While goal by itself isn’t of much use, with right strategy, public relations program is off to a good start. Fortunately, there are just three strategic choices for dealing with matters of opinion and perception. You can create perception/opinion where there may not be any, you can change existing opinion, or you can reinforce it. An effort should be made to match strategy to specific goal. For example, if you want to correct a misconception, you need strategy that changes existing opinion, not one that reinforces it.

Now, some serious writing is needed. The corrective message to be communicated to members of target audience is an opportunity to write something designed to change individual opinion, and that’s a positive experience for any writer.

Clarity is first, followed closely by accuracy and believability. Stick closely to issue at hand – like an inaccurate belief, a misconception or a dangerous rumor. A compelling tone is useful because message must alter what a lot of people believe, and that is a big job. Tryout message on some colleagues for effectiveness.

With goal, strategy and message in hand, it’s time to call in “Beasts of Burden” – communications tactics that will carry that first-class message to attention of members of target audience. Luckily, there are many, many such tactics ranging from luncheons, news releases and personal contacts to print and broadcast interviews, speeches, press releases and dozens of others. Only requirement is that they have a proven track record for reaching your target audience.

In short order, colleagues will inquire whether any progress is being made in altering offending perception or opinion. Ruling out an expensive opinion survey, your best hope of assessing progress is to return to field and re-monitor target public member’s perception.

While you ask same questions as in initial monitoring session, difference now is you’re looking for evidence in responses that offending perception is, indeed, being altered. What you want to see and hear are signs that percep- tions are actually moving in your direction because, then, you know that positive behaviors cannot be far behind.

By way, you can always move things along at a faster clip by adding a few more communications tactics, and even increase their frequencies. Your message should also be re- vetted again to double-check its clarity and factual accuracy,

One way to persuade your operation or department’s key stakeholders to your way of thinking – and move them to behaviors that lead to success of your organization – is to insure that public relations effort on your behalf is actively managed along such lines every step of way.

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Bob Kelly counsels, writes and speaks to general management personnel about the fundamental premise of public relations. 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

Now, here’s where art comes in. You have to write corrective message going to attention of members of target audience. The satisfying part of this chore is fact that, done right, it will change opinion and, thus, behavior. No small feat!

The art lies in writer’s ability to prepare a message that accomplishes that objective clearly and in a believable, persuasive and compelling style. Not easy, but an absolute must!

How do you get that message “into end zone?” That is, before eyes and into ears of members of your target audience?

Good old “beasts of burden” communications tactics will come through for you and carry your message to attention of your target audience members. And there are scores of them ripe for picking.

You can choose from letters-to-the-editor, speeches and news releases as well as consumer meetings, brochures, radio interviews and many, many others. Just be careful that communications tactics you choose have a good record for reaching folks like those in your target audience.

The day will come when someone asks, “are we making any progress with this PR effort?” A good and proper question, answer to which is available back out among members of your target audience. Assuming your budget cannot accommodate pricey professional opinion surveys, you and your colleagues can re-monitor perceptions among audience members asking same questions as before.

The difference this time around is that you will be watching for perceptions altered in your direction – perceptions changed as a result of your corrective message and some aggressive communications tactics.

You can always increase beat by adding a few more communications tactics, and increasing their frequencies. And be sure to re-vet message itself for clarity and actual impact.

The payoff is clearcut – you get key external audience behaviors you need to help achieve your mission objectives.

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Bob Kelly counsels, writes and speaks to general management personnel about the fundamental premise of public relations. 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