Then you must carefully select which of above aberrations becomes your corrective public relations goal – clarify misconception, spike that rumor, correct false assumption or fix certain other inaccuracies.

Selecting wrong strategy to show you how to reach your goal is like eating corned beef and cabbage without horseradish mustard and potatoes. Fact is, you can achieve your PR goal by picking right strategy from three choices available to you, change existing perception, create perception where there may be none, or reinforce it. But be sure your new strategy dovetails nicely with that new public relations goal.

But what will you say when you finally get opportunity to address your key stakeholder audience that will help persuade them to your way of thinking?

Select your best writer to prepare message because s/he must put together some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to behaviors you have in mind.

Happily, next step is easy. You select communications tactics to carry your message to attention of your target audience. Making certain that tactics you select have a record of reaching folks like your audience members, you can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.

Experience shows that HOW one communicates often affects credibility of message. So, you may wish to deliver it in small getogethers like meetings and presentations rather than through a higher-profile media announcement.

Time to look for signs of progress. And that means a second perception monitoring session with members of your external audience. Employing many of same questions used in first benchmark session, you will now be watching carefully for signs that offending perception is being altered in your direction.

Aren’t we fortunate that these matters usually can be accelerated by adding more communications tactics as well as increasing their frequencies.

This workable public relations blueprint will help you persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to success of your department, division or subsidiary.

The people you deal with behave like everyone else – they act upon their perceptions of facts they hear about you and your operation. Leaving you little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move those key external audiences to action.

end

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

Nationwide wireless plans are higher priced but do allow for in-network calls without roaming charges. An employee who never travels more than 50 miles from home office may never use this feature. Always check to determine that plans chosen for each employee are an exact fit for usage needed.

3. Paying for wireless insurance coverage, pager protection or roadside assistance coverage.

On accounts with several wireless devices, paying for insurance protection is not cost-effective. On single accounts, insurance coverage may be a good choice, especially if equipment is top-of-the-line and coverage premium is reasonable and insurance comprehensive.

Roadside assistance is one of those "peace of mind" features that can add $40 - $50 per year to each account. Let common sense be guide here. If user never travels for any length by car, eliminate it entirely.

4. Paying for wireless phones that have been lost, stolen or unused.

If a medium to large-size organization fails to properly track wireless inventories, duplication of billing for lost, stolen or even unused wireless phones may result.

Example: an employee is transferred to a new office and brings their wireless phone along. The new office provides them with a new wireless phone. The retired phone is kept inside a desk drawer only to collect dust - and in meantime bill is still being paid each and every month by previous office manager!

Establishing procedures for ordering and maintaining accurate wireless inventories should be routine for organizations that want to keep costs down.

Be sure you keep and maintain a complete inventory of handsets along with their respective bills and accounts. Paying for wireless services that are no longer being used can be huge source of unneccessary spending.

For free materials on how your company can reduce telecom spending, visit www.telconassociates.com