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Ready For A Business Recovery?

by Robert A. Kelly

Who wants to face the challenges of a business recovery
without a ton of firepower? Especially when getting your
piece of the action almost certainly depends upon how
well you modify the behaviors of your target audiences.

That s why public relations had better play a central role in your
business planning. Particularly since any recovery that takes
place will be the result of industrial, commercial and individual
consumers alike starting to behave like buyers, whether of
luxury real estate, frozen pizzas, industrial transformers or
information technology.

So, before this train leaves the station, if you are unsure
how best to use public relations in the expected recovery,
consider its basic mission firmly rooted in the principle that
people act on their own perception of the facts. Then it
strives to create, change or reinforce public opinion by
reaching, persuading and moving-to-action those people
whose behaviors affect the organization. When the behavioral
changes become apparent, and meet the program s original
behavior modification goal, the program has succeeded.

But what comes first? How about a real acceptance that
(1) individual perception of the facts is THE guiding light
leading to behavioral change, and (2) that something really
CAN be done about those perceptions. Think about that for a
moment not every one buys it. For me, I can tell you it
was an epiphany of immense proportion that actually helped
shape my career in public relations.

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First, we set the goal whether it be to move consumers to try a new soft drink flavor; or to perceive your organization in a new light thus strengthening its reputation; or to lead them to a positive
perception of the company in turn leading to new investments in the company s shares.

Next, what strategy will it take to reach that goal? Opinion Creation,
Change or Reinforcement?

Creation

Now the real public opinion work begins. The public
relations squad must decide whether opinion among key
audiences is to be created from scratch, requiring a lot of
basic data, information and interpretation from which a person
can form an initial opinion.

Change

Or, are we talking about a change in opinion, a nudge in
one direction or the other requiring a clear, credible and
well-supported explanation of, and rationale for why anyone
should alter their current views?

Reinforcement

Or, do we simply reinforce opinion that pretty much tracks
with the opinion level we desire? Here, we use simple
corroboration and additional third-party support to strengthen
existing public opinion.

But for each of the three choices, the information and data to
be communicated must be creditably sourced, crystal-clear
and logically presented.

On to reach, persuade and move-to-action

Reach

Now, it s time to actually reach your key audiences, people whose
behaviors will affect your organization. Among others, these stakeholders
include customers, employees, prospects, retirees, media, legislators, regulators, and both financial and plant communities.

But reaching these target groups means applying the most
effective communications tactics available to you. These
will include such tools as media relations and publicity-
generating news conferences and press releases, newsletters
and e-mails, high-profile speeches, charitable contributions,
investor relations, informal opinion surveys and many others.

Special events also will be high on the reach action
list: newsworthy events like trade shows, open houses,
awards ceremonies, contests, VIP receptions, financial
roadshows, and even media-attracting stunts. At the same
time, marketing counsel will want to develop sales-oriented
communications to help build brand franchise, win consumer
acceptance and gain competitive advantage.

Persuade

Persuading your key audiences, the third leg of the opinion
troika, is yet another challenge because bringing these
important groups of stakeholders around to your way of thinking
depends heavily on the quality of the message you prepare
for each target audience.

It s hard work. You must understand and identify what is
really at issue at the moment; impart a sense of credibility
to your comments; perform regular assessments of how opinion
is currently running among that group, constantly adjusting
your message; as well as highlighting those key issue points
most likely to engage their attention and involvement; and
finally, identify and build into your messages pre-tested,
action-producing incentives for individuals to take the
actions you desire.

By the way, those incentives could include the very strength
of your position on the issues, a new plant expansion holding
the promise of more jobs and taxes for the City, or even your
organization s efforts to attract low and middle income
housing to the area.

Implementation

Equally important to moving into action with highly effective communications tactics will be the selection and perceived credibility of the actual spokespeople who will deliver your messages. They must be
seen as people of stature, and they must speak with authority, personal confidence and conviction if meaningful media coverage is to be achieved.

Now, Let s Gain and Hold

By this time, your action program should begin to gain and
hold the kind of public understanding and acceptance that
will lead to the desired shift in public behavior.

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And The End-Game? Modify Behavior, Achieve your Goal

When the changes in behaviors become truly apparent through
media reports, thought-leader comment, employee and community
chatter and a variety of other feedback — at the same time
clearly meeting your original behavior modification goal –
I ll say again that your public relations program can be deemed
a success.

What is your conviction about the efficacy of this write-up?

You are the finest critic for Charleston SC real estate. Be ready to finish and sense the facts of this report.

Obviously, your piece of the action in the business recovery
ahead will come at a price. And that will be your cost to
efficiently modify the behaviors of your target audiences.
But, the payoff makes it all worthwhile — nothing less than
the achievement of your business objectives and, at slight
risk of overstatement, a real contribution to the survival
of your organization.

end

About the Author

Bob Kelly, public relations counselor, was director of public
relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.;
VP-Public Relations, Olin Corp.; VP-Public Relations, 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
Website: http://www.prcommentary.com

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Real Estate is one of the oldest forms of investing known to man.

Real Estate investing is easy and fortunes are made in a simple manner. For example, and investor decides that a desert area will eventually become an industrial development. He purchases a number of acres at a very low price. If his guess turns out to be correct, ten years later he sells the land hundred times more than what he paid for it.This can happen in any part of the country and is not an exceptional case.

As the population keeps growing in the U.S., land prices continue to raise and it means that Real Estate will continue to offer one of the best investment opportunities in the country.

Compared to most forms of investment, Real Estate offers greater profit potential. Of course, not every piece of land will turn out to be a winner, and despite the great potential rewards in some cases risks are involved, so the necessity of careful study before invest.

One of the problem of Real Estate is his lack of liquidity. Liquid assists are those easily converted into cash like stocks or bons. Most Real Estate investments take years before you can make some money, so it is not wise to tie up all your assets in this type of investment. Your financial situation will determine how much you can wisely invest in properties.

There is a difference between a land speculator and an investor. A speculator buys land with the intention to make a quick sale and fast profits and will not hold land for a long period of time. An investor, on the other hand, looks for a long time gain, and usually buys only what he can afford to keep for an indefinite period of time.

If you are new at this field, it is wise to refrain from any a speculation until you become more informed, and you will have to devote considerable time to study and research. It is wise also to consult specialists before you act.

Without realizing it, you already made a very successful investment in Real Estate if you bought your own home.

Before you look for areas to invest, consider the condition of your own house. If you have any plan for selling it, good landscaping has been known to considerably increase the value of a home.

Large profits can be attained by purchasing run-down homes and restoring them for eventual selling, but some factors have to be considered:

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* You must know something about architecture and remodeling and get and idea of how much it will cost to get the house back into shape. Consider what you will be able to do yourself and what it will cost you if you have to have it done.

* The location of the house is the most important factor to consider. Study the neighborhood, shopping, and transportation facilities.

It can also be profitable to lease land for commercial use. Land which borders highway is extremely valuable for purpose such as warehouse, gas station, etc.

Land development companies frequently run advertisements offering country retreats. Be wary of these offers as they themselves make a large profit at the time they sell you the land, so it is much more profitable for you to buy your own.

When you buy property, buy at a price that involves a minimum financial risk. Invest only a modest amount of your own capital, when you sell, determine if a cash or installment sale is the best, based on your over-all income tax status. Learn by looking back on the mistakes made in the past and by reviewing the opportunities you have missed.

Prepare a list of all properties available in your area and think up the best future use of the properties. Learn to purchase land before there is a demand. To buy land well in advance is the only economical way at today’s prices. Then hold the property until you can resale for large profits. Don’t sell all your desirable properties and keep just lemons.

If you are willing to leave the cities, you should not have any trouble finding inexpensive land for sale. If you discover a tract of land appealing to you but not listed for sale, contact the Country Register’s Office and he will tell you who is the owner. Get in touch with him and he could be willing to sell.

As a rule purchasing tracts of land within thirty miles from a growing city is often a sound investment. Deal only with qualified realtors. Be careful of individuals who offer quick profits.

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Before taking any action, study what has been written about the subject. Know why you should and should not buy. Stay conventional and don’t buy white elephants. Look for hidden defects and make the property attractive before offering it for resale. Study local conditions and be sure it is practical. Constantly look for bargains and quality properties with exceptional features that will make the sale easier. Follow up on For Sale signs, make inquiries.

When discouraging elements occur, minimize your losses by whatever means available. Don’t throw away money on repairs for poorly located property or in an area of surplus rental units.

Before you attempt to sell, find out how the prospect can use the property profitably. Ask yourself if you would purchase it if you were in the prospect’s shoes. Ask yourself if the future use will fit any of the many types of specific businesses. Can a hospital, a bank, an apartment complex, condominium or professional building be located on the property.

Learn to analyze the pros and cons of a real estate problem. Break it down into its various elements. Know if the answers you come up with are satisfactory and practical. Try different approaches to the problem.

You are necessary looking for the “top” or “bottom” of the market, or the current economic situation. You are looking for a variety of properties which have a higher value dependent on the use that can be established for them.

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There are always opportunities in Real Estate during good times and bad, but it is up to you to pick and choose only those very best deals, especially during times when it appears that Real Estate values and demand have reached their peak or in times when it is practically impossible for most anyone to get bank loans due to the tight money market or impossible interest rates. Visit http://groups.msn.com/venturecon,If you are serious about making money from home based business.

About the Author

Ajay Pats is professional manager.He runs community for home based business entreprneurs “Venturecon/Home business opportunities” accessible at http://groups.msn.com/venturecon .He also runs inspirational ezine “Discover secrets of happy and propserous life” accessible at http://www.topica.com/lists/venturemall .

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Data Sharing - When different groups or offices must share data, the solution is to place your database on a web server. People in multiple locations then have the ability to utilize the same data. The web database can be synchronized to offline systems so everyone has current data.

Tracking Shipments - For freight and transportation companies, this system to provides your customers with information about the delivery of goods - online and viewable 24/7.

Online Purchase Department - The major companies are all doing it - consolidating their purchasing departments via an online system to simplify the steps. Soliciting bids, compare prices, complete the purchase procedure and save lots of time and money.

Paperless Forms - Get clients to sign up online and have the information transfer directly into a database on the web server. Paperless form transactions are a proven way to save time and money. The server can be synchronized to download to an office computer/server and/or other offices.

Product Display System - Need to keep your online products updated? This solution applies to real estate, vehicles, manufactured items, catalogues, and many other businesses. You can add- edit- delete from your office computer, 24/7 while saving money.

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About the Author

Nakul Goyal, currently doing Master of Sciences in Information Technology from Panjab University, Chandigarh. He’s passionate towards the Cyber World & he likes to write about Technology. He’s also a Microsoft Certified Professional and a Brainbench Certified ‘MVP’(Most Valuable Professional). Also the Co-Founder of CWSTeam (http://www.cwsteam.com). Contact Nakul Goyal by Email: nakul@cwsteam.com

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