Arent Small Businesses Lucky
Arent Small Businesses Lucky
newsletter, offline publication or website. Only
requirement: you must use the Robert A. Kelly byline
and resource box. Word count is 755 including
guidelines and box. Robert A. Kelly © 2006.
Aren’t 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 just
three 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?
end
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 communi-
cations, 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.
mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com
Arent Small Businesses Lucky - To learn more about this author, visit Bob Kelly's Website.
Like this article? Share it with your friends
Please feel free to publish this article in your ezine,
newsletter, offline publication or website. Only
requirement: you must use the Robert A. Kelly byline
and resource box. Word count is 755 including
guidelines and box. Robert A. Kelly © 2006.
Aren’t 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 just
three 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?
end
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 communi-
cations, 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.
mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com
Arent Small Businesses Lucky - To learn more about this author, visit Bob Kelly's Website.
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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