The third step in the process is communication. Using what you learned in the research and planning phases, this phase involves developing communications tactics and tools that will help you achieve your objectives.

Here are some tips for developing effective communications:

• Identify communications tools that will advance your needs. They may include media relations, advertising, direct mail, web site, grand opening or other special events. Discard tools that don't meet your needs.

• Start thinking from the viewpoint of the audience. What is on their minds?

• What is in it for them?

• Give the audience a sense of involvement in the communication process and what is going on. Get them involved and you gain their interest.

• Communicate with people, not at them. Communication that approaches the audience as a target makes people put up defenses against it.

• Localize. Deliver your message as close as possible to the intended recipient's location.

• Use many channels of communications, not just one or two. The impact is far greater when your message reaches people in different forms.

• Maintain consistency, so what is said on the subject is the same no matter who delivers the message and in what format.

• Don't propagandize, but be sure to make your point. Clearly state your position.

• Maintain credibility. Do not lie or mislead.