You're probably ahead of me in forming the strategy you need to reach that goal. When this second monitoring drill allows that conclusion, you will have good reason to value highly your public relations goal, strategy, message and communications tactics. With goal and strategy both in hand, you now have some real work to do. And yes, with questions very similar to those you asked during your original information gathering exercise at the start of the program. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website.

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Make your message very specific to your strategy. The goal you set will lead you to the right strategy choice. Not surprisingly, reaching that goal requires that you set a strategy, and only three are available to you. Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. A copy would be appreciated at bobkelly@TNI.

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Now that you've got a public relations goal, you need a public relations strategy. With your goal and strategy in hand, you begin thinking messages. At the start of the program, you monitored the feelings and perceptions of your key target audience so that you could identify the problem and set your public relations goal and strategy. A copy would be appreciated at bobkelly@TNI. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website.

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You must once again interact with members of your key target audience or you will never know if your goal, strategy, message and communications tactics ever worked. A copy would be appreciated at bobkelly@TNI. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Things that really will put that smile on your face. Finally, as noted at the top of this piece, when members of your key audiences really understand you and your organization, good things usually happen.

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Especially when managers order a communications tactic here, another there, but fail to base them on a realistic public relations goal and strategy. Either way, you are no longer wasting your public relations resources because you have a proper plan with a proper strategy, message and communications tactics. Your brand new public relations goal leads directly to your next step - a strategy that shows clearly how to reach that goal. What are you hearing? Playback or feedback suggesting that a misconception has been clarified? That a damaging inaccuracy no longer dominates? That a rumor has been disarmed. So, when your remonitoring activity clearly reflects perceptual and behavioral movement in your direction, you have achieved your public relations goal.

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Reaching your goal isn't going to happen if you don't have the right strategy. You're fortunate that there are really only three strategy choices. Instead, you lay out the truth in a credible manner, keeping in mind your create-change-reinforce strategy choices. A copy would be appreciated at bobkelly@TNI. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website.

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Happily, your prize for using a well-oiled strategy machine like public relations will be the altered perceptions you desire, leading to behaviors that contribute directly to the success of your business. Now, here's how the well-oiled strategy machine that produces such results can support your objectives and work hard for YOU. The goal you already set will determine which strategy choice you make. Same questions, but now you're anxious to know if their perceptions have been altered in your direction because that will suggest that behavior changes can soon be expected. Best way to find out is to ask the same key audience members you questioned during your initial fact finding mission.

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Here, you come to three forks in the road to a workable strategy that will show you how to get to your public relations goal. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI. You should use the same questions as you did for your first information gathering session. Once you fire the communications tactics gun, and give it several weeks to sink in, you must return to monitoring what members of your key target audience are NOW thinking about you.

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Recapping, you have now monitored and evaluated opinion among your target audience to determine the extent of any problems, you have set your corrective public relations goal and strategy, and you have prepared an impactful and corrective message. And that is the test for public relations success. When all is said and done, what you will have is an important outside audience more accurately informed about your organization and, thus, more likely to behave in ways that help you achieve your objectives. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Of course, this means that, before long, behaviors should be changing as well.

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But take care that the strategy you select fits nicely with your new public relations goal. When it comes to matters of opinion or perception, you have just three strategy choices. You are a manager fully aware that every good goal needs a good strategy to show you how to reach that goal. Be sure that the tactics you select have a track record of reaching people like those who make up your target audience. Your two-part bottom line? A workable and comprehensive public relations blueprint that (1) assists you as a manager in creating the external audience behaviors you need and (2), in so doing, helps you achieve your department's business, non-profit or association objectives.

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Trick is, be certain the strategy you select is a natural fit with your new public relations goal. You need a strategy to show you the way, and when it comes to perceptions and opinion, there are only three strategies from which to choose. The difference now? You want to see evidence that your perception monitoring, your public relations goal and strategy as well as your carefully crafted corrective message and communications tactics have actually altered the offending perception as you planned. Should results not come fast enough, additional communications tactics can be added, and their frequencies increased. Once again, you as the manager, and/or your PR support staff, must ask questions similar to those you asked during your earlier benchmark perception monitoring session.

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Where matters of perception and opinion are concerned, there are really just three strategy choices. But try to size your strategy choice to fit your new public relations goal. At this point, you need a strategy to tell you how you're going to achieve that goal. Happily, there's one more option open to you - you can speed up the process by adding more communications tactics to the mix, AND increasing their frequencies. Best part about this particular blueprint is that it will help you ramp up your public relations effort in a way that let's you pursue the behavior changes you really need if you are to achieve your unit's operating objectives.

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If your goal and strategy make sense, and if your message is persuasive and your communications tactics aggressive and well-targeted, signs of public understanding and acceptance will steadily increase. But now, you need a strategy to help you achieve that goal. Take another look at the public relations goal you've established and make certain that the strategy you've selected is a logical match. In which case minding one's business in this manner will prove especially rewarding as the public relations program achieves success. A copy would be appreciated at bobkelly@TNI.

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Now for the strategy that tells you how to reach that goal. Since the wrong strategy pick will taste like too much pepper in your chicken soup, assure yourself that the new strategy fits comfortably with your new public relations goal. HOW to move forward with your new PR effort is always challenging, especially when it comes to selecting the right strategy to tell you how to get where you want to go. And you'll be asking lots of questions all over again. But now, you'll be looking for perception and attitude changes hopefully produced by the combination of your persuasive messages and carefully targeted communications tactics.

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Of course, picking the wrong strategy will taste like peanut butter on a nice piece of Nova Scotia salmon. So be sure your new strategy fits comfortably with your new public relations goal. The right strategy will show you how to reach that goal. At the same time you set your PR goal, you must select the right strategy from the three choices available to you. And as you persuade those key outside folks to your way of thinking, you will hopefully move them to take actions that allow your department, group, division or subsidiary to succeed.

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