The next task will be to select newly discovered negative that could most impact your organization. And that becomes your public relations goal.

For example, is that misconception a clear and present danger? Or does that inaccuracy represent an even more dangerous potential? Or does that unfounded rumor you turned up look like it could turn into hottest fire of all?

No one ever reached a public relations goal without a strategy showing how to reach that goal. Fortunately, where perception and opinion are concerned, you have just three strategic choices. Change existing perception, create perception where there isn’t any, or reinforce that existing perception.

And please be certain that strategy you choose fits well with new PR goal.

Perhaps most difficult challenge is preparing corrective message to be communicated to your key stakeholder audience in a manner that will help persuade them to your way of thinking.

The message needs professional writing, corrective language, if you will. And this language must be not merely compelling and persuasive, but clear, factual and believable if it is to move perception/opinion towards your point of view and lead to change in behaviors you have in mind.

Relatively speaking, next step is a pleasure. Here, you identify means for communicating your message to your target audience, making certain tactics you select are on record as to reaching same people as those that make up your particular audience. There are scores of communications tactics available ranging from speeches, emails and brochures to media interviews, newsletters and special events. One caution, how you communicate can affect message’s credibility. So it may be more effective to deliver it in small meetings or events rather than through high-profile media announcements.

Understandably, those around you will press for indications that progress is being made. Which calls for a second perception monitoring go-around with members of your external audience. You’ll again use many of same questions used in your initial benchmark perception monitoring session. Difference now is that you will be on alert and watching closely for signs that offending perception is being altered in your direction.

Keep in mind that effort can always be accelerated by addition of more communications tactics and/or, of course, by increasing their frequencies.

So, Mr/Ms manager, why not PR like this? When you persuade those important outside audiences to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed, you have a public relations success on your hands.

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

2. Every 5-7 minutes, back up your facts with signature (about you or others) stories. Stories are out there – everywhere. Find them in stores, at restaurants, on airplane, at home. People retain information better when hearing a story.

3. Practice your speech out load. Record it on to a tape recorder and/or video camera. Also do this when giving a program to a live audience. Do it every time!

4. Practice pausing before and after important points. Don’t be afraid to leave open space. The use of silence is a key requirement to becoming an effective speaker.

5. Use direct eye contact. You can focus on one person when making a point…and everyone else in audience will think you are speaking to them also.

6. Don’t just stand behind lectern: move around, gesture. Be animated. (Fifty-five percent of how people perceive you is by body language; 38 percent by your voice; 7 percent by your words)

7. Smile a lot. Be enthusiastic about what you are saying. And have fun.