Focus on key goals to achieve business objectives Increase productivity while decreasing work time Widen profit margins Realize their dreams through accountability

What They Are

Affinity groups come in many shapes and sizes. Some are geographically based, by locale or region of country. Others are specific to age or revenue. Still others are linked to a particular frame of reference, such as software industry. More examples can include a group of interior designers, all who have different specialities, such as furniture design, kitchen and bathroom design or draperies who share client lists, or a group of personal chefs who join together to increase their ability to bid jobs, or a block of stores that agree on hours of operation and seasonal advertising specials. They often operate like strategic alliances; non-competitive businesses that refer clients and prospects.

One of incredible things about being alive is having opportunity to learn and grow with each passing day. The great desire to gain new knowledge and insights into people and things around us provides an energy that helps overcome many challenges we confront on life’s journey. We are constantly amazed by things we didn’t know, by inaccuracy of our perceptions, by actions of those we thought we knew better and by support we receive from unimaginable places.

Keep moving forward even when times are difficult. Try new ways of approaching same challenges. Take time to read and listen to experience and journey of others. There is a lot to learn on road to building a successful business, or a fulfilling life for that matter.

We are starting to see signs of an improving marketplace; start to invest in yourself and your business. It will give you greatest chance of achieving success you deserve and have worked so hard for.

So next time you are up at 2 a.m., act on following: find, join, and participate in affinity groups.

Bio Box: Mike Menaker is a certified business coach with Action International- New Jersey. He draws upon more than 25 years of business experience to help small and medium-sized companies to become more successful. He can be reached at 973-267-7395 or visit www.actioncoaching.com/michaelmenaker.ai

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You need to stay alert during those Q&A encounters for negative responses and even negative tones of voice.

Keep you eyes and ears wide open for evasive or hesitant replies, and especially for untruths, inaccuracies, misconceptions or potentially destructive rumors. As we know, such perceptions or beliefs often lead to damaging behaviors.

Now, it’s time to decide which perception needs correcting most, and that is public relations goal you will pursue. For example, correct that inaccuracy, straighten out that misconception or correct that hurtful rumor from false to true.

But HOW do you reach that goal? You select a strategy from among three available to address perception or opinion problems: reinforce existing opinion, change that perception, or create perception/opinion where none exists.

Now here is most challenging step for you and your public relations team – prepare corrective message especially designed to alter offending target audience perception. The message must be clear and truthful, of course. And it must be both persuasive and compelling if it is to hold attention of members of your target audience and really move specific opinion in your direction.

That was tough step. Here is an easy one for you and your public relations people. Select communications tactics to carry your newly-minted message to eyes and ears of members of your target audience. And there are tons of tactics out there from speeches, press releases, group briefings and media interviews to newsletters, op-eds, emails, special events and so many others. Just make certain each tactic you select has a proven track record for reaching people similar to those who make up your target audience.

Soon, you and your PR staff will want to know if program is working. And that means one more series of meetings with folks selected from your target audience. Same questions, but this time with a big difference. You want clear signs that offending perception is actually being altered.

You can always speed up process by adding more communications tactics, AND increasing their frequency.

This way, based on a sound fundamental premise, and instead of “toast,” your public relations effort stands a good chance of delivering to you those really important external audience behaviors you need to achieve your department, division or subsidiary objectives.

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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. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com