Managers - the business, non-profit and association sort ? really need to get this down pat if they are to meet theirmanagerial objectives.

They need to do something positive about the behaviorsof those important external audiences of theirs that mostaffect their operation. And as they persuade those keyoutside folks to their way of thinking, help move themto take actions that allow their department, group, divisionor subsidiary to succeed.

The good news for those managers is that good publicrelations planning really CAN alter individual perceptionand lead to changed behaviors among key outsideaudiences.

The premise? People act on their own perception of thefacts before them, which leads to predictable behaviorsabout which something can be done. When we create,change or reinforce that opinion by reaching, persuadingand moving-to-desired-action the very people whosebehaviors affect the organization the most, the publicrelations mission is accomplished.

There is literally no end to the magic that can be wrought:fresh proposals for strategic alliances and joint ventures;welcome bounces in show room visits; prospects starting towork with you; capital givers or specifying sourcesbeginning to look your way; customers starting to makerepeat purchases; membership applications on the rise;community leaders beginning to seek you out, and evenpoliticians and legislators starting to view you as a keymember of the business, non-profit or associationcommunities.

First, get your public relations people on board thisparticular approach to PR. Reason is, they must buyinto why it's so important to know how your outsideaudiences perceive your operations, products or services.And do be sure they accept the reality that negativeperceptions almost always lead to behaviors that candamage your organization.

Then, spend some time outlining how you plan tomonitor and gather perceptions by questioning membersof your most important outside audiences. Questionslike these: how much do you know about ourorganization? Have you had prior contact with us and were you pleased with the interchange? How much doyou know about our services or products and employees?Have you experienced problems with our people orprocedures?

You'll find satisfaction in the fact that your PR people arealready in the perception and behavior business and canbe of real use for the initial opinion monitoring project.Professional survey firms are always available, of course,but that can blow your budget. So, whether it's your peopleor a survey firm who handles the questioning, the objectiveis to identify untruths, false assumptions, unfoundedrumors, inaccuracies, and misconceptions.

It's time to decide which of the problems outlined abovebecomes your corrective public relations goal - clarify themisconception, spike that rumor, correct the falseassumption or fix a variety of other possible inaccuracies?

The fact is that you will realize that goal only when youselect the right strategy from the three choices availableto you. Change existing perception, create perceptionwhere there may be none, or reinforce it. Picking thewrong strategy will taste like Limberger cheese on yourJello. So please be certain the new strategy fitscomfortably with your new public relations goal. Youwouldn't want to select "change" when the facts dictatea "reinforce" strategy.

Now, one of the more challenging aspects of your public relations effort, writing a persuasive message aimed atmembers of your target audience. It's never easy to craft action-forcing language that will help persuade a targetaudience to your way of thinking.

Needless to say, be certain you have your best writer on theassignment. What's needed are words that are not onlycompelling, persuasive and believable, but clear and factualif they are to shift perception/opinion towards your pointof view and lead to the behaviors you desire.

On the other hand, one of the less challenging chores is identifying the communications tactics needed to carry yourmessage to the attention of your target audience. Insuringthat the tactics you select have a record of reaching folkslike your audience members, you can pick from dozens thatare available. From speeches, facility tours, emails andbrochures to consumer briefings, media interviews,newsletters, personal meetings and many others.

It's also a fact that the believability of the message can bedependent on the credibility of its delivery method. Whichmeans you may wish to deliver it in small getogether-likemeetings and presentations rather than through a higher- profile media announcement.

When progress reports are first suggested, you and yourPR team are well advised to undertake a second perceptionmonitoring session with members of your externalaudience. The same questions used in the benchmarksession can be used again. But now, you will be observingvery carefully for indications that the bad news perceptionis being altered in your direction.

If activity isn't at the pace you desire, rest assured that thePR program usually can be accelerated by adding morecommunications tactics as well as increasing theirfrequencies.

The bottom line for a business, non-profit or associationmanager is this: a workable public relations blueprint willhelp you persuade your most important outside stakeholdersto your way of thinking, and move them to behave in a way thatleads to the success of your department, group, division orsubsidiary.

Another example of perception, persuasion and behavior,PR at work.

Please feel free to publish this article and resource boxin your ezine, newsletter, offline publication or website.A copy would be appreciated at bobkelly@TNI.net.Word count is 1010 including guidelines and resource box. Robert A. Kelly © 2005.

Bob Kelly counsels, writes and speaks to business, non-profit andassociation managers about using the fundamental premise of publicrelations to achieve their operating objectives. He has been DPR,Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR,Newport News Shipbuilding & Drydock Co.; director of communi- cations, U.S. Department of the Interior, and deputy assistant presssecretary, The White House. He holds a bachelor of science degreefrom Columbia University, major in public relations.mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com