Now, you need right strategy, one that gets you from here to your goal. Happily, there are only three strategies you can use in dealing with an opinion challenge like this: create perception (opinion) where there may be none, change existing perception, or reinforce it. Your goal will lead you to correct strategy choice.

It’s time to put on your writer’s hat and prepare a really responsive message for delivery to target audience. Above all, you must be convincing when you state that unfortunate misconception, inaccuracy or rumor is untrue, and then lay out that truth creditably. Strive for clarity, persuasiveness, believability and, if at all possible, a compelling tone.

Your “beasts of burden” are standing by patiently ready to carry your message to attention of your target audience. Because there are so many such tactics, you must choose carefully, and check just as carefully that each tactic has a proven record for reaching people like those who make up your target audience. Tactics range from radio and newspaper interviews, newsletters and press releases to emails, op-eds, speeches and many, many others.

What about progress? Are you making any? Best way to find out is to re-monitor perceptions/opinion in that target audience now that your communications tactics have been underway for six to eight weeks. Interact again with target audience members using same questions you used first time around. What you want to see are perceptions beginning to reflect corrections in message carried by your communications tactics. In other words, you are looking for opinion/perceptions that have been altered in your direction.

Talk about early-warning systems! When you pay attention regularly to your most important external audiences, you will be continuously aware that certain behaviors may be getting ready to exert negative pressure on your business. Which gives you time to spersuade stakeholders who make up that target audience to your way of thinking, thus moving them to take actions that lead to success of your organization.

end

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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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