Actually reaching your goal, however, is your next challenge. But not a complex challenge because there are just three strategies available to show you HOW to reach your public relations goal: reinforce existing opinion, change that perception, or create perception/opinion where there isn’t any. One caveat: be certain strategy you select is a good match for your public relations goal.

The message you prepare designed to alter offending perception is most important step in this public relations problem-solving sequence. Because it must be successful in altering perception among members of your target audience, it must be clear about what it intends to change, clarify or correct. On top of that, your message must be persuasive and compelling and, above all, while making case for your point of view, your message must be believable. This suggests that running message by several colleagues for their reactions is a good idea.

Next step sounds like a lot of work, and it is. But again, not complex. Simply put, you have to get your message before eyes of those members of your target audience. Communications tactics will do job.

The choice is broad and includes tactics such as speeches, customer or member briefings, press releases, newsletters, radio/newspaper interviews and many, many more. Be careful that tactics selected are known to reach people like members of your target audience.

Now, you need to be able to measure progress. And best way to do that is to return to field and interact again with your audience members. Ask questions similar to those asked in first perception monitoring session. But now, you will be on alert for clear signs that perceptions are, in fact, being altered as planned.

By way, you can boost progress by adding more communication tactics to battle, and increasing their frequencies.

Instead of a public relations program that produces results at bottom of efficiency scale, action effort outlined above will do just opposite. Namely, persuade your important outside stakeholders to take actions that lead to success of your organizational unit.

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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