But watch responses carefully. Notice any evasive or hesitant comments about your organization? Be especially alert for misconceptions or untruths. Are there false assumptions or inaccuracies you need to remedy in light of experience that shows negative perceptions inevitably lead to negative behaviors – kind you must correct to protect your unit’s operations.

The result of all this work is that you are now prepared to set your public relations goal. For instance, clarify a hurtful inaccuracy, fix that misconception or flatten that rumor once and for all.

But there’s more to reaching your goal. As with just about any goal you pursue, you don’t reach it without right strategy to show you how to get there. Fact is, with matters of perception and opinion, you have three strategic options: change an offending opinion/perception, create it where there isn’t any, or reinforce an existing perception.

Now comes some work that requires real writing talent – preparing message you will use to carry your corrective facts and figures to members of your key target audience.

The message must display several characteristics. It must be clearly written as to why that misconception, inaccuracy or false assumption should be corrected or clarified. Your supporting facts must be truthful leading to a finished message that is both believable and compelling.

Now, how about moving your message to your audience? This is least complex step in sequence because there are so many communications tactics ready to do message delivery job for you. They range from op-eds in local newspapers, radio and TV interviews, speeches, consumer briefings and brochures to newsletters, emails, personal meetings and many, many others. Only caution: be sure tactics you assign to job have a good record of reaching people just like those members of your target audience.

What about progress? Only way to know for certain if offending perceptions have been altered, is to interact out there once again with those audience members asking same questions as before. But this time, you and your PR team will be watching carefully for indications that troublesome perception really is moving in your direction.

That’s where rubber meets road, isn’t it? Alter offending perception…that leads directly to predictable behavior…that helps business, non-profit or association managers use mission-critical public relations…to reach their department, division or subsidiary objectives.

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

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