The question now is this: which of above aberrations is serious enough that it should become your corrective public relations goal? Clarify misconception? Spike that rumor? Correct false assumption? Fix those inaccuracies? Or yet another offensive perception that could lead to negative results?

You can assure you’ll achieve your public relations goal by selecting right strategy from three choices available to you. In brief, change existing perception, create perception where there may be none, or reinforce it. But be sure your new strategy naturally compliments your new public relations goal.

Just what will your message emphasize when you address your key stakeholder audience to help persuade them to your way of thinking?

That’s why you must select your best writer to prepare message because s/he must put together some very special, corrective language. Persuasive and believable words that are not only compelling, but clear and factual so they can shift perception/opinion towards your point of view and lead to behaviors you have in mind.

Lucky for all of us, next step is easy. Pick communications tactics to carry your message to attention of your target audience. Making certain that tactics you select have a record of reaching folks like your audience members, 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.

It’s useful to remember that HOW one communicates often affects credibility of message, so you may wish to deliver it in small getogethers like meetings and presentations rather than through a higher-profile media announcement.

Folks will soon be looking for signs of progress. And that will lead to a second perception monitoring session with members of your external audience. Employing many of same questions used in first benchmark session, you will now be watching carefully for signs that offending perception is being altered in your direction. Should program start to slow, you can always accelerate matters by putting on more communications tactics as well as increasing their frequencies.

Yes, this is chase we cut to – an aggressive blueprint that leaves you little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move your key external stakeholders to action. In that way, you create behavior change you need leading directly to achieving your managerial 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 communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com

Let us return our thoughts to your home business. Have you ever gotten feeling of excitement --- when you read something or thought of something --- that you could not wait to implement this new idea? This could be one of those moments...

In every home business, there are certain processes that we do over and again. Sometimes it may be possible to trim time or expense of a process which in turn will add pennies or dollars to your bottom line. If it is a process that you do hundreds or thousands of times per month, then your savings will multiply into hundreds or thousands of dollars in monthly savings.

Imagine what running a home business was like BEFORE computer...

Before personal computer, we had to hand type all letters and invoices. Now, we can setup a letter or invoice that we send out quite often, and we can save it in our word processor so that when we need to use it again, we can print it quickly and efficiently. There is no longer a need to type document again from scratch.

The computer has simplified our business communications and has provided us opportunity to reduce our costs of doing business.

Think about all of other processes that computer has enabled us to do for far less expense than what we could in past.

In this case, computer is a tool that permits us to save time and money.

So, my challenge to you is to begin examining processes in your own home business and look for ways in which you can save yourself time and money. It is far better for you to contemplate on this matter than it is for me to do so for you. Simply put, you know your business better than anyone on planet does. Therefore, you are in a better position than anyone to find those extra dollars that will decrease your costs and increase your profits.

The extra pennies and dollars you could extract from your business could spell difference between success and failure for your home business enterprise.

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