Now, it’s time to sit down at word processor and prepare all-important message to do heavy lifting and alter perception/opinion of that key target audience.

But it can’t be a simple declarative sentence. It must be both compelling AND persuasive. At same time, it must be crystal-clear as to exactly which untruth, false assumption or misconception you wish to correct, and why. The facts you use must be not only truthful and solid, but logical and believable if message is to be seen as credible by members of target audience, and move their perception in your direction.

In case of special sensitivity, you may wish to piggyback message on other communications tactics so as to avoid showcase effect of a separate announcement.

So, perception monitoring phase is complete, public relations goal is set, and proper strategy applied. Now, you need a delivery system to carry your message to right eyes and ears among your target audience. And that’s what communications tactics do. Luckily, there are dozens of them ready to help you. They range from community briefings, press releases, emails and speeches to letters-to-the-editor, personal contacts, open houses, broadcast and newspaper interviews and so many others. Only caveat is, make certain each tactic you choose has a proven record for reaching people like those in your target audience.

You’ll soon be on lookout for signs that your public relations effort is succeeding. Those signs will be found by once again monitoring target audience perceptions. You’ll ask questions similar to those you asked during first perception monitoring session. But now, you want to see signs that audience perceptions have moved as you planned.

Of course you can accelerate process, and increase impact, by expanding number and variety of communications tactics you’re using. And, to same end, you can also increase their frequency.

You can best realize public relations’ full value when, in fact, somebody DOES worry about managing effort around key stakeholder behavior change that leads directly to achieving your organizational objectives.

end

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

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A buyers market today can change overnight. The objective is to hire right person in right position to achieve long-term results. Follow above simple rules and you should be well on your way to building a strong team of performers.