Here's one public you had better not ignore! the audience whose actions most affect your organization. And that is where your attention should be directed.

I'm talking about "publics," or key audiences, like customers, employees, community residents, union membership, local influentials and, possibly, even a nearby military base.

I'm certain you can add to this list because only you can identify those certain groups of people whose actions have the most impact on your business.

What should you do about them? Above all, stay alert to any unintended perceptions among them and, thus, brewing behaviors. Then take action when you discover trouble in the making.

First, that means setting aside some time, as difficult as that may be. Fact is, this effort can save you some real pain and money when their actions begin impacting your business.

We're talking here about inaccurate perceptions such as your product or service quality is declining; you employ illegal aliens; you treat your employees unfairly; your prices are too high or you use dangerous compounds in your production process.

Remember, it's what people BELIEVE to be true - rather than the actual truth -- that usually defines the public relations challenge.

So, true or not, any "belief" can create perceptions that lead to behaviors ranging from negative feelings or suspicions about your business to outright hostility and damaging actions.

In any case, NOT good for sales and profits!

Best way to handle this is to meet with individuals among each key audience on a regular basis so you "see it coming." Also advisable: monitor your emails and your local media for danger signals.

LISTEN carefully to what is being said about your business and its products and services. Then take a hard look at your operation. Be sure to fix what needs fixing, or take actions such as those outlined below to correct any inaccurate perceptions.

Make a list of your most important "publics" whose actions really can help or hinder your business. After each, enter those reactions discovered during your one-on-one chats.

Tip: taking the time to be a regular speaker, newspaper/radio contributor, special events sponsor and an active member of the more popular business and fraternal clubs can build positive awareness of your business and of you as a manager. This good will can be "money in the bank" when trouble brews.

At any rate, decide upon a clear and pointed message designed to correct inaccurate perceptions. Try it out on a few outsiders in order to gauge their reaction and the message's effectiveness.

Now, how will you reach the people who make up the key audience in question, with your persuasive message?

To actually reach them, you have a big choice of communications tactics. Everything from meetings, speeches, presentations and open house facility tours to promotional events, newspaper and radio interviews, email messages and many, MANY more.

You might even try to partner with a local publicity specialist who can help you get these important and clarifying messages to the people who need to hear them.

To repeat, unattended and uncorrected misconceptions held by your important audiences can affect the survival of your business. Don't let that happen to you!

Now, you really should track your own progress as you go about correcting misconceptions. To do that, you must take the time to meet again with individual customers and prospects, area residents and others whose opinions could lead them to take actions not destined to help your business. What this article really says is that because people will act on their own perception of the facts before them about your business, the result could be behaviors you would rather avoid.

But because something can almost always be done about those behaviors, I try here to outline how you can, should and must address such problem areas before they negatively affect your business.

Why fail to take such action and roll the dice on your business' survival?

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Robert A. Kelly