The reason for this caution is that perception information you gather helps you establish your public relations goal. Examples might include, spike that rumor, correct false assumption, or clarify misconception.

But how do you go about achieving that goal? You pick right strategy from three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. Be certain, however, that strategy you choose is an obvious fit with your new public relations goal.

Now, what will you say to members of your key target audience to help persuade those with offending perception to your way of thinking? Select your PR team’s best writer because you must prepare a very special, corrective message. One that is not only compelling and believable, but very clear, based on solid facts and persuasive if it is to shift perception/opinion towards your point of view and lead to behaviors you have in mind.

The next step, luckily, is easy. You must select communications tactics to carry your message to attention of your target audience. Insuring that tactics you select have a record of reaching folks like members of your target audience, you can pick from dozens that are available to you. From consumer briefings, media interviews, newsletters and personal meetings to speeches, facility tours, emails, brochures and many others.

Keeping in mind that method of communication can often affect credibility of message, you may wish to deliver it during a meeting, a presentation or other small getogethers rather than in a higher-profile press release.

Soon, you will want to demonstrate that your new public relations effort is making progress. And that means a second perception monitoring session with members of your target audience. Using many of same questions as in your first benchmark session, you will now be on alert for signs that offending perception is being altered in your direction.

Fortunately, you can always move things along by adding more communications tactics as well as increasing their frequencies.

You will not be shortchanged – nor feel shortchanged – when you sharpen your focus on very groups of outside people who play a major role in just how successful a manager you will be – your key external stakeholders.

Especially when you use a workable plan that helps you persuade those important outside stakeholders to your way of thinking, then moves them to take actions that lead to success of your department, division or subsidiary.

end

Look at your incentive structure. How can you get people to refer star performers from their previous workplace, in addition to friends? Is it clear to employees when bonuses are awarded and how much can be earned? Remember that a bonus paid for an employee referral gives you double bang for your buck. At same time that you're getting a pre-qualified candidate, you're also providing an incentive for current employee to stick around.

What does you employee referral program do for you? Take our poll, and see how others have voted at www.head2head.ca.

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