The data collected during perception monitoring interviews are ammunition needed to identify corrective public relations goal. Examples might be, fix untruth, clarify misconception, or kill rumor.

You still need help, however. Without a strategy to tell you how to reach that goal, not much is going to happen. You have a choice of three strategies. You can create perception/ opinion where there may be none, you can change existing perception, or you can reinforce it. But be certain that your new strategy is a natural fit with public relations goal you selected.

Now, identify your best writer because you must put together message which will do heavy lifting when it alters any questionable perceptions among your target audience members. The message must not only be persuasive, but compelling as well. And it should aim for both factual accuracy and believability if it is to do job. You may also wish to consider a lower profile means for delivering message – perhaps during a presentation on another matter – so as not to raise eyebrows by using press release format.

Actually getting your message to right people – members of your target audience – is not complex. You have a wide selection of communications tactics at your disposal. They include presentations, brochures, newsletters and personal contacts as well as media interviews, articles, open houses and many others. But check carefully that those your select actually do reach people similar to those who make up your target audience.

You need results, as do all managers. And best way to be certain your new public relations effort is succeeding is to return to perception monitoring mode and ask same questions all over again. The difference second time around is, you and your team will be on lookout for signs that negatives you discovered are actually being altered, and that your target audience perception is moving in your direction.

Fortunately, you can put things on a faster track by adding more communications tactics, AND increasing certain frequencies.

You’ll know you have a solid grip on your public relations effort when you avoid communications tactics as a major focus and, instead, apply your resources to persuading your key external stakeholders to your way of thinking, then move them to take actions that lead to success of your department, division or subsidiary.

end

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

One of sad facts about a dysfunctional workplace is that like attracts like. What you have in place now, you’ll likely get more of, as people rise to hiring positions and choose people like themselves, and as word gets out what it’s like to work for your organization.

Recruiters who go to MBA schools say that soft skills are what they are most eager to find, and least likely to find. This sort of training is slowly making its way into schools. Here you can see top ten business schools as rated for soft skills: http:/ opten.org/public/AC/AC317.html .

[This data is take from The Wall Street Journal/Harris Interactive Business School Year 2 Survey, based on opinions of 2,221 M.B.A. recruiters.]

Interpersonal communication and other so-called soft skills are what corporate recruiters crave most but find least in MBA graduates.

"The major business schools produce graduates with analytical horsepower and solid command of basics -- finance, marketing and strategy. But soft skills such as communication, leadership and a team mentality sometimes receive cursory treatment." (WSJ) Recruiters' comments included "cutthroat," "soften edges of students," "humility should be a core curriculum course," "arrogant," "tone down egos," but also "creme de la creme," "salt-of-the-earth, but a little out of touch," "marketing gurus" and "quant wizards."

Have an emotionally intelligent workplace. It’s smart thing to do. It means establishing a culture in your business respecting such EQ competencies as resilience (the stress buster for decade), change-proficiency, flexibility, creativity, and Intentionality.

Assessments are available to determine current EQ (emotional quotient) of your staff ( http:/ inyurl.com/z94t ), and then workshops, seminars, distance learning courses, EQ Learning Lab™, weekly ezines, and other materials, as well as individual coaching, can bring your office up-to-speed.

Research has shown that raising overall level of EQ works better than just raising one person’s EQ.

RESOURCES

For research data on emotional intelligence, go here: www.eiconsortium.org . For The EQ-Map, an emotional intelligence assessment, go here: http:/ inyurl.com/z94t