Either way, questions must be asked. “What do you know about us? Have you had positive or negative contact with our folks? Do you have an opinion about our services or products?

Keep your antennae up for any signs of negativity. Did questioners note a glaring inaccuracy? Or a false assumption about your operation? How about any hurtful misconceptions or rumors? Evasive or hesitant responses should also be noted.

Now you’re ready to establish your public relations goal which could be as simple as “correct that dangerous inaccuracy,” or “squash that hurtful rumor” because of damaging behaviors such negatives can create.

But how to achieve that goal? With right strategy, of course.

Because there are just three strategies available in matters of perception/opinion, you can create perception where there may be none, change an existing perception/opinion, or reinforce it. But be certain that your strategy choice meshes with your new public relations goal.

Here’s where your PR team’s writing talent comes to fore. You need a corrective message that will alter negative perceptions among members of your target audience. As unit manager, you need to stay involved in message preparation to make certain it is compelling, persuasive, well-written, fact-based and believable if your target audience’s perceptions are to be altered towards your point of view.

Getting that nifty piece of writing to attention of that audience of yours is easily accomplished. And here is where communications tactics DO matter. They’ll carry your message to audience members using everything from personal contacts, brochures and media interviews to speeches, newsletters and facility tours. But be certain that your chosen tactics are known to reach people like those in your target audience.

Soon you’ll need hard evidence that negative perception is really being altered according to plan. This demands that you return to field and remonitor perceptions of your target audience members. This time, however, your team will be alert for indications that offending perception is really changing in way you planned.

By way, things can always be moved along faster by adding new communications tactics, and by increasing their frequencies.

As noted at outset of this article, you need to persuade your most important outside audiences to your way of thinking, then move them to take actions that lead to your success as a unit manager.

Your new public relations blueprint will help you reach that objective.

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

Speak in terms like:

"Have you ever thought of closing gap between your two front teeth?"

"Did you know those two 'pointed' teeth could be made to look as nice as rest of your teeth?"

"You have such pretty teeth, you are a perfect candidate for making them whiter!"

Remember: Every patient is an Opportunity looking for a place to happen! Look and Listen for Opportunities.

There are 72 + million Baby Boomers in their mid-fifties, who's children are now out of college (no more college education to pay for), who have more disposable income to spend, and who are extremely concerned about their appearance.

Strengthen and enhance your practice's image by building a reputation of excellence and becoming an office that provides so many measurable benefits in services to your patients that is reinforces their decision to keep returning.

Services so beneficial to your patients that receiving care in your office offsets any inconvenience patients may have ("You are not on my provider list", "your fees are too high", or Your office is too far away").

Often your most creative ideas come from your employees and your patients. Learn to listen and understand both your employees and your patients.

You and your team are marketing a high quality service...and patient defines quality. From their first telephone call through enrollment and treatment, make sure your practice presents an overall "Absolutely outstanding service" experience for your valued patients as a benefit from your....Proactive High Performance Team (work)!