You can achieve your goal by picking the right strategy from the three choices available to you. But be sure your new strategy fits comfortably with your new public relations goal. This workable public relations blueprint will help you persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department, division or subsidiary. So, while you may not have asked for this public relations advice, I hope you will agree that the people you deal with behave like everyone else - they act upon their perceptions of the facts they hear about you and your operation. Leaving you little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move your key external audiences to action.

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In sum, PR is a wildcard marketing strategy that can yield tremendous results if implemented correctly. In your next marketing plan review or initial development of one, make sure to give PR serious attention and the resources necessary to implement a long-term PR strategy. Media professionals will sometimes forget to include this information so it is your job to include it in your press release, articles, or interview. However, when activity comes up, you must ensure that the company is rewarded for the hard work put in! So do not forget to include your company information including a 1-3 line sentence describing your company, author byline (if applicable), and a URL of your web site. If you have a welcoming relationship with your media contact, see if you can check the article before it goes to print.

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Whatever you do, be sure that the strategy you choose is a neat fit with your new PR goal. With your public relations goal in hand, you'll need a strategy showing how to reach that goal. You'll again use many of the same questions used in your initial benchmark perception monitoring session. Difference now is that you will be on the alert and watching closely for signs that the offending perception is being altered in your direction. Happily for all concerned, the campaign can always be accelerated by the addition of more communications tactics and/or, of course, by increasing their frequencies.

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And be certain your new strategy is a good fit with your new public relations goal. Here, you're in luck because matters can always be expedited by adding more communications tactics, AND increasing their frequencies. Thus, what should come first in any manager's public relations effort is prompt and effective action in dealing with key, target audience perceptions by doing what is necessary to reach and move those key external audiences to actions you desire. In the proverbial nutshell, use an action plan that helps you influence your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department, division or subsidiary. Using some of the same questions used in the original benchmark session, you will now be especially alert for signs that the questionable perception is being altered in your direction.

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But be sure your new strategy is a natural fit with your new public relations goal. In the same way soy sauce goes with stir fry, the right PR strategy tells you how to reach your goal. In this business, we're fortunate that efforts such as this can be accelerated by adding more communications tactics as well as increasing their frequencies, if deemed necessary. We're also fortunate that the people we deal with behave like everyone else - they act upon their perceptions of the facts they hear about us and our operations. Which leaves us little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move our key external audiences to action.

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If the subject is complicated, and the reporter is not up to speed, provide a simple verbal primer on the topic before the interview begins or give the reporter a handout of key information. If you find the interview veering off-course, bring it back on track. See yourself on camera so you know what the audience will see. They can be reached for communication skills and media training at 800-280-2666 or on the web at http. Through their workshops, seminars and consulting projects, Nancy Stern MA and Jody Hammond, MA, help people keep connected through conscious communication and savvy media skills.

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But be sure your new strategy naturally compliments your new public relations goal. You can assure you'll achieve your public relations goal by selecting the right strategy from the three choices available to you. Word count is 985 including guidelines and resource box. Should the program start to slow, you can always accelerate matters by putting on more communications tactics as well as increasing their frequencies. Employing many of the same questions used in the first benchmark session, you will now be watching carefully for signs that the offending perception is being altered in your direction.

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You need to proactively manage your business from day one and if your company's reputation matters it means you need a public relations program and strategy to ensure your business is profitable and protected. Barry Forward is the Executive Vice-President of Reputations Inc. If you're still debating whether PR can help you, consider one final point. Reaching out to the local community and building a presence for your business. Promoting community involvement through your business and employees.

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But be sure your new strategy naturally compliments your new public relations goal. With your public relations goal established, you can assure you'll achieve it by picking the right strategy from the three choices available to you. But those same competitive managers also know they need an aggressive blueprint such as this one that will deliver behavior change among their most important outside audiences leading directly to achieving their managerial objectives. Feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Word count is 990 including guidelines and resource box.

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Another strategy is to use Internet monitoring to monitor online articles regarding a company's activities to prepare for negative publicity. Don't expect Worldcom to pull out of its Enron-like mess. It's possible to survive the crisis and thrive as PG&E did. The same can happen to a company without a crisis management plan in place. When he returned to tell the chaplain that he had done it, the chaplain said, Now, go and gather the feathers.

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The internet and a smart strategy make it profitable and enjoyable. Start as soon as possible, and dedicate at least one person to work on this solely, as depending on the size of your list, it can become onerous. Shopping online has made things so much simpler. Given enough time and resource, however, it can be done quickly and efficiently. Be mindful of religious differences, as you don't want to offend in that area either.

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More than ever, a complete media strategy requires reaching out to ethnic publications. If you are having your story translated into Spanish, Arabic or Mandarin, for example, use a translator who can also point out any potential sensitivities you may have inadvertently included in your release. Foreign language ethnic media means having to translate your story not only into another language, but to another culture. Do you work at a law firm with an Arab attorney? Is a verdict about to come down in a high profile lawsuit the Arab community has been following closely? Contact an Arab news publication and let them know you have an Arab expert available to comment. Working with the ethnic press may take extra work.

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With your public relations goal thus established, you can assure you'll achieve it by picking the right communications strategy from the three choices available to you to show you HOW to reach your goal. But be sure your new strategy naturally compliments your new public relations goal. Word count is 1045 including guidelines and resource box. This bears repeating - successful managers everywhere generally use every public relations weapon they can lay their hands on, and that includes strategic, rapid-fire print and broadcast tactics. Remember that you can always accelerate the program by adding more communications tactics as well as increasing their frequencies.

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But the most important part of a PR strategy is building bonds with journalists and editors. This helps keep up impetus and motivation when it becomes a little too easy to get distracted by the day to day distractions of running your business. And it's a wonderful way to share and celebrate your PR successes, supporting and cheering each other on as you go. Take this aboard with your own campaign, either charting your goals and your progress in a diary or journal as you go, or partnering up with another business and sharing the process. A key part of the programme is clients' accountability - ostensibly to me, but primarily to themselves.

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Let's try it out! To do so, you need a strategy to implement that goal. A copy would be appreciated at bobkelly@TNI. Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Finally, what we need to see is the perceptions and behaviors - i.

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