Home
>
Small Business
>
The PR Commitment to Small Business

The PR Commitment to Small Business

We're birds of a feather, public relations and small business. Wonderfully compatible and a perfect fit. Usually makes it easy to commit resources to small business success.

But, sometimes I wonder about those small businesses that ignore the perceptions and behaviors of the key audiences with the most immediate impact on their businesses - the very people who hold the future of that small business in their hands!

To me, it's a matter of dollars and cents, even of survival!

So, what are we to make of small business failures? Especially one where it's obvious that enough well-placed publicity might have altered the behavior of sales prospects in a positive way allowing the business to prosper and avoid a Chapter Eleven filing?

What a waste!

Truth is, the folks who make up these key audiences, like the rest of us, act on THEIR perception of the facts before them. If a small business overlooks this crucial reality, and fails to prepare by monitoring how these people view it, who is to blame if misconceptions flower leading inevitably to negative behaviors?

Of course, the small business itself.

The title of this article speaks of a commitment to small business. While I believe that public relations is indispensable to small business success, our commitment must be conditional.

Here's why.

We are committed to your small business, and will help you every step of the way:

IF you take the time to meet with members of your key audiences and evaluate their feelings and beliefs about you;

IF you are committed to move into action when you discover troubling perceptions;

IF you accept that what people BELIEVE to be true, versus the truth, defines your public relations problem;

IF you are willing to raise your profile by regularly speaking before business and fraternal clubs, by meeting with the media, and by promoting your business as appropriate, thus building the kind of good will you will need should things go awry.

IF you prepare carefully written, persuasive messages that directly address the misconceptions you discover during your fact finding;

IF you select effective communications tactics that will carry your messages to those key audiences in a timely manner. Tactics such as meetings, speeches, luncheons, facility tours, promotional events, emails, media interviews and many more.

And IF you track your progress by speaking regularly with members of those key audiences, and monitoring both the media and the reaction of community residents and other businesses, adjusting your strategy and tactics accordingly.

A lot to ask in return for our commitment to a small business? Perhaps, but without such a commitment in return, a positive result is unlikely.

Public relations and small business ARE wonderfully compatible and a very good fit.

That's why my commitment remains on the table.

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.

Visit: bobkelly@tni.net; bobkelly@tni.net

shuttle from Midway Glen Ellyn ..

In The News:

The Kimberley Kube trail-ready camper has a compact but spacious design and combines luxury, functionality and ruggedness for a weekend getaway.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Emails instructing you to reset your password for an account may be legitimate, or they may be scams. Kurt "CyberGuy" Knutsson explains.

Northrop Grumman's Manta Ray uncrewed underwater vehicle aims to revolutionize undersea missions — it glides through the ocean without human assistance.

Learn how to work Google's calendar application to streamline and organize your daily tasks from technology expert Kim Komando.

If you do not want Facebook to have automatic access to your private photos, follow our tips to protect yourself. Kurt “CyberGuy" Knutsson shows you how.

Kurt “CyberGuy" Knutsson goes into detail about Apple’s recent iOS update that allows iPhone users to instantly translate spoken language simply by using the Action Button.

Safeguarding your digital life with a reliable physical backup isn't just a precaution, it's a necessity. Kurt “CyberGuy" Knutsson provides the essential backup checklist.

Kurt “CyberGuy" Knutsson reveals how a Redditor exposed false recycling claims at their apartment, highlighting a report that only 21% of U.S. recyclables are processed.

Kurt "CyberGuy" Knutsson offers a travel toolkit featuring five technology tools to help you with booking flights and hotels for your summer vacation.

The bubble behind the clock on your iPhone can appear in different colors. Kurt "CyberGuy" Knutsson explains what each of those colors mean.

Scammers are using the power of artificial intelligence to mimic voices of people and are using the fake voices to commit crimes, like kidnappings.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Tech guru Kurt "CyberGuy" Knutsson explains the science behind the Invisibility Shield, a 6-foot shield that makes people become invisible.

The International Olympic Committee on Friday announced plans to use AI in various Olympic aspects, including athlete identification, training and judging.

Tech guru Kurt "CyberGuy" Knutsson explains an easy trick to avoid squinting while working or surfing the web by zooming in on your personal computer.

Streaming giant Roku has recently been targeted by a pair of cyberattacks, and the company confirmed over a half million Roku accounts were compromised.

The Land Aircraft Carrier combines an all-terrain, six-wheeled vehicle with a two-seat aircraft, which features electric vertical takeoff and landing.

The European Union has sent TikTok a "request for information" on the video sharing platform's newest app, TikTok Lite, under the Digital Services Act, with the aim to clean up social media.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

The FBI is warning the public about a recent phishing scam via text that claims its targets owe money in Pennsylvania for unpaid road toll charges.

Your Apple Music settings may be revealing to your contacts what you're listening to. Kurt "CyberGuy" Knutsson explains the process to change those settings.

Learn how to secure social media accounts, implement legacy contacts, and create a digital estate plan to protect your online assets from 'ghost hackers' after your death.

A ported phone number scam is leading to more people having their identities stolen by sophisticated scammers. Kurt “CyberGuy" Knutsson tells you what you need to know.

The Great Pacific Garbage Patch, a vast marine debris vortex, is being tackled by The Ocean Cleanup’s innovative technologies. Kurt “CyberGuy" Knutsson explains.