Ask. . . What do they need to know to do this? What do they need to feel to do this?

Then provide 3-4 points in body of your message and provide transitions between points.

3. Great speeches have great stories. Sprinkle them throughout your presentation. We delineate our thoughts visually and your audience needs to “see” what they “hear.”

4. Technology is just a tool. Do not be a master of ceremonies to your PowerPoint. It is not presentation.

Here are some guidelines to follow:

Necessity - is this visual aid going to enhance audience’s understanding Clarity – to help people understand Simplicity – PowerPoint with words – no more than five words per line and five lines per slide. Color – color enhances slide – but only use a few (we’re not talking about your kid’s 300 Crayola box of crayons) Visibility – keep it large and clear

5. Your voice is source of power. FDR, Martin Luther King, Churchill used power of their voice. Remember people need to see what they hear. Slow down, add a pause, whisper . . .use your voice to change tones, be loud or soft as needed.

6. Use your eyes – to make contact with audience. Focus on one person at a time and all other people will feel as if you are talking to them also. This will help you to connect with people and make them feel you are there for them.

7. Interact – provide your audience with short role plays or partnering exercises. This gives them an opportunity to practice what you are telling them to do. Give them an opportunity to tell someone about their challenge and get some feedback as to how to resolve it. Then they can walk out door at end of program ready to think or act differently. This is what every great speaker wants!

8. Join a fre*e Teleclass to learn how to speak like a pro on June 30, 2004 from 8-9 p.m. (EST) http://www.schrift.com eleclasses/index.htm

But there’s always a “but.” In this case, a PR goal without a strategy to show you how to get there, is like pasta without sauce. So, you get to select one of three strategies especially useful for creating perception or opinion where there may be none, changing existing perception, or reinforcing it. But be careful that your new goal and new strategy compliment each other. After all, you wouldn’t want to select “change existing perception” when you have a good current perception suggesting a “reinforce” strategy.

Now let’s talk about writing ability. This is where your PR team must employ those writing skills and put together a compelling message. One designed to alter your key target audience’s perception, as called for by your public relations goal.

To boost message credibility, combine your message with a newsworthy announcement – or make it part of a different presentation. Helps downplay fact that something is being corrected.

Message clarity is paramount here, i.e., what perception needs clarification or correction and why? You must be truthful and your language must be persuasive, logical and believable. Experience tells us this is best way to hold attention of members of that target audience, and move perception in your direction.

Now let’s talk about tools you will use to carry this persuasive message to attention of that external audience (I call such tactics “beasts of burden”).

This should be easiest part of your PR effort because there is an endless selection of communications tactics available such as group briefings, letters-to-the-editor, brochures, press releases and personal contacts. Or possibly, radio and newspaper interviews, speeches, newsletters, and many others.

A word here. Be careful about tactics you select. Is there a clear record of how effectively they actually reach people similar to those you call your target stakeholders?

At this point, you’ll want to anticipate queries about progress by beginning your second perception monitoring session among members of your target audience. There is, however, a considerable difference second time around. Using questions similar to those used during your earlier monitoring session, you now will be alert for signs that audience perceptions are beginning to move in your direction. Fortunately, that means progress.

Yes, we are also lucky in PR business that we can move almost any program along at a faster rate by using additional communications tactics, AND by increasing their frequencies.

Remember to keep your attention focused sharply on very groups of outside people – your key external stakeholders -- who play such a major role in just how successful a manager you will be.

And by all means, use a workable blueprint such as that mentioned earlier. One that helps you persuade those important outside stakeholders to your way of thinking, then moves them to take actions that lead to success of your department, division or subsidiary.

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