3. Tie your response to needs of hiring organization. Don't assume that interviewer will be able to connect all dots. It is your job as interviewee to make sure interviewer understands how your experiences are transferable to position they are seeking to fill.

Sample tie-in: Because of my proven experience in leading sales teams, Craig Brown suggested I contact you regarding your need for a sales manager. Craig filled me in on challenges your sales department is facing.

4. Ask an insightful question. By asking a question you gain control of interview. Don't ask a question for sake of asking. Be sure that question will engage interviewer in a conversation. Doing so will alleviate stress you may feel to perform.

Sample question: What strategies are currently underway to increase sales and morale within sales department?

There you have it - a response that meets needs of interviewer AND supports your agenda.

When broken down into manageable pieces, question, "So, tell me about yourself?" isn't overwhelming. In fact, answering question effectively gives you opportunity to talk about your strengths, achievements, and qualifications for position. So take this golden opportunity and run with it!

What exactly will you say to members of your key target audience? Well, that depends largely on what changes in perception and, thus, behaviors you want. Your message must be clear as a mountain stream and, above all, factually believable and persuasive. It should be direct and as compelling as possible. Might help to try it out on one or two audience members and get their reactions.

Dare I call this part fun? Communications tactics, I mean? There are dozens available and they all will reach members of your key target audience with varying degrees of efficiency. You could use personal meetings, emails, letters-to-the-editor and brochures, or you could try open houses, speeches, radio interviews and even a news conference. There are many, many more.

But now, you can’t avoid this. You must once again interact with members of your key target audience or you will never know if your goal, strategy, message and communications tactics ever worked.

When you again meet with these individuals, you’ll be asking questions similar to your first opinion monitoring session.

Difference this time is that you’re hot on trail of altered perceptions because you know they will almost always lead to change in behavior you really want.

Does it look like you were successful in cleaning up that misconception? Or in rooting out that wrong but deep- seated belief? Or shooting big round holes in that mischievous rumor?

If you’re not happy with your progress, consider altering mix and frequency of your communications tactics. And don’t forget to take a hard look at your message. Was it REALLY clear? Did your facts and figures support your contention that rumor is not only unfair, but hurtfully wrong?

Finally, as noted at top of this piece, when members of your key audiences really understand you and your organization, good things usually happen. Things that really will put that smile on your face.

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