Then you must carefully select which of above becomes your top priority, yet corrective public relations goal – is it need to clarify that misconception, or spike that rumor or correct false assumption or inaccuracy? Success is just around corner when you pick right strategy from three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. And be certain your new strategy is a good fit with your new public relations goal.

So, just what will you say when you have opportunity to address your key stakeholder audience? In other words, what will you say to help persuade them to your way of thinking?

Your best writer must be tasked with preparing such a message because you’ll obviously need some very special, corrective language. Not only compelling, persuasive and believable, but clear and factual if language is to shift perception/opinion towards your point of view and lead to planned behaviors.

At this point, you select communications tactics to carry your message to attention of your target audience. But carefully insuring that tactics you select have a record of reaching folks like your audience members. Fortunately, there are dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.

As credibility of your message is always at stake, you may wish to deliver it in small meetings or presentations rather than through higher-visibility media announcements.

In due course, you’ll f eel pressure for indications of progress. Which translates into another perception monitoring session with members of your key target audience. Using some of same questions used in original benchmark session, you will now be especially alert for signs that questionable perception is being altered in your direction.

Here, you’re in luck because matters can always be expedited by adding more communications tactics, AND increasing their frequencies.

Thus, what should come first in any manager’s public relations effort is prompt and effective action in dealing with key, target audience perceptions by doing what is necessary to reach and move those key external audiences to actions you desire.

In proverbial nutshell, use an action plan that helps you influence your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to success of your department, division or subsidiary.

end

Bob Kelly counsels, writes and speaks to managers about using 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 Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com

Don't be too harsh on yourself if you backslide – that's normal. As long as you have some success, you are moving closer to your goal. Some habits take an average of 12 attempts to quit, according to Marlatt. But you need a plan to keep from backsliding too far. "If you have a flat tire, it doesn't mean you're not going to finish trip," Marlatt says. "It just means you've got to fix it up before you continue."

Having a mentor such as a coach can provide structure, accountability, support and expertise to make changes stick. Coaches generally schedule a weekly check-in time by phone to talk about goals and progress.

It's your choice!

I hear clients say, “I just don't have enough time!” The reality is that we all get 168 hours a week. Challenges arise – not because you don't have enough time – but when you have not carefully clarified and stuck with your priorities.

A couple years ago Krispy Kreme donuts moved into Seattle area, where I live. I remember reading in paper about Grand Opening frenzy. The drive-through line stretched for blocks, and some people drove hundreds of miles, only to wait several hours in line to sink their teeth into a Krispy Kreme donut! There were even police officers hired to control Krispy Kreme gridlock that ensued! So how is it that we have time to stand in line several hours for a box of donuts, but we don't have time to do a gazillion other things that are on our to-do lists? Perhaps it's because Krispy Kreme serves comfort food. People are emotionally hungry, and donuts fill a hole.

The bottom line is this: when something is really important to you – when you feel motivated by your inner desires – you will make time for it! It's difficult to sustain such things as a promise of getting home earlier if reward for doing so does not outweigh motivation for staying later at office to work.

I've recently returned from being away from my office for nine days. Re-entry is challenging because of backlog of e-mails, phone calls, mail, etc. It's easy to fall into trap of working longer hours to get caught up. But if truth be told, I'll never be caught up. There will always be something else that I could do, no matter how many hours I work . I've found that when I schedule time for my top priorities, I am much more productive. Sure, some things don't get done, but when I plan ahead, things that do get done are things that really matter. By being more productive during day, I can get same amount of work done and leave my office earlier. When I neglect to do my planning, productivity goes way down, stress goes up, and so do my work hours!

-- Now is a great time to assess how you spend your time, based on your goals, talents, and passions! --

There's no magic formula as to how much time each of us should spend in four areas of time mentioned earlier. That is determined by your goals, talents, and passions. Perhaps you are most gifted and have most fun when creating new ideas. You may choose to carve out more creative time and delegate much of refinement and delivery to someone else. Or if you find your greatest gifts and passions are in delivery or managing details, you may choose to spend minimal time with creative elements of your work.

Not sure what best fit is for you or others you work with? Check out these excellent assessment tools:

* The DiSC Profile http://www.orgcoach.net/products ools.html#discprofile enables you to learn more about your behavioral style, and to understand and appreciate differences in others.

* Team Dimensions Profile http://www.orgcoach.net/products ools.html#td enables you to discover which dimensions of a project are best fit with your natural talents and working style. With this information, you and others you work with may decide to rework who is responsible for different parts of a project.

* Tired of running out of time? Bridge time gap! The Time Mastery Profile http://www.orgcoach.net/products ools.html#tm can help you identify your biggest time wasters and get concrete solutions to your most difficult challenges with managing time.

-- Are you on right path? --

Answer these questions (in writing!) to determine if you are on path you choose.

* Do your daily actions reflect what you want for your life? Identify what you enjoy most and what you're most naturally gifted at doing.

* What do you choose to delegate or say no to so you can spend most of your time doing what you're best at and enjoy most? (Visit: http://www.orgcoach.net/delegation.html for tips on delegation.)

* Imagine what you want your life to be like a year from now. What will be possible when you organize your time differently so you can spend it way you want?

* As you review four areas of time, where do you choose to spend more time or less time than you currently spend? Write down what you choose for each area.

EXAMPLE:

Free Time – One additional day a week Creative Time – An additional ½ day a week Delivery Time – Keep same as now Support Time – Delegate enough of this so I can spend more time in Free and Creative Time. Refine processes and systems so I can be most efficient with tasks I will manage for myself.

Now that you are clear about how you choose to shift way you spend time, what is next step you will take to put this into action? What will support you in making this happen?

Contact me at mailto:kathy@orgcoach.net to request a complimentary coaching call if you'd like to explore possibility of working with me as your coach. There is no cost and no obligation for first call. Then we can both determine if we are "right fit" for working together. If not, I can refer you to a trusted coaching colleague.