Moving that message to members of your target audience is next, and you have a wide choice of communication tactics to do job. Everything from speeches, emails and personal contacts to press releases, radio and newspaper interviews, special events and lots more.

By this time, you’ll be wondering whether you’re making any progress. Best way to tell is to interact once again with members of that key target audience. Ask much same questions you used during your first perception monitoring session.

The difference second time around is that you’re watching carefully for altered perceptions. Were you successful in straightening out that inaccurate belief? Does it appear that you turned around that awful rumor, or made headway in clarifying that misconception?

Not enough progress to suit you? Take another look at your communication tactics and consider expanding both mix and frequencies. And review your message. Is it clear enough? Were your supporting facts and figures as strong and persuasive as they might be?

As you increase tactical pressure, you’ll begin to notice positive changes in perceptions of members of your target audience. In time, this will lead to kind of behaviors you seek and, thus, successful completion of your public relations effort.

end

MARKETING TIP: She was thinking right.

8. Last week I had a computer problem I needed fixed immediately and it was 10 pm. I emailed computer/web coach Nancy Fenn, and she wrote back, "Call Unbelievable Computer Guy Erol, 1-555-HELP-4U2. He'll fix it from California right away. It's only 8 pm here and emergencies are what he's here for."

MARKETING & COACHING TIPS: (1) If you're a coach, give service and have resources for your clients. (2) If you offer a service be available 24/7. And, (3) Know name of an Unbelievable Computer Guy who knows how to get inside your computer LD and fix things. They can't do it without your coding them in, and it sure beats waiting for someone to come to house or carry computer somewhere. (Like that's an option at 10 p.m.)

9. I visited my physician this week and we got to talking about multicultural, different practices, generations, etc. She said, "Sometimes someone comes in here and I think -- 'What is this? Is this a social call?' " She also mentioned she was going to pay a home visit to an elderly client whose sons weren't taking good enough care of her, "even though they tell me not to do anything I can't bill for." She then took some of my coaching cards and brochures for her clients who needed coaching and wellness support.

MARKETING TIPS: (1) If you really care about your clients, do what it takes. It isn't all about money. (2) Sometimes it is "just" a social call that heals, in medicine, in coaching, in life; and how deals are forged. (3) If you're a coach, contact physicians and psychiatrists and let them know what you have to offer their patients that they can't or won't.

10. Went with my 80 y.o. friend to root canal specialist to see if her problem tooth was root canal or periodontal. She passed root canal test. I asked receptionist as we left, "So what if it's gum disease? What happens?" "They cure it," she said.

COACHING TIP: That's what they call "anodyne (serving to assuage pain; not likely to offend or arouse tensions) therapy." When we go to periodontist, I betcha my friend's tooth will be okay because she now "knows" they can heal it. Remember healing power of positive thinking!