Managers and PR: One Thing Is Clear

Written by Robert A. Kelly

Continued from page 1

Now, set your PR goal, one that aims to do something about repparttar worst distortions you turned up during your key audience perception monitoring. It could be to straighten out that dangerous misconception, correct that gross inaccuracy, or stop that potentially fatal rumor dead in its tracks.

With your PR goal established, selectrepparttar 125421 right strategy, one that tells you how to proceed. But keep in mind that there are only three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. Sincerepparttar 125422 wrong strategy pick will taste like mustard on your pancakes, be certainrepparttar 125423 new strategy fits comfortably with your new public relations goal. You don’t want to select “change” whenrepparttar 125424 facts dictate a “reinforce” strategy.

With that homework complete, write a moving message and aim it at members of your target audience. Because crafting action-forcing language to persuade an audience to your way of thinking is tough work, you need your best writer because s/he must create some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual if they are to correct something and shift perception/opinion towards your point of view leading torepparttar 125425 behaviors you are targeting.

Run it byrepparttar 125426 entire PR team for impact and persuasiveness. Then, selectrepparttar 125427 communications tactics most likely to carry your message torepparttar 125428 attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure thatrepparttar 125429 tactics you pick are known to reach folks just like your audience members.

You may decide to unveil it before smaller meetings and presentations rather than using higher-profile news releases since a message is often dependent for its credibility onrepparttar 125430 means used to deliver it. Before long, questions about progress will be heard, which tells you and your PR team to get busy on a second perception monitoring session with members of your external audience. You’ll want to use many ofrepparttar 125431 same questions used inrepparttar 125432 first benchmark session. Difference this time is that you will be watching very carefully for signs thatrepparttar 125433 bad news perception is being altered in your direction.

Shouldrepparttar 125434 program begin to slow down, you can always accelerate matters by adding more communications tactics as well as increasing their frequencies.

When it comes down to it, you want your new PR blueprint to persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to repparttar 125435 success of your department, division or subsidiary.

And, when you think about it, we are fortunate indeed that our key stakeholder audiences behave like everyone else – they act upon their perceptions ofrepparttar 125436 facts they hear about you and your operation. Leaving you little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move your key external audiences to actions you desire.


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. Visit:


Written by Rita Ballard

Continued from page 1

My capacity for love, andrepparttar way I love, has changed. I was always one who enjoyed giving love. But before, I was more inclined to save that emotion for my own little world - those in my family, my friends and pets, etc. Now, I'm much more apt to feel love spontaneously. It sneaks up on me sometimes, and I get it mixed up with gratitude. I think ofrepparttar 125420 people in my life and that feeling overtakes me; I encounter strangers and feel a universal kind of connectedness - love - for them. Where did that come from?

I used to wonder what I would be like as an older person. I was afraid to grow older. I'm happy to say that what I imagined has not come to pass. I'm actually rather pleasant, to my surprise. And I'm neither too thin nor too heavy. I wear what I want now, because I care a little less what others think. I'm far more confident than I ever imagined I could be (I think this isrepparttar 125421 result of just being able to stay alive this long - you're bound to develop some amount of personal ease if you keep at it long enough!). The anger and resentments that I used to feel are gone. Not even traces are left; in their place, there is joy, and a unique kind of pleasure waking up every day. I appreciate my life more.

I finally understand why people volunteer. I do it myself. I'm at that age, you know.

Rita Ballard, GVA, C.Ht. is a virtual assistant and the owner of Healer's Helper, a virtual assistance business providing administrative support services to healthcare professionals. Rita has an 18-year history in the healthcare industry, has had an avid interest in holistic/alternative health for 25 years, and has been a licensed hypnotherapist since 1997. For more information, please visit email or call 877-716-4880.

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