Writing message – especially one burdened with job of altering perception – is never an easy job. In other words, it must change opinion of a key target audience and that can be a challenging writing assignment.

All at same time, message must be persuasive and compelling. And to do that, it must be clear about what is to be altered and why. It must be truthful, of course, and believable if it is to move target audience perception towards your view. On occasion, you may wish to avoid showcase effect of a separate news release leading you to either piggyback your message on another operating announcement, or deliver it live at one of your newsmaker special events or media interviews.

Since message will do very little simply looking back at you from word processor, you must round up your “beasts of burden” to carry your message to right eyes and ears among your target audience. These are communications tactics and there are scores of them ready to help. They range from emails, speeches, and press releases to radio/newspaper interviews, newsletters, facility tours and many more. Only caution here is, make certain any communications tactics you use come with proof that they reaches folks similar to those in your target audience.

Questions will soon be raised as to whether your public relations effort is succeeding. Which will send you and your colleagues back into field to question your target audience members once again.

Only this time, you’re on lookout for change in form of perceptions altered, and opinions modified in your direction, as you planned.

It’s also comforting to know that a lagging effort can be accelerated, and its impact increased, by adding more communications tactics to mix. Further, their frequencies can be bumped up as well.

All of which increases chances you will succeed in changing behaviors of your key external audiences. Behavior change that you want and need, and that leads directly to achieving your primary operating objectives.

end

Bob Kelly counsels, writes and speaks 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

That's first sentence! Catherine Great has said nothing, but oh how we are listening.

I especially love that "and sovereign of many others," i.e., when you're boss, don't split hairs. It's demeaning.

Now these were edicts and manifestos, which are written. In person, 90% of our communication is nonverbal. That’s why when Henry or Catherine entered – let’s say “granted an audience” – they arrived in state, dressed regally, with attendants, sat in a special chair, others sat away from and below them … and a host of other nonverbal methods that established their authority. How can you translate this into modern-day? Study Emotional Intelligence and nonverbal communication.