Now here is real challenge – preparing message you will send to members of your target audience.

To be persuasive, it must be believable, clearly presented and compelling. Ideally it should deal with most important problem you wish to correct so as not to divide reader’s attention. For example, an inaccuracy, misconception or damaging rumor. Of course, your message must use supporting facts and figures that have been carefully checked for accuracy.

Recapping, you have now monitored and evaluated opinion among your target audience to determine extent of any problems, you have set your corrective public relations goal and strategy, and you have prepared an impactful and corrective message.

How will you effectively deliver that message to members of that important outside audience? The answer lies in communications tactics, which some refer to as “beasts of burden” because they will carry your message to right eyes and ears.

There are scores of tactics awaiting your pleasure. For instance, you can use newsletters, special events, press releases or open houses. You might also consider face-to- face-meetings, radio and newspaper interviews, speeches or emails. The key consideration is that a communications tactic be targeted specifically at members of your #1 external audience.

Sooner rather than later, you will wonder if your public relations effort is making any progress towards your goal.

And that will require that you put on your opinion monitoring hat and go talk to members of your target audience once again.

As them same questions you used in your earlier information gathering exercise. Only this time, stay alert for answers that indicate perceptions are changing in your direction. Of course, this means that, before long, behaviors should be changing as well.

And that is test for public relations success: perceptions altered and behaviors modified as called for in your plan.

When all is said and done, what you will have is an important outside audience more accurately informed about your organization and, thus, more likely to behave in ways that help you achieve your objectives.

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

Now you’re ready to set you public relations goal. Namely, correct that inaccuracy, or clear up that misconception, or kill that rumor. Keep your goal zeroed in on precise negative you wish to correct.

What now? How will you reach that goal? Of course with a strategy, and you have three available to you: create opinion where there isn’t any, alter existing opinion, or reinforce it. The goal you already set will determine which strategy choice you make.

The quality of message you send to your key outside audiences will have a huge bearing on whether their perceptions can be altered in your direction. For instance, if your message persuades them that rumor that you dump chemicals into river is simply not true, you will sense change in their perception and, thus, their behavior as they again cooperate and/or do business with you as before.

Keep your message as compelling as possible, persuasive of course, and crystal-clear as to its meaning.

Next stop? Call in “foot soldiers,” aka communications tactics, to carry that outstanding message of yours to right eyes and ears. Luckily there are many, many commu- nications tactics available. For example, personal contacts, letters-to-the-editor, press releases and speeches. Or, emails, brochures, radio/newspaper interviews and newsletters. The only requirement is that each tactic you choose have a proven record of reaching members of target audience you want to reach.

Now, some weeks after your communications tactics went into action, you will be curious to know if you are making any progress towards altering key audience perceptions.

Best way to find out is to ask same key audience members you questioned during your initial fact finding mission.

Same questions, but now you’re anxious to know if their perceptions have been altered in your direction because that will suggest that behavior changes can soon be expected.

Now, if you note some opinion alteration, but not enough, you must take two actions. One, review your communi- cations tactics for mix and frequency adjustments. And two, look closely at your message to see if it is as clear and compelling as it could be. And also whether your facts and figures really support your view that inaccuracy is unfairly damaging to you.

Happily, your prize for using a well-oiled strategy machine like public relations will be altered perceptions you desire, leading to behaviors that contribute directly to success of your business.

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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