If small business had no important outside audiences, it wouldn't exist.
But since they do have external "publics," it's doubly unfortunate when those same small business owners seem unconcerned about the very outside folks whose behaviors can place a choke-hold on their business!
And worse, are so casual about public relations, the best way to move those behaviors in their direction.
Is that you? What's the problem? Can you think of any other way to marshall those groups of people you need so badly if your business is to succeed?
Face it. You must turn to public relations if you are really serious about getting those important outside people to support what you are trying to do.
And the best part is, there's no mystery about how to do it!
Start today by listing your important outside audiences in priority order. No doubt, customers and prospects will place #1 and #2. But think carefully about your local and trade media as well as community residents and leaders, suppliers and the like. The test for adding an external audience to your worry list is this: if left unattended, could its perceptions and behaviors hurt your business?
Since there is no other affordable way to find out how each of your target audiences perceive your business, products, services and operations, you must take the time to do it yourself along with your colleagues. Interact with members of that key target audience and probe their perceptions with plenty of questions. Watch for misconceptions, inaccuracies and rumors that need to be corrected. Stay alert to negativity of any kind.
This will let you decide how much you will try to alter perceptions among each audience. It also becomes the behavior modification goal against which you will measure your progress.
Now it's message time. What will you say to members of your target audience to alter that negative perception that surfaced during your conversations with them? Your message must be persuasive, so stick with the facts and present them clearly. By identifying honestly what is really at issue at the moment, you impart a sense of credibility to your comments, and their timeliness adds a compelling dimension to your message.
What's the best way to get that message to the eyes and ears of members of your target audience?
Here, you have an embarrassment of riches with dozens of communications tactics including news announcements, op-eds, letters-to-the-editor, speeches, community briefings, broadcast and newspaper interviews and many, many others.
Progress can best be tracked by interacting all over again with members of the target audience. While you'll ask questions similar to those you asked in your earlier monitoring sessions, this time you're looking for signs that your message got through. In other words, signs that your message succeeded in altering any negative perceptions of your business.
You should also monitor print and broadcast media, key customers and prospects for similar indications of success.
Should progress not be fast enough for you, you'll want to consider increasing the number of communications tactics you employ as well as the frequency of their use. Your message should also be re-evaluated for its factual basis and clarity.
Gradually, your monitoring will playback perception changes among that target audience, and that means the behaviors you seek will not be far behind.
It is this kind of success that tells us very clearly why small business must turn to PR if it is to realize its potential.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@tni.net.
Robert A. Kelly ? 2003.
About The Author
Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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. mailto:bobkelly@tni.net. Visit: mailto:bobkelly@tni.net
Lincoln Stretch rentals Alsip ..If you are a small business and qualify to participate... Read More
Just recently, I took a break and caught "The Return... Read More
You only have so much time in a day right?So... Read More
Passion. Passion alone can make your business successful. As an... Read More
With the massive explosion of start-ups and home businesses developing,... Read More
I started working with another new client last week. He... Read More
The day care industry is expanding. There are now more... Read More
It's the dream of every person who starts a business... Read More
Buyers want both online and local information about where to... Read More
Small businesses need Public Relations, possibly more than large corporations,... Read More
How many hours do you work a week? When was... Read More
The less a business pays for goods and services the... Read More
Most small businesses will not even try to advertise on... Read More
Do you know what your genius work is? It's the... Read More
Cash is the lifeblood of any business. As humans need... Read More
Tammy, a skilled and gifted horticulturist, called me to discuss... Read More
Starting the blind cleaning business is one of the best... Read More
The life cycle of the typical small business is short... Read More
We all know that a building has to have a... Read More
How often have you thumbed through a business opportunity magazine,... Read More
One overlooked individual in the process of taking a company... Read More
Nothing can drive a business down faster than customers who... Read More
Franchisor expansion policies are not as simple as one might... Read More
1. Don't Spend Too Much Time PlanningWhen you are entering... Read More
We're birds of a feather, public relations and small business.... Read More
Western Springs shuttle limo ..Has this ever happened to you... 'John, you have a... Read More
When deciding to host a fundraiser for your company or... Read More
Business owners rarely go into business to deal with the... Read More
Pressure washing companies must look for customers in the retail... Read More
What makes a business relationship?What really makes a business relationship?... Read More
The resume writing service serves an important role in the... Read More
If you are in a franchise and have a territory... Read More
You're pretty proud of yourself! After all, only four months... Read More
A reader of one of my online sessions asked should... Read More
Aside from the fear of losing a spreadsheet or research... Read More
In the first article we mentioned the main characteristics that... Read More
If you own a small business, then you know the... Read More
You've heard marketing and advertising gurus quip, "Sell the sizzle,... Read More
That sizzling sound you're hearing may be a symptom of... Read More
Concrete cleaning can be a lucrative business to start. Here... Read More
You may find this Newsletter a little long winded but... Read More
Costs of over regulation and over disclosure end up hurting... Read More
Here are a few tips on how to hand out... Read More
1. Everyone Makes A Difference ? Despite not letting him... Read More
What does it take to grow a business and run... Read More
Just recently, I took a break and caught "The Return... Read More
Time. As a small business owner, it's the commodity you... Read More
Writing a business plan for a mobile car wash is... Read More
On June 8, 2004, the world witnessed what no one... Read More
Do you need grant funding for your nonprofit organization? If... Read More
Small Business |