The job now is to select specific perception to be altered which then becomes your public relations goal. You obviously want to correct those untruths, inaccuracies, misconceptions or false assumptions.

One of painful aspects of whole drill is that a PR goal without a strategy to show you how to get there, is like a three-bean salad without beans. So, as you select one of three strategies (especially constructed to create perception or opinion where there may be none, or change or reinforce it,) what you want to do is insure that goal and its strategy match each other. You wouldn’t want to select “change existing perception” when current perception is just right suggesting that “reinforce” strategy.

The moment has come when you must create a compelling message carefully constructed to alter your key target audience’s perception, as specified by your public relations goal.

Keep in mind that you can always combine your corrective message with another news announcement or presentation which may give it more credibility by downplaying apparent need for such a correction.

The content of message must be compelling and quite clear about what perception needs clarification or correction, and why. Of course you must be truthful and your position logically explained and believable if it is to hold attention of members of that target audience, and actually move perception in your direction.

Some allude to communications tactics necessary to move your message to attention of that key external audience, as “beasts of burden” because they must carry your persuasive new thoughts to eyes and ears of those important outside people.

Actually, we have a wide choice because list of tactics is long indeed. It includes letters-to-the-editor, brochures, press releases and speeches. Or, you might choose radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are scores available and only selection requirement is that communications tactics you choose have a record of reaching people just like members of your key target audience.

Of course, things can always be accelerated by adding more communications tactics, AND by increasing their frequencies.

It won’t be long before those around you will be asking about progress. But you will already be hard at work remonitoring perceptions among your target audience members to test effectiveness of your communications tactics. Using questions similar to those used during your earlier monitoring session, you’ll now become beady-eyed looking for signs that audience perceptions are beginning to move in your general direction.

Yes, performed in this manner, public relations obviously does feed engine of YOUR economic growth and, thus, that of nation at large.

But do keep your eye on core of this approach: persuade your most important outside audiences with greatest impacts on your organization to your way of thinking. Then move them to take actions that help your department, division or subsidiary prevail.

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

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