The perception monitoring phases of your program can obviously be handled by professional survey people IF budget is there. But you can always choose to use your PR people who are also in perception and behavior business and can pursue same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Let’s talk about public relations goal. You need one that addresses aberrations that cropped up during your key audience perception monitoring. In all probability, it will aim to straighten out that dangerous misconception, or correct that gross inaccuracy, or do something about that hurtful rumor.

Of course, when you set a goal, you need a strategy that shows you how to get there. You have three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change perception, or reinforce it. A bad strategy pick will taste like ketchup on your pecan pie, so be certain new strategy fits well with your new public relations goal. For example, you don’t want to select “change” when facts dictate a “reinforce” strategy.

Here’s some really hard work for your PR team, because they now must come up with some carefully targeted, corrective language. Words that are compelling, persuasive and believable AND clear and factual. You must do this if you are to correct a perception by shifting opinion towards your point of view, leading to desired behaviors.

After going over your message for impact and persuasiveness with your communications specialists, work with them to select communications tactics most likely to carry your words to attention of your target audience. 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. But be sure that tactics you pick are known to reach folks just like your audience members.

Taking no chances with time-honored warning that credibility of a message can depend on how it’s delivered, consider introducing it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances. When calls for progress reports get loud enough, you can respond by returning to field with your PR folks for a second perception monitoring session with members of your external audience. Using many of same questions used in first benchmark session, you’ll now be alert for signs that bad news perception is being altered in your direction.

Should things slow down, you can always accelerate matters by using more communications tactics along with increased frequencies.

In this way, you employ unique power of public relations in just right way. You alter individual perception, resulting in changed behaviors that lead directly to your organization’s success.

end

Bob Kelly counsels 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 communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com

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