As the unit manager, your personal input will be required to insure that it is both persuasive and compelling. As well, the message must be clearly written, and well supported with facts if it is to be believable as it strives to alter perception in your direction.
Delivering your message is not a complex task and your PR folks will help select the proper communications tactics to get the job done. Luckily for all concerned, there is a full menu of such tactics from special events, news announcements, print and broadcast interviews and brochures to newsletters, speeches, emails and many others.
To satisfy all concerned that the effort to alter an offending perception is really working, you must re-monitor the perceptions of members of your external target audience
This go-around, however, will see all members of the public relations team on the lookout for clear-cut signs that the negative perception is actually being altered according to plan.
You should also be aware that matters can be accelerated by adding new communications tactics to the effort, AND/OR by increasing their frequencies, as appropriate.
If genius is too strong a descriptive for managers who apply this public relations blueprint, let us at least observe that it allows them a degree of success in achieving their unit objectives they did not previously enjoy.
About The Author
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.
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