When you monitor individual perceptions this way, responses you receive allow you to establish your public relations goal. For example, neutralize that rumor, or clear up that misconception, or correct that inaccuracy.

But what good is that public relations goal all by itself? No good, of course, until you know how you’re going to achieve it. And that means you need a strategy. Since there are really just three ways to affect perceptions or opinion, you must decide whether public relations goal can be achieved by creating opinion/ perceptions where there isn’t any, or by changing existing opinion, or by reinforcing it.

And so, with goal and strategy all set, real work begins. What are you going to say to those individuals whose perceptions of your organization you wish to alter? In other words, you need a message that, in addition to being crystal-clear as to intent, will be persuasive, credible and really compelling. And you must be specific as to whether you seek to correct a misconception, an inaccuracy, a rumor or a mistaken belief about organization.

Every bullet needs a gun to fire it at target. And same goes for your message. The “beasts of burden” that will carry your message to right eyes and ears among your target audience will be communications tactics. They include news releases, letters-to-the-editor, speeches, newsletters, brochures, face-to-face meetings, broadcast interviews and dozens of others.

In due course, you will wonder if you’re making any progress. Best way to tell is to monitor members of your target audience all over again. Ask questions similar to those you used earlier, and listen carefully for indications that their perceptions now reflect corrective elements of your message.

Not enough movement in their perceptions? You’ll want to think about increasing number of different communications tactics you’re bringing to bear as well as an increase in their frequencies. And don’t forget to re-evaluate factual basis and impact of your message itself.

Your ongoing monitoring of perceptions among your key target audience will begin to reveal changes in that opinion as time passes. And that spells success in public relations.

end

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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

We meet people every day, though we don’t always see an introduction as a business opportunity. When you first meet people, don’t try to sell anything. Get to know them. Ask them questions about their lives. See if there are various angles that could allow you two to work together…at some point. But leave initial encounter as a “getting to know you.”

V. The Art of Networking The Art of Networking starts with a simple conversation. Some people have problems starting conversations. Here are just a few examples of how: •Look to see if they have a book or magazine with them •Comment on book or magazine •Notice their attire. Comment on it

If you’re at a convention or a trade show, focus your conversation on event. These people are here for same reason you are. Some great icebreakers for these types of situations are: •The sponsor of event •The venue (food, location, entertainment) •The workshops or guest speakers

No matter with whom you are dealing with, there will always be some common interest that can bind you two. The goal is to establish that bond. The bond will allow other person to open up and begin to trust you, and people only initiate business with those they trust.

VI. Contact Maintenance Once you’ve established a contact, it is as important to maintain it. It is always imperative to check in with people now and again. By doing so, you’re ultimately informed of person’s situation and you keep yourself in forefront of their mind.

People change jobs all time. Whether you’re sending a press release to an editor or a joint venture letter to a competitor, make sure you know exactly who you are sending information to. Doing this increases your chances of having information seen by right people and kept out of garbage.

VII. Care for your Network Care for your Network. Send emails, phone calls, and newsletters out to everyone. Also, respond to people in a timely fashion. If you’re talking to someone on phone, don’t be interrupted by an incoming call. If someone buys your product, check in with them. Make sure that they are completely satisfied with product. If not, find out what is wrong and take immediate steps to remedy situation.

The biggest thing is to be respectful of other person. Please and thank you can go an extremely long way, and courtesy doesn’t cost anything. Also, be respectful of person’s time. Everyone is busy, so keep interactions brief and to point. Though its clique, this statement holds your key to success: Treat others as you wish to be treated. Do that and you’ll go a long way.

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