Purpose and benefits

Discovering the real perceptions of your key audiences is a valuable guide. If the perception is favourable, the challenge is to enhance it. If it is unfavourable, try to change it. If there is no perception, work to create it.
Write down a clearly defined programme that is realistic and achievable with adequate budgets and has measurable, specific objectives. Assign responsibilities clearly, internally and externally; review the programme at least quarterly; change it if and when necessary.