|Small Business Information|
Arent Small Businesses Lucky?
Why? Because they have access to world class public relations no matter how small they are.
That's one way of saying, take care of your key target audiences, Mr/Ms small business owner, and they'll take care of you.
What's that based on? Why the fundamental premise of public relations, of course.
"We know that people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. So, when we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished."
And here's the first step towards putting that "magic" to work for your small business. Look closely at those outside audiences whose behaviors actually help or hinder your particular business. Decide which is your KEY target audience and concentrate on it for starters.
Next, mix in with members of that audience - we call it a "public" - ask questions and clearly monitor the answers. Anybody have a problem with your business? Notice any inaccurate perceptions or mistaken beliefs about your products or services? Are there misconceptions about your business involving pricing or quality? Do you see any kind of problems brewing down the line?
The answers to these questions should be grouped, then prioritized so that you apply limited resources to the most threatening problem areas.
The answers will lead to setting a clarifying public relations goal. Such as restoring understanding and acceptance by correcting that inaccurate perception; solving that frequently mentioned pricing glitch; or clearing up that misconception about service quality.
Now you need a strategy to help you reach that public relations goal.
As luck would have it, in public relations we choose from justthree basic strategies: create perception (opinion) where none may exist; change existing perception; or reinforce it.
So, you have gathered input from your key target audience, and you've established a public relations goal and an enabling strategy.
But there's still work to do. You need a persuasive message to move opinion in your direction, but not just any message.
This one must aim squarely at setting down the truth about the misconception, or inaccuracy, or even an unfortunate rumor. The message must be crystal-clear, to the point, and believable. After all, there's a lot riding on it.
Of course, if you stopped right here, you'd never reach your public relations goal because no one would have seen or heard your message.
You need "beasts of burden," otherwise known as communications tactics, to carry that superb message of yours to the right eyeballs and ears.
And what a choice of communications tactics you have! Face-to-face meetings, emailings, feature article interviews, facility tours, press releases, speeches, open houses, consumer briefings, brochures, letters-to-the-editor and on and on.
But, at some point, you'll be curious as to whether you're making progress towards your public relations goal.
And that means tracking print and broadcast media coverage, but especially interacting once again with members of your key target audience. Only this time, you'll be looking for "changes of heart" with regard to the particular misconception, rumor or inaccuracy targeted by your public relations goal.
As you again speak with audience members, do you notice movement in your direction? Are there signs that your message and communications tactics have had a positive effect on people's understanding of the issue in question?
Yes? Your public relations effort looks like a success!
No? Back to the drawing board to ratchet up increased, and possibly redirected communications tactics, AND a reappraisal of the message itself. Could it be more pointed, more aggressive, clearer? Try it out on colleagues and watch their reactions.
Sounds like a lot of work?
Sure. But when survival could become an issue, isn't it worth it?
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.
Robert A. Kelly © 2005.
Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.
Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting
Is Your Business Legally Prepared?
It is imperative to have your business legally prepared. How you ask? You need to have a business license, a home occupation license, if running your business from home, a city or county license, (depending on what State you live) plus you need to register your business as fictious if you are not using your name as a business.
Uncover Free Veins Of Gold By Prospecting Online Guru Newsletters (Part 1 of 2)
Incredible as it sounds, you have a goldmine of free business advice and resources available to you for starting an online business. Many entrepreneurs are taking advantage of the unbelievable opportunity of financial independence by starting an Internet business.
Mobile Detailing VS Fixed Site Detailers
Mobile detailers will find themselves with lots of competition even if they do not see them around town. There are also many fixed site detailers who specialize in wholesale detailing or the retail detail or both.
Conquering Confidence Killers for Small Business Success
"The way to develop self-confidence is to do the thing you fear". -- William Jennings BryanWhether you're generally a self-confident person, or someone continually plagued by self- doubt, you'll recognize some of these confidence killers if you:? Are overly dependent on the thoughts or opinions of others;? Avoid meeting new people because you're afraid you won't fit in, be liked, or be accepted;? Focus on unrealistic expectations ("I must do each job perfectly"; "If one person is unhappy then I have failed");? Have an 'all-or-nothing' attitude;? Pay heed to the internal and external naysayer;? Use the word SHOULD most often in relationship to your business;? Assume that if you don't get the client, they didn't like you;? Assume that you must be as talkative, outgoing, friendly, smart, old, young, educated, attractive, as someone else in order to succeed;? Avoid implementing new ideas because they may not work;? Can recount all your shortcomings each day.
The Key to Small Business Growth? Buyer Alignment
Unfortunately for all buyers, each selling organization and their individual sales professionals are unique and often require immense amounts of energy to build a relationship with. This keeps buyers guessing, which in turn keeps the sales organization guessing.
Franchising 101- What You Absolutely Need to Know
Franchising has made the world look really small. The well known flavors are now not just restricted to a single town or city but can be enjoyed world wide.
Specialty Advertising in C-Stores
It appears the mini-blimp indoor theme and concept is making significant headway. We have seen them in the halls of Congress sniffing for anthrax.
Do Your Best; Hire the Rest
One of the hidden perks of raising six children is the learning laboratory it provides for the parents. My wife and I have learned how important it is to teach our children to do things for themselves and become problem solvers.
How to Bond a Business Relationship
When should you create a foundation in order to solidify a business relationship?Before you bond any business relationship, you need to make sure that this is a relationship that you both want to have. No relationship is a one way street; the relationship must work in both directions.
One Of The Best New Business Opportunities May Be Right In Your Home - A New Daycare Business
The day care industry is expanding. There are now more than 100,000 licensed child-care centers and 250,000 licensed family day care homes across the United States.
Marketing Your Small Business - The Top 10 Brilliant Ideas
A Brilliant Marketing Idea..
Dont Wait - Sell The Future Now!
Just as you are about to say "good-bye" to your hair stylist, you get the question, "shall we make our next appointment?"Most businesses sell products or services that are cyclical in their "need" curve. In other words, the client has need of your product at regular intervals of time.
Small Business Marketing - How Important Are Your First Words?
"What do you do?" It just might be one of the most asked questions there is, at least here in America.Are you prepared to answer this question and make a positive impression for your business at various networking (and social) events you attend?How about this one.
Your Business and the Story of a Tree; Part One
This morning, I went to take a short walk outside. I've been feeling a little more flexible since this weekend, and I figured a stroll would help me keep that liquid feeling in my bones that I've missed so much.
Using Holidays to Put Some Extra Cheer in Your Cash Box
No matter your age or station in life, we all look forward toholidays. They give us a reason to decorate, celebrate, and mostof all, spend.
Your Ideal Client - A Key Concept for Solo and Small Business Marketing
"I don't know the key to success, but the key to failure is trying to please everybody."--Bill CosbyHave you ever had clients that were more trouble than they were worth? Maybe they were always late to pay, or didn't do what they said they'd do.
A Look at Small Business Incorporating in Florida
The choice to incorporate a small business in Florida has several advantages. Corporations are separate legal entities and, as such, the corporation rather than individual owners pay both the taxes and the liabilities.
Administration Of Your Small Business
You've been meaning to tend to the administration part of your business, that is, the growing list of things to do that relates to your small business. You've shoved all other appointments aside and starts getting down to working on the nitty gritty details, you're ready to go all out and tick everything on the list off! But where in the world is the list?The Administration part of the small business may seem simple but unless one gets down to doing it and doing it right, nothing else will get done.
Preparing to Launch Your Small Business
Small business owners often enter their field with great expectations. Unfortunately, reality strikes shortly afterwards.
The Beauty of Focus and Plan B
Did you ever have one of those days or weeks when you said "What in the world am I doing running this business?!"Yeah. Me too.
|home | site map | contact us|