Stay on lookout for negative responses such as misconcep- tions, rumors and false assumptions. And especially for inaccur- acies that could do damage because of hurtful behaviors they can produce.

Now, with such perception data in hand, you’re ready to set your public relations goal. And this can be as direct as “clear up that misconception, neutralize rumor, or fix that inaccuracy.”

Reaching that goal, however, requires just right strategy. Since this is a matter of perception/opinion, you have only three choices: change existing perception, create it where none exists, or reinforce that existing opinion/perception.

Now, tap your best writer because you need to prepare a message effective enough to alter negative perceptions among members of your target audience. The message should be multifaceted if it is to do job. It must be clearly written and fact-based as well as believable and thus, persuasive. Hopefully, it also will be compelling in its tone.

The challenge of delivering your message to right ears and eyes falls to your communications tactics, and there are a ton of them. Everything from electronic magazines, consumer presentations, speeches and press releases to media interviews, newsletters, brochures and personal contacts. But make sure that each tactic you choose displays a track record of reaching folks similar to those you are trying to reach.

How will you know when you’re making progress? By going back to field and re-monitoring perceptions of members of that target audience. But there’s a new wrinkle second time around. Your antennae will be up to capture signs of change in offending perception – has that untruth, false assumption, hurtful misconception or damaging rumor been adequately addressed by your message and communications tactics? In other words, is perception among members of your target audience moving in your direction, thus signaling success?

Luckily, you can always speed up process with additional communications tactics, and by increasing their frequencies.

By this point, what you will have done, of course, is put in place precisely well thought-out public relations plan you need to persuade your most important external audiences to your way of thinking, then move them to take actions that lead to your success as a manager.

end

5. Do things you were paying others to do.

Clean floors yourself. Physical exercise is good for nerves.

6. NOTHING is off limits.

Including bonuses, 401ks, personnel, your wardrobe, company picnic, supporting Little League team, subscribing to trade journals, attending seminars.

7. If you have folks on expense accounts, tell them to sharpen their pencils.

Make it clear you're reading those things. Make it clear what limits are. And lower them by 50%.

8. Don't overlook obvious.

What is thermostat set at? Do you turn off lights when you leave at night? Who’s flying who could be driving?

9. Go back and comparison shop for every service you need.

Find a lower phone rate, a cheaper janitorial service, cheaper paper with free delivery, cheaper service provider, cheaper computer nerd.

10. Ask others for help, and renegotiate everything.

Changing out tenants is expensive. Your landlord might lower your rent rather than lose you.