your public relations effort when you avoid communications tactics as a major focus and, instead, apply your resources to persuading your key external stakeholders to your way of thinking, then move them to take actions that lead to success of your department, division or subsidiary.

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