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With responses to such questions in hand, you’re ready to set down your public relations goal. In other words,
specific perception problem and, thus, behavior change you want. For instance, kill that rumor as soon as possible, straighten out that misconception or untruthful belief, or correct that inaccuracy.
So, what do you do with that public relations goal? Not much without a strategy. But with right one, you are quite likely to achieve your goal. Happily, when dealing with opinion and perception challenges, you have just three from which to choose: create perception/opinion where there may be none, change existing perception, or reinforce it. The strategy you choose will compliment your new public relations goal.
Now comes hard work, creating just right message for transmittal to your target audience. It must layout truth clearly and creditably, so consider it carefully. The features of a successful corrective message are clarity, believability, persuasiveness and a compelling presentation. Remember, message aims to alter existing perception.
Presumably, you will not follow lead of artillery commander who told his men, “Point your cannons in any direction and fire when you feel like it!” Rather your “beasts of burden,” you communications tactics, will carry your message directly to right eyes and ears among members of your target audience.
The list of such tactics is a long one. Everything from speeches, newspaper/radio interviews and press releases to op-eds, brochures, emails and many, many others.
It won’t be long before you are looking for signs that your public relations program is working. And this can best be achieved by a new round of perception monitoring out there among members of your key target audience. Same questions as first go-around, but now you’re looking for responses indicating that perception has been altered in your direction.
Things not moving fast enough? Broaden variety of communications tactics you use, and their frequencies. And take a hard look at facts undergirding your message.
Together, these steps will create a public relations effort that packs punch you really want.
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Bob Kelly counsels, writes and speaks 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
