Fact is that a PR goal without a strategy to show you how to get there, is like clam chowder without the clams. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Word count is 1030 including guidelines and resource box. Yes, I believe this IS the way to run your PR, in particular when you are doing something about the behaviors of those important outside audiences that most affect your operation. There are scores available and the only selection requirement is that the communications tactics you choose have a record of reaching people just like the members of your key target audience.

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Now, you can meet that goal only when you establish the right strategy from the three choices available to you. Picking the wrong strategy will taste like peanut butter in your cucumber salad. So please be certain the new strategy fits comfortably with your new public relations goal. Please remember that PR's sweet spot appears when the manager applies positive actions affecting the behaviors of those important external audiences that most affect his or her operation. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others.

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The wrong strategy pick will taste like whipped cream on your barbequed ribs, so be sure your new strategy fits well with your new public relations goal. Naturally, without the right strategy to tell you how to proceed, you won't get there at all, So please remember that you have just three strategic options available to you when it comes to doing something about perception and opinion. Which means you must move rapidly to create the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives. Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Word count is 1070 including guidelines and resource box.

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To better support an existing specialty service, for example, perhaps the strategy is to develop a program that underscores your expertise and thought-leadership in that arena. Developing a PR plan takes time and energy, but is essential to bringing focus to your PR program. Ideally, you'll get the structure in place so that each year, the planning gets easier, the metrics help prove out where refinements are needed, and your value is substantially demonstrated to management. Return on investment is one (though not the only) way to go - for which you'll need total spendings as well as a way to tie those spendings to such measurable results, like more business coming over the transom. You may, in fact, have to pare back - or bolster - your initiatives depending on what the numbers tell you.

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Now, the right strategy sends the public relations program off to a good start because it shows you how to proceed towards your goal. An effort should be made to match the strategy to the public relations goal you selected. Obviously, if you want to correct a misconception, you would use the strategy that changes existing opinion, not one that reinforces it. But this time, you'll be looking for evidence in the responses that the offending perception is finally being altered. Yes, you and your PR team will ask the same questions as you did in the initial monitoring session.

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The challenge here is to select the strategy most likely to achieve your public relations goal. However, to do something about that goal, a strategy is needed showing you how to reach it. 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. You might choose tactics such as community briefings, personal contacts, Internet emails or electronic magazines, news releases, speeches, brochures or even special events and newsworthy surveys.

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So please be certain the new strategy fits comfortably with your new public relations goal. Picking the wrong strategy will taste like Limberger cheese on your Jello. The fact is that you will realize that goal only when you select the right strategy from the three choices available to you. Another example of perception, persuasion and behavior, PR at work. A copy would be appreciated at bobkelly@TNI.

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Setting the public relations goal let's your public relations team focus on which strategy they want to employ to reach that goal. Using the persuasive message as a guide, are respondents aware of the message? If so, what is their reaction to it? Does your crew find evidence that prior opinion (perception) has moved in your direction? If so, to what extent? Was the create/change/reinforce strategy choice correct, or must it be adjusted? Are refinements in the message in order, meaning there is still considerable work to be done. Obviously, the problem solving sequence must be carefully retuned as progress is made in order to keep it on target - alter perception, change behavior, and achieve not only a successful, but the desired public relations result. Wait a minute, not so fast! How will your public relations team measure progress? Best way is to put on the monitor hats again and fan out among members of the target audience. In other words, it must be believable, credible and especially persuasive and compelling.

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Of course, without the right strategy to tell you how to proceed, you won't get there at all. The wrong strategy pick will taste like horseradish on your pancakes, so be sure your new strategy fits well with your new public relations goal. You wouldn't want to select change when the facts dictate a strategy of reinforcement. Which means you really have little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move those key external audiences of yours to actions you desire. The value of public relations to managers becomes clearer when you realize 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.

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Obviously you'll need the right strategy to show you how to reach that goal. Unfortunately, selecting a bad strategy will taste like mint sauce on your eggs Benedict, so be certain the new strategy fits well with your new public relations goal. If you feel the program is dragging, things can always be accelerated with a broader selection of communications tactics AND increased frequencies. As your program inevitably changes individual perception, and thus minds among your important target audiences, you will, just as inevitably, create behavior change among those key outside audiences that leads directly to achieving your managerial objectives. A copy would be appreciated at bobkelly@TNI.

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For example, you don't want to select change when the facts dictate a reinforce strategy. You can't avoid the fact that every goal must have a strategy to show you how to get there. As luck would have it, selecting the wrong strategy will taste like sauteed bologna ends, so be certain the new strategy fits well with your new public relations goal. By the way, you can always speed things up with a broader selection of communications tactics AND increased frequencies. Public relation's single most important contribution to a business, non-profit or association manager is building the resolve to do something positive about the behaviors of those important outside audiences that most affect their operations.

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While you can't have a public relations goal without a strategy to tell you how to reach it, fact is, you have just three strategic choices when it comes to handling a perception or opinion challenge. For example, you don't want to select change when the facts dictate a reinforce strategy. Of course, picking the wrong strategy will taste like seaweed on your popcorn, so be certain the new strategy fits well with your new public relations goal. Public relation's single most important contribution to a business, non-profit or association manager is building the resolve to do something positive about the behaviors of those important outside audiences that most affect their operations. And that can only be effective when you, the manager in charge, has accepted the fact that the right PR really can alter individual perception and lead to those changed behaviors you need.

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And please be certain that the strategy you choose fits well with the new PR goal. I mean public relations that presumes from the get-go that the right message, strategy and communications tactics can change perceptions among each of your business, non- profit or association audiences. No one ever reached a public relations goal without a strategy showing how to reach that goal. Keep in mind that the effort can always be accelerated by the addition of more communications tactics and/or, of course, by increasing their frequencies. So, Mr/Ms manager, why not PR like this? When you persuade those important outside audiences to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed, you have a public relations success on your hands.

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Which then requires that a strategy be identified. With the strategy now set, we need persuasive messages with a good chance of moving perceptions (and thus behaviors) in the organization's direction. 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.

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Obviously, you will select the strategy that leads directly to achieving your public relations goal. Goals are certainly necessary, but they need a strategy that shows HOW you will alter those worrisome perceptions. 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. Handling public relations this way, you're moving in the right direction because you're mobilizing your most important external audiences in support of YOUR goals and objectives.

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