Since retaining a professional opinion survey firm can be very expensive, you may well conclude that you and your PR staff can interact with members of your target audience and ask necessary questions. And I would agree.

Among questions: What do you know about us? Have we ever worked together? Was it a positive experience for you? Did you ever have a problem with our people? Watch for evasive or hesitant answers and, especially, for negativities such as inaccuracies, misconceptions, false assumptions or rumors.

The data you collect lets you set your public relations goal. For example, clarify that misconception, correct that inaccuracy, kill that rumor dead.

You are a manager fully aware that every good goal needs a good strategy to show you how to reach that goal. When it comes to matters of opinion or perception, you have just three strategy choices: create perception where there may be none, change existing perception/opinion, or reinforce it. But take care that strategy you select fits nicely with your new public relations goal.

Now it’s message time – special words you will use to alter what you discovered some of your target audience members have come to believe. This corrective message is crucial to success of program and, all at same time, must be clear, believable and compelling.

The next step truly can be called “special delivery.” Here, you take steps to get your message before eyes and ears of your target audience. Communications tactics will handle that chore for you, and there are dozens of them available like newsletters, brochures, press releases, media interviews, emails, facility tours and lots of others. Be sure that tactics you select have a track record of reaching people like those who make up your target audience.

Your two-part bottom line? A workable and comprehensive public relations blueprint that (1) assists you as a manager in creating external audience behaviors you need and (2), in so doing, helps you achieve your department’s business, non-profit or association 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

4.Anticipate your children’s concerns. Assure your children that they will be okay. “I am going to look for another job. Our family will be okay.”

5.If you are worried about how you will survive financially, figure out how you can cut costs until you find another job.

6.Include your children in cutting costs but let them know it will be temporary. If your child asks you to buy him or her something and you need to wait until your finances are in better shape, say, “We can buy this for you once I find another job, okay?”

7.Let your children how you are feeling but also assure them that you will be okay. “I am upset that this happened but it has happened to many other people who have gone on and found other jobs. I will be fine.”

8.Answer their questions honestly and simply.

9.Allow your children to talk to their friends about this. Allow them to confide in others.

10.Hug them.

Finally, realize that your children will be closely watching how you handle this challenge in your life. When they see you bounce back from a setback, it will give them confidence to do same in their lives.

I told woman I was counseling to tell her son truth. To tell him how she was feeling. To tell him that she would be okay. To tell him that he would be okay. And to tell him that she loves him.