Public Relations: Why it Works

Written by Robert A. Kelly


Continued from page 1

What you say to members of your target audience is really important. After all, you’re trying to change perceptions, and that requires a message that is not only crystal-clear, but persuasive and believable. So, when you sayrepparttar misconception, inaccuracy or rumor should be corrected, be sure your facts are rock-solid, credible and, hopefully, compelling.

Runrepparttar 105129 message by your colleagues to test its chances of altering perception, then fine tune it.

Your delivery system for moving your message to members of your target audience isrepparttar 105130 communications tactic. And there are scores of them available to you. From newspaper interviews, radio talk shows, emails, speeches and brochures to op-eds, community briefings, newsletters, personal contacts and many others.

How will you know if you are making progress?

Once your communications tactics have had six or seven weeks to make an impact on your target audience, go back out among audience members and askrepparttar 105131 same questions all over again. The big differencerepparttar 105132 second time around is, you are now looking for signs that opinion has been altered with regard torepparttar 105133 problem perception. And watch especially for altered perceptions that include repparttar 105134 corrective elements of your message.

As you continue monitoring key audience opinion/perceptions, positive changes should begin appearing and, inevitably, lead to repparttar 105135 behavior changes you want.

In public relations, it doesn’t get much better than that.

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




Mr

Written by Alex MacCaskill


Continued from page 1

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Taxes to rise to pay for "Earth onrepparttar Rocks" Initiative - Moscow, 16th August, 2030 In a co-ordinated but controversial attempt to combat global warming,repparttar 105127 United Nations announced in Moscow yesterday a commitment of a further $10 trillion forrepparttar 105128 initiative to transport ice fromrepparttar 105129 polar regions of Mars to Earth’s own frozen wastes, thus reducingrepparttar 105130 soaring median temperatures of our planet by a targeted 4 degrees Celsius within 50 years. The program will also see water fromrepparttar 105131 warmest of our seas siphoned out of Earth’s atmosphere and jettisoned in to deep space to assist withrepparttar 105132 drop in global temperatures and to maintain current sea levels. The initiative will result in higher taxes for every person on earth, according torepparttar 105133 global "polluter pays" matrix established last year, with US citizens expected to payrepparttar 105134 most - an extra two cents inrepparttar 105135 dollar in income tax. Opponents are sceptical ofrepparttar 105136 benefits, citing increased pollution fromrepparttar 105137 spacecraft used to "fire"repparttar 105138 blocks of ice from Mars and others which later adjustrepparttar 105139 blocks’ trajectory before entry into Earth’s atmosphere, maintaining this will only add to greenhouse gases and eventually global warming. Excavation ofrepparttar 105140 ice on Mars by a mixed team of human beings and robots proceeds according to plan, although rumours of demands for huge pay increases among drilling contractors are rife. Whilerepparttar 105141 human contractors do not land on Mars, supervising robot operations from orbit,repparttar 105142 long periods in space and lack of physical comforts have apparently led to disquiet. Stories abound that contractors only complied with UN conditions after secret agreements were reached overrepparttar 105143 huge mineral reserves elsewhere on Mars. Well publicised horror stories of what could happen if control over one ofrepparttar 105144 10-mile ice cubes is lost during re-entry to Earth’s atmosphere have alarmed many scientific observers. The probable loss of over 50% ofrepparttar 105145 ice due to re-entry burn up is also well documented, butrepparttar 105146 program is still considered essential. Testing ofrepparttar 105147 "soft landing" techniques used to minimiserepparttar 105148 impact inrepparttar 105149 Arctic and Antarctic have faced "technical difficulties", but apparently are now proceeding more smoothly and involve slowingrepparttar 105150 blocks of ice torepparttar 105151 minimum permissible speed to sustain flight as close torepparttar 105152 ground as possible beforerepparttar 105153 ice "plops" on torepparttar 105154 polar ice caps. As today’s children in 3rd grade all know, our water evaporation rate increases by about 5%-10% per degree of increase in temperature. Inrepparttar 105155 last thirty yearsrepparttar 105156 world has heated up twice as quickly as people thought atrepparttar 105157 turn ofrepparttar 105158 millennium and because of evaporation we simply do not have enough rainfall to replenish fresh water. In answer to a question duringrepparttar 105159 virtual meeting, UN Secretary General Kropotkin, 56, said, "Some would call this a desperate measure. In all honesty I would agree, but what else can we do? We know that we have inheritedrepparttar 105160 consequences of how our planet was handled by our most recent predecessors, but wailing and gnashing of teeth achieve nothing. We have to persevere with this, as we have no alternative. Ifrepparttar 105161 initiative is successful,repparttar 105162 Earth’s climate will be stabilised and we can look forward to a secure future, includingrepparttar 105163 possible return of air travel to some degree so that I can answer your charming questions face to face. We all knowrepparttar 105164 alternative and, sir, what have you done today to reduce global warming?" Wilder speculation focuses onrepparttar 105165 potential release fromrepparttar 105166 melting ice on Earth of little green men and "Martian mega viruses", for which there may be no antidote. People seemed less concerned aboutrepparttar 105167 sudden impact onrepparttar 105168 heads of Earth’s few remaining penguins and polar bears of millions of tons of Martian ice. As one seasoned journalist remarked, "With or without ice, sometimes you end up with a headache."

Issue 2, with you on 31st August will contain a Zapit Special Feature examiningrepparttar 105169 subject "I have no email!".

Would you pay for this newsletter or do you have any feedback? Please email us at mailto: info@zapit.org Zapit News takes a fresh, thought-provoking look at how to save money, time and stress at work, while conserving natural resources. It contains practical ideas from twenty years’ experience with thousands of people acrossrepparttar 105170 world. Zapit News is made possible by your Zapit subscriptions. If you have not subscribed so far, you can at: http://www.zapit.org © Migration Solutions (Kelsall) Ltd, August 2003. All rights reserved



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