Are you concerned about your public relations?

Anxiety is always there while shooting from the hip. Especially when managers mandate one public relations method after another without first establishing a viable public relations aim and plan.

One that has the potential to improve their chances of getting the results they desire.

Why squander resources in this manner when a little more effort may result in public relations success?

I mean, launching communications strategies without first determining how your target audience views your company and who your tactics should be focused at, then failing to determine what changes in perception, and hence behavior, you need and want, is like pouring resources down.

What a great way to go about things. Who is the true target of public relations?

Isn't it true that the external audience's actions have the greatest influence on your company?Shouldn't you be glad to woo such people and focus your public relations efforts on them because your company's reputation is on the line?

Yes, of course.

One method to address the problem is to identify ahead of time which groups of individuals — which external audiences – have the most impact on you.

Could it be people that live in a specific area?

Or those people you know who utilize your or your rivals' services on a frequent basis? Or those who belong to labor unions? Those between the ages of 21 and 35 are also eligible.

It doesn't matter which, as long as you have good reasons for focusing on that particular target market. That is, their actions, whether positive or negative, have the greatest influence on your company.

So, what's next?

Nothing should be taken for granted. Get out there and interact with members of that important audience as soon as possible. By asking questions, you can keep an eye on their perceptions.

What are your thoughts on our company? What about our products and services, or our programs if you're a non-profit or an association? Do you detect a negative undercurrent?

Investigate further to discover whether some basic misunderstandings are at play. It might also be due to erroneous impressions or negative rumors.

The responses to such questions should be carefully examined, and a public relations goal should be set that, when met, corrects the problem you discovered. It may be as simple as putting an end to that nagging rumor once and for all. You can also desire a goal that explains a terrible misunderstanding or erroneous opinion about your company. Even a "suspicious sense" about your coworkers will require consideration.

Your brand-new public relations goal directs you to the next step: a plan that outlines how to achieve it. Will you try to manufacture perceptions (opinions) when none may exist?Will you try to persuade them to alter their minds?

You can even opt to promote a mildly good opinion of your company so that it develops into a strong positive belief.

That's correct!

Create, change, or reinforce perceptions are the only three strategic options.

That makes things easier. What will the corrective message you want to send look like now that you've decided on a strategy?

It must be compelling, which necessitates sincerity, clarity, and directness, if such a term exists. Be succinct, to-the-point, and, of course, straightforward, so that further misunderstanding is just not possible.

Finally, the "beasts of burden," the communications methods that will bring your crystal-clear message to the attention of members of your main target audience, have arrived in their right place.

The list of possible strategies is practically limitless. Start with letters to the editor, official releases, and public appearances, then move on to giving speeches and organizing community briefings and open houses.

You can opt to step up the tactics game with special events, a series of targeted emails, or face-to-face meetings with a thought leader portion of that critical target demographic.

What do you truly know at this stage, after two or three months of intense communication?

Not much unless you know whether you've changed the perceptions of your target audience.

Sorry, but that entails re-monitoring public opinion.

So go out to important audience members once again and ask a lot of questions. What do you think you're hearing? Is there any playback or feedback that indicates a misunderstanding has been cleared up?

That a harmful inaccuracy no longer reigns supreme? Is it true that a rumor has been debunked?

Remember that your public relations aim necessitates changing views and, as a result, actions among your primary external audience before you can declare triumph.

So, you've succeeded when your re monitoring activity clearly reflects perceptual and behavioral movement in your direction.

If your re monitoring shows that your communications techniques aren't working, you may explore changing the mix and frequency of your tactics. Furthermore, your message must be re-evaluated for credibility and effect.

In any case, you are no longer squandering your public relations resources since you have a solid strategy, messaging, and communications strategies in place. And because you're no longer shooting from the hip, you're unlikely to fail.

So, what's the last step?

Get rid of your anxiousness!