Home
>
Small Business
>
Small Business Failure? Nuts!

Small Business Failure? Nuts!

Pardon my enthusiasm, but a large part of your small business' success is somewhere else. Namely, out among the company's important external audiences.

How they perceive you, and what they believe about you and your business, directly affect your chances of success. And that's because those perceptions usually lead to predictable behaviors, good or bad. So they're pretty important!

Now, here comes the public relations professional who tests the opinion waters, then decides whether, on your behalf, s/he needs to create, change or reinforce that opinion about you and your company. This is important because it will affect the message content you prepare aimed at those perceptions.

Next, s/he'll attempt to reach, persuade and move-to-actions- YOU-desire those very people whose behaviors affect your operation the most. And we're talking about actions like neutralizing a rumor, clarifying incorrect perceptions of your service quality, or reinforcing awareness of your organization's contributions to the local and regional community.

Now, of course, you and your PR counsel agreed up front, at the beginning of the program, on the behavioral changes you would like to see occur. So, it's a simple task to review together just how successfully the public relations effort on behalf of your small business is, or is not going.

As you may suspect, I do not give up easily when it comes to how public relations can help a small business succeed.

So, who does what to get us to this point?

First, you list those two or three groups of people, i.e., key external audiences, like your prime prospects, or certain segments of area residents, or influential community leaders, and others if appropriate to your product and service offerings.

You need a basis from which to evaluate opinions about you and your small business. So you need to take the time to interact with members of these key audiences to find out how they perceive you, especially any areas of potential trouble. This is the information gathering phase of the program.

Only then can you and your PR person decide just what opinions need to be recreated, or changed, or simply reinforced. This becomes the PR objective to be achieved in a realistic, mutually agreed upon time frame.

Now, we prepare messages most likely to persuade both those harboring misconceptions, or no perceptions at all about you, and bring them around to your way of thinking.

Remember that bad perceptions can lead to bad behaviors and, fortunately, vice versa!

At this point, you need to select the communications tactics - "beasts of burden," I call them - that will carry your carefully crafted messages to the eyes and ears of each target audience. In other words, how will you reach these important people?

You and your PR counsel have a wide choice of tactics. Everything from personal meetings with members of each target audience, your periodic speeches, emails, newspaper and radio interviews to promotional events, awards ceremonies, news releases, and many others.

As time passes, you must continue to speak with members of your target audiences watching and listening carefully for signs of awareness of your business and its role in the marketplace and in the community. Stay alert as well for a growing receptiveness to your messages by prospective customers.

These are indications that reflect local feelings about your organization. As your public relations counsel will tell you, progress in this regard will be directly proportionate to how much effort and attention you personally give to the outreach program.

The good news is that when public relations modifies behaviors among groups of people important to your organization, the effort may be pronounced successful when those altered behaviors help you reach your managerial objectives.

Which is why the title of this article remains, "Small Business Failure? Nuts!"

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

Lincoln Stretch rentals Alsip ..

In The News:

Fitness centers and workout studios are starting to establish policies that prohibit shooting phone videos to protect people's privacy.

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

Apple recently notified a small number of iPhone customers in 92 countries that their phones may be under attack by mercenary spyware.

An artificial intelligence-powered home security system can fire paintballs and tear gas at trespassers. The camera identifies human faces and animals.

Technology expert Kim Komando gives her tips and tricks on enhancing your user experience a smartphone and other devices you use everyday.

A new camera called NUCA uses artificial intelligence to create deepfake photos of subjects by stripping away clothing in close to real time.

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.