But their ammo will be persuasive messages they prepare for communication to that key target audience. Messages designed to affect perceptions in a way that leads to behaviors you desire.

The message must outline what problem is and what some members of that target audience believe. Then it must clearly set down truth of matter omitting any exaggeration or hype. In other words, it must be believable, credible and especially persuasive and compelling.

Enter “beasts of burden,” communications tactics your people will use to move your message to attention of members of your key, target audience.

There is a vast array of communications tactics from which your public relations people can choose. They include everything from face-to-face meetings, emailings, op-eds and news releases to special events, speeches, trade show appearances and town hall meetings.

Wait a minute, not so fast! How will your public relations team measure progress? Best way is to put on monitor hats again and fan out among members of target audience.

Using persuasive message as a guide, are respondents aware of message? If so, what is their reaction to it? Does your crew find evidence that prior opinion (perception) has moved in your direction? If so, to what extent? Was create/change/reinforce strategy choice correct, or must it be adjusted? Are refinements in message in order, meaning there is still considerable work to be done?

Obviously, problem solving sequence must be carefully retuned as progress is made in order to keep it on target – alter perception, change behavior, and achieve not only a successful, but desired public relations result.

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

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