If that sounds like you, here's what you may be missing once the new enterprise is launched

Public relations that really does something about the behaviors of those key outside audiences that most affect your new enterprise.

PR that uses a fundamental blueprint to deliver external stakeholder behavior change - the kind that leads directly to achieving your venture's objectives.

And PR that persuades many of those important outside folks to your way of thinking, then moves them to take actions that help your new enterprise succeed.

That's why you as a small Business owner must gear up to deal with the unattended perceptions out there that could nudge your fledgling venture closer to bankruptcy than success. Perceptions that, if left unattended, may well result in actions that run counter to those you and your banker had in mind.

For example, when new ventures fail, the wreckage is often assigned to undercapitalization. Seldom is failure attributed to a lack of an effective action plan that might have modified the behavior of prospects and other collaborators in a positive way, thus averting that failure.

So why support your new venture with press release public relations when a basic PR blueprint like this one can hold the key to your success? People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

Add to that these kinds of results: fresh proposals for strategic alliances and joint ventures; customers making repeat purchases; prospects starting to look your way; community leaders beginning to seek you out; and even politicians and legislators viewing you as a true innovator.

Major caveat for a new entrepreneurial venture: because the cost of gathering key audience perception data - an absolute must in this Business - can be substantial, it should be built into the original funding budget. That suggests that you, as the new venture leader, must take the lead in assuring upfront funding of the perception monitoring function.

So, with the people whose perceptions of your venture you care most about now the target of your PR effort, you are ready to launch a well-planned public relations program that can reach, persuade and move those individuals to actions you desire.

Here's a public relations checklist entrepreneurs may find helpful.

From Day 1, you have to be certain your staff or agency public relations people are really committed to knowing how your outside audiences perceive your operations, products or services. And further, that negative key audience perceptions almost always lead to behaviors that can hurt your new venture. Fortunately, your PR people are in the perception and behavior Business to begin with, so they should be of real assistance for your opinion monitoring project.

Professional survey firms are always available, but that can be expensive. So, whether it's your people or a survey firm asking the questions, your objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions.

First, rank your external audiences as to impacts on your operation. For example, #1 customers; #2 prospects; #3 employees; #4 local and trade media; #5 your local Business community; #6 community leaders, and so forth. Then, involve your PR team in plans for monitoring and gathering perceptions by questioning members of those you expect will be your most important outside audiences.

Second, interact with members of your key audience and jot down their first impressions of your fledgling operation, especially any problem perceptions.

Use questions like these: Now that you've read our brochure, do you believe our products/services will be of use to people in this area? Have you used the services of our competitors? Did you find them useful? Fairly priced? Any problems? Listen carefully for any rumors or misconceptions about your new operation.

Third, decide which of the negatives you discovered, rates as the #1 corrective public relations

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