Now, here’s where art comes in. You have to write corrective message going to attention of members of target audience. The satisfying part of this chore is fact that, done right, it will change opinion and, thus, behavior. No small feat!

The art lies in writer’s ability to prepare a message that accomplishes that objective clearly and in a believable, persuasive and compelling style. Not easy, but an absolute must!

How do you get that message “into end zone?” That is, before eyes and into ears of members of your target audience?

Good old “beasts of burden” communications tactics will come through for you and carry your message to attention of your target audience members. And there are scores of them ripe for picking.

You can choose from letters-to-the-editor, speeches and news releases as well as consumer meetings, brochures, radio interviews and many, many others. Just be careful that communications tactics you choose have a good record for reaching folks like those in your target audience.

The day will come when someone asks, “are we making any progress with this PR effort?” A good and proper question, answer to which is available back out among members of your target audience. Assuming your budget cannot accommodate pricey professional opinion surveys, you and your colleagues can re-monitor perceptions among audience members asking same questions as before.

The difference this time around is that you will be watching for perceptions altered in your direction – perceptions changed as a result of your corrective message and some aggressive communications tactics.

You can always increase beat by adding a few more communications tactics, and increasing their frequencies. And be sure to re-vet message itself for clarity and actual impact.

The payoff is clearcut – you get key external audience behaviors you need to help achieve your mission objectives.

end

Bob Kelly counsels, writes and speaks to general management personnel 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

Terrible, isn't it? To think use of good ole pen to paper to write down your thoughts and ideas, things to do and follow-ups may actually work better than use of a computer software programme!

Some of my clients have had to use software in conjunction with their diary, which can easily be done when they are shown how.

I often find that some of most 'high tech' people are most disorganised, particularly if technology breaks down.

At least with pen and paper, only thing that lets you down is when pen runs out of ink. If your organisation is adamant that you must use electronic system so that other people know when you are available, then use it for that purpose. However if it isn't helping you get organised effectively, consider utilising a paper diary as well so that you can stay in control.

Don't be afraid to get back to basics if you find it all becomes too much.