You might start with a straightforward goal like clearing up that misconception, correcting that inaccuracy or replacing a perceived untruth with truth.

Fix Factor 5

Now, right strategy sends public relations program off to a good start because it shows you how to proceed towards your goal. Luckily, there are just three strategic choices for dealing with matters of opinion and perception. You can create perception/opinion where there may not be any, you can change existing opinion, or you can reinforce it. An effort should be made to match strategy to public relations goal you selected. Obviously, if you want to correct a misconception, you would use strategy that changes existing opinion, not one that reinforces it.

Fix Factor 6

Here, there is a little more work to do in form of message that, hopefully, will alter people’s inaccurate perceptions of you and organization.

Some serious writing is needed here. The corrective message to be communicated to members of target audience is an opportunity to write something designed to change individual opinion, and that’s a positive experience for any writer.

Clarity is first, followed closely by accuracy and believability. Stick closely to issue at hand – like that inaccurate belief, misconception or dangerous rumor. A compelling tone is useful because message must alter what a lot of people believe, and that is a big job. Tryout message on some colleagues for effectiveness.

Keep in mind that your message must be believable and that rather than delivering it in a high-profile news announcement, you may want to make message part of another general interest release, presentation or address.

Fix Factor 7

Now you must throw that message to receivers in end-zone or, continuing this scintillating mixture of metaphors, every bullet needs a gun to fire it at target. Which brings us to stable housing our beasts of burden – communications tactics whose job it is to carry your message to attention of those key target audience members.

Fortunately, there are many, many such tactics ranging from luncheons, news releases and personal contacts to print and broadcast interviews, speeches, press releases and dozens of others. Only requirement is that they have a proven track record for reaching your target audience.

Fix Factor 8

Soon, associates (and others) will inquire whether any progress is being made in altering offending perception or opinion. If you’ve ruled out pricey survey counsel, your best hope of assessing that progress is a return to field for a second perception monitoring session.

Yes, you and your PR team will ask same questions as you did in initial monitoring session. But this time, you’ll be looking for evidence in responses that offending perception is finally being altered. You need to see and hear signs that perceptions are actually moving in your direction.

That tells you that positive behaviors by your key external stakeholders cannot be far behind.

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

You see, you can't be winning at working if you don't like what you're doing, where you're doing it, or who you're doing it for. If what you do feels like work majority of time, you might want to think about why, and what you can do to change it. That doesn't necessarily mean you should change jobs or companies. Transferring to another team, volunteering for a new project, or asking your boss for new responsibilities may be all it takes.

But, whatever it takes, you won't be able to offer your best you at work and get rewarded with interesting work, personal growth and financial rewards, if you aren't in a good workplace environment and a good position match for who you are, what you want, and what you have to offer.

I've worked in jobs where I couldn't wait until Monday. That's when I'm so excited about new project or new idea or next thing I'm working on that it's not work to me. It's a challenging, interesting, stimulating and fun way to spend my day. And, I'm a lot happier when that's case.

c) 2004 Nan S. Russell. All rights reserved.

Sign up to receive Nan’s free eColumn, Winning at Working, at http://www.winningatworking.com. Nan Russell has spent over twenty years in management, most recently with QVC as a Vice President. Currently working on her first book, Nan is a writer, columnist, small business owner, and instructor.