Use data you collect to establish your public relations goal. For example, correct that inaccuracy, clarify that misconception or spike that damaging rumor.

To reach that goal, you need a strategy to show you how to get there. Select from three: change existing perception, create perception/opinion where none exists, or reinforce existing perception. And make certain strategy you select fits your public relations goal.

Now, you must prepare a message designed to alter perception among members of that target audience. It must be crystal-clear about what it intends to correct, clarify or change, and it must be persuasive and compelling – all at same time! Above all, as your message makes case for your point of view, it must be believable.

A daunting assignment for sure – alter what a lot of people have come to believe. It’s a big job, but worth effort.

Now, you must deliver your message to eyes and ears of members of that key target audience. And communications tactics will help you do it. The choice is broad and includes tactics such as customer or member briefings, brochures, press releases and radio/newspaper interviews as well as newsletters, speeches, facility tours and many more.

Just be sure that tactics you choose, have a proven record of reaching people like members of your audience.

How will you know if you’re making any headway? By re-monitoring perceptions among, and asking more questions of those same audience members. This time, however, you watch closely for clear evidence that perceptions are being altered as you planned.

You can always speed things up by using additional communications tactics, and by increasing their frequencies.

Remember that you are using one of strongest weapons available to any business, non-profit or association. Namely, process for changing behaviors of their key external audiences in ways that lead directly to achieving their primary operating objectives.

end

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using 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

The old saying, that if a "salesperson sells them self first, sale of their product or service follows shortly thereafter" is certainly true. Establish yourself on web and in newsletters/ezines as someone who can be trusted, and is knowledgeable in their field. If people get to know and trust you, your recommendation to join your affiliate program will carry a lot more weight.

Now that you have control over your web page, you should have a guest book that visitors can sign. Now you have their email address. Folks, these are literally worth their weight in gold. You can now send them email about upcoming events on your web site, and not be accused of spamming.

Run a contest on your web site - prizes don't have to be off wall. An ebook (and there a number available free) can be your prize - and again more email address. Write a free newsletter/ezine and publish it on a regular basis - even more email addresses. As long as there is content of interest, they won't mind a gentle reminder to visit your web site.

Consider a "non-competing" partner to help you with site or to write articles for ezine. It makes no difference to you if there is another link to another affiliate program on your site. If they are willing to share work in return for link, it is to your advantage. The key here is "non-competing".

So - are affiliate programs a good opportunity? If you simply join and sit back waiting for money to flow, no. If you are a "take charge" type of person and are willing to work a little, it can be a great opportunity.

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Did you know that subscribers to Bob Osgoodby's Free Ezine "Tip of Day" get a Free Ad for their Business at his Web Site? Great Business and Computer Tips - Monday thru Friday. Instructions on how to place your ad are in Newsletter. Subscribe at: http://adv-marketing.com/business/subscribe2.htm