Crossed arms, as almost every salesperson knows, means person on other side of table is defensive or not receptive. On other hand, if that person leans forward and keeps his or her eyes on you, then you do have a receptive listener.

If you watch novice speakers, you'll probably notice how they keep their arms close to their bodies, indicating a lack of confidence. As they get more practice speaking in public, you'll see their arms move away from their sides and become active tools for conveying messages.

Arms wide open indicate trust and openness, as do open hands, while arms held high above head show a sense of victory, and clenched hands indicate anger.

Curiously, one of most difficult interpretations of body language involves lying. Researchers have probably spent more time on this aspect of body language than any other. And their conclusions? The only surefire way to know if another person is lying is to observe very small and fast wrinklings of brow.

If you haven't yet spent much time studying body language, I recommend that you add it to your to-do list for communication development. It's invaluable not only for speaking and listening, but also for negotiating and leading.

The next task will be to select newly discovered negative that could most impact your organization. And that becomes your public relations goal.

For example, is that misconception a clear and present danger? Or does that inaccuracy represent an even more dangerous potential? Or does that unfounded rumor you turned up look like it could turn into hottest fire of all?

No one ever reached a public relations goal without a strategy showing how to reach that goal. Fortunately, where perception and opinion are concerned, you have just three strategic choices. Change existing perception, create perception where there isn’t any, or reinforce that existing perception.

And please be certain that strategy you choose fits well with new PR goal.

Perhaps most difficult challenge is preparing corrective message to be communicated to your key stakeholder audience in a manner that will help persuade them to your way of thinking.

The message needs professional writing, corrective language, if you will. And this language must be not merely compelling and persuasive, but clear, factual and believable if it is to move perception/opinion towards your point of view and lead to change in behaviors you have in mind.

Relatively speaking, next step is a pleasure. Here, you identify means for communicating your message to your target audience, making certain tactics you select are on record as to reaching same people as those that make up your particular audience. There are scores of communications tactics available ranging from speeches, emails and brochures to media interviews, newsletters and special events. One caution, how you communicate can affect message’s credibility. So it may be more effective to deliver it in small meetings or events rather than through high-profile media announcements.

Understandably, those around you will press for indications that progress is being made. Which calls for a second perception monitoring go-around with members of your external audience. You’ll again use many of same questions used in your initial benchmark perception monitoring session. Difference now is that you will be on alert and watching closely for signs that offending perception is being altered in your direction.

Keep in mind that effort can always be accelerated by addition of more communications tactics and/or, of course, by increasing their frequencies.

So, Mr/Ms manager, why not PR like this? When you persuade those important outside audiences to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed, you have a public relations success on your hands.

Bob Kelly counsels, writes and speaks to managers about using the fundamental premise of public relations to achieve their operating objectives. 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.

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