Your public relations goal will lead you to the proper strategy selection. Because we know that predictable behaviors tend to follow changes in perception, your carefully planned public relations effort is well-positioned to create key audience support for management initiatives. 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. And, of course, you would want to review your message for clarity, impact and direction, especially with regard to your supporting facts and figures.

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With the public relations goal set, we obviously need a strategy designed to reach that goal. 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. 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. As time passes, and your monitoring of target audience opinion progresses, you will begin to notice growing signs of awareness of your business, of yourself as its proprietor, and of its role in the marketplace and the community.

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You need the right strategy to show you how to get there. Keep in mind that the timetable can always be accelerated by adding new communications tactics and by increasing their frequencies. Also discuss with them blending the message into a variety of public presentations so as not to damage its credibility with a high-profile announcement. Also a good idea to continue refining and updating the message itself. Happily, what you will have done is use a set of tools that helped you persuade your most important outside audiences to your way of thinking, then move them to take actions that lead to managerial success and, some might say, survival.

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But now, you will be on the alert for clear signs that perceptions are, in fact, being altered as planned. By the way, you can boost progress by adding more communication tactics to the battle, and increasing their frequencies. Instead of a public relations program that produces results at the bottom of the efficiency scale, the action effort outlined above will do just the opposite. Namely, persuade your important outside stakeholders to take actions that lead to the success of your organizational unit. Ask questions similar to those asked in the first perception monitoring session.

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But when will that employer/client of yours be fully satisfied with the public relations results you have produced? Only when your reach, persuade and move-to-desired-action efforts have produced that visible modification in the behaviors of those target audiences you, and they wish to influence. In my view, this is the fundamental premise of public relations, its central, strategic function and the basic context in which you must operate in your pursuit of a successful and satisfying public relations career. 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. And your employer/client will be pleased that you have brought matters along to this point.

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Reaching that goal, however, requires just the right strategy. Luckily, you can always speed up the process with additional communications tactics, and by increasing their frequencies. But there's a new wrinkle the second time around. Your antennae will be up to capture signs of change in the offending perception - has that untruth, false assumption, hurtful misconception or damaging rumor been adequately addressed by your message and communications tactics? In other words, is perception among members of your target audience moving in your direction, thus signaling success. By this point, what you will have done, of course, is put in place precisely the well thought-out public relations plan you need to persuade your most important external audiences to your way of thinking, then move them to take actions that lead to your success as a manager.

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The ensuing articles led to speaking engagements at community events and, ultimately, to more customers. The mythical kingdom in Shrek - home of Princess Fiona - is named Far Far Away, and some area businesses are able to attract customers from far away neighborhoods. One of our coaching clients is a former two-time individual world champion in his sport. The faux jewelry and fashion stores you would drive miles to visit are perfect examples, as are unique restaurants far far away. If your business doesn't fall into this category, remember to focus on owning your three-mile radius.

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Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. Develop long-term relationships with the media. Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax. Use a press release to control the information flow. What is the hook? What will make your message or news release stand out from the rest? Be creative.

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So, with your goal set, you must now decide what your strategy will be in dealing with the perception problem. Then, create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors effect the organization. Until something better comes along, we have little choice but to continually track perceptions among key audiences by interacting with them and by monitoring other sources such as media reports, speeches by local influentials and emails from other interested parties. Depending on the responses you receive, it may be necessary to adjust both your message content and your mix of communications tactics. Using this approach, you will find it easier to accept and act upon the notion that what people believe really can bring you success.

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You want clear signs that the offending perception is actually being altered. Same questions, but this time with a big difference. And that means one more series of meetings with folks selected from your target audience. You can always speed up the process by adding more communications tactics, AND increasing their frequency. Soon, you and your PR staff will want to know if the program is working.

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But you can control your response - and a well planned media strategy can help neutralize a negative story. But in desperate circumstances, it might be worth the shot. But in exchange for continued access, we request only that you comply with the basic rules of journalistic fairness in the future. This piece of heavy artillery should only be pulled out rarely - in other words, if you're banning more than one reporter per decade, it's probably too many. In the most desperate circumstances, you may blacklist a reporter entirely.

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To recap, until something better comes along, we have little choice but to track perceptions among key audiences the best way we can. Then, if necessary, adjust your message content and the communications tactics. You must continue to monitor members of your target audience to measure not only awareness of your message, but how well is it being received, and even did it get there in the first place. Then, create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors effect the organization. A copy would be appreciated at bobkelly@TNI.

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As with just about any goal you pursue, you don't reach it without the right strategy to show you how to get there. What about progress? Only way to know for certain if offending perceptions have been altered, is to interact out there once again with those audience members asking the same questions as before. But this time, you and your PR team will be watching carefully for indications that the troublesome perception really is moving in your direction. That's where the rubber meets the road, isn't it? Alter the offending perception?that leads directly to the predictable behavior?that helps business, non-profit or association managers use mission-critical public relations?to reach their department, division or subsidiary objectives. They range from op-eds in local newspapers, radio and TV interviews, speeches, consumer briefings and brochures to newsletters, emails, personal meetings and many, many others.

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In my view, this is the central, strategic function of public relations and the basic context in which you must pursue that successful public relations career, a lesson best learned at the beginning of your career. When that client measures your real effectiveness, I suggest that he or she will be fully satisfied with those public relations results only when your reach, persuade and move-to-desired action efforts produce a visible, and desired, modification in the behaviors of those people your client/employer wishes to influence. 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. Your client will be pleased that you have brought matters to this point.

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When our reach, persuade and move-to-desired-action efforts produce that visible modification in the behaviors of those people they wish to influence, they will be using public relations' core value to its very best advantage ensuring that they really DO receive their money's worth. By achieving the behavioral goal they set at the beginning of the program, they will be using a dependable and accurate public relations performance measurement. 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. Their public relations program will be a success.

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