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The answers you receive let you establish your public relations goal. For example, correct that inaccuracy, clear up that misconception, or get out
facts in order to neutralize that rumor.
But how will you actually reach that goal? With a clear and urgent strategy.
Fortunately, in dealing with perception/opinion, we have just three options available to us. Create perception/opinion where there is none, change existing perception, or reinforce it.
The goal you established will quickly tell you which strategy choice you must make.
But, of course, what you say to that target audience, in pursuit of your public relations goal, is crucial. Your message must be persuasive, compelling and clear as a mountain stream. It also must be credible and believable, which means truthful in all detail. It should also address particular inaccuracy, misconception or rumor head on and not allow room for any further misunderstandings.
Now, how do you get that carefully chiseled message to attention of members of that key, target audience? I still call them “beasts of burden” because they carry messages from Point A to Point B. Communications tactics is answer, and you have a huge selection from which to choose. Everything from open houses, contests, news releases and speeches to brochures, community briefings, letters-to-the- editor, emails, radio/TV and newspaper interviews, and lots more.
Sooner rather than later, you will wonder whether you’re making any progress. And only realistic way to nail that down is to go back to members of that target audience again and ask them same questions all over again.
The big difference this time around is, you’re looking for signs that opinion/perceptions have begun to change in your direction. By that I mean clear indications that miscon- ception is clearing up, or inaccuracy has been corrected, or that a negative impression is slowly turning around.
Truth is, that’s when this strategic, and powerful approach to public relations – supported by appropriate tactical firepower – delivers altered perceptions and modified behaviors promised in fundamental premise of public relations.
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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
