Now, Ms. and Mr. Manager, we begin preparation of what we hope will be persuasive messages for communication to our target audiences.

It’s a challenge. The messages must disarm rumors circulating in furniture community with clear evidence of excellent design and construction quality, and seconded by credible third-party endorsements such as satisfied customers and top design consultants.

Regular assessments of how opinion is currently running among target groups must be performed, constantly tweaking message and, finally, action-producing incentives for individuals to take desired actions must be identified and built into each message.

Those incentives might include very strength of company’s forthright position on quality issue, high-credibility designer endorsements, plans for expansion that hold promise of more jobs and taxes, or even sponsorship of a new cable TV furniture design show.

So, how will target audiences in various company locations actually be reached, Mr. Manager Thomas? Among a wide variety of available communications tactics, choices include face-to-face meetings, Internet ezines and email, hand-placed newspaper and magazine feature articles and broadcast appearances, special consumer briefings, news releases, announcement luncheons, onsite media interviews, facility tours, brochures and promotional contests.

Now, it’s time to monitor progress and look for signs of improvement. Public relations staff and counsel must speak regularly with members of each target audience, monitor print and broadcast media for evidence of company’s messages or viewpoints, and interact with key customers, prospects and influentials.

At last, indicators that messages are moving opinion in your direction will start appearing. Indicators like comments in community business meetings, mentions in research analyst’s reports, local newspaper editorials, e-mails from members of target audiences as well as public references by political figures and local celebrities.

What is happening, is that action program is beginning to gain and hold kind of public understanding and acceptance that will lead to desired shift in public behavior.

And end-game for this example of public relations in action?

When changes in behaviors become truly apparent through increased showroom traffic, media reports, thought-leader comment, employee and community chatter and a variety of other feedback – in other words, clearly meeting original behavior modification goal – two things have occurred. One, public relations program is a success and, two, by achieving behavioral goal you set at beginning, you are using a near-perfect public relations performance measurement.

To assess behavior changes and, thus, degree of success public relations program has achieved, we need evidence of changes in behavior showing up as follows: Internet chatter and in print and broadcast news coverage, letters-to-the-editor, consumer and customer reactions, shareholder letters, comments from community leaders, informal polls of employees, retirees, industrial neighbors and local businesses, feedback from suppliers as well as reaction from elected officials, union leaders and government agencies.

But, we can’t let Doubting Thomases off hook without reminders that some very basic but unattended perceptions may be out there that could lead to very costly negative behaviors. For example, Mr. Manager:

0 if sales prospects are unaware of your product or service, you will not get them as customers.

0 if your customers don’t remain convinced of value of your product or service, you lose them.

0 and if employees believe you don’t care about them, productivity suffers.

And on and on when still more audiences like citizens, journalists, regulators, investors and legislators don’t believe you.

In end, a sound strategy combined with effective tactics leads directly to bottom line – altered perceptions, modified behaviors, a happy CEO and a public relations home run.

So, Mr. and Ms. Manager Thomas, what do I believe you want from us? I believe you want us to apply our special skills in a way that helps you achieve your business objectives. But no matter what strategic plan we create to solve a problem, no matter what tactical program we put in place, at end of day we must modify somebody’s behavior for you if we are to earn our money.

Which is why I say that when you measure our real effectiveness, you will be fully satisfied with those public relations results only when our “reach, persuade and move-to-action” efforts produce that visible modification in behaviors of those people you wish to influence. In my view, this is central, strategic function of public relations – basic context in which we must operate.

Doubting Thomases aside, I hope these remarks contain a nugget or two that assists you in leading non-believers in your organizations to a better understanding of function of public relations. Especially how it can strengthen relationships with those important groups of people – those target audiences whose perceptions and behaviors can help or hinder achievement of their business objectives.

end

Bob Kelly, public relations consultant, was director of public relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.; VP-Public Relations, Olin Corp.; VP-Public Relations, 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

4. Fulfilling Digital Products

Businesses selling only digital products (computer documents, software, music, video, etc.) have easiest time with fulfillment. You will need a web site, shopping cart software to take order, and a means of processing payment. The most automated businesses use technology that serves automatic download information to customer upon processing a transaction.

Online businesses might opt to purchase web storage, shopping carts, encryption for secure ordering, and a credit card processing service individually. Alternatively, they might look for a "one stop shop" that handles entire thing for a fee. The former is likely to be lower cost but labor intensive; latter could be more costly but simpler to set up and manage.

To find ecommerce providers, run a Net search for "ecommerce billing fulfillment service".

5. Out-Source to a Fulfillment Firm

If your sales justify it, you could outsource entire process to a fulfillment company. This may or may not be more expensive than doing your own fulfillment. Calculate cost of on-site fulfillment and compare price.

Out-sourcing reduces your control over fulfillment, as well as amount of contact you have with your customers. If customer contact is very important to your operations, or if you need to explain your product to customers before making a sale, outsourcing might not be your best choice.

Before signing a contract, consider these issues: 1. Will company package your merchandise appropriately? Can they handle your perishable products quickly? You want to avoid returns of damaged goods. 2. Does firm process orders quickly enough to accommodate your turn-around time? 3. Is company strategically located? Shipping costs and transit times will be reduced if your fulfillment company is located close to majority of shipping addresses. For example, 74% of U.S. population lives close to or in UPS zone five. A company situated in that region might be a good choice for businesses that sell primarily to US public. 4. Are sales reps assigned to your orders and are you permitted to train them? 5. Can firm provide references from customers running similar operations to yours?

As comedian said, "Delivery is everything."

================================================ How to Write Business Plans, Business Proposals, JV Contracts, Human Resource Package, More! No-cost ebook "Beginners Guide to Ecommerce". Business Writing by Nightcats Multimedia Productions http://www.nightcats.com ================================================