I can't help but wonder how "sink or swim" approach fits into those mission, vision and values statements. The new leaders who are trying to learn on their own without a coach or a trainer take longer, make more avoidable mistakes and often lose their motivation and enthusiasm. Multiply that by number of their direct reports and equation becomes an issue that's costing organization dearly.

If your organization is one that values development and promotion from within ranks, make a commitment today to establish a new process, and most of all provide support and training to ensure success. The future leadership within your company depends on it.

Lora J Adrianse is the owner of Essential Connections. She is a Coach, Consultant and Facilitator who specializes in the development managers and business owners. She recently left a long-term corporate career to focus on her passion for helping others bring out the best in themselves through the use of Emotional Intelligence. She can be reached through her website www.connectionscoach.com

What you say to members of your target audience is really important. After all, you’re trying to change perceptions, and that requires a message that is not only crystal-clear, but persuasive and believable. So, when you say misconception, inaccuracy or rumor should be corrected, be sure your facts are rock-solid, credible and, hopefully, compelling.

Run message by your colleagues to test its chances of altering perception, then fine tune it.

Your delivery system for moving your message to members of your target audience is communications tactic. And there are scores of them available to you. From newspaper interviews, radio talk shows, emails, speeches and brochures to op-eds, community briefings, newsletters, personal contacts and many others.

How will you know if you are making progress?

Once your communications tactics have had six or seven weeks to make an impact on your target audience, go back out among audience members and ask same questions all over again. The big difference second time around is, you are now looking for signs that opinion has been altered with regard to problem perception. And watch especially for altered perceptions that include corrective elements of your message.

As you continue monitoring key audience opinion/perceptions, positive changes should begin appearing and, inevitably, lead to behavior changes you want.

In public relations, it doesn’t get much better than that.

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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