Whoever does perception monitoring work should stay alert for negativities, especially attitudes and voice levels. Watch carefully for untruths, misconceptions, inaccuracies or rumors.

Once gathered, these data will form basis of your public relations goal. Sometimes, goal is extremely sensitive and specific. Other times, it can be as straightforward as “clarify that misconception, correct that inaccuracy or stifle that rumor.”

Since a goal without a strategy is like a pizza without a beer, you may choose from three strategies usually applied to a perception or opinion problem. Create perception where there isn’t any, change existing opinion, or reinforce it. Always see to it that strategy you select is an obvious and natural fit with your new public relations goal.

A burning need for writing ability surfaces here because you must prepare a really effective message if you are going to alter any negative perceptions among members of your target audience. Your PR team should be able to handle this assignment just fine, in particular need for persuasiveness and a compelling writing style. It must be clearly written with excellent factual support if your message is to be believable and result in altered perception you desire.

Message delivery, fortunately, is a simple matter as you select from among long list of communiucations tactics available to you. You may choose media interviews, speeches or group briefings, or from among newsletters, emails or brochures. Just be certain tactics you pick can prove they actually reach people like those in your target audience.

The question of whether progress is being made will surface rather quickly so prepare asap to again interact with, and question members of your target audience. Only this time, you’ll be alert for indications that negativities have been dealt with and that target audience perception is moving in your direction.

Should you feel need to accelerate matters, you can always add a few new communications tactics, and increase their frequencies.

It seems safe to say right here that what matters most about public relations is your survival as a manager who uses PR to help reach his or her objectives. Which is precisely why PR demands of you a sharper focus on very groups of people who play a major role in just HOW successful a manager you will be – your key external audiences.

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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