Reaching your public relations goal, however, requires a strategy that shows you HOW to get there. You may be surprised that you have only three to choose from in these matters of opinion and perception: create opinion where none exists, change existing perception, or reinforce it. But always make sure that strategy you choose is an obvious fit with your new public relations goal.

Good writing is always a prize, and always worth effort. Especially for you as you reposition your public relations effort to influence behaviors of your most important outside audiences.

Your message is charged with changing perception of people who make up that target audience, and that’s no easy job. It must be clear about errant perception and why it is untrue, and thus unfair. It must be both persuasive and compelling if it is to be believable. So take time to run a draft by a few colleagues so that it winds up making your point in most convincing manner.

Like a bullet, your message must be fired directly at members of your target audience using a delivery system made up of communications tactics. Fortunately, they are in good supply and include “weapons” like speeches, newsletters, special events, newsletters, newspaper and radio interviews, brochures, news announcements and many others. By way, for this very sensitive, corrective message, you may wish to build it into other announcements or presentations rather than using a high-profile news release.

Before questions are asked about program’s progress, you and public relations team assigned to your unit must return to field and resume questioning members of your target audience. While using questions similar to those used in your earlier monitoring session, you’re now looking for indications that communications tactics have worked. In other words, signs that negative perception, and thus behaviors, are being altered in your direction.

You always have option of increasing pace of program by adding new communications tactics to mix, as well as increasing their frequencies.

Whether you call it fundamental premise of public relations, or simply “best practice PR,” it lays out a workable pathway to achieving many unit manager’s operating objectives.

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

#5) There are products that work well on Internet and there are those that don't work well at all. Consider following as general rules to consider:

a) Your product or service must be generally appealing. Selling plugs for igloos would probably appeal to only a handful of people where selling a hat with built-in sunglasses would be more universally appealing.

b)You must make a product or service that is not easily available in your prospects community. If you try to sell dish soap on Internet, I doubt you would have many takers. It's available in every store in every city in America. There must be a distinct advantage in buying from you. Being unique and hard to come by is best reason.

Your price can be another reason but obviously only if it is less than your competitors. Another reason for them to buy from you would be a bundled offer. An example would be if they buy left-handed screwdriver they would receive left-handed wrench for free.

c) Your product must be easy to ship. Although Pre-Built Houses are shipped across nation you would agree that shipping hat with built-in sunglasses would be far easier for you as well as being inexpensive in comparison.

d) Remember to do your research. Do it carefully and do it completely. Know what your market is and how large it is. Find out who your competitors are and what they offer. If they’re already your competitors they have a head start. Don't try to compete on level ground with them. Find your unique advantage and exploit it. Decide what makes you different, what makes you better and then make sure customer knows it to.

One last thing. You cannot charge for something that is already on Internet for free. That means if you picked up an article, eBook, program for do-dad for free don't expect to make a killing by reselling it. Here again best idea for making money is something you have full control of. The article you wrote or program you design or product you've built is way to make your money on Internet.

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Tom Sheltraw is a writer and entrepreneur with over twenty years of business and marketing experience. He owns and operates InfoFYI.com Helping you to “Fire Your BOSS and Live Your Dream” Because, being Broke .... SUCKS FREE Startup Business report http://www.infofyi.com/free-report.html Click now for your FREE Report! Publishing guidelines: Please feel free to publish this article as long as it’s contents and resource box remain unchanged.